Operational agility, customer experience quality, and the ability to iterate quickly in response to market signals must become central metrics for success.

There is reason for optimism, though. The tools and models needed for this transition are already in use elsewhere. Cloud-native platforms have been deployed at scale in markets with comparable complexity and consumer expectations. Their benefits, including reduced time to market, lower operational costs and enhanced customer experience, are well-documented. Analyst firms such as Juniper Research and OMDIA have highlighted the advantages of platform-centric MVNO strategies in Europe and Asia.

However, importing these models into the U.S. context is not a plug-and-play exercise. Regulatory differences, market size, and legacy infrastructure all pose unique challenges. The key will be to adapt proven platform principles to local realities, not to replicate them wholesale. This includes designing systems that can manage dual-network integration cleanly, support multi-jurisdictional compliance, and offer modularity for future growth.

The eSIM effect and shifting consumer expectations

Another dimension to consider is the shift in consumer behaviour and expectations. Today's mobile users are accustomed to seamless, digital-first experiences, often defined by the incumbents. From instant eSIM activation to frictionless billing and responsive customer service, these expectations are non-negotiable. Any friction in onboarding or usage leads to dissatisfaction and, ultimately, churn. MVNOs can no longer afford to treat customer experience as a secondary concern. It must be central to their strategy.

This is particularly true in the context of eSIM adoption. Once viewed as a niche technology, eSIM is rapidly gaining mainstream adoption. According to GSMA Intelligence, global eSIM connections are expected to exceed 6 billion by 2025. Its ability to enable near-instant provisioning and reduce physical logistics presents a major opportunity for MVNOs to streamline operations and delight customers. But seizing this opportunity requires deep integration with enablement platforms, not ad hoc solutions. QR code-based activation, while still common, is quickly being outpaced by fully app-driven approaches that offer superior usability and branding.

Furthermore, the rise of digital-first mobile brands places even greater emphasis on experience quality. In many cases, the difference between a thriving MVNO and a failed one comes down to whether the customer experience feels polished, modern, and consistent. Metrics such as app store ratings, average customer lifetime value, and churn rates increasingly tell the real story behind MVNO performance. Without a solid platform foundation, these metrics are difficult to move in the right direction.

The role of industry stakeholders

The shift will also require industry leadership. Policymakers, network operators, and technology providers each have a role to play in enabling a platform-based future. Policymakers must ensure that regulatory frameworks do not inadvertently reinforce outdated operating models. Network operators should consider how their wholesale relationships can evolve into more strategic collaborations. Technology providers must focus on delivering robust, interoperable platforms that can support a wide range of MVNO business models.

Most of all, however, MVNOs themselves must embrace the moment. The market has changed, and the rules have changed with it. Survival will not come from clinging to legacy systems or waiting for public support to return. It will come from building organisations that are resilient by design; able to deliver carrier-grade experiences, adapt quickly to new demands, and scale efficiently.

In the end, the future of the U.S. MVNO market will not be determined by who has the lowest wholesale rate or the flashiest launch campaign. It will be determined by who builds the strongest foundation. That foundation is not made of subsidies or shortcuts. It is made of platforms.