Summary
The MVNO market in the Middle East is characterized by limited presence of MVNOs. The region is far behind developed regions such as Western Europe and North America in terms of MVNO subscriptions and penetration. Nonetheless, where MVNOs do have a presence in the region, they have made a significant market impacts For instance in Oman, MVNO subscriptions are estimated to account for 14.9% of total mobile subscriptions in 2015, while recently launched MVNOs in Saudi Arabia have acquired a significant number of subscribers, making the Saudi MVNO market the largest in the region in 2015. Over the next five years, Pyramid Research expects total MVNO subscriptions in the Middle East (including Oman, Jordan, Saudi Arabia and Israel) to grow at a CAGR of 19.5% to reach 7.3m in 2020, from an estimated 3.0m in 2015. This will largely be supported by continued subscriber acquisition by MVNOs in Saudi Arabia. Further developments in the Middle Eastern MVNO market will be supported by the expected entrance of MVNOs in Iran
Key Findings
- Currently, ethnic models are the most prevalent MVNO business models in the Middle East, being adopted by 36.4% of the total MVNOs present in the region. This is followed closely by MNO sub-brands, accounting for 27.3% of all MVNOs in the Middle East. Major MVNOs in the Middle Eastern market include FRiENDi, Virgin Mobile, Renna and Lebara.
- Regulators are increasingly assessing the potential benefit of MVNOs in the mobile market. This is largely to support further liberalization efforts to boost price competition and service innovation. Further support for MVNOs in mobile markets is being addressed through reducing MTRs, harmonizing the tariff differentials between off-net and on-net voice traffic and implementing mobile number portability services. This will help to ease up barriers to entry for new MVNOs.
- Given the oligopolistic market structures of many Middle Eastern mobile markets the barriers to entry for MVNOs is relatively high. A key factor inhibiting the competitiveness of MVNOs in the region is regulation on tariffs. In many cases, MVNOs aim to offer discount prices for mobile services, however, in the Middle East, minimum price floors result in many MVNOs failing to acquire or maintain significant subscriber market share. Nonetheless, some MVNOs are taking innovative approaches to market entry, for instance, Virgin Mobile's use of social media and digital marketing has enabled the MVNO to acquire a significant number of subscribers in Saudi Arabia since its launch in 2014.
Synopsis
'MVNOs in the Middle East: Saudi Arabia Emerges as the Largest MVNO market in the Middle East in 2015' report provides an overview of the MVNO market in the Middle East and covers a variety of business models adopted by MVNOs to target their local markets.
It consists of
- Definitions and MVNO business model explanations.
- Overview of global and regional MVNO market evolution, and analysis of common business models adopted by MVNOs in the Middle East.
- Case studies on key MVNOs in the Middle East, including an overview of key segment(s) targeted, market strategies and results.
- Key findings based on the study of MVNO business models in the region and a set of recommendations for mobile operators, MVNOs and regulators.
Reasons To Buy
- Gain understanding of MVNO markets and their evolution in the Middle East, to identify market opportunities.
- Align market strategies by analyzing the various MVNO business models being used by existing and new MVNOs in the Middle East.
- Gain understanding of the competitive landscape and successful strategies, to strengthen your positioning in the market versus existing MVNOs.
Table Of Contents
Introduction: MVNO definition and main business models
MVNO definition
MVNO business models
Global and regional MVNO market context
MVNO market worldwide
MVNO market in the Middle East
Regulatory context
Most prevalent MVNO business models in the Middle East
Market details: Case studies
Discount: Renna Oman
Niche, Ethnic: Virgin Mobile Saudi Arabia
Ethnic: FRiENDi Jordan
Conclusions: Key findings and recommendations
Appendix: Acronyms and Definitions
List Of Tables
Exhibit 1: MVNO market structure
Exhibit 2: MVNO main operational business models
Exhibit 3: MVNO Models, including those used in the Middle East
Exhibit 4: MVNO business models
Exhibit 5: MVNO business models (cont.)
Exhibit 6: MVNO business models (cont.)
Exhibit 7: MVNO business models (cont.)
Exhibit 8: MVNO subscription market share by region, 2015
Exhibit 9: MVNO subscription as a percentage of total mobile subscriptions by region, 2015
Exhibit 10: MVNO subscription market share by country, the Middle East, 2015
Exhibit 11: MVNO subscriptions as a percentage of total mobile subscriptions by country, 2015
Exhibit 12: Regulatory drivers impacting MVNO markets
Exhibit 13: MVNO regulations in specific Middle Eastern markets
Exhibit 14: Number of MVNOs and market share per business model, Middle East, February 2016
Exhibit 15: Most prevalent MVNO business models in the Middle East based on their marketing approach, 2016
Exhibit 16: Non-national population as percentage of total population, 1990-2010
Exhibit 17: Examples of key Niche MVNO and MNO sub brand target segment in Middle East
Exhibit 18: Cellact Israel solutions
Exhibit 19: Main reasons to launch a retail MVNO model
Exhibit 20: Renna promotional offers, February 2016
Exhibit 21: Oman mobile industry KPIs, 2015E
Exhibit 22: Impact of MVNOs on MNO market share, 2008-2015
Exhibit 23: Renna subscriptions, Oman, 2011-2020
Exhibit 24: Examples of Virgin and FRiENDi products/services
Exhibit 25: Saudi Arabia mobile industry KPIs, 2015
Exhibit 26: Virgin targeted Facebook campaigns, 2015
Exhibit 27: Virgin/FRiENDi subscriptions, KSA, 2014-2020
Exhibit 28: Jordan mobile industry KPIs, 2015
Exhibit 29: FRiENDi'S prices on international calls vs. Umniah Jordan prices, February 2016
Exhibit 30: FRiENDi subscription market share, Jordan, 2011-2020
List Of Figures
Exhibit 1: MVNO market structure
Exhibit 2: MVNO main operational business models
Exhibit 3: MVNO Models, including those used in the Middle East
Exhibit 4: MVNO business models
Exhibit 5: MVNO business models (cont.)
Exhibit 6: MVNO business models (cont.)
Exhibit 7: MVNO business models (cont.)
Exhibit 8: MVNO subscription market share by region, 2015
Exhibit 9: MVNO subscription as a percentage of total mobile subscriptions by region, 2015
Exhibit 10: MVNO subscription market share by country, the Middle East, 2015
Exhibit 11: MVNO subscriptions as a percentage of total mobile subscriptions by country, 2015
Exhibit 12: Regulatory drivers impacting MVNO markets
Exhibit 13: MVNO regulations in specific Middle Eastern markets
Exhibit 14: Number of MVNOs and market share per business model, Middle East, February 2016
Exhibit 15: Most prevalent MVNO business models in the Middle East based on their marketing approach, 2016
Exhibit 16: Non-national population as percentage of total population, 1990-2010
Exhibit 17: Examples of key Niche MVNO and MNO sub brand target segment in Middle East
Exhibit 18: Cellact Israel solutions
Exhibit 19: Main reasons to launch a retail MVNO model
Exhibit 20: Renna promotional offers, February 2016
Exhibit 21: Oman mobile industry KPIs, 2015E
Exhibit 22: Impact of MVNOs on MNO market share, 2008-2015
Exhibit 23: Renna subscriptions, Oman, 2011-2020
Exhibit 24: Examples of Virgin and FRiENDi products/services
Exhibit 25: Saudi Arabia mobile industry KPIs, 2015
Exhibit 26: Virgin targeted Facebook campaigns, 2015
Exhibit 27: Virgin/FRiENDi subscriptions, KSA, 2014-2020
Exhibit 28: Jordan mobile industry KPIs, 2015
Exhibit 29: FRiENDi'S prices on international calls vs. Umniah Jordan prices, February 2016
Exhibit 30: FRiENDi subscription market share, Jordan, 2011-2020
