This eBook explains why retailers are launching MVNOs to drive loyalty and profit as barriers drop thanks to 5G, cloud, and eSIM, with the MVNO market projected to grow from $85.5B in 2024 to $141.9B by 2030 (page 3). It argues MVNOs can deliver new, higher-margin revenue (McKinsey cites margins up to 20% and profitability often within two years), increase share of wallet by tying mobile plans to loyalty benefits, strengthen brand positioning through personalized cross-sell (Forrester estimates 10–30% of revenue can come from upsell/cross-sell), and reduce churn by deepening engagement, noting mobile churn risk in Europe and that loyalty programs materially improve retention (pages 6–8). It also outlines MVNO operating models (skinny reseller, light MVNO, full MVNO) and key launch consider

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