We are living in a world where mobile messaging has become the key to a great customer service experience across industries. The pandemic has shifted how both consumers and businesses view the messaging channel, propelling it into a new realm. 

With price wars dominating the mobile market, MVNOs have to find a way to build customer loyalty and make sure their customers don’t flee when a better mobile offer shows up. Acquiring ‘cheap’ customers can be great for customer acquisition, but running after £10.00 customers should get MVNOs thinking and worrying about the long-lasting impact on their profitability and sustainability.

As the profit and differentiation available from mobile services such as voice, messaging, and data decreases, operators need to look to what mobile analyst Chetan Sharma has termed the fourth wave^[1.] in order to open up additional lines of business and create additional revenue streams.