About Dixons Carphone and Mobilise Consulting
Dixons Carphone plc is Europe's leading specialist electrical, telecommunications retailer and services company, employing over 40,000 people in 9 countries.
Focused on helping customers navigate the connected world, Dixons Carphone offers a comprehensive range of electrical and mobile products, connectivity and expert after-sales services from the Geek Squad and KNOWHOW.
Mobilise Consulting is one of the leading boutique MVNO consultancies offering end to end MVNO project delivery and operational management.
The Business Challenge
Dixons Carphone had successfully won one of two MVNO licences awarded for the Irish market when Three and O2 merged.
The new MVNO team were all extremely experienced Carphone Warehouse employees but they had less experience in developing complex end to end telecoms customer propositions.
The new MVNO needed to have a market beating proposition at launch which was innovative and differentiated the MVNO from Carphone Warehouse’s other network partners.
Mobilise Consulting had been engaged by Dixons Carphone to deliver the end to end MVNO project. During their detailed and rigorous analysis of the project deliverables and risks they identified that some specialist proposition advice was required and having worked with Graystone Strategy previously they invited us to assist.
Graystone Strategy and Mobilise Consulting ran a series of workshops for the MVNO marketing team working through the vision for the new MVNO, the main objectives and the end to end proposition.
The workshops featured insights from the Carphone Warehouse research coupled with broader market experience and best practice. Throughout the workshops ideas were gathered, tested and developed so that at the end of the three days a straw man proposition had been developed.
Finally a detailed proposition document was provided with key business requirements, modelling assumptions and suggested tariffs and pricing, effectively the blueprint for the new MVNOs proposition.
Many of the ideas that were developed in the workshops and subsequently documented in the blueprint can be seen in the proposition that was launched by the new MVNO, iD, just 9 months later.
“I liked his proposal so much that James from Graystone Strategy joined us full-time until we launched... Built our proposal and a team that can maintain them. ” - Peter Scott Managing Director Ireland.