Mobile virtual network aggregator Effortel is in talks with a major UK supermarket over launching an MVNO proposition this year.
Effortel declined to identify the supermarket but said the MVNO would launch in 2012. Effortel’s chief marketing officer Liudvikas Andriulis told Mobile: ‘We are in talks with a major UK mass retailer – a supermarket – about an MVNO partnership. We are currently working out the business case.’
Likely MVNO partners include Sainsbury’s, which is known to be considering the launch of an MVNO, Morrisons, the Co-operative and Waitrose, which is owned by John Lewis Partnership.
Effortel, which is based in Brussels, manages a number of MVNOs for French supermarket giant Carrefour and other retail and network clients across Europe, Asia and Africa.
Its MVNO model offers targeted marketing to subscribers by analysing information from customer loyalty schemes. Andriulis said the model offers much greater reach than UK supermarket MVNOs such as Tesco Mobile. He said: ‘Our experience (with Carrefour) means we understand how retail works. We understand customer behaviour and we know the key business objectives of our retailers. That is at the core of our marketing strategy.’
He added: ‘Tesco Mobile has almost no integrated loyalty programme despite its world famous Clubcard scheme. Our model makes much greater use of customer loyalty schemes.’