Gamma targets mobile for partner recruitment drive

Gamma targets mobile for partner recruitment drive

MVNA Gamma Mobile is looking set to boost MVNO partner numbers to 200 by the end of the year as it continues its aggressive drive into the mobile market.

The MVNA which launched in 2011 has taken on over 150 partners to date and has grown mobile connections 20% quarter on quarter over the past 12 months.

New recruits to its MVNO partnership programme are increasingly being drawn from the mobile dealer market rather than from Gamma’s base of 600 fixed line resellers.

James McFadyen, Gamma Mobile’s product manager, said: ‘Our partnership base is growing with new partners coming on every month. There is a huge amount of interest out there. We have around 150 partners now.

‘Traditionally these were from our fixed line reseller base but now more and more we are seeing a lot of mobile dealers coming to us. The attraction is that as MVNOs we give them ownership of their end user customer and control of the service to that end user customer. They are not dependant on having to go to the network and wait for third party sign off.’

Growth in partner numbers has also been driven by its pared down MVNO partnership Gamma Mobile through Simplicity. Launched in February last year it offers a full billing service and very simple tariff structures. McFadyen said it is aimed at smaller dealers who don’t want the complexity and expense of running their own billing services as an MVNO. Under the deal Gamma controls the billing functions and sets the retail rates, with partners taking a margin off that rate. Mobile through Simplicity MVNO partner numbers are running at around 20 since launch.

The MVNA has also boosted its range of tariffs for partners. These include UK and roaming shared data tariffs which can be bolted on to single user tariffs. McFadyen said these are proving popular with companies that have staff who travel internationally and don’t want to manage individual bolt-on tariffs. The shared bolt-on tariffs range from six to 20 GB of data. This month Gamma also launched an unlimited voice, text and data tariff.

McFadyen said: ‘We have had a really good uptake on that from our partners and are finding a lot of them are bundling the Office Mobile Number Integration (OMNI) app with the unlimited data tariff.’

The MVNA is also focusing on a drive to increase MVNO partners’ sales of bundled united comms products, which McFadyen said could boost partners’ margins significantly.

‘Our partners have found they can quadruple their revenue by selling mobile, Horizon [Gamma’s hosted telephony product] and broadband together so this is something we really want to develop.’

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