If implemented effectively, sub-branding can be a powerful tool that allows MNOs to enter new segments and fill any gaps in their product portfolio. This report examines a number of case studies of MNOs using sub-brands and identifies the key lessons to learn from them.

Table of contents

Key messages

Ovum view

Sub-branding strategies

Market leaders’ mindsets are changing

German mobile market – more sub-brands introduced

Be the first mover

Yesss! had a great start!

Beware of too much competition

Korea – a market with too many sub-brands

Finding the right partner

Orange and M6 – a win-win situation

Branding is only one factor to consider

T-Mobile Flext – creating a tariff brand

Managing multiple brands

KPN’s multi-brand adventure

Future success depends on finding new target markets

Table of figures

Figure 1 Different approaches to branding
Figure 2 German MNO connection growth rates
Figure 3 Yesss! and 3 Austria’s connections
Figure 4 Korean sub-brands launched and terminated
Figure 5 KPN’s mobile, TV and Internet sub-brands
Figure 6 Belgium MNO revenues and EBITDA margins