I've spent years studying why some win and most don't. Now I'm building tools to change the odds.
The US mobile market is a $46.7 billion industry dominated by three operators and their owned brands. They control over 90% of subscribers, and yet, the most interesting things happening in mobile are not coming from them.
MVNOs are where experimentation lives. They are the operators solving real problems for real people: protecting seniors from phone scams, serving communities in their own language, giving ISPs a path to offer mobile alongside broadband in one seamless experience. These are not niche plays. They are the future of how connectivity gets delivered.
The challenge is that building an MVNO in the US is still harder than it should be. Casey has spent years inside that challenge, connecting operators with the right partners, advocating for better tools, and pushing the ecosystem to invest in the initiatives that actually move the needle. Now, she is leading the vision and strategy for one of those solutions: a product that will give ISPs a real path to AI-native converged connectivity.
Insights on what it takes to be successful in the US MVNO market.
Price is not a differentiator in the US market. Affordable plans already exist. The operators who win are the ones who identify genuine friction and build around it: a coverage gap, a language barrier, a safety concern, a population that has been overlooked.
The OSS/BSS you choose shapes every customer interaction and every operational decision. Going into platform evaluations without clear priorities is one of the most common and most costly mistakes a new operator can make.
Building a great product is only half the work. Go-to-market strategy and customer acquisition deserve the same level of time, thought, and attention as the product itself. Operators who treat launch as the finish line rarely make it past the starting gate.
The US market moves fast. Be willing to change your partners, your pricing, your channels, or your positioning if the evidence points that way. The playbook from ten years ago will not work today.
I believe the MVNO market is worth fighting for. I also know that winning in it requires the right strategy, the right partners, and someone willing to advocate when the path gets complicated.
As Head of Mobile at gaiia, North America's fastest growing OSS/BSS, Casey is leading the vision and strategy for a converged connectivity platform that will be purpose-built for ISPs. The goal is to give broadband providers the ability to offer mobile alongside their internet service through a single front-end and back-end, with no fragmentation and no compromise on the customer experience.
This is a problem Casey has been talking about on conference stages, in client conversations, and in published content for years. The appointment is not a departure from that work, it is the direct result of it.
