Trump’s plans for mobile. Bat Sh*t crazy or great business sense?
The internet has been alive with the latest story about Trump launching a gold phone and his all american network. He’s using the MVNO model and it’s prompted questions from journalists about why anyone would launch their own network. Why put your name to it? Atlantic asked me this very question and you can read my thoughts here. I was conflicted about whether to comment at all. It’s a polarising subject so the analysis that follows takes a view of how a celebrity or business person can use existing brand value and assets to access the world of mobile.For those reasons it’s the MVNO we didn’t expect, but makes perfect sense. If you look around the world, celebrities, YouTube stars, football clubs are all moving into the MVNO space. It makes better commercial sense for those people who have become a brand in their own right because launching a beauty range or a vodka relies on repeat purchase. Mobile contracts provide a recurring revenue. Most recently, Jason Bateman, Sean Hayes, and Will Arnett of the Smartless Podcast announced their MVNO, to significantly less fanfare. They’ve followed in the footsteps of Ryan Reynolds who was involved in Mint. Mint was acquired...
