Branded Mobile Services as an emerging trend in Africa
The recent launch of multiple MVNO's in South Africa such as Mr. Price Mobile , You & ME and FNB Connect is stimulating many brands to consider launching their own MVNO or my preferred description, Branded Mobile Services .
The business model is quite complex and as much as there is a "gold rush " there are many considerations for brands and challenges to create a unique , non comparative customer value proposition . In financial services for example it is defensive strategy as the Mobile Network Operators have launched mobile financial services that disrupt the traditional banking models in Africa .
The discussion will be around the high risk and reward for brands who want to combine mobile with their core business to create customer entanglement.