Blog - Differentiating your Brand in Mobile Services

Posted 2 years ago

By Venetia Price – Inbound and Digital Marketing Specialist

In my previous blog I outlined the opportunity for a new breed of MVNOs, whose focus is the SME market. Enabling this new breed through a low cost MVNO partnership model to solely focus and differentiate their brand in their specific target markets.

In conversations with multiple partners we continuously discuss how they can differentiate and build their own mobile brand to prepare for success.

What are the key areas of brand differentiation for B2B mobile services and how can service providers meet the growing demands for a new type of provider in relation to mobile connectivity?

1. Understanding the SME market and appreciating that there is no such thing as a typical SME is key.  Mobile and telecommunication requirements will differ by sector, depending on their size and business focus.  With this in mind, tailoring your message to suit their current and future business needs and avoiding telecom specific jargon is important.

2. Understand what your customers value from their mobile and telecommunications service?  Is it a personalised service, better customer care, service reliability, flexibility?  Tailoring your service offering accordingly will help you to build your perceived brand and customer loyalty. 

3. Similarly, identifying why SME’s are looking to move from their existing service provider is key. Driving brand differentiation that parallel these most common reasons to move provider aids both new business development and customer retention. Within the B2B mobile sector some of the most common reasons to move providers are poor customer service, bill shock, network outages and inflexible contracts. When it comes to cost, there has to be a large disparity between services to be the driving the reason to move provider.  

4. Become an educator!  Whether you differentiate on service, geography or specific applications or verticals, understand the best method to communicate with customers and prospects, keeping them up to date on industry specific trends is important – whether via meetings, portals, social media or email.  Sharing thought leadership articles, offering comments and opinions on social media are all good ways of engaging with your target audience.

5. When building a brand differentiation strategy, it is fundamental to understand the key decision makers, their purchasing criteria and identify key influencers.  Look at how your telecom service can help other business functions and address a business need.  Build your key messaging around these issues and produce messages for multiple business functions. Educating, and communicating pre-and post-sale can aid your brand loyalty and keep your differentiation relevant. Social media as well as email bulletins can be an ideal tool to enable this.  

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