New pan-European MVNO launches on Three’s network

Three Wholesale has confirmed that it is hosting a new SIM-only MVNO on its network. JOi Telecom, which will serve the UK and France markets initially, launched today and is the consumer-focused, SIM-only mobile brand of parent company ACN Europe.

Lynda Burton, Director for Three Wholesale, is excited by the new business model JOi will be looking to bring to Three’s network. “We’re really excited by JOi Telecom’s unique distribution model and fresh, flexible consumer proposition,” she said. “JOi Telecom joins our growing collection of innovative wholesale partners, powered by Three’s award-winning network.”

Parent company ACN made its name as a ‘multi-layered marketing organisation’ aimed at enabling individual entrepreneurial ventures, much in the same vein as other companies sometimes referred to as ‘pyramid-selling’ organisations. With the launch of the JOi Telecom brand, ACN appears to be trying to branch out from its traditional fixed-line operations. Previously ACN has partnered with other established operators to re-sell their services, so this marks an attempt to establish their own brand.

Alex Bennett, Vice President of Product Management at ACN said, “JOi Telecom’s simple proposition brings something new to the mobile market, putting the power of choice and flexibility in customer’s hands,”before going on to hint at a penetrative pricing strategy for JOi’s market entry. “Not only will JOi customers benefit from an attractive launch promotion pricing, they also receive great UK-wide coverage on the Three network,” he said.

In a very crowded European market for MVNOs, it remains to be seen what opportunities exist for new entrants. JOi Telecoms’ key differentiator seems to be ACN’s peer-to-peer sales and marketing model, and it will be interesting to see if this is a competitive and successful model in the mobile industry.