Rising Demand Drives Growth in Europe's MVNO Market

According to the latest market research study published by P&S Intelligence, the European mobile virtual network operator (MVNO) market is poised for robust growth, with revenue projected to increase from USD 32.9 billion in 2023 to USD 49.6 billion by 2030, at a steady CAGR of 6.1%. This upward trajectory is being driven by the increasing adoption of segment-targeted pricing strategies and innovative distribution models, which allow MVNOs to cater more effectively to specific consumer groups, such as migrant workers, tourists, and youth demographics.

Another significant growth driver is the accelerating deployment of cloud-based solutions, enabling MVNOs to offer more flexible, scalable services at lower costs. These advancements, coupled with the growing demand for low-cost mobile services, particularly among price-sensitive users, are contributing to the expansion of the MVNO landscape in Europe.

Moreover, the market is witnessing rising interest in triple-play services—bundled offerings that combine broadband internet, television, and telephone services. As consumers seek more integrated digital solutions, MVNOs are leveraging these bundles to enhance user experience and value proposition, especially in developing regions.

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Key Insights

• The postpaid category led the market with a dominant share of 75% in 2023, thanks to its convenience—users pay based on usage, without upfront costs, and enjoy additional benefits not commonly available with prepaid options.
• Enterprise subscribers are set to register faster growth compared to the consumer segment, fueled by corporate demand for scalable, efficient communication solutions.
• The discount segment was the largest among service types in 2023, holding a 30% share. This reflects increasing consumer preference for affordable telecom solutions amid intense market competition.
• The cellular machine-to-machine (M2M) segment is the fastest-growing, expected to expand at a CAGR of 6.8% from 2024 to 2030. This is due to the proliferation of smart devices and the integration of M2M applications in sectors like logistics, retail, and automotive.
• Germany held the largest market share in 2023, owing to high mobile data usage and an expansive LTE infrastructure, while Norway is anticipated to be the fastest-growing country, driven by rapid adoption of advanced telecom technologies.
• MVNOs are increasingly deploying self-service portals to enhance customer satisfaction by offering users real-time access to their mobile usage data and reducing operational overheads.
• Segment-targeted pricing continues to be a critical strategy. For instance, Verizon offers specialized plans like a $35 kids’ plan with 5GB data and parental controls, and a $55 unlimited plan tailored for heavy users—demonstrating how MVNOs are diversifying offerings to appeal to different customer needs.
• MVNO market fragmentation in Europe is leading to an increase in players, fostering competition and innovation across service offerings and pricing models.
• The value chain in the MVNO ecosystem is being reshaped by effective collaborations between MNOs and MVNOs, helping overcome wholesale traffic fee challenges and reduce average revenue per user (ARPU) disparities.
• Emerging MVNOs targeting niche segments in developing countries face challenges from high wholesale costs and price sensitivity but are poised to grow as partnerships with MNOs become more common.
• Technological advancements, particularly the integration of 3G and 4G in M2M devices and expanding mobile networks, are unlocking new application areas for MVNOs in Europe.