Extreme Mobile: Launching a content-driven MVNO brand

Table of Contents

Chapter 1 Introduction

• 1.1 Executive Summary
  • Chart 1: Global MVNO subscribers (millions) and as % of total mobile subscribers, 2004-2010
• 1.2 Defining MVNOs
  • Figure 1: Niche MVNO positioning in the MVNO business model
  • 1.2.1 Resellers
  • 1.2.2 Pure/full MVNOs
  • 1.2.3 Niche MVNOs
• 1.3 Focus of this report

Chapter 2 The MVNO landscape

• 2.1 MVNO market drivers
  • 2.1.1 The benefits of MVNOs
  • 2.1.2 Network operator objectives with MVNOs
  • 2.1.3 Why non-telecoms companies look to become MVNOs
  • 2.1.4 Impact of 3G on MVNO activity
  • 2.1.5 Regulatory drivers
• 2.2 How do MVNOs operate?
  • Table 1: Virgin Mobile vs T-Mobile pricing comparison in the UK
• 2.3 Set-up costs for MVNOs
• 2.4 Co-branded MVNO packages
• 2.5 Factors affecting the success of MVNOs
  • 2.5.1 The importance of MVNO branding
  • 2.5.2 MVNO pricing in Finland
  • Chart 2: Finnish MNO and MVNO voice tariffs
  • Table 2: MVNO vs MNO SMS pricing in Finland
  • 2.5.3 Debitel France
  • Chart 3: Debitel SMS prices compared to French network operators
• 2.6 Lessons from Virgin Mobile UK
  • Chart 4: Virgins ARPU and churn, Q4 2003-Q4 2004
  • 2.6.1 Why Virgin failed in Singapore
• 2.7 Is the UK a good country to start an MVNO?
  • Table 3: MVNOs in the UK
  • Table 4: Most attractive markets for MVNOs
  • 2.7.1 Tesco
  • Table 5: Tesco Mobile service pricing
  • 2.7.2 easyMobile
  • 2.7.3 Reasons behind Value Telecoms failure
• 2.8 Ireland sees influx of MVNOs on the horizon
• 2.9 Impact of MVNOs on pricing
  • 2.9.1 Telmore
  • Chart 5: Telmores financial performance, 2001-2003
  • Table 6: Positioning of Telmore concept in the market vs traditional mobile operator model
  • 2.9.2 Lessons from Denmark
  • Chart 6: Subscribers by Danish operator, H2 2000-H1 2004
  • Table 7: SMS and voice tariffs in Denmark
  • 2.9.3 Will the Danish experience be replicated elsewhere?
  • Table 8: Strategies of selected European MVNOs

Chapter 3 Extreme Group overview

• 3.1 Extreme Group
  • Image 1: Extreme logo
• 3.2 Brief history of Extreme
• 3.3 Strategy and vision
• 3.4 Profile of Extremes businesses
  • Figure 2: Extreme Group structure and businesses
  • 3.4.1 Extreme Sports Channel
  • Table 9: Availability of Extreme Sports Channel in Europe
  • Table 10: Availability of Extreme Sports Channel in the Middle East
  • 3.4.1.1 Extreme Channel portal
  • 3.4.2 Extreme Entertainment
  • 3.4.3 Extreme Retail
  • 3.4.3.1 Extreme stores
  • 3.4.4 Ex Gear
  • 3.4.5 Extreme Drinks
  • 3.4.6 Extreme Parks
  • 3.4.7 Extreme Publishing
  • 3.4.8 EX Events
  • 3.4.9 Extreme Mobile
  • 3.4.9.1 An experienced management team

Chapter 4 Analysis and forecasts

• 4.1 Extreme Mobiles strategy
  • Table 11: Diversity of extreme sports
• 4.2 Defining extreme sports
  • Table 12: Global active extreme sports participants by category
• 4.3 Analysing the extreme sport demographic
  • Chart 7: Extreme target demographic by age
  • Chart 8: Demographic by gender
  • Chart 9: Percentage of Extremes demographic in education
  • Table 13: Popular clothing/fashion labels among extreme sports enthusiasts
• 4.4 Extreme Mobiles target segment
  • Table 14: Extremes target UK demographic
  • Chart 10: Extreme Mobile subscribers, 2007 & 2010
• 4.5 MVNO approach is a useful extension of Extremes existing mobile presence
• 4.6 Extreme Mobile offers extensive opportunities for tying with Extremes other businesses
• 4.7 Distribution - Extreme Mobiles strengths
• 4.8 Content and services
  • 4.8.1 Video and value-added services
  • Figure 3: Extreme sports are underserved
  • 4.8.2 Push-to-Talk
  • 4.8.3 Location-based services
  • 4.8.4 Mobile music
• 4.9 Handsets: the pros and cons of the own-brand, customised approach
  • 4.9.1 Subsidies
  • Table 15: Extreme Mobiles handset pricing
• 4.10 Tariffs
• 4.11 ARPU
  • Chart 11:ARPU of UK operators, Q4 2004
• 4.12 Packaging and consumer trust
• 4.13 Marketing
  • 4.13.1 Brand strength
  • 4.13.2 Choosing a "cult hero"
• 4.14 What are the key challenges for Extreme Mobile?
  • 4.14.1 Costs
  • 4.14.1.1 Low operational costs are critical for MVNO success
  • 4.14.1.2 Wholesale agreements
  • 4.14.1.3 Extreme Mobile will experience higher costs
  • 4.14.2 Creating the right content for the mobile environment
  • Figure 4: Creating successful mobile content and services
  • 4.14.3. Customer support
  • 4.14.4 Distribution - Extreme Mobiles weaknesses
  • 4.14.5 Penetrating the UK market
  • Table 16: Subscribers by UK network operator (m), Q4 2004
• 4.15 Extreme Mobiles international aspirations
  • 4.15.1 Where will Extreme Mobile launch after the UK?
  • 4.15.1.2 Europe
  • 4.15.1.2.1 Western Europe
  • Chart 12: Prepaid vs postpaid subscribers in selected European markets
  • 4.15.1.2.2 Eastern Europe
  • 4.15.1.3 The US market
  • Chart 13: Number of MVNOs hosted by major US network operators (as % of total US MVNOs)
  • 4.15.1.3.1 Large opportunity for MVNOs
  • Table 17: MVNOs in the US
  • 4.15.1.3.2 Virgin Mobile USA
  • 4.15.1.3.3 TracFone Wireless
  • Table 18:TracFones service pricing
  • 4.15.1.3.4Boost Mobile USA
  • 4.15.1.3.5 ESPN Mobile
  • 4.15.1.3.6 SK-EarthLink
  • 4.15.1.4 Extreme Mobiles potential in the US
  • 4.15.1.5 Extreme Mobile should not over-reach
  • Table 19:Most suitable countries for Extreme Mobile
• 4.16 Will Extreme Mobile succeed?
  • Table 20:Key opportunities with mobile sports

Chapter 5 Conclusions and recommendations

• 5.1 Mobile network operator recommendations
• 5.2 MVNO recommendations
• 5.3 Vendor recommendations

Appendix A About visiongain

Appendix B Report evaluation form

Companies and organisations mentioned in this report

• 3 UK
• 7-eleven
• Addict
• Airvoice Wireless
• Alphanumeric
• Amazon
• America Movil
• Amnesty International
• AT&T Wireless
• Boost Mobile USA
• British Gas Communications
• BT
• BT Mobile
• Buongiorno UK
• Call4Care
• CBB Mobil
• Cingular Wireless
• Comp USA
• ComReg
• CSG Systems
• Cubio
• Dauphin Telecom
• DC
• debitel France
• debitel Germany
• EarthLink
• easyGroup
• easyMobile
• Eircom
• Energis
• ESPN
• ESPN Mobile
• Extreme Group
• Extreme Mobile
• Farmers Telephone Cooperative
• Financial Times
• Fly53R135
• Food4Less
• Fresh
• FT Mobile
• Global Talk PCS
• Globetel
• Hello MTV
• Kingston Communications
• Kmart
• Leclerc
• Legends Surf Shops
• Liberty Wireless
• LightSurf Technologies
• Manchester United
• Meteor
• MinuteBuyer
• Motorola
• Movida
• MTV
• New York Yankees
• Nextel
• Nokia
• NTL
• O2
• One.tel
• Orange
• Outremer Telecom
• Phonehouse
• Radiolinja
• RadioShack
• Sainsburys
• Sainsburys Mobile
• SFR
• SFX Sports Group
• Siemens
• SingTel
• SK Telecom
• SK-EarthLink
• Sonera Mobile
• Sonofon
• Sony Ericsson
• Speak Out
• Sprint PCS
• Supremebeing
• TDC
• TDC Mobile
• Tele2
• Telfort
• Telia
• Telmore
• Tesco
• Tesco Mobile
• The Carphone Warehouse (Fresh)
• T-Mobile
• T-Mobile USA
• TracFone
• TWI (IMG Group)
• UniqueAir
• Universal Mobile
• US Census Bureau
• Value Telecom
• Verizon Wireless
• Videlec
• Virgin Group
• Virgin Mobile Australia
• Virgin Mobile Canada
• Virgin Mobile Singapore
• Virgin Mobile UK
• Virgin Mobile USA
• Visage Mobile
• Vodafone
• Wal-Mart
• Walt Disney Co
• Ztar.