Evaluating the market potential and expected consumer acceptance of mobile virtual network operators for the Turkish market

Abstract

With the developments in technology, mobile telecommunications sector became one of the most successful industries that marked the last twenty years. While mobile phones became an inseparable part of consumers’ daily lives, mobile communication sector became influencing for all of the consumers as well. As the interests for the mobile communications sector increased and the mobile market matured, a new business model emerged: Mobile Virtual Network Operators (MVNOs), hiring services and radio spectrum from the mobile operators and reselling to the consumers. The purpose of this thesis study is to evaluate the consumer behavior towards this model, in Turkey. The data; gathered from 280 participants with the purpose of evaluation of consumer acceptance towards MVNOs; has been run through descriptive, reliability, cluster, factor, ANOVA, independent T test, and correlation tests, in order to test the hypotheses and reach findings. According to results, consumers have positive disposition towards MVNOs. In terms of services to be offered, whether mobile service or extra service, consumers are more interested in discount services.