10/14/2009 12:31:00 PM
Orange's deal with Transatel looks to target 'deeper' level of MVNO market
Orange’s deal with mobile virtual network ‘aggregator’ Transatel is part of a new strategy to target ‘deeper’ levels of the market.
The agreement will allow the network to target smaller companies and organisations that might not have the resources to launch an own brand MVNO.
Orange’s VP of new business, wholesale and strategy, Marc Overton, told Mobile he believed there is an ‘appetite’ for such second tier MVNOs.
He said: ‘Smaller players with up to 100,000 customers haven’t been able to build a MVNO previously, but they are keen to create their own mobile offering and take it to market in their own channel.’
The operator added it would be able to launch as many as 20 MVNOs per year through the new platform.
Overton said: ‘The aspiration of 20 per year is not a figment of our imagination, there is a significant pipeline of interest and we will be looking to announce a number of MVNOs before Christmas.’
Overton said he believes that offering customer choice in the MVNO market segment is important and described the new strategy as a ‘cost efficient and speedy way’ of extending the Orange network.
Businesses that launch an MVNO via the model will be given a ‘complete set of tools’ to establish themselves practically and can then apply their own branding.
The deal with Transatel and Orange is not the first of its kind, 3 also partnered with an aggregator earlier this year.