The Commercial Director of a filling station network wanted to differentiate the firm in the commoditized retail fuel market.
Our client’s situation
The Commercial Director of a filling station network wanted to differentiate the firm in the commoditized retail fuel market. Mobile services were seen as a potential route to enhance customer engagement and grow market share.
How we approached the issue
With no in-house expertise in mobile services, our client recognized that external support would be essential to assess the opportunity and plan the launch. Cartesian was engaged to develop the client’s product roadmap, financial model and business case. To succeed we focused the proposition on driving increased retail fuel sales rather than maximizing the margin contribution from mobile.
What we did to help
Cartesian’s team worked on-site with the client to identify and assess a range of options. The team identified MVNO as a means of creating new touch points with the customer base, providing scope for cross-promotion and elevating the firm’s retail brand. MVNO offered an economic, reliable business model that could be deployed easily to meet strategic and commercial objectives.
Experience gained in over 40 MVNO assignments globally enabled Cartesian to quickly proceed with the commercial analysis. Our team then assisted with the market entry strategy and launch activities.
In parallel with the commercial workstream, our technical experts defined the systems architecture, MVNE and MNO requirements. We provided support through the RFI/RFP process including response evaluation, vendor selection and contract negotiation.
The end result
At the end of the project, our client had a thorough understanding of the potential risks and rewards of an MVNO launch. They also had a clear launch plan, a technical architecture and terms negotiated with vendors. Bringing the ability to address both the commercial and technical dimensions enabled Cartesian to see the challenge holistically, delivering an integrated, feasible plan, and meeting the complete needs of our client.