Operational Strategies of Ethnic Mobile Virtual Network Operators

Operational Strategies of Ethnic Mobile Virtual Network Operators

N. P. Singh (Management Development Institute, Gurgaon, India)
DOI: 10.4018/jitn.2012010101
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An MVNO that targets a specific community is called an ethnic MVNOs. It operates in highly saturated telecom markets with sizable expat population. Its basic objective is to further enhance competition in saturated mobile telecom markets. It is becoming popular among expat/migrant communities due to the low cost services of MVNOs in their native language. The paper presents an analysis of sixteen ethnic MVNOs with respect to their operating and marketing strategies, areas of operations, targeted communities, and their MNO partners. Further, the paper presents customer relation management strategies of ethnic MVNOs. The author also discusses a distant possibility of ethnic MVNO scenario in India with the introduction of MVNO regulation by government.
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Research Methodology

The research methodology steps includes (i) the collection of piecemeal, understandable, comprehensive, and relevant (linked to research questions, business & operations reality of the ethic MVNOs) qualitative data from the secondary sources (web sites of the Ethnic MVNOs or their MNO partners, news and blogs on internet, press releases & research reports) by following theoretical sampling technique or open sampling techniques, (ii) analysis of data so collected in a sequential manner with a view to identify major business strategies of ethnic MVNOs and developing a conceptual model depicting inter-relationships stakeholders and their major functions.

The major emphasis of data collection and analysis is related to the following six parameters of ethnic MVNO business.

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