Building a differentiated customer proposition. Top three questions to ask
To be successful in mobile, MVNOs must build differentiated propositions. Offering the same service as the MNOs at a cheaper rate doesn’t cut it. Economics dictate that MNOs can always afford to go lower than the MVNO if they are inclined to do so. And they will, I’ve witnessed it many a time. Yet one of the biggest challenges I encounter when working with MVNO clients that want to make a splash and gain share, is their lack of appreciation for, and therefore their commitment to, the proposition. They are often blindsided by their technology investment. And, dare I say it, there’s a cohort of consultants that are just as easily side-tracked by the hype of the technology. Try to avoid them as you develop your proposition as it could inhibit your potential. (more…)
