A number of factors such as the increasing adoption of segment-targeted pricing and innovative distribution strategies, escalating need for triple-play services in developing countries, mounting demand for low-cost mobile services, rising penetration of mobile devices, and surging use of cloud-enabled solutions are expected to drive the European mobile virtual network operator (MVNO) market at a CAGR of 5.8% during 2020–2030. The market was valued at $27,748.1 million in 2020, and it is projected to generate $48,762.8 million revenue by 2030.
One of the primary growth drivers of the market is the surging focus of MVNOs on innovative distribution and segmented-targeted pricing strategies. As the success of MVNOs largely depends on unique brand positioning and value proposition, they are focusing on adopting unique strategies to attract target customers, such as tourists, ethnic groups, and migrant workers. MVNOs cater to varied customer needs through the optimal use of the existing telecom infrastructure of mobile network operators (MNOs).
Currently, the European MVNO market is fragmented in nature, due to the presence of multiple players, such as AT&T Inc., CITIC Telecom International Holdings Limited, Giffgaff Limited, Verizon Communications Inc., Red Pocket Inc., Voiceworks BV, T-Mobile US Inc., Truphone Limited, ASDA Stores Limited, Lycamobile Group, Consumer Cellular Inc., and BT Group plc. Nowadays, these players are focusing on service launches to consolidate their position. For instance, in April 2021, Verizon Communications Inc. deployed network repeaters from SureCall and FRTek. The expanded service would provide the 5G ecosystem, including business and home internet, to a larger clientele.
According to P&S Intelligence, Germany will account for the largest share in the European MVNO market during the forecast period (2021–2030). This will be due to the presence of a significant number of unique mobile subscribers, existence of a large number of portable broadband providers, extensive demand for mobile data, and availability of easily accessible LTE networks in the country. However, the market in Norway is expected to demonstrate the fastest growth in the forecast years, due to the rising number of MVNOs and increasing shift of enterprises toward new technologies in the country.
Therefore, the rising focus of MVNOs on segmented targeted-pricing strategies and the burgeoning demand for self-service portals will drive the demand for MVNOs in the European region.