For a brand to have any value it must mean something to the customer and to do so it needs to be exclusive. This is not compatible with trying to own all areas, sectors and parts of the market with just one brand, as most mobile operators do today. Because of this, most mobile operators' brands are all over this matrix. Note that successful MVNOs, like Virgin Mobile, started as a challenger and are now becoming brand leaders, whilst minimising any association with the "follower" values.

Other Diagrams:
Legacy and next Generation MVNO
MVNO from the customer perspective
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Other Resources:
Fixed-Mobile Convergence
Virtuser
Next Generation MVNO Report

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