mito.

clever things

Creating an MVNO
in 6 months
.How we did it and what we learned.
mito. clever things

The challenge
In a bold move, Magyar Telekom wanted to introduce a fresh new MVNO
on the Hungarian fixed line market challenged by newcomers in 2017.

A disruptive budget brand that wanted to change how customers are

served, offering simple telecommunication services for a great price without
fuss and loyalty.

.We only had 6 months and the clock was ticking..

 mito. clever things

Context Quality
Assurance
Data & CRM
Chatbot Social Media
Management
Consultancy

Mito provides full scale, end-to-end

Graphic UX & UI
services ranging from brand Production
Design
mito Design
communication to digital development.
In 2017, we were acting as a lead Media Creative & Strategic
Planning & SEO & SEM
creative agency for Magyar Telekom, Strategy Consulting
Buying
and have been designing and
delivering digital solutions for Content Digital
Data Mining
Creation Development
Deutsche Telekom for several years.
mito. clever things

Our task
..Define, position and implement the new..
. brand.offline and online as well...
We got involved at the earliest stage possible, when
only the vision and the mission was clear.
mito. clever things

As a result, Flip was

launched in May
2017, operating since
then as Hungary’s
major MVNO.
mito. clever things

Cooperation model

Mito Creative Magyar Telekom Mito Digital

⬢ Brand and communication ⬢ Business ownership ⬢ Design and development of

strategy ⬢ Infrastructure customer-facing interfaces:
⬢ Brand identity development (OSS/BSS) ⬡ Sales portal
⬢ Creative concept ⬢ System integration in ⬡ Self-care portal
⬢ Production of communication partnership with DXC ⬡ Self-care mobile
materials application
mito. clever things

Brand building
The project was shrouded in total secrecy to
hide any signs from the competition.

In the beginning, we literally sat locked in a

secret room all day, together with the
dedicated Telekom team, for weeks on end.

We developed the brand and

communication strategy, while also preparing
different communication plans and creative
concept alternatives reflecting the competitors'
possible reactions.
 mito. clever things

Flip became a standalone

product-brand with its own set
of values, personality and promise.
A friendly, familiar, honest brand,
offering simple and straightforward
services without any blabber.

An agile brand with a new business

model and a market strategy that
reflected to the turbulent environment
and ever-changing customer needs
of the market.
mito. clever things

Identity
The visual identity was defined based
on the analysis of the existing players
on the market. The contrast between
the final colors (yellow and midnight
blue) makes the brand easily
distinguishable, while the logo
perfectly represents the underlying
brand philosophy.
mito. clever things

Creating the
online channels
The project timeline was extremely tight, so we
needed to go with a project setup that enabled
us to design and implement the integrated
MVNO sales and self-care portal in just 6
months in cooperation with DXC.

The workflow we set up was what you would

call today dual-track agile - a methodology
that is now our default for efficiently delivering
to our clients.
mito. clever things

What is Dual-Track Agile?

The best fitting Agile methodology for enterprise-level projects,
combining design and development processes in a uniquely
efficient and scalable way.
mito. clever things

DESIGN DELIVERY
TRACK TRACK

Project
Developer Developer
Manager
Client .BACKLOG.
Quality
Developer Developer
Assurance
Project UX UI
Owner Designer Designer

Business
Lead
Intelli- Project
Developer Developer Developer
gence Manager

Quality
Developer Developer
Assurance
mito. clever things

Design Track
A team of UX-UI professionals, a Project
Owner and other supportive roles such as Client
business intelligence and lead developers in
close cooperation with the client’s team.
Project UX UI
This track defines and validates the user Owner Designer Designer
stories and the screens in agile design
sprints. Business
Lead
Intelli-
Developer
gence
It works ahead of the delivery track, and
hands over the items prepared for
implementation.
mito. clever things

Pod 1
Project
Delivery Track Manager
Developer Developer

Quality
The team is responsible for delivering Developer Developer
Assurance
the backlog items from sprint to sprint.

In our “classic” setup, this practically means

Pod 2
predefined, scalable groups of
competencies (aka. Agile Pods) working Project
Developer Developer
Manager
together:
⬢ channel-specific (web/mobile/kiosk
etc.) frontend developers, Developer Developer
Quality
Assurance
⬢ middleware developers (if needed),
⬢ project management, and
⬢ quality assurance.

Pod 3
Project
Developer Developer
Manager
mito. clever things

Creating the sales portal:.

a straightforward funnel leading.
users towards conversion.
mito. clever things

Sales portal
The sales portal of the MVNO needed to match
the simplicity of the brand itself.

We defined a straightforward funnel to lead

the users towards conversion.

Flip’s communication is tailored to the target

audience. Users arriving from different ad
campaigns meet different faces of the website.
Students see vivid, video-based communication,
while elderly people are shown accessible,
static, easily readable content. Check out the detailed version:
bit.ly/flip-sales-portal
mito. clever things

Creating the self-care portal:

a touchpoint of utmost importance
due to the absence of physical stores
mito. clever things

Self-care portal
As a budget brand, Flip does not offer
physical stores with customer service, thus
the self-care portal is the main interface
for the customers to manage their
services, bills and inquiries.

The functionality offered on the portal is

straightforward for all customers.

The dashboard features the latest invoices,

the status of inquiries and a summary of
the services included in the subscription.
Check out the detailed version:
bit.ly/flip-selfcare-portal
mito. clever things

In May 2017, 6 months after the first

secret meeting, Flip was launched
mito. clever things

“ Today Telekom launches a new fixed line brand and offer.

Flip was developed for customers requiring simple but good
quality basic service without extra comfort services, at an
extremely favorable price level, without obligations and
commitment for a compulsory loyalty period. The Flip offer –
named Flip 3 –altogether includes 130 digital TV channels,
100 Mbit/s download speeds, a WiFi router and free of charge
voice communication between Flip telephone numbers.
Upon the launch, Flip becomes available in more than half a
million households, in numerous locations within Hungary.”
Source: https://www.telekom.hu/about_us/press_room/press_releases/2017/may_16
mito. clever things

The results

600,000 Available in 85+%

of the cities and towns* of
households reached in the
Hungary by the end of 2019.
first year after launch. *(town = settlement with a population above 3,000)
mito. clever things

What have we
learned?
mito. clever things

1
Emotions matter
Services born in digital should thrive in digital. MVNOs are the perfect
candidates for creating attractive online interfaces and they have a high
potential for forming emotional bonds with their customers.
mito. clever things

2
You don’t need a moonshot
People looking for a niche MVNO operator likely won’t miss fancy features.
They want simple, reliable and comfortable services online. Keeping it simple
speeds up your time to market too.
mito. clever things

3
You may ditch the native app
A self-care portal designed with mobile-first approach for a budget brand is
worth just as much as a full-blown native app.
mito. clever things

Consider messaging instead of push

Dropping the native app won’t leave you without communication channels.
You can use messaging to reach your customers effectively on channels such
as RCS based RBM, Apple Business Chat or Facebook Messenger.
mito. clever things

5
You can fit a lot into 6 months
Clever scoping and reasonable compromises bring the final goal into
reachable distance. Leveraging an experienced agile partner can ensure the
fast track and minimize the risk of failing.
mito. clever things

What have others

learned?
mito. clever things

Automation in self-care can save you a

significant amount of OPEX
Delivering answers for frequent and monotonous customer inquiries
by automation via bots takes a huge load off of the call center.
Koodo Mobile, a Canadian mobile flanker brand saved millions with
this exact approach.

Check out our article on the Forces Shaping Telco in 2020

and the details of this best practice!
 mito.clever things

Csaba
Can Végső
we help?
Business Unit Director

Let’s talk!
I’m working on the digitisation of our
international clients since 2012 in Mito.

I started as a Technical Project Manager,

nowCsaba Végső
I am leading our telco business unit.
Director of Product &
I worked on projects
Business for international
Development
companies such as Vodafone Hungary and
cs.vegso@mito.hu
Scientific Games, then became responsible
for managing our major client, Deutsche
Telekom.