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.

It comes as no surprise that mobile broadband has been the fastest growing market segment in recent years, with a 40 percent average annual growth rate worldwide since 2007, according to new International Telecommunication Union (ITU) report, Measuring the Information Society.