2012 predictions: Now Mobile country manager Vikram Kumar

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Now Mobile country manager Vikram reckons customers will be continued to force to look for value, as MVNOs focus on delivering flexible solutions to meet this demand

2012 will be a significant year for the mobile industry. Eurozone difficulties and government cuts will stimulate customers to look for value. This will result in increased price sensitivity, especially on the part of customers looking to make calls overseas.

MVNOs need to focus on delivering flexible solutions that are profitable, while empowering customers to define their own experience and tailor their own proposition to fit within their budget.

MVNOs that continue to offer overly generous or misleading acquisition offers, disregard quality and adopt the calling card approach of leading with price are likely to increase their SAC, degrade their ARPU and struggle to achieve profitability.

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