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Introduction

This report examines Google’s prospects to expand MVNO services in Europe. Google's US-based MVNO Project Fi has been running for 15 months in the US, with limited success. The catalyst event for this report is the Google-Three Group roaming agreement announced in July, which we think takes Google a step closer to a European expansion.

Highlights

  • According to an Ovum consumer survey in the US, Germany, the UK, and Spain, European consumers are open to the idea of Google-branded mobile services, but low pricing will be Google's path into their wallets.

Features and Benefits

  • Assists European operators in evaluating prospects, market enablers, and inhibitors for the Google Fi MVNO in Europe.
  • Assists Google in evaluating prospects, market enablers, and inhibitors for its MVNO in Europe.

Key questions answered

  • Will Google launch Google Fi MVNO in Europe? If so, how will the proposition differ from the US-based service?
  • Which operators are likely to support Google's MVNO? What will the EU think about it?
  • Should Google expand its MVNO to Europe?

Table of contents

Summary

  • In brief
  • Ovum view
  • Recommendations

Market dynamics

  • Google's appetite and support for European MVNO launch
  • Three Group is Google's most likely partner, but not enough for its "network of networks" strategy
  • A small minority of European customers trust Google as a mobile service provider; but a larger minority would buy into Google's cheap prices

Market outlook

  • The effect of the business and political environment on Project Fi's European expansion

Appendix

  • Methodology
  • Further reading
  • Author

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