Simple Mobile came to DNA an unknown MVNO, and most people don’t even know what MVNO means. It stands for Mobile Virtual Network Operator, which is a wireless service provider without a physical network.
Simple Mobile offered affordable plans for service on T-Mobile’s network via a SIM card. Simple right? Not really. Consumers assumed pre-paid service was expensive and limited to lesser devices, and shopping based on benefits such as price, network size and reliability was impossible since T-Mobile controlled the network.
People take their mobile devices everywhere, but the one trip they won’t make is from one network to another. Since service plans and providers are considered too similar to switch, the opportunity was to provide an affordable, new way to buy service via a SIM card that works with any device.
More than a quarter of mobile customers listen to the advice of their friends and family before purchasing a prepaid phone service—more than double any form of traditional media. Given this fact, and our limited budget, we favored social media over television and other channels as our primary emphasis in launching the brand.
DNA launched a campaign for the Simple Mobile brand via Facebook and YouTube. First, users were encouraged to share information through a Facebook promotion and were rewarded with branded gear. Second, a series of videos were created and hosted on an exclusive Simple Mobile channel established on YouTube.
In the first 14 months, Simple Mobile acquired one million new customers, making them the fastest growing MVNO in the United States, OMG!