Wal-Mart recently its new MVNO wireless brand called Wal-Mart Family Mobile. This is a great move for what is undeniably the largest retailer in the world and has unfettered access to a tremendous customer base. While the plan is not quite optimized yet (new lines are $25/line and a bit too expensive, phones are locked to the Wal-Mart service, among others) I’m sure they’ll learn a lot after launch, marketing and selling the service. In fact, they’ll find out that as they rollout into international markets, i.e., outside of the US, the requirements and behaviors from those local markets will be different. Details of the plan are outlined below:
“The service, called Wal-Mart Family Mobile, will run on T-Mobile USA’s network and will cost $45 per month for unlimited voice and texting; additional lines can be added for $25 per month. Interestingly, there is also a prepaid component to the plan: Users who want mobile data can pay into a prepaid account that can be pooled for an entire family, and the data does not expire. The first 100 MB of data are free, and come pre-loaded on all of the phones using the service. Customers can buy more data for an extra charge: $10 for 200 MB, $25 for 500 MB or $40 for 1 GB.
Importantly, Wal-Mart’s plan does not have a contract for customers to sign or come with early-termination fees. However, phones for the offering will be locked to Wal-Mart’s service, and will not be able to work on other networks or even under a T-Mobile plan.”
What are the most disruptive of this are: big brands launching new mobile services, and who owns the customer. Best Buy Mobile is marketing and selling many devices across many carriers. When will they actually launch their own service under their own brand? They are one of the largest CE and appliance retailers, not quite on the same plane of existence as Wal-Mart but in a different one (Ed.: Stephen Hawking may chime in here). Or LVMH in France? Or Boots or Tesco in the UK? It’s just a matter of time as costs of smartphones (or tablets or other interesting devices) come down and infrastructure-based carriers, especially tier 1.5 or 2, are willing to open up their networks to other big brands. Of course Amazon has been doing this since the launch of the Kindle and is very successful though hard to tell if Sprint or Qualcomm are making money on leasing their infrastructure to Amazon/WhisperNet.
The longer term and most disruptive impact will be ownership of the customer relationship and ultimately wallet. Prime example is the iPhone. Does Apple or ATT own the customer relationship? Some may disagree but I think it’s Apple, hands down! They own the AppStore, all extensibility of the device, upgrades, and most of the profitability of the value add elements of the device. ATT charges for the 3G service voice and data pipes. I don’t trivialize this but it’s a matter of who you think of when you think of iPhone. Case in point. Yesterday as I was trekking down University Avenue in Palo Alto, CA, I noticed an ATT store right across the street from the Apple Store. ATT store was desolate…Apple Store was booming! As always.
What do you think of the future of the convergence of MVNOs and big brands with big customer bases? I think it only has one direction: up and to the right.