Anthony Goonetilleke, Group President of Technology, Head of Strategy, Amdocs
For the first time in wireless history, the name in your phone’s status bar might soon be a podcaster, YouTuber, a singer, or even a president—because 2025 has made it almost friction-free for personalities and influencers with a loyal following to launch their own mobile service.
Wholesale 5G capacity, one-tap eSIM onboarding, and cloud-native tech stacks—combined with the advent of the TikTok generation—mean an influencer with a following of 10 million can grow to 1 million subscribers ‘overnight.’ Brands, organizations—and even individuals—can leverage the ‘red thread’ of connectivity and cult-level fandom to achieve the “Ryan Reynolds effect,” creating a fan-powered MVNO that might even hit a $1.35 billion exit. So why is the shift happening now?
Three Structural Shifts Are Converging
U.S. mobile-network operators have invested billions in 5G and monetizing that investment has become key. Leasing spare spectrum to virtual operators turns capex into fresh wholesale revenue, especially from demographics outside core brand strategies. Instead of resisting, carriers are actively courting MVNO partners. Underutilized bandwidth can now be monetized, not wasted, and wholesale APIs have the potential to give MVNOs granular QoS on demand.
Cloud-native “MVNO in a Box” SaaS platforms are also transforming how networks are launched. Generative AI-native, API-driven telco cores now mean that an influencer only needs a brand, a fanbase, and a credit card to launch service in weeks rather than the 1–2 years traditionally required. And let’s not forget, fans can switch more easily than ever. In a saturated U.S. mobile market, where consumers seek novelty, the friction of changing providers has been eliminated by widely available eSIM capabilities and fully digital onboarding.
From ‘Trump Mobile’ to ‘SmartLess Mobile’: The Shape of What’s Coming
We’re seeing a new breed of MVNOs shaped by community and identity. For instance:
- Trump Mobile taps into presidential politics with the ’47 Plan’, offering unlimited talk, text, and data for $47.45/month.
- RoccStar Wireless targets music fans with exclusive drops and celebrity giveaways, starting at $19.99/month for 3GB.
- Millwall Mobile connects with the football club’s loyal fanbase by offering discounts and loyalty rewards, with plans beginning at £10/month.
- SmartLess Mobile leverages its 20M+ monthly podcast audience through humor-led ads and a $15/month plan with 5GB and bring-your-own device support.
From here, we expect to see additional diversity in both brand and offerings. Consider concepts like:
- Eilish Mobile, offering early tour-ticket access and zero-rated Apple Music
- Dude Perfect Wireless, giving fans free monthly data top-ups for trick-shot uploads
- Dončić Connect, combining season-pass bundles with fantasy-league data perks
These theoretical offerings combine the brand cache and perks we're seeing from MVNOs now and more tightly ties them to connectivity specific benefits, bringing in a whole new category of MVNOs to the market.
Why Celebrity MVNOs Matter in a Saturated Market
So why celebrities in a crowded market? Because culture now conquers commodities. When wireless penetration exceeds 120% of the population, basic connectivity no longer commands premium ARPU. Personality-anchored brands add emotion, identity, and community—elements traditional telcos often struggle to capture. There are also other clear benefits:
- Revenue opportunities now stretch beyond connectivity. Whether it’s telehealth from Trump Mobile, content from SmartLess, or exclusives from RoccStar, bundling services transforms the $40 phone bill into a cross-sell ecosystem. First-party network data provides influencers with deep insights into fan behavior, opening new sponsorship and merchandising possibilities.
- It’s a wholesale win-win. Carriers utilize spare capacity, influencers deepen engagement, and consumers enjoy more choice. According to Juniper Research, this mutually beneficial model is expected to drive U.S. MVNO revenue from $18.7B in 2024 to $26.3B by 2029.
- Customer acquisition becomes more efficient. Influencers already own their audience channels, so customer acquisition costs (CAC) can be as much as 70% lower than traditional carriers that rely on retail or paid media, making lower ARPU models financially viable.
Key Takeaways for Observers and Entrants
This isn’t just a headline-grabbing gimmick. Thanks to cloud-native cores, eSIM, and wholesale 5G, the infrastructure now supports real, repeatable economics. In this new model, community consistently beats scale. Whether it's Trump voters, podcast superfans, or K-pop stans, these micro-segments bring a new level of loyalty and stickiness. And the pace of proliferation? It’s only going to accelerate. With trademarks—not towers—as the primary barrier to entry, every large fandom is now a candidate for launching its own network.
In a world where everyone already owns a phone, the next battle is for which story your phone line tells. Influencer-led MVNOs might be the red thread weaving together digital ecosystems and communities into something more: a scalable, emotional, fan-powered brand.
Learn more about Amdocs’ connectX, a 'telco in a box' solution to fuel MVNO growth