Member only pricing sits at the core of the offer. Membership is £39.99, unlocking benefits that includes free delivery, extra savings, unpacking and recycling services for retail purchases, and finance deals on SIM free phones every 24 months. 

Plus there’s an exclusive ‘one size fits all’ member tariff for £12. It’s a straightforward 30 day SIM only deal with 500GB, unlimited calls and texts. It also includes a reasonable 15GB of roaming with an option to top up with boosters. 

The obvious comparison to make is with iD Mobile, which falls under the Curry’s brand. iD has led the way in terms of electronic retail MVNO models, introducing a range of price plans from monthly to SIM only, and device bundles. This leverages its retail strengths and heritage inherited from Carphone Warehouse.  

However, what iD has not achieved yet, is a full integration into the Currys shopper base, whereas it’s clear this is very much the intention of AO. 

It will be interesting to see how this plays out particularly as both MVNOs are on the Vodafone network. There is no difference in coverage or network service so it will come down to proposition and value. 

Will embedded member benefits and simplicity win, or will the more traditional MNO approach of a wide range of tariffs, offers and handsets be preferable? It’s perhaps not something you can split in such a black and white way. Each brand knows its customers and has a proposition to suit. That said, I suspect the cautious approach from AO will need to change to be more bullish and give people a wider range of price plans to choose from.

The trend for retail MVNOs shows no signs of slowing

Of course, AO’s launch is part of an ongoing global trend of retailers launching MVNOs to make loyal customers even stickier. UK examples include Tesco Mobile, Asda Mobile, Superdrug Mobile, Coop Mobile, and further afield I’d point to the German retailer MediaMarkt’s Let’s Go Mobile brand and Bait from Walmart in Mexico. 

We’ll see more over the next 12-24 months. Lidl is already well on its way to introducing mobile in 30 markets and I firmly expect more to follow suit in Europe, but also emerging markets where regulators want to open up competition. It all supports the predictions that the segment will grow by 50% from $4.8bn to 7.3bn by 2031.

Is that really possible? Yes. Everywhere you look there are retailers with a large footprint that can use mobile to convert customer footfall into additional value and loyalty. From supermarkets, through technology stores to fashion brands, they all have the ingredients provided they can create a proposition full of unique value and strike wholesale terms to underpin growth. 

I’m also sure that sooner or later one of the highstreet banks will realise that they need to address the impact of Lendable, Revolut and the Neo banks. Consumers are open to this type of ‘retail’ offer too and with the right help, brands have it in their gift to capitalise on the opportunity quickly. 

But whichever brand is next, one thing is for sure, the UK MVNO environment remains as vibrant as ever. Just the way I like it! 

We have worked with retail brands in developed and emerging markets around the world, helping them understand the scale of the local opportunity and how to bring it to market (you can see how we’ve done it with Apple Premium Re-seller here). If you are a brand trying to understand how mobile will add value, and encourage customer stickiness then get in touch here.

Further reading 

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It is never an easy question to answer. Wholesale contracts are complex documents covering everything from commercial terms and service levels to customer support, billing arrangements, and regulatory obligations. There is rarely one clause that outweighs all others.

However, if I were compiling a list of the five most important clauses then one covering network and technology parity would undoubtedly be near the top.

Technology parity ensures that an MVNO can access the same network developments, upgrades, and future technologies as the host mobile network operator (MNO). In practical terms, it prevents MVNOs from becoming second-class providers operating on outdated technology while their host networks move ahead.

More importantly, parity provides a foundation for fair competition. It allows MVNOs to build propositions, customer experiences, and brands based on consistent service quality rather than constantly trying to explain why their offering lacks capabilities available elsewhere in the market.

As the industry enters a new phase of innovation, that protection has never been more important.

The growing momentum behind direct satellite-to-mobile communications demonstrates exactly why technology parity matters.

Right now, we are seeing operators investing heavily in technologies designed to extend connectivity beyond the reach of traditional mobile networks. Direct satellite connectivity promises to deliver mobile services in remote locations, rural communities, vast landscapes and seas.

That’s why telecommunications authorities around the world are evaluating how satellite and terrestrial networks can coexist while protecting existing spectrum users and ensuring public safety.

In the UK, Ofcom has taken significant steps by authorising the use of mobile spectrum to support direct satellite-to-mobile services and also outlining the conditions under which those services can operate. Companies deploying satellite connectivity will be expected to implement measures that protect airspace operations and other critical services while delivering enhanced coverage to consumers.

Initially, many of these offerings are expected to focus on emergency communications and lightweight data services in locations where conventional mobile coverage is unavailable. For rural communities and travellers, that could represent a major step forward in connectivity.

Regulation creates opportunity

These developments highlight an important reality in telecommunications. Technology companies may drive innovation, but regulators remain the gatekeepers.

No matter how advanced a technology may be, it cannot achieve commercial scale until regulatory frameworks are established and market access becomes possible. Once those frameworks are in place, however, the flood gates open and we should expect the pace of adoption to accelerate remarkably quickly.

We are already seeing evidence of this across multiple markets.

In the United States, T-Mobile has been actively developing its satellite connectivity proposition. In the UK, Virgin Media O2 has begun promoting its satellite-enabled services following its agreement with Starlink. Vodafone has also announced customer trials scheduled for 2026 through its partnership with AST SpaceMobile.

Meanwhile, Deutsche Telekom has outlined ambitions to move beyond basic emergency connectivity and launch fully integrated data, voice, and video services via satellite by 2028.

Taken together, these announcements demonstrate not only the speed of innovation but also the scale of transformation that could occur over the next few years as regulators make their moves. 

Why MVNOs must pay attention

For MVNOs, the key takeaway is simple. The race has already started, and you need to be ready for when regulators fire the starting pistol in your jurisdiction. 

Not only that, as new technologies become commercially available, customers will increasingly expect access to them. As we know, connectivity innovations that initially appear niche often become mainstream far more quickly than anticipated – look at eSIM.

The challenge for MVNOs is to ensure the terms of their wholesale agreements support their next move.

If technology parity is already in place, gaining access to new capabilities can be relatively straightforward. If they are not, MVNOs may find themselves negotiating from the back foot and may need to secure entirely new agreements with their host networks or explore direct commercial arrangements with satellite providers. 

Negotiating direct, is of course an option, but as is often the case it’s often more time-consuming, more complex, and more expensive.

In many cases, the most practical first step is to engage with your host operator and explore opportunities for access. Wholesale partnerships are built on commercial relationships, and discussions are always worth having.

However, MVNOs should recognise that satellite-enabled services are likely to be viewed as premium products. Host operators and technology partners will be looking carefully at distribution strategies and selecting partners capable of bringing meaningful value to the market and recovering the investment they make.

Access alone is unlikely to be enough. MVNOs will need a compelling proposition and a clear plan for commercial success.

Understanding what parity really means

One common misconception is that technology parity guarantees identical commercial treatment. Never lose sight of the fact that parity and pricing are two very different things.

A technology parity clause is typically designed to ensure that an MVNO can access the same products, services, and technological advancements available to the host operator’s own customers. It does not guarantee is identical wholesale pricing.

In my experience, even where parity exists, there will almost always be separate commercial negotiations around wholesale costs. The introduction of new technologies often creates additional investment requirements, and operators will naturally seek to recover those costs too.

As a result, MVNOs must carefully assess the economics of any new service. Can the technology solve a meaningful customer problem? Does it create sufficient value to justify a premium price? Will customers be willing to pay for it? Can the proposition generate sustainable margins?

These questions remain just as important as securing access itself. And you must answer them for your business and be ready to give the answers to your host too.

Building contracts that grow with you

Perhaps the most important lesson here for MVNOs, is the need to think beyond today’s requirements. Many wholesale agreements run for five to ten years. In an industry evolving as quickly as telecommunications, five years can feel like an eternity. Technologies that seem experimental today, like satellite, will become standard. 

That is why wholesale agreements should not simply address current needs. They should provide protection against future uncertainty. Whether the issue is satellite connectivity, network upgrades, pricing changes, or entirely new categories of digital services, the principle remains the same. MVNOs must ensure they can remain relevant and competitive throughout the life of the agreement.

That’s why I continue to beat the drum on market parity, because those that fail to plan a contract around future developments risk being left behind.

That’s why we’re here to help. We can deliver masterclasses so you know how to negotiate effectively, or we can step into negotiations for you and get the clauses you need to future proof your strategy. Talk to us today. 

The post Technology parity is a must for MVNOs today, here’s why. appeared first on Graystone Strategy.

And now, both will have telecom brands in common, as the headlines across the tech press show. Yes, the new kid on the MVNO block is Mr Beast, real name Jimmy Donaldson.

 “Mr Beast could cause trouble for TMobile and Verizon.”

“Mr Beast’s Wackiest Challenge Yet: Launching a Phone Company.”

“MrBeast’s Mobile Phone Ambition Could Rival Reynolds, Trump Family Ventures”

Not so whacky 

It falls against a backdrop of past success for other big name personalities. Ryan Reynold’s Mint Mobile is often hotly discussed as a model to emulate. In a nutshell, it capitalised on the critical ingredients new MVNOs need. A good, fair, simple pricing model and a strong brand, in this case, backed by the caché of a superstar founder.

This week’s stories about Mr Beast’s intentions read as a sensational move. It’s a surprise that the YouTube superstar, who has around 430million subscribers, would dare to launch a mobile company. Yet, to anyone in the industry (especially those twice the age of the 27-year-old) it’s a no brainer.

Why does it make sense?

There is of course a lot to get right when launching a new mobile brand. You must have the right wholesale agreements in place, a great proposition and a simple way for users to purchase, activate and manage an account. Above all, MVNOs must be different to everything else on the market, and be ready to spend on marketing, especially when no one has ever heard of you before.  

Mr Beast has a head start with regards to many of those ingredients. A huge global reach negates the need for the level of marketing and spend other brands would need to stump up. The scale of the audience provides the channel to market and simply equates to a huge revenue potential. This gives Donaldson significant bargaining power at the table, so getting the right deals for launch shouldn’t be too hard.

Should MNOs be worried?

There’s very little existing operators (MNO or MVNO) can do to bolster their brands from the ripples, or more likely, bow waves, that will come from a launch by a mega star of this ilk. 

And let’s face it, the first time mobile users who are joining the market, ones that have grown up with YouTube, might not even consider another provider for their mobile. That’s something MNOs and MVNOs alike will need to face up to.

MNOs might want to ensure they have a chance to be the wholesale provider though – think of the revenue! 

It won’t all be plain sailing

That said, launching an MVNO with global reach comes with challenges. Maintaining a great brand experience across multiple markets is top of the watch list. It’s operationally complex, with a multitude of different mobile wholesale deals to manage, and different regulatory regimes to negotiate.

I’ve seen this be the downfall in many scaling MVNOs. It takes meticulous knowledge and care to get right. It’s not impossible, but you certainly can’t blunder in thinking your superstar brand status will do all the talking.

There’s also the acute point that mobile is competitive. You can’t launch and hope things will look after themselves. The money might roll in to begin with, but if there’s an ounce of dissatisfaction, or a failure to give people special treats for their loyalty, then things will unravel.

Mr Beast will need a team that can keep innovating on proposition, so his audience stays hooked. Look at the effort MVNO football clubs go to, day in day out, to keep their users ‘sticky’. It takes everything from free content, special merch, and access to insider knowledge or early tickets sales that other fans can’t get, to keep people on the network.

Potential for a Mint-Ryan-Reynolds-style sale

If Mr Beast can deliver on this, then he probably not only has a successful business but also a brand he could sell to an MNO (or other digital darling) that needs to grow its portfolio and access a market it wouldn’t otherwise be able to reach. Ryan Reynolds’ Mint Mobile was successfully sold for a reported $1.35billion, so why not Jimmy’s?

Should Trump Ventures be worried?

Personally, I think Trump Ventures’ mobile ambitions will be unaffected by this news. The overlap on target audience is probably limited, and Mr Beast joining the competitive fray won’t be the thing that influences how successful Trump Mobile is. (You can see a blog on wrote about this earlier in the year here.)

Fortune favours the brave

All things considered, and if everything aligns for launch in 2026, then I think the Mr Beast brand has made a brilliant decision. The brand value, breadth and energy has the potential to make a fortune.

However, as I said before, picking the right markets, negotiating the right pricing and putting in place the right proposition is where the magic lies. So, if you are reading this, Mr Beast, don’t be a stranger. I’ll help you get what you need for world domination!

Drop me a WhatsApp on +447766244962

The post Mr Beast trumps Donald to go mobile. It’s the MVNO story we should have expected. appeared first on Graystone Strategy.

It’s actually quite extraordinary to think how far travel eSIM has come in such a short time. In 2017, MVNO World looked at eSIM as a disruptive technology to watch. Now the scrappy challenger designed to encourage customers not to roam but to get better value through downloading a local SIM, is a real contender for differentiation. 

Market primed for growth 

By 2028, travel eSIM spend is expected to grow from €3.1 billion to nearly €7 billion. The big catalyst to it going mainstream, is largely due to the digital platform advances that MVNOs pioneered. You know they’ve done a good job when the networks invest in digital to keep up. 

MNOs couldn’t ignore the fact that customers have been embracing travel eSIM all over the world via banking, retail, and travel offers and, in part, thanks to the shift in handset design. In pure facts and figures, some 67% of consumers will consider travel eSIM as an alternative to their current solution for accessing data when travelling. 

And, anecdotally, enterprise users are using travel eSIM too. It’s perfect for those keen to keep costs down and avoid some of the quite extreme roaming charges and bill shock incidents we have come to see in the news (everyone has an example).

Is this the death knell for independent travel eSIM?

Clearly this has started to hurt the big mobile network operators, with the irony being they are offering a challenger to their own roaming business. It’s no doubt it’s a calculated move as customers are rejecting high costs of using data abroad with their home network.

Does this sound the death knell for independent travel travel eSIM providers? I don’t think so.

Firstly, many of the providers are selling the service under their own brand as part of an extension to existing services customers use before they travel. Airlines, travel insurance companies, travel agents and foreign exchange travel money companies can wrap the service into their user journeys and sell travel eSIM add ons for travellers. 

This gives them the upper hand as they will understand consumers’ travel plans in advance. eSIM can be sold months before the trip when the customer books flights, accommodation and airport parking. Whereas the mobile network only knows the customer is travelling when they land. It’s therefore a great value added service to sell, and the travel company gets multiple opportunities to remind customers to buy a SIM ahead of departure.

Secondly, as Revolut has done very successfully, the costs can be blended across all those services allowing free or heavily discounted offers. What’s not to like?

Thirdly, there is a customer perspective to consider. Yes, the networks are trusted brands, but the customer perception is they are the reason why they have had to take a travel eSIM in the first place. To put it bluntly, customers feel they have been ripped off on roaming so, I think, they will be less inclined to hand over their money to MNOs, even if it is for a cheaper travel eSIM solution.

Obviously what Vodafone has in its favour is high equity brand trust, and the benefit of digital investments that allows it to see when customers pop up abroad, and trigger an offer for a more cost effective solution.

That said, I still think it’s a bit of a stretch for customers. In the short term, it means customers will become more aware of travel eSIM and its value, and see that they have more choice. 

Consolidation on the cards

However, I do think we will see significant consolidation in the travel eSIM market over the next three to five years and probably some acquisitions. Who knows maybe the MNOs will be doing some shopping for a partner with scale and relationships as we speak. 

That’s something to think about – if you’re an MVNO, do you take advantage of more hype in the market and grow to compete, or do you scale for a sale? Big questions that need to be answered soon, I suspect. 

If you are a brand considering a travel eSIM proposition, a network working out your response to travel eSIMs or a travel eSIM provider wanting to work out how you survive and thrive through consolidation, then get in touch. Our team has experience of working through all scenarios and can get you on the right road with truly independent advice. 

The post Voda’s Travel eSIM has landed – will we see eSIM consolidation appeared first on Graystone Strategy.