Carrefour MVNO : Taiwan before China ?

France, Belgium, Italy, Spain... Carrefour Mobile (1 mobile in its baby steps) started in the retailer's neighborhood.

Poland was the first major move eastwards.

Now Taiwan looks like a giant leap.

Of course, Carrefour is a major player on the island with about 60 hypermarkets and 4 M membership cardholders, and times are ripe for a low-end player. But that's a tough and saturated market with 3 existing MVNOs.

Of course, this is a 2G service. But customers can chose between prepaid and postpaid, and can enjoy a loyalty program (rewards : airtime now, store promotions later).

Of course, the phones don't look very smart. But the company created a SPV dedicated to the operation (name of the Special Purpose Vehicule : the usual "Carrefour Telecom").

The host network is the leader, Chunghwa Telecom. Chung Hwa happens to mean "China". Yes, like that neighboring country where Carrefour hypermarkets are not exactly under birth control restrictions.

So this is not yet the giant leap, but one can easily guess where it points to.

MVNOs take off in France

According to the French NRA, the ARCEP, the country reached a 82% penetration rate end of Q1 2007 with a total of 52M active accounts, including overseas regions and territories.
This base grew by 7% over the last 12 months : 4% for MNOs, and a solid 302% for M-VNOs, whose market share eventually took off from .91 to 3.42%. During Q1 2007, they even snatched 11.5% of net sales for prepaid and 15.8% for postpaid.
The percentage of users of multimedia services remained stable at 29%, and the number of SMS by active users at around 30 per month. But ARPU didn't nose dive (EUR 36.4 / month, -6%) because voice remained strong : traffic gained 14% and call termination wholesale cuts didn't kill the golden goose. But Viviane Reding's roaming wars haven't started yet. And French M-VNOs are not voice killers. Yet.
Even price-centric M-VNOs (ie Tele2 Mobile, over 350k subs) or mass retailers (Auchan Telecom, Carrefour mobile) can't go far. Data-centric Ten or M-VNOs with an ethnic / geographic focus (MobiSud, Breitz Mobile) won't bring the whole house down. Nor will such players as Coriolis or Transatel. "Entertainers" NRJ Mobile and Virgin Mobile play the card of rates a more subtle way, offering more for the same price. Both are enjoying a good position on the market (over 300k subs), the latter contributing to the success story of Omer Telecom, the Phone House / Carphone Warehouse VNO behind Breizh Mobile and the Virgin Mobile JV.
But triple- / quadplayers hold the best entry points as mobile voice rates start converging with landline ones, as mobile and landline start making one. neuf cegetel started ahead of Free Iliad, but Orange and SFR, now also an ISP, won't let their market share shrink that easily. The timing seems definitely interesting for the sale of Bouygues Telecom*.

* see "Bouygues not for sale ? How about TF1 ?" (20070509)

UNOMobile, COOP and TIM : mobile sells in Italia

"Parlare di più, pagare di meno". Talk more, pay less ; that will be UNOMobile's moto. Is this Carrefour unit a full MVNO or only an ESP (Enhanced Service Provider) ? Anyway, another retailer is launching a MVNO in Italy : COOP will propose CoopVoce to its 6.5M members and their families (18M people overall), aiming for 1M subs in 3 years with a EUR 200 M turnover. CoopVoce will be hosted by TIM.

"Talk no more, unless I pay less". That could be the reason why AT&T declined the same TIM (through the Olympia-Pirelli-Telecom Italia cascade). But American Moviles and France Telecom (now with Morgan Stanley) remain in a shopping mood. For them, it could be "Parlare di più, pagare di piu".

"Parlare di più" ? Vodafone seems to perfectly understand the Italian MVNO dialect : Vodafone Italia will host both UNOMobile and Poste Italiane, and it is even using the same language to talk to fellow brits (BT aims at 10% of the biz market with its convergence offer, but needs a godfather to enter it).

* branded 1Mobile - with the same 1 as the group's trademark logo for its first price products (see unomobile.it - still at the "coming soon" stage).

MVNO commodities

In France, mass distribution eventually makes it into the MVNO arena* : after Auchan Mobile (by Auchan Telecom - auchantelecom.fr) on SFR, Carrefour Mobile (carrefourmobile.fr) picked up Orange.
If Auchan's Hyperlibre prepaid cards claim a fun and content factor, Carrefour delivers a much cheaper message : mobility metaphorically lies on the same shelves as eggs, mineral water or pasta, the equivalent of commodities in foods, basic products for which the World's #2 retailer holds an impressive market share.
Not as impressive as that of #1 Wal-Mart if it were to purchase Carrefour... but right now, WM has its own fishes to fry in the US (Movida - only 100,000 subs to date and 500,000 expected by the end of 2007) or in Germany, where even hard discounter Aldi* struggles.
A retail and / or financial know-how definitely makes sense for tomorrow's MVNOood (and Rabobank is considering its home market in the Netherlands), but it takes more to succeed than a strong brand or an expertise, be it in content (look at Disney struggle in the US and postpone its launch in the UK). A MVNO is a service provider and service should remain the major, even with a discount / content / mcommerce / mwhatever flavor. Pure players can succeed provided they can - well - provide and deliver the goods (ie TracFone - tracfone.com).
Consider Mobile ESPN's failure in the US : ESPN is a beautiful brand but only a one channel brand. Like TF1 Mobile, you like to have it on your mobile but you want all other channels as well. Quad players stand a better chance : Qwest Wireless makes a living, but US cablecos have yet to really enter the race (Comcast with T-Mobile again ?). In the UK, the NTL - Telewest - Virgin / NTV combo should deliver because Virgin being Virgin, Virgin Mobile refreshes the parts other MVNOs cannot reach.

Niche MVNOs keep blooming and ethnic MVNOs flourishing : MobiSud** targets Europe's Moroccan community, Ay Yildiz (ayyildiz.de) the Turkish diaspora and Red Pocket Mobile delivers 24/7 Mandarin and Cantonese service in the US. Others prefer to focus on the "international calls" dimension of the service across minorities, like Oblio Telecom's Bravo Cellular in the US or Ortel Mobile in Belgium (ortelmobile.be).
In a Marketing 101 frenzy, Firefly Mobile (fireflymobile.com) targets mobile kids, Xero Mobile (xeromobile.net) college teens***, Jitterbug by Greatcall (gojitterbug.com) seniors and technophobic Baby Boomers, and as the name suggests, GAYmobile (gaymobile.dk) doesn't target homophobes. No one dares launching a truly green mobile service but you can still subscribe to a feel-good provider : Call4care (call4care.nl), which federates all major NGOs including the Red Cross.
Yet, youth-oriented MVNOs remain the main variety.
And a demanding job. Ask Helio, which reached the audience it wanted, but not the kind of wallets it expected. The younger generations love the handsets but SKT and EarthLink would rather have them actually purchase the damn gizmos.
Amp'd Mobile isn't playing in the big leagues either with its 50,000 customers, even going on 150,000 by the end of the year. Yet, it goes international : Canada with TELUS (now a major shareholder) and Japan on KDDI (TTM march 2007). I don't think Amp'd impressive slugging average (a $100 ARPU) will remain that high when the saint subscribers go marchin' in, but Let's see if TELUS can be as efficient as Sprint Nextel with Boost Mobile (boostmobile.com).
To be continu'd.


* Virgin, FNAC or Darty happen to be retailers, but with a strong flavor / major.
* see "CAPEX and the city - curb your enthousiasm or six feet under" (20051205)
** see "MSN, Mobile Centric, Mobisud" (20061019)
*** if they really want to launch next January, they must first target deep pocketed and short sighted investors

Virgin Mobile - Carphone Warehouse : joint adventure ?

The announcement of a new Virgin Mobile M-VNO operation in France means quite a lot.
First, France is at last becoming the exciting market for convergence it was meant to be : home to FT/Orange (from the beginning the ultimate vision of convergence) and key players in multimedia (ie press, radio, TV, movie, music, minitel/internet...) as well as in retail or commerce-finance (ie Carrefour, banks & insurers...), the country is Europe's TV over DSL leader but still enjoys a significant potential for growth in the mobile and pay TV fields. Here, the Orange vs Vodafone battle has a very specific flavor and historical / capitalistic ties between MNOs and TV operators have to be taken into account (Bouygues Telecom / TF1, SFR / Canal+, Orange / France Television and now M6...).
Second, a JV between Virgin Mobile Holdings (UK) PLC, The Carphone Warehouse Group PLC (The Phone House in France), and Virgin Management Limited proves both how desperate Virgin were to enter the market and how ambitious they are for the future. The Virgin group isn't a big player in the country and clearly, VirginMega.fr seems too weak an entry point as M6, NRJ & co are locking positions. They couldn't deal directly with a MNO and they had to find a partner with a retail background. Since they cannot wait, they're pushing their brand and TTM over control. In the wireless field, that is : they're bringing the multimedia touch The Phone House didn't have (sorry AOL - whatever happened to MVIVA and Steve Case's Revolution ?). Now that they've secured a 5M customer base in the UK, Virgin are attacking continental Europe.
Third, how far can CWH and Virgin go together ? CWH is more a reseller than a M-VNO, even if TPH could learn the trade locally through their Omer Telecom / Breitzh Mobile outfit (49,000 customers to date). There is a point of sale overlap in the UK but elsewhere... CWH need both content and a brand and VM badly need a brand new telecom-aware distribution system...