Number of pages: 31

Published: February 2021

Telecomspricing examines the use of MNO sub brands worldwide, the report identfies 59 such brands across the globe of which 16 are outside Europe. 

MNOs continue to launch independent mobile brands - particularly seen in Europe, the
Americas and the Far East  with the one of the very recent introduction by Clear Mobile, Vodafone Ireland's sub-brand. 

Telecomspricing considers the development in MNO sub-brands and provides an update on the use of MNO sub-brands worldwide, covering just under sixty such brands, with around 40 from European and the remainder in the Americas and Asia-Pacific region. 

But the introduction of a mobile sub-brand by a mobile operator is nothing new. Selected MNOs have been using a sub-brand to extend their market reach since the early 2000s. Typically, the MNO sub-brand has either been launched as a new service or it has been purchased by acquisition. Increasingly, MNOs are attracted to simple sub-brands due to the reduced cost and time to market of digital brands which are now available as an App or online. 

In the past, MNOs have extended their in-country market reach by the acquisition of Pre-Pay mobile operators or MVNOs. For example, Tele2 (Sweden) with the merger of Pre-Pay brand Comviq in which has been adopted at Tele2’s own Pre-Pay brand.

More recently MNOs have introduced sub-brands in response to competitive factors. Sub-brands are typically being used to focus on a price point below the core MNO brand or targeting a new demographic (such as the youth segment). 

A table of contents – More MNOs join the sub brand-wagon

Introduction

The reasons for launching an MNO sub brand

New MNO sub brands continue to launch new services

Some MNO sub brand withdrawals

MNO sub brand pricing trends from 2018 to 2021

What can be seen from the MNO sub brand surveys from 2018 to 2021?

Selected European MNO sub brand's offferings and entry strategy 

Selected Non-European MNO sub brand's offferings and entry strategy 

Conclusions – The future outlook for MNO sub brand

Appendix: 2020 sub-brand launches and their positioning

A list of Figures – More MNOs join the sub brand-wagon.

Figure 1 – A screenshot of the fraenk App (taken from the Apple App Store)

Figure 2 – The swape Yallo logo

Figure 3 – A screenshot from the Clear Mobile website (www.clearmobile.ie)

Figure 4 – A screenshot from the www.48.ie website

Figure 5 - A table showing selected MNO sub brand pricing in 2018

Figure 6 - A table showing selected MNO sub brand pricing in 2020

Figure 7 - A table showing selected MNO sub brand pricing in 2021

Figure 8 – A table showing the key MNO sub brands worldwide - a total of 60

Figure 9 – Panel: MNOs are deploying sub brands for the following key reasons

Figure 10 – A table showing the difference between the MNO sub brand & the core MNO brand price point

Figure 11 – A bar chart showing the difference in pricing between the core MNO brand & the MNO sub brand (in Euro per month)

Figure 12 – A table showing the difference in pricing between the core MNO brand & the MNO sub brand (in Euro per month)

Other topics covered as part of the 2021 Tariff Trend Report Series