MVNEs: supporting B2B-focused MVNOs with the use cases they need to deliver
In our last blog, we noted that, to succeed in the B2B market, MVNOs must have the right support from their MVNE partners.
In this blog, we’ll explore some of the key use cases that demonstrate how everyone benefits when that’s the case. Read on.
In our last blog, we established that while MVNEs generally support a diverse range of B2C solutions that underpin MVNO offers for consumers, relatively few are as well placed when it comes to supporting offers for the B2B market — despite that being a potentially lucrative opportunity.
That’s in part because one size doesn’t fit all. B2B propositions are fundamentally different to consumer ones. The B2B market is distinguished by a range of segments and use cases. So, for MVNOs to build compelling enterprise offers, MVNEs must be equipped with the right tools to help their partners achieve the required level of differentiation.
To understand why, perhaps the best way to start is considering a couple of B2B use cases that an MVNO focused on penetrating the B2B segment will need to have a solution to enable.
The outdated infrastructure problem
How many small and micro-businesses are still tied to their legacy landline numbers, despite their employees all possessing (and using) mobiles? The answer is “many” which raises a question: is the MVNO in position to address this disparity and bring the old world into a better, new one?
How could this be done?
For a start, why not make the landline number virtual and retire the fixed line from service? Then, the company could turn to mobiles, increasing both access for customers and mobility for employees, backed by a simple Cloud PBX service.
For example, the company might have two mobile subscriptions with Cloud PBX user accounts, though other handsets to increase the number of available phones (these can answer but not make calls) can easily be added.
The legacy fixed number, now repurposed into a virtual line, can be handled in an intelligent manner, allowing calls to that number to be queued and distributed, depending on availability of the staff.
All activity could be based around the single virtual fixed number, and all devices could be used as terminating points, with employee’s personal devices also able to act seamlessly as agents. For the small business, this sort of MVNO service is a quantum leap forward from legacy.
Their customers get to use familiar numbers, while moving to a call distribution system that doesn’t depend on an old device sitting on a table somewhere.
The flying solo problem
Another common scenario MVNOs (and by extension their MVNE partners) can help small business to address is the “multiple mobile conundrum”.
Unlike the first use case above, here there’s no legacy fixed line to deal with but a small company that relies entirely on its employees’ mobiles to communicate. Let’s say, in this case, that amounts to four personal mobiles relying on consumer subscriptions from the same service provider.
This is a common scenario that the MVNO needs to be able to address if it wants to make inroads into the B2B market by helping its business customers.
Again, what needs to be done? One answer: unify the individual mobile numbers into a group, with the addition of a new virtual number to act as the main contact point.
Doing this brings the users together under “one (administrative) roof” with calls to the main number then being handled according to simple configuration rules, for example sending them to a targeted individual, or to voicemail, or to other users, as the business prefers.
The main number takes care of most incoming calls, while allowing some preidentified callers (perhaps a high-priority customer) to get immediate access to one of the team. Employees can manage their own settings to show availability.
Out of hours, the main number could default to night service with all calls terminating in voicemail. A second virtual number could be used to act as an out-of-hours helpline connected to two of the mobile numbers, so that two staffers could be contacted out-of-hours if urgent action was needed.
Backed up by a Cloud PBX solution, configuration is managed via a simple process – while additionally, the MVNO can handle migration from the previous mobile service provider so that they can also benefit from its services. In short, another gamechanger for the enterprise.
Summarising the argument
It’ll be obvious from the two use cases above that small business customers don’t have the same needs as consumers and to capture the SME market, MVNEs must be able to support and enable their MVNO partners in new and different ways to exploit the domain.
For many small businesses, as we’ve demonstrated, legacy communications infrastructure is a barrier to commercial success and the properly equipped MVNO can help businesses overcome it – by offering a system that’s the root of profitable, long-term relationships.
Ultimately, the MVNE needs to be able to help its MVNO partners to enhance both communications and connectivity for the enterprise and the best way to do that is through a Cloud PBX that can be integrated with the desired host mobile network, while sitting nicely as an extension of the existing MVNE tech stack.
It gives the enterprise customer:
- Flexibility – for example, if and when numbers of staff and communications needs fluctuate, users can easily be added or removed and service pathways adjusted.
- Cost benefits – Cloud-based solutions of almost any kind generally have lower upfront costs than equivalent on-premises solutions - just a monthly subscription required. For small businesses, this is a significant plus.
- Functionality – Gives the SME seamless communication regardless of location to increase operational efficiency.
Taking action is easy. Gintel can help MVNEs attract MVNOs that really want to invest in B2B to reach a niche or a market that is neglected. MVNOs that succeed do so because of quality, service and differentiated offers.
To support that, they need a partner that has a flexible, mobile-first solution for optimised business communications management, including a Cloud PBX that’s truly mobile. Gintel is the perfect partner to provide that solution and ensure you have competitive offers for any kind of MVNO.
Talk to Gintel
Gintel helps operators succeed in highly competitive, regulated markets, enabling differentiation for their business service portfolio. Our telecommunications heritage, know-how and experience are backed by a track record of delivering successful solutions to Tier 1 operators, MVNOs, ISPs and Systems Integrators.
We enable our customers to stay at the forefront of service innovation in a rapidly moving market, offering agility and flexibility and delivering profit for their business. Get in touch.
