BOSTON—Mobile virtual network operators Virgin Mobile USA L.L.C. and Helio L.L.C. are more effective at using the Internet to drive brand awareness and sales relative to their peers, according to a new report from market research firm Compete Inc.
The research also showed niche MVNOs like Mobile ESPN L.L.C. and Disney Mobile have yet to turn marketplace awareness into online sales opportunities. Despite having good overall brand awareness, Mobile ESPN generated fewer unique visitors to its site than any of its competitors, said Compete. Helio, for instance, has less than half the overall brand awareness of Mobile ESPN, but logged more than five times the number of unique visitors to its site, said the firm.
“With over 70 percent of consumers reporting they will do some form of online research as part of their wireless purchase decision, Web traffic represents an important indicator of the health of players pursuing the largely unproven MVNO model,” said Compete.
