If you haven’t already seen it, check out the first part of our interview with tello, a new network hoping to shake up the MVNO market.
How much do you know about the ecosystem of the UK mobile phone market? What lessons do you feel will be most useful from your experience in overseas markets and how would you characterise your particular approach over here?
Since our experience in the telecom field is pretty vast, a big part of our database consists of UK customers. We already conducted several market surveys in order to expand our understanding and approach over the UK. Plus, we constantly work to apply our existing knowledge and experience in the complex MVNO market from the UK.
So why in particularly did you choose to work with Hutchison-Whampoa in the UK?
Our criteria for selecting a partner were pretty simple. We were looking for a flexible and reliable partner. We chose Three Mobile because they offer a great quality service at a very competitive pricing. Plus another aspect that played a significant role when selecting the network was their data speed, because we care about future trends and customer needs.
Why do you think so many people are stuck on expensive PAYG plans when there are so many cheap alternatives available now? What’s the main thing holding people back from switching?
The answer to your question lies in the human psychology area and I think can be summed up in a few simple but powerful words like: loyalty, ease of use, convenience.
What matters: price over quality? Why do people choose a more expensive provider when they can switch to a new cheaper one? We think customers are the key, they lead the way, their behavior leads providers to new products, services and ways to do and conduct business. What is 100% true is that a happy customer is a loyal customer.
So the word “stuck” can actually be easily replaced with “happy”.
Still, we think more and more people would be eager to try something new if they’d realize the savings on the long run, or if they’d know that portability is risk-free and it is backed up by OFCOM.
That’s a good way of looking at it! And human psychology is definitely a big part. But where do you see the network in five years?
Our five-year plan definitely revolves around the word: international expansion. By the end of this year, we’ll launch tello on the US market so our focus and attention is channeled towards this project.
Thanks for your time, Silvana and good luck with the new venture!