By Antti Niemelä, Managing Director, Giga Mobiili Oy
I’m Antti Niemelä, Managing Director of Giga Mobiili, the recently launched MVNO in Finland.
Giga Mobiili is the first B2C -focused MVNO in Finland in years, and sales launched in September 2025. During our first year we have been focused on growing the business on a steady pace, fine-tuning processes and ensuring our customers are satisfied and their services work flawlessly.
New-launch stories, pricing strategy and customer experience are all live topics in Alicante this November. Register your delegate pass →
A Market That Needed a Shake-Up
The market in Finland differs a bit from most of other European countries, as we have three MNOs who have shared the B2C market almost completely among them and MVNO businesses have been basically non-existing. With Giga Mobiili we aim to rattle the market a bit, introduce new options for the customers, challenge the existing status quo and bring more life and energy to the market that has been very stable for years.
The Pricing Puzzle
In a challenging economic environment of the recent years the customers are of course very price-sensitive, and many of them tend to switch their service provider regularly in hunt of the best discounts. Other customers are more loyal and remain with the same provider as long as the price is reasonable. An MVNO, and especially a new MVNO needs to consider pricing from many perspectives. What kind of pricing and campaign structure is needed to acquire the targeted amount of customers? If customers are offered discounts in the beginning of the contract, what happens to the price after the discount period? Should MVNO always target the lowest price points in the market?
Beyond these questions, and many others regarding pricing, there are bigger questions about the positioning, branding, offering and technical solutions of an MVNO. Pricing is a big part of the business, but a successful growth path requires more than just the right pricing. After all, in a competitive market price can rarely be the only reason for the customer to select your product.
Pricing, positioning and launch strategy dominate this year’s agenda. Explore the 2026 sessions →
Differentiating Beyond Price
Giga Mobiili aims to differentiate from the competition by a fresh take on marketing, standing out with straight-forward and transparent offering and providing simple solutions that cover the everyday needs of the customer. In the long-term, solid customer experience, both digital and physical, is of course the key to customer satisfaction and that starts with the basic attributes of a mobile subscription and customer management that are often overlooked nowadays.
Why Smaller MVNOs Can Actually Win on Service
Smooth customer service and being available for the customer in the channels that the customer wishes to use is as crucial as clear customer communication and delivering on the promises made. They can be simple things, but often pop up in discussions with consumers who are dissatisfied with their service. Often a smaller MVNO can take care of the customer in a better and more agile way than big companies who tend to rely on stiff processes and doing everything the way they have always done. When a company can provide real value for the customer in a truly meaningful way, the price becomes only one part of the equation that aims for a successful customer journey for both parties.
After all, happy customer is the key, and keeping the customer happy is about more than just the price that the customer sees in their invoice.
Antti Niemelä Managing Director Giga Mobiili Oy
Continue the conversation at MVNO Nation Europe 2026
Whether you’re launching, scaling or repositioning an MVNO — the challenges Antti describes are the same ones being debated in Alicante this November. Join 500+ MVNO leaders, MNOs, enablers and suppliers, 3–5 November 2026, at Meliá Villaitana.
