Juniper Research finds MVNO in a Box will be a key to this growth; recent events suggest regulation needs refreshing – and enforcing – in some territories if MVNOs are going to thrive
A new study* by Juniper Research predicts that the number of mobile subscribers using mobile virtual network operators (MVNOs) will increase from 333 million globally in 2026 to 438 million in 2030. This is an increase of 31.53%. Juniper reckons that ‘MVNO in a Box platforms’ will be a key factor in this growth, “enabling a surge in enterprises launching mobile connectivity services”.
Juniper defines an MVNO as a mobile service provider that leases wholesale capacity from mobile network operators, without owning its own network infrastructure.
Personalise, differentiate
Its findings indicate that MVNOs must invest to offer personalised service to customers as a means to differentiate themselves from incumbent service to deliver distinct, compelling value propositions. For example, identifying rewards and customer loyalty schemes as key tools, such as data allowances that align with their customers’ profiles and demands.
Alex Webb, Senior Research Analyst at Juniper Research, commented, “Enterprises must invest in comprehensive analytics platforms which leverage data across their business to identify strategies and campaigns which can effectively convert existing customers into subscribers to their MVNO.”
MVNO in a Box markets are developing rapidly, according to Juniper, with new players entering the market at scale. Juniper’s research provides detailed analysis of 10 key market verticals for MVNO in a Box in 2026: airlines, banks and fintechs, broadband and utilities, celebrities and influencers, charities and non-governmental organisations, sports teams and organisations, supermarkets and retailers, small and medium-sized enterprises, technology enterprises and OTT platforms, and IoT MVNOs.
Regulation is a barrier
However, recent events suggest that regulation can be a major barrier to MVNOs’ success in some markets.
In September, Peter Adderson, Founder and CEO of MVNO MobileX in the US, did not mince his words in an interview with LightReading. His argument is that mobile network operators have been allowed to dominate the MVNO market in the US and is reported saying, “If you [regulatory] guys truly care, then care. If you don’t care, then just tell us you’re not going to care and tell us to save our money and not waste it.”
This was in response to questions about AT&T acquiring spectrum from EchoStar which proposed to shut down its 5G network and become a hybrid MVNO, running traffic on AT&T’s network while operating its own core. This effectively marked the end of EchoStar’s attempt to become the fourth facilities-based national mobile network operator in the US.
Adderton launched MobileX as an MVNO in 2023 and said the deal effectively allowed AT&T to acquire Boost’s customers. Adderton founded and formerlyran the Boost MVNO business. He said EchoStar had “run [it] into the ground”.
He added, “Now is the time to implement real change. It can’t be business as usual. This is our chance. If we do not get the changes that are required, I’m not going to keep doing this. There’s no way. Pack it in. Why bother?”
The end of MVNOS in Thailand
The first day of August 2025 marked the official end of Thailand’s MVNO sector with the five remaining businesses – i-Kool, Penguin SIM, Feels Telecom, Infinite SIM, and Redone – ceasing to offer service. The Yozzo website, among others, reported that this was due the failure of the National Broadcasting and Telecommunications Commission (NBTC) to regulate the market.
The report didn’t hold back. It said, “Despite getting paid for and issuing over 65 MVNO licenses, the NBTC has consistently turned a blind eye to enforce their end of the deal…It has stood by as the dominant mobile network operators (MNOs) routinely ignored a key regulation in place since 2013: the mandate requiring them to allocate at least 10% of their network capacity to MVNOs.
“This critical condition, designed to ensure fair access to infrastructure, was rendered meaningless by the NBTC’s utter failure to enforce it.”
Yazzo said the final blow was dealt with the recent auction of state-operator National Telecom’s (NT) spectrum. NT had its spectrum reduced to just 5MHz and announced it would not be able to support the MVNOs who relied on its network. The article says this forced MVNOs to turn to the other mobile network operators, AIS and the merged TRUE/DTAC, which “have actively resisted the mandated wholesale access, and the NBTC wilfully ignored it”.
*An extract from the new report, MVNO in a Box Market 2026-2030, is available as a free download.
