One thing that has become clear in 2021 is that the pandemic has heightened consumers’ expectations for digital experiences, and expedited the emergence of a new set of mobile behaviours and values. Data use has rocketed, and customers expect more diverse, differentiated, and value-added services. MVNOs are uniquely placed to adapt and pivot their service offerings at speed to cater to new demands. This ‘digital first’ mindset has fed the need of customer flexibility by leveraging technology, and consequently encouraging business growth around changing customer demands.
In turn, this shift has created a wealth of opportunity for MVNOs in 2022. These are my four predictions on what we’re going to see from the market next year:
MVNOs can adapt quickly to changing consumer expectations
COVID-19 has heightened consumer expectations. Where data usage has skyrocketed, end users now demand seamless digital experiences that truly address their needs, including more diverse, differentiated, and value-added services.
MVNOs are uniquely placed to cater to this emerging set of mobile behaviours and values, owing to their ability to adapt and pivot their service offerings at speed to fulfil new demands. Without the distraction of having to maintain telecom networks and infrastructure like their mobile network operator (MNO) counterparts, MVNOs are freed up to focus more time, attention, and efforts on enhancing the customer experience.
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MVNOs will shake up their consumer propositions in 2022
This flexibility should also serve to inspire a new wave of innovative mobile services driven by MVNOs, including ground-breaking content partnerships and collaborations with media platforms.
The external landscape is changing quickly, and MVNOs must have their finger on the pulse of customer needs. For example, as and when travel rebounds, we can expect to see new international call and roaming offers, as well as personalised or customisable packages cultivated for specific customer behaviours and preferences.
2022 will see MVNOs invest in their technology platforms
Your customer service can only be as good as your infrastructure allows. Therefore, we can also expect to see MVNOs investing heavily into improving their technology platforms to underpin the development of a new set of products and enhance service delivery.
MVNOs are putting changing customer expectations first, by delivering international calling networks at a low cost, while transforming into digital service providers delivering diverse multimedia experiences.
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Mobile users will become more cost conscious
The uncertainty of 2020 and 2021 has made consumers take a cautious approach to spending. In a year where fuel and energy prices are skyrocketing and the pandemic continues to squeeze businesses, customers across the board will increasingly be seeking value from their contracts – something MVNOs will be well-placed to capitalise on with their value-driven proposition.
Indeed, marrying this with an expanding range of new multimedia and high value consumer experiences, and MVNO’s could create compelling offers that many consumers may struggle to refuse. For example, including streaming services within a customer contract to bundle costs together to boost customer retention.
Looking forward into 2022, as customers are spoilt for choice with digital providers MVNOs must propel digital adoption even further. Next year, state-of-the-art digital infrastructure will underpin the development of a new set of products for consumers and enhance service delivery in the industry.
It’s an exciting year to be an MVNO. Our customer profiles have totally changed over the pandemic, and people are increasingly orientated towards this market over traditional providers – something MVNOs who continue to invest in digital and customer-centric experiences will only continue to benefit from.
