How winning MVNOs embrace digital transformation

Mobile Virtual Network Operators (MVNOs) can offer a broad sweep of innovative services on top of the core network, from light reseller implementations to a full-service. Service providers, on the other hand, can set their own pricing and run their own sales, marketing, customer support, and/or distribution. All of them, as well as network aggregators (MVNAs) and enablers (MVNEs), share one goal: to simplify the complex network operator landscape for customers.

“Simplicity from complexity” is the central argument of the whitepaper that brings together the main conclusions of the MVNO Nation Tackling Digital MVNO event, held on 5 April, sponsored by JSC Ingenium. The document explores how winning MVNOs embrace digital transformation to become more flexible and efficient in operations and cost structure and customer-centric.

“Digital should first translate into developing a better understanding of behaviour, both for existing customers and future ones. Then balance that with automation, cost reductions, and so on”. Ali Boushehri, Director of Product Management, Strategy & Transformation at JSC Ingenium, cautions that MVNOs should not see digital transformation as being solely about technology solutions to technology problems: “If we want to keep our customers and ensure business growth, then, first of all, we need to improve their experience”.

During the MVNO Nation event, Ali presented the paper: “Designing digital customer journey – From digital sales channels, through onboarding to customer support”, highlighting the importance of having a clear strategy and understanding the customer journey, being aware of the main elements while designing omnichannel interactions to provide agile and simple operations.

“Digitising MVNOs is a hard decision, because the ecosystem, the types of subscribers and customers you have, depends on your market niche, which means your approach will be completely different in each case”, Alfonso explains. “With cloudification of the network and orchestrated networks, having proper data analytics will enable you to customise and make proper ad hoc deployments based on subscriber usage of the network”.