MVNO Tantangan: Atasi Mereka Dengan Solusi MVNO

Dengan pasar MVNO yang booming lagi, saatnya bagi perusahaan untuk meningkatkan & mendapatkan manfaat dari kenaikan model MVNO. Operator Jaringan Virtual Seluler (MVNO) adalah penyedia layanan komunikasi nirkabel yang tidak memiliki infrastruktur jaringannya sendiri tetapi menyewa potongan spektrum seluler dari Operator Jaringan Seluler (MNO). Mereka membeli layanan jaringan dalam jumlah besar dengan harga grosir & kemudian menjual kembali yang sama dengan merek mereka sendiri dengan harga lebih rendah. Keberhasilan model MVNO di pasar Eropa seperti Inggris, Jerman, Denmark, Belanda, & Austria telah mendorong banyak organisasi non-telekomunikasi seperti bank, perusahaan media, rantai ritel & supermarket untuk memasuki ruang MVNO & membuka peluang pendapatan tambahan. Jaringan SberBank & supermarket Aldi & Exito adalah contoh yang telah berhasil meluncurkan operasi MVNO mereka dari latar belakang non-telekomunikasi.

Jika dioperasikan secara efisien, MVNO dapat membuka aliran pendapatan baru, menghasilkan untung besar & menciptakan basis pelanggan yang loyal. Peluang di ruang MVNO tidak terbatas. Menurut analisis Global Market Insights, ukuran pasar MVNO global diperkirakan akan melampaui USD 85 miliar pada tahun 2022, tumbuh 9,6% dari 2015 hingga 2022. Amerika Utara & Eropa merupakan hub utama untuk MVNO tetapi pasar yang sedang tumbuh seperti Asia-Pasifik & Tengah East juga menjanjikan pertumbuhan besar dalam hal Pendapatan Rata-rata per Pengguna (ARPU). Meningkatnya permintaan untuk rencana data juga akan memicu pertumbuhan MVNO secara global. Ketersediaan perangkat yang hemat biaya & multi-fungsi diharapkan secara positif mendorong ukuran pasar MVNO.

Namun, risiko yang terlibat dalam pasar MVNO serius & beberapa MVNO yang baru diluncurkan di masa lalu tidak dapat mengatasi tantangan secara efektif & akhirnya mematikan layanan MVNO mereka. Tahun ini melihat penutupan operasi MVNO dari kantor pos operator virtual berbasis di Inggris yang sangat menghasilkan keuntungan. Dengan hanya satu tahun setelah peluncuran, perusahaan tidak dapat menghasilkan cukup uang untuk menjalankan operasinya & memutuskan untuk mengajukan penawaran surplus untuk penawaran MVNO. Sejumlah tantangan menunggu di hadapan MVNO yang dibahas di bagian berikut:

Diferensiasi

Dalam upaya untuk menarik pelanggan baru, MVNO harus siap untuk menawarkan proposisi unik dalam bentuk Layanan Nilai Tambah (VAS) atau diferensiasi harga. Ini bisa dengan menjelajahi segmen pasar khusus yang sebelumnya tidak tersentuh oleh operator jaringan, menawarkan layanan yang belum pernah dilihat atau digunakan pengguna, atau hal yang sama sekali baru yang belum pernah dicoba atau tidak pernah dilakukan oleh pemain jaringan yang sudah mapan. Mengutip keberhasilan implementasi dari hal yang sama adalah China Telecom, yang bertujuan untuk meluncurkan MVNO di Australia yang menargetkan populasi Cina di negara yang berdekatan. Diferensiasi layanan yang hebat adalah yang membedakan bisnis dari pesaing.

Pemasaran & Distribusi

MVNO tidak dapat berhasil sampai menjangkau pelanggan prospek. Menjadi perusahaan kecil di tahap awal, MVNO harus mengadopsi strategi pemasaran yang efektif & fleksibel untuk menciptakan kesadaran akan penawaran mereka & proposisi unik yang membuatnya berbeda dari yang lain di pasar. Kampanye pemasaran yang efektif adalah apa yang memaksa pengguna untuk menggunakan MVNO dan bukan untuk jaringan besar yang sudah beroperasi di ruang pasar telekomunikasi. Selain itu, beralih antara jaringan MNO ke jaringan MVNO harus mudah bagi pelanggan untuk memberikan pengalaman yang mulus.

Pendapatan Rata-rata per Pengguna (ARPU)

Pendapatan Rata-Rata per Pengguna adalah salah satu faktor kunci yang menentukan keberhasilan bisnis MVNO. Ini adalah ukuran pendapatan yang dihasilkan oleh satu pelanggan per unit waktu. Ini memungkinkan operator telekomunikasi untuk melacak sumber & pertumbuhan pendapatan. Ini adalah tantangan tinggi di pasar negara berkembang seperti Afrika & Asia Tenggara. Peningkatan basis pelanggan & harga kompetitif telah diatasi dengan penurunan ARPU. Pemain telekomunikasi berkembang untuk mempertahankan metrik ARPU dalam angka positif sehingga keuntungan terus mengalir. Dalam hal ARPU negatif, penurunan laba juga dapat menyebabkan ditutupnya operasi MVNO seperti dalam kasus Kantor Pos MVNO.

Harga

Harga adalah perhatian utama lain untuk MVNO karena mereka tidak mampu terlibat dalam perang harga. Untuk memastikan keberhasilan jangka panjang, beberapa tingkat stabilitas harga diperlukan untuk dipertahankan. Ketika bernegosiasi dengan Operator Jaringan Seluler, MVNO dapat melindungi diri mereka sendiri dengan menghubungkan harga grosir dengan harga eceran.

Agar MVNO berhasil, mereka harus berhasil mengatasi tantangan & terus menawarkan layanan bernilai tambah & layanan berbeda untuk menarik pelanggan baru. Untuk merampingkan operasi mereka & mengoptimalkan biaya mereka, sebuah MVNO harus cukup fleksibel untuk mengadopsi Solusi MVNO yang efektif dari sumber pihak ketiga. Solusi MVNO yang efektif membantu MVNO untuk menghasilkan lebih banyak pendapatan, meningkatkan pengiriman layanan untuk melayani konsumen dengan cara yang lebih baik & memberikan pengalaman pelanggan yang sangat baik untuk kepuasan & retensi pelanggan yang lebih besar.

39 thoughts on “MVNO Tantangan: Atasi Mereka Dengan Solusi MVNO

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