Telecommunications networks are crucial for businesses and consumers. The quality of local networks directly affects innovation and development in a region or industry. With digital transformation, speed and reliability are even more important. Network operators are turning to next-generation networks to meet these demands. Grand View Research estimated the global telecom services market was valued at $1,805.61 billion in 2022, with a projected CAGR of 6.2% from 2023 to 2030.

Atrium Unlimited Consulting offers exceptional services and customer support to businesses looking to grow in the cellular communication industry. This award-winning firm has advised various telecom organizations, including carriers, MVNOs, handset manufacturers, construction companies, wholesalers, and master dealers.

In conversation with Jon Horovitz, the Principal Consultant at Atrium Unlimited Consulting

Q. What is Atrium Unlimited Consulting’s story? Why did you decide to start a consulting firm for businesses in the wireless telecom space?

I have been in the wireless telecom space for 33+ years. I guess you could say that it’s in my blood. I have extensive experience in sales and marketing within the wireless industry, particularly in developing the indirect distribution for McCaw Communications (acquired by AT&T), Nextel Communication, and Boost Mobile in the very competitive New York market.

In the mid-2000s, after Sprint acquired Nextel, I used part of my severance package to purchase a small MVNO with about 1500 subscribers. I had always been fascinated by the MVNO model and the MVNO-MNO relationship. I had the opportunity to learn the MVNO business from the ground up and no longer just be a “sales” guy. After tremendous growth, we successfully exited that MVNO in 2009, and I looked for my next opportunity.

After returning to Sprint, which owned Boost Mobile then, I reconnected with many colleagues and helped open over 400 Boost Mobile retail stores before another downsizing occurred. In 2019, before the pandemic, I chose to fully commit to Atrium Unlimited Consulting and started my consulting firm to help entrepreneurs and others entering the MVNO space navigate its challenges.

Q. How has Atrium Unlimited Consulting grown since its founding?

We began with a few clients, mostly from my past connections. Our real growth happened when I joined The Alternative Board (TAB) in Northern New Jersey, which included nine independent business owners and a facilitator. They nicknamed me “Mr. Wireless” and encouraged me to create a website, write articles, and enhance my social media presence. Within a year, we tripled our client base and revenues. Now, after nearly five years, our revenues have grown every year, and we’ve expanded our team.

I also started writing a biweekly article for one of the more popular wireless periodicals that focused solely on MVNOs. This gave me a platform to become a thought leader on all things wireless and drive clients to our business. Every article was posted to both my  website and 7-8 LinkedIn groups supported by the mobile and wireless ecosystem. As I gained a following, the number of phone calls and e-mails to our company increased substantially.

During the pandemic, as parents worked from home and children attended school online, the demand for in-home connectivity surged. We partnered with carriers and dealers to provide hotspots, generating revenue that allowed us to boost our marketing and attend more wireless trade shows to attract new customers.

Q. How is Atrium Unlimited Consulting revolutionizing the consulting market for businesses in the wireless telecom space?

To leverage my experience as an MVNO owner, we chose to focus specifically on entrepreneurs looking to enter the growing MVNO market. Joining the space has become easier due to competitive wholesale pricing from carriers and many vendors offering “MVNO-in-a-Box” programs.

A lot of people want to “be an MVNO” without really understanding the time and financial resources’ commitment. And a lot of potential clients don’t even know what an MVNO is! We refer to it as the “Ryan Reynolds Effect,” where people believe they can hire a famous spokesperson to sell their idea and get acquired for billions in a few years. As we all know, it’s not that easy.

When we speak to ANY prospective client, we ask two simple questions:

Q. What is your DIFFERENTIATOR? What is your DISTRIBUTION strategy?

Firstly, there are more mobile devices in the U.S. than people. What makes your MVNO different? Why should I switch from Verizon, T-Mobile, AT&T, or other MVNOs? What’s your value proposition? Do you provide free calls to my home country or areas where I do business? Do you cater to my specific needs?

Many believe they can succeed by competing on price or customer service, but this won’t work. Prepaid consumer pricing is already very low, making it tough to compete with established carriers and MVNOs. Additionally, carriers prefer innovative MVNOs that offer unique features to attract new subscribers.

Second is DISTRIBUTION. Brick-and-mortar stores are costly and digital advertising is overcrowded and also rising in price. Successful MVNOs like Visible and Mint operate entirely online, avoiding costs like leases, staff, and limited shopping hours. Being open 24/7 allows them to save money, which they invest in advertising and promotions, making them effective loss-leaders.

Some long-standing MVNOs have shifted exclusively to e-commerce, abandoning their indirect distribution model. Although their volume may have decreased, it remains profitable.

Q. Can you please elaborate about Atrium Unlimited Consulting’s consulting process?

We reject more clients than we accept because many potential MVNO partners underestimate the time and financial commitments involved. Some are just seeking a quick profit through an exit strategy, not realizing that not every MVNO will be worth billions like Mint Mobile or Consumer Cellular.

After vetting, we meet with the owners to discuss potential challenges, financial commitments, and our collaborative plan. We create a written Scope of Work (SOW) and establish timelines. Unlike simply connecting MVNOs with vendors, we actively participate in meetings and manage follow-ups. Launching a licensed MVNO with a direct carrier relationship can take up to a year before generating revenue. MVNOs must commit for the long term, despite facing setbacks.

Q. What were some of the most memorable challenges you and the team at Atrium Unlimited Consulting have overcome? How did the company learn from these challenges?

In 2022, we faced a major challenge when the Nigerian Telecommunications Commission opened its market to MVNOs. A large broadband company in Lagos with 60,000 customers last-minute asked us for help in applying for a license and creating a go-to-market strategy. Despite limited time, a big time zone difference, and language barriers, we swiftly reorganized our team to finish a three-month project in just three weeks. Our efforts succeeded, and they were awarded a license. However, we declined their request for further assistance with their launch due to our organizational stress.

We learned that it’s crucial to focus on our expertise and stick to consultations within that area. On a positive note, we excelled at working with an international client, which we continue to do today.

Q. What are Atrium Unlimited Consulting’s plans for the future?

Atrium Unlimited Consulting continues to surpass our revenue and profitability targets year after year. We are optimistic about the ongoing success of the MVNO market and are adapting to its constant changes and innovations. We have increased our headcount, both with direct employees and contractors, to best serve all of our clients. We’ve built new partnerships with product and service providers and are respected partners of all three major US carriers and their aggregators. 

We frequently help manufacturers and platform companies as recognized experts in the MVNO field. We are very bullish on the continued health and growth of MVNOs. Our philosophy is straightforward: the MVNO industry will keep evolving, and companies that adapt to client needs and industry trends will thrive. Atrium Unlimited Consulting understands our industry’s complexities and plans to be a long-term player.

Meet the Principal ConsultantJon Horovitz is the Principal Consultant at Atrium Unlimited Consulting. Jon has been in the wireless industry as a senior executive for 33+ years. He headed up sales and operations in leadership roles for McCaw Communications, AT&T Wireless, Nextel, Boost Mobile, and Sprint. He has owned an MVNO as well as assisted in the start-up of many others. In 2022, Jon became the U.S. Ambassador to MVNO Nation in London, supporting over 6,000 individuals in the MVNO ecosystem.

Jon writes a biweekly column for BestMVNO. Jon launched the highly successful podcast, The Boon of Wireless in February 2024, a podcast for the wireless telecom community. This podcast has emerged as the nation’s fastest-growing platform in the wireless telecom industry.

“To leverage my experience as an MVNO owner, we chose to focus specifically on entrepreneurs looking to enter the growing MVNO market. Joining the space has become easier due to competitive wholesale pricing from carriers and many vendors offering “MVNO-in-a-Box” programs.”