The virtual mobile operator mBank Mobile is preparing to introduce serious changes in its offer. It plans to integrate the management of telecommunications services with customer accounts. So far nobody has introduced such a possibility, emphasizes Michał Szelągowski, responsible for the mBank Mobile project, as stated in Puls Biznesu on June 26th 2009.

Once the changes are introduced, mBank customers will be able, among other things, to set up periodical top-ups of the their mobiles; they will receive a mobile minutes account, from which they will be able to transfer minutes to another number, as well as to activate and deactivate services. New functions will become a part of a loyalty program. These marketing activities are mainly addressed to mBank customers. The telecommunications offer is supposed to encourage people to open a bank account. According to some commentators there is room in the market for such initiatives as mBank Mobile. Virtual operators must distinguish themselves from traditional operators. "We are modern and innovative and that's why we are simply indispensable for the market", emphasizes the project manager.

Michał Szelągowski that the popularisation of such services and making them profitable is not an easy task.  "Wirtualna Polska has withdrawn from WPMobi.  Allegro has also abandoned its own MVNO, even though  it has an enormous database of potential customers", says the project manager. Szelągowski hopes its operator will benefit from the new regulations enabling easier number portability (the regulations will take effect on July 6th).  "Free-of-charge number portability is an enormous opportunity for mBank Mobile.  Without incurring additional costs, the customer will be able to check how comfortable and beneficial it is to manage a mobile phone and personal finances from one place, sums up the project manager. None of the MNVOs has achieved a spectacular success in Poland so far. However, new MNVOs are regularly entering the market. GaduAIR has recently started its activity,  Cyfrowy Polsat is planning a new mobile offer for autumn and draft resolutions for Agora's General Meeting of Shareholders mention such services, stated Puls Biznesu. 

Adam Siwiński, CET consultant, comments for Puls Biznesu: 

It is difficult for MVNOs to provide an independent product due to the fact that the services have to be implemented by an infrastructure operator before they are introduced into the wholesale market. Therefore, MVNOs should focus on the creation of a competitive advantage in areas other than mobile telephony itself.  Experience shows that MVNOs with a strategy of independent undertaking, instead of a loyalty program or fixed services add-ons, abandon their plans. The biggest MVNO in Finland was acquired by an infrastructure operator. The consolidation of the MVNO market was led by fixed-line operators in Germany and the United Kingdom. Further withdrawals of MVNOs from the market may result in a lack of confidence for small niche networks. Operators using strong, well-known brands (e.g. Cyfrowy Polsat or mBank) have the greatest chances of success.