Of late, we have been spending a lot of time working in the carrier and MVNO space, with a particular focus on consumer sales.
As part of our work, we have surveyed the competitive landscape and spoken to many third party suppliers of marketing, referral and online comparative services to carriers and MVNOs.
The key takeaway for us from the research we have done, and the discussions we have had, is this: where is the disruption?
For the most part, the carriers and MVNOs are playing copycat and racing each other to the bottom with price cuts, additional plan inclusions, discount offers and seemingly endless margin erosion. The term 'buying the numbers' fits like a glove.
That is not a sustainable strategy, even for telcos with the deepest of pockets. Actually, it's not a strategy at all.
The market is crying out for disruption. Of the genuine kind, not merely a gimmick seeking to masquerade as disruption (data sharing or roll-over anyone)?
Experience tells us that the source of disruption is most likely to be a new entrant, or that the inspiration for the disruption will be a business from a different industry. We have our eyes and ears open to those possibilities as we work with our clients to enable them to disrupt the market, not merely copy what their competitors are doing.
Even copycats don't have more than 9 lives.