Telecom is gradually moving away from a model where a single federal brand sells identical connectivity to millions of customers. Denis Lysov, Deputy General Director of Beeline, believes that the market is moving towards "deglobalization": people are increasingly choosing not a universal offer, but a service integrated into a familiar environment – a bank, a blogger, a club, a local community, or a brand they already trust.
For operators, this changes the logic of sales. Previously, the main advantages were scale, unified standards, and a wide network of stores. Now, it's more important to become "one of their own" in a specific customer scenario. Connectivity is increasingly perceived not as a separate product with minutes and gigabytes, but as part of another service or customer experience.
Against this background, the role of virtual operators is growing. According to Juniper Research, by 2030, the number of MVNO subscribers worldwide could reach 438 million. Banks, retailers, universities, sports clubs, bloggers, and local projects will be able to launch mobile services under their own brand, using the infrastructure of large operators. Beeline calls this format Smart MVNO.
A striking example is blogger Exile's "Dobrosvyaz", which attracted about 30 thousand customers in its first month. According to Lysov, this audience was less price-sensitive than in traditional telecom. For the telecom market, this is an important signal: users increasingly need not just a SIM card, but a product within a community close to them.
As a result, large operators can become the infrastructure backbone for dozens of niche mobile brands. Just as factories produce goods under other brands, and clouds have replaced companies' own data centers, so too is connectivity becoming a service that can be "rented" along with a ready-made network. The main question now is not how to sell a tariff, but where the customer is willing to trust it.
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