Could the Lidl 1GLOBAL MVNO announcement signal a new wave of retail MVNO growth in Europe?
This week’s announcement about Lidl’s plans to launch an MVNO in up to 30 markets is substantial news for the industry. Made even more so by the fact that Lidl has taken a stake in 1GLOBAL to make it happen. Launching a retail MVNO is, of course, not a new idea. We’ve seen this happen all over the world. But I think it’s the scale that is breathtaking. It’s a huge statement of strategic intent from both sides, and a reminder that retail MVNOs remain one of the most powerful, and, in my opinion, underutilised, growth levers. Lidl’s ambition to leverage its retail footprint in multiple countries, combines ingredients successful retail MVNOs boast, including the option to distribute at scale and capitalise on high levels of consumer trust. Coupled with access to 1Global’s digital expertise, Lidl is on the road to creating a compelling mobile proposition that can be set directly into the retail experience. The case for retail MVNOs Looking back over the last five years, MVNO performance has rocketed and, in some countries, MVNOs post better growth than their operator hosts. Close to home, retail MVNOs account for over 40% of all MVNO subscribers in the UK. Tesco...
