Just to give a piece of clarification about the differences of perceived costumer behavior, not so long ago an important strategy message given to the market was the association between mobility and convenience. Let's say that the device was properly the code for mobility. So, the attachment was coded as the operator brand - Claro, Oi, TIM etc. All of them committed with the technology they represent - WiFi, GSM, WCDMA, LTE/WiMax, Cable, xDSL, FTTO etc. Looking to be the preferable attachment for the customers. However, from there, let's say 2-4 years ago, the costumer intensified the experience of the multiplexity in being in a virtual world, and mobility is being questioned by nomadic behavior. So, the costumer can be attached whatever he/she wanted - ISP, WiFi hot spots, service portal like social network, profiles in social network etc. The consequence, they started to communicate in non synchronous mode and voice in Erlang start to drop, even over IP, being changed by data traffic. Not necessarily increasing the spare of the air time capacity. Which, by the way, was one of the rational behind of the MVNO business model.
The convenience nowadays lies in the multiplex attachment and in the asynchronous communication. Then, how to translate it into data and telecom services? So, the key is access addressed as commodity once for all, this means brands unifying mobility in motion and nomadic.
With this in mind, is this a moment for Virtual Operators?