Gamma has signed up 56 channel partners as MVNOs under the MVNA it launched with Vodafone in July this year.
The MVNA, aimed at the SME market, launched with 36 MVNO partners, taking on a further 20 partners over the past three months.
Now it is on the hunt for 20-plus channel partners to reach an optimum number of around 80 Gamma MVNOs.
Gamma’s head of mobile services Rob Davis (pictured, right) told Mobile: ‘We do not believe we need hundreds of partners to succeed. We certainly won’t be making it available to as many as possible. Eighty or so good partners will be more than enough for us to make this a success.’
Davis does not rule out taking on mobile dealers outside the company’s partner base as MVNO partners. He said: ‘We are always interested in new partners and as the future is very much about both fixed and mobile, we are very happy to take on mobile channel partners and give them the edge in selling converged propositions.’
Davis said interest in Gamma’s MVNO proposition was high, driven by growing demand for converged services among SMEs.
He said: ‘We are experiencing very rapid growth. There is a huge amount of interest out there with partners looking for something different that gives them more control and a quality network.
‘Mobile is a real growth area and UK SME spend on voice and data is soaring. Our partners recognise you can’t just sit back and rely on fixed-line alone. As demand for converged services grows, that means more competition, not only from other fixed-line resellers but also mobile resellers.’
Gamma’s MVNO partners are mainly fixed-line resellers, largely from Gamma’s base of over 500 reseller partners. He said around half of the MVNO partners had mobile experience.
Davis said selling mobile was difficult for some fixed-line resellers. He explained: ‘There is a transition period. The ones that we have seen being most successful are those that have really invested in mobile skills.
‘There is definitely a language people speak in the mobile space. You have to speak that language of ARPU, bundles and out of bundle usage to be successful. Most of them are making that transition, some more successfully than others.’
Gamma ditched its MVNO with Three, known as Gamma Mobile, earlier this year, before inking its MVNA deal with Vodafone. It was estimated to have around 30,000 connections at the time.
Davis said that since its launch, the MVNA had focused on transferring the base of voice and data connections from Three to Vodafone, as well as building a base of new connections.
He added: ‘Now we are gearing up for a major push in the new year. Next year will be all about growing our base and taking the business forward. We will have the complete service offering with all bundles and a good set of sales incentives by the end of this year so we will be in a position for very good growth.’
When Gamma launched the MVNA in July group CEO Bob Falconer told Mobile Vodafone had set the MVNA ‘some serious numbers’.
Davis said he is confident Gamma’s partners will meet them. He said ‘the vast majority’ of the existing base of connections had already migrated over to Gamma’s new MVNA.
He added: ‘We believe the channel is the most effective route into the SME market. Gamma has been extremely successful in fixed-line and we see a huge opportunity to grow mobile in the same way. Our ambition is to become as big in mobile as we are in fixed-line.’
Gamma launches rebranding strategy
Gamma recently launched a rebranding strategy, changing its name from Gamma Telecom to Gamma earlier this month. Gamma’s marketing manager Justin Coombes (left) told Mobile the name change reflected the company’s move into converged services. He explained: ‘As we now provide voice and data services on both fixed and mobile, we’re more a communications provider now.’