Operational Strategies of Ethnic Mobile Virtual Network Operators

N. P. Singh
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N. P. Singh: Management Development Institute, Gurgaon, India

International Journal of Interdisciplinary Telecommunications and Networking (IJITN), 2012, vol. 4, issue 1, 1-30

Abstract: 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.

Date: 2012
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