Mvno

Virtual Lessons Learned
MVNO Business and Partnering Strategies
Jean Barrette
General Manager, Products Bell Mobility
Emerging Ops Track

MVNO Outlook

About Bell Mobility

 A division of BellCanada – Bell Canada of Parent

BCE– largest corporation in Canada
 More than 5 million subscribers (33% market share)  National CDMA network  Over $3 billion in annual revenue  Leader in innovativewireless offerings for

consumer, business and wholesale customers

Emerging Ops Track

MVNO Outlook

2003, The Hard Realities
Highly competitive Canadian market Bell Mobility market sharechallenged Industry consolidation bumped Bell Mobility from

#1 subscriber position
Conservative brand – limited appeal in some high

growth segments
Needed to revitalize, recreate and evolve

Emerging OpsTrack

MVNO Outlook

Analysis
Review of key internal indicators …
– Marketing strategy – Market share – Advertising reach – Brand SWOT – Distribution SWOT – PrePaid/PostPaid mix – Partnershipopportunities

Concluded that:
– Bell Mobility needs to aggressively pursue youth market – Need to stimulate mindset change, marketing strategies and approach

Emerging Ops Track

MVNO Outlook

ChangingTraditional Mindset
 MVNO – a positive competitive opportunity

– Leverage a recognized brand with complementary attributes – Network becomes the product (MVNO)
Virgin Mobile Canada (MVNO) + BellMobility (MNO)

Emerging Ops Track

MVNO Outlook

Virgin Mobile – The Inspiration
 Leverage established brand to target youth market
– – – – – – Building teams with young and innovative resources Bold,bright colors, creative packaging „Themed‟ YOUTHENIZED advertising Simplified language and product offering Introduced new, fun handsets New Products
• • • • • • Free Text Push to Talk MSN messagingRing back tunes Games Video

Emerging Ops Track

MVNO Outlook

Virgin Menu

Some Result
Success in reaching youth market through both Virgin

and Bell brands
Stimulated new thinking, drives new...