MásMóvil is in full swing. The fourth operator is still beating record of winning customers. This week announced the 7 million customers and just two days after he bought Lebara, a virtual mobile operator specialized in the segment of immigrants, so that won other 420.000 subscribers. In the first nine months, won 56,7 million euros compared to losses of 148 million euros recorded in the same period last year, thanks to an increase of 9% on income, up to 1.038 million.
Coinciding with the presentation of third quarter results, announced that it had revised upward its forecast, which was already ambitious. The only but that way triumphant is the quote. After being the best value in the market in 2017, this year has stopped its bullish run
“it Has gone better than expected. In the first nine months, we have reached 80% of the target Ebitda for the whole year and gotten a million additional customers between broadband and postpaid mobile when the goal was to 800,000”, indicates Meinrad Spenger, ceo of MásMóvil.
Spenger does not share the strategy of promotions and big discounts that apply to its competitors, and that has intensified during this summer. “We have shown –says – that the promotions in Spain, he does not dictate the entire volume of acquisition of customers, because they do not trust the promotions. In the third quarter, we have made promotions, or for recruitment or retention, and even so has been a period very successful. That means that we are to remain reasonable and rational in the future, and we’re not going to get you in promotions temporary because when they are the customer sees that your bill is doubled and he gets angry. Our policy is to offer a fair price and predictable. And that is good for the customers, who know what they are going to pay-no surprises, and for the company, because it is easier to give a good service if there is a stable price”.
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The maximum steering MásMóvil does not promise lower prices with the new year, but you agree not to upload today. “We’re not going to raise prices. We try to be honest. If someone hires a service, will maintain the price for that service. We also make gifts with trick and we have a supply large enough if someone wants to change”.
will Launch its tv service with Agile in the first quarter of 2019
The commercial success of MásMóvil has been put to the test this summer with the so-called soccer war unleashed by Vodafone, following its decision to renounce a bid for The great match and the Champions league, which caused an onslaught of Movistar and Orange, with all the football tournaments. MásMóvil he won all of them and managed to snatch their rivals in August and September to 35,000 customers of fixed telephone lines and Internet, and 91.000 for mobile thanks to the procedure of portability despite being the only operator that has completely renounced to have a television deal of its own and, therefore, to issue the sports content.
“right Now the operators have created a bubble of the contents as in his day did with the gift of mobile. Clear that the contents have much value, but not for the operators. The customers are sufficiently educated to find your content themselves, because they are available on the Internet and do not need the operators were intermediate in. It’s pretty sad that the issue of rights to dominate the discourse of the operators. We should talk about how we contribute to the Spanish economy or job creation, or the network deployment. And not focus on a subject that is of interest to the 20% of spaniards, and for which only 10% are willing to pay as it is the football of payment”.
Meinrad Spenger, ceo of MásMóvil, and the four trademarks of MásMóvil, to which is now added Lebara. Bid tv
MasMóvil, through Yoigo, has a television deal through Agile TV, a company that lets access through the Internet to the contents of the payment platforms in a unified way. The service is now in a pilot phase for 1,000 customers and is expected to mass commercial release in the first quarter of 2019.
“Our concept of the content is modern and flexible. It is based on Android, and customer personalize your offer and pay only for what you use. The access to our offer costs between 3 and 5 euros and if you want something specific you have the platforms over ilbet the Internet (OTT) like Netflix or Bein Sport. In any case, we’re an aggregator, not a provider. We are not going to produce series or to purchase rights. We play football but we do not participate in the war. The football will be available in OTT, but we’re not going to buy the Champions”.
the operator is yellow, just change the logo, it doesn’t seem to worry the offensive that they have launched their competitors with second brands low cost such as O2, Telefónica or Vodafone Bit to try to stop the bleeding of customers leaving to MásMóvil
“we do Not want to evaluate the strategy of others, though I have my doubts, but it is not my problem. We go well with a multi-brand portfolio strategy. We are convinced that our success largely depends on ourselves. We have by far the best level of customer satisfaction and this is the engine of our growth. We are not aggressive in uptake or invest a lot in marketing. What it invests Yoigo is more or less the same thing that inverts the second brand of Vodafone. Because we prefer to invest in our customers. And that means a customer from Spain and digitized, and web pages and app for that interaction is more easy. If you look too much what others do we become plagiadores, and we are not because we lead the innovation. We prefer to take long-term strategic decisions that make things tactical short-term”.
Spenger, all the marks of MásMóvil are “premium” for the quality of the service, although in terms of positioning, the Premium brand esYoigo; MásMóvil is our trademark value for money; PepePhone, the digital mark and the segment latino and immigration is covered by LlamaYa and thanks to the acquisition, reported this week, also by Lebara.
“customers don’t trust them because of the promotions”, says the managing director, Meinrad Spenger
“two years Ago, the only brand that grew was MásMóvil. Now and for a long time already and are all positive. And that makes us less atacables”.
The operator has just to undertake a major operation corporativa with the repurchase of convertible debt that was in the hands of ACS for 480 million euros. “ACS has been 18 years in the company, initially in Xfera. It is not their core business and it is logical that you seek to monetize part of their investment. And this part was so profitable that they got more money than Telia two years ago by five times more participation in the old Yoigo. It has been an operation fantastic for ACS. You get liquidity of more than 400 million and, in addition, holds a stake of almost 3% in the company. For MásMóvil has also been a big operation as it has avoided a dilution of the 5% of the share capital to its shareholders, increases the free float of the company with the entry of institutional investors and that it is important because it increases the liquidity of the stock, and will give us the ability to enter in the Ibex”.
indeed, one of the targets marked by MásMóvil is the entry into the Ibex, which is already at hand. “I think I am realistic when I say that we will be in the Ftse over the next year. And that means many funds that are indexed to this rate are going to be able to invest in us, and that is an endorsement very important to the action. In any case, we are happy as we are and not us crazy this issue.”
Yoigo is a pilot project of Agile TV for 1,000 customers. R. M.
After a career fulgurating in the Bag, still the best value in the past year for revaluation, the price of MásMóvil has been stopped this year. Reached 130 euros per title but then deshinchó up to 100 euros. The operation of ACS has caused a collapse of 10%
“If we compare with the market indices, the action has worked very well. We climbed in a relevant manner. We were so successful that there have been people who wanted to monetize their gains and sold a portion of their shares. Now we are relaxed, there is a push seller. On the contrary. In the last operation we have had sobredemanda. Before you had to find € 100,000 for months and now we got 360 million in a few hours,” says Spenger.
The ceo defends the stability of the shareholding. “Our major shareholder Providence has made a commitment to the medium and long term which is appreciated. And ACS maintains a 3 per cent, of the capital. There is full alignment between the major shareholders who manage the company. And we just want to grow. If anyone needs to sell there is liquidity in the Stock exchange and you can do it”.
MásMóvil you can also beat another record, that of the remuneration of its directors. In may, the top 30 executives executed a plan of options that they reported a profit of 47 million that can be completed the next year with another that accumulates latent capital gains of more than 130 million.