【观察】聚焦虚商：挑战市场（一）

 

这些企业的市场潜力继续增加，因为管理部门需要一个繁荣的批发市场以确保运营商市场的稳定。

 

在过去的一年半里，在英国市场出现了一系列全新的、完全不同的虚商。这些新品牌以不同于传统运营商的商业模式运营，无论是SIM卡到处网络漫游还是免费的FreedomPop合同。新的公司正在挑战关于用户对移动网络的期待的产业猜想。

 

对运营商市场进一步加固的期望已经吸引了从传统渠道过来的新的虚商入局者。Dixons Carphone入局市场已经入局市场，BT也已经推出虚商，SKY宣布进军移动领域。

 

这些品牌更适合对于虚商的经典概述，尽管如此还是在努力与其余虚商有所不同。自从推出虚商服务后，BT就宣布其网络是最有力量的，因为它使用WiFi热点来促进连接。Dixons Carphone的ID促使其得到了一年期合同并且能在29个国家提供国际漫游服务。

 

虚商领域是机顶盒服务提供商以及传统移动运营商之间的战场。对于Facebook以及苹果公司来讲，如果想要提供移动服务，这就是很有逻辑的一步，也是谷歌在美国正在做的事儿。也就是说，虚商领域越来越紧，成长也是艰难。

 

这不是可以轻易建立并兜售的财产类型。对于市场上的所有谣言以及推测来讲，只需要要注意到没有买家要并购TalkTalk并且乐购移动尚未被卖出。SKY已经延迟进入移动领域了，作为一个不情愿的移动运营商已经很多年，这加公司现在正在按照自己的进程来推出虚商服务。

 

虚商的高效结构是很有可能的，只要一系列公司通过提供的工具以及支持来为用户提供新的服务并与大运营商在价格上竞争。从支付服务、虚拟数字，到无线通话APP以及具有竞争力的价格，虚商领域持续成为创新的热土。

 

MVNO Special: Challenging the market

 

In a market where SIM-free is growing rapidly, the low overheads, flexibility and adaptability of MVNOs are proving advantageous.

 

The market potential of these businesses continues to increase as regulators demand a thriving wholesale market in exchange for consolidation in the operator space.

 

The past 18 months have also seen the arrival of a host of new, radically different MVNOs in the UK market. These new brands operate using very different business models from the traditional players, whether that’s Anywhere Sim’s network-roaming proposition or the ‘free’ FreedomPop contract. The new companies are challenging 

 

industry expectations about what customers can expect from a mobile network.

 

The anticipation of further consolidation in the operator space has resulted in new entrants to the MVNO space from more traditional channels. As well as the addition of Dixons Carphone to the market, BT has launched an MVNO and Sky has announced plans to move into the mobile domain.

 

These brands fit more into the classic description of MVNO but are nonetheless making significant attempts to differentiate themselves from the rest. Since its launch, BT has claimed its network is the most powerful because it also uses WiFi hotspots to boost connectivity. Dixons Carphone’s iD launched with the boost that it was bringing back the one-year contract and could offer international roaming across 29 different countries.

 

The MVNO arena is also set to be the battleground between over the top service providers and traditional mobile players. It’s the logical step for a Facebook or Apple if they want to provide mobile service, and is something that Google is already doing in the US. That said, for MVNOs margins are tight and growth is hard fought.

 

It’s not the type of asset that is easily built and sold. For all the rumour and speculation in the market, you only have to look at the fact that there has been no buyer come in for TalkTalk and that Tesco Mobile has not been sold. We’ve seen the protracted entrance of Sky into mobile – a reluctant mobile player for years, the business is now taking its time in launching its MVNO.

 

An MVNO’s efficient structure is made possible by a range of companies that provide the tools and support to offer new services and compete with the big players on price. From payment services and virtual numbers, to WiFi calling apps and disruptive pricing, the MVNO space continues to be a hotbed for innovation.