MVNO a pure marketing gimick?

On 14/12 we'll discuss MVNO or mobile virtual netowerk operators;  what is your opinion, on this evolution of branded mobile operators:  an interesting differentiatioin?  just a marketing outsourcing?  more tailored solutions?  Your opinion counts:


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Hi, learn more about it on 14/12 event.

http://www.fiercewireless.com/europe/story/o2-goes-growth-mvnos/2009-11-27?utm_medium=nl&utm_source=internal

See also articles below: The five most innovative MVNO's (Belgian RSCC Mobile  mentioned as n° 1): http://www.fiercewireless.com/europe/special-reports/service-innovation-lifeblood-mobile-operator-industry

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Some toughts:

Are MVNO's able to challenge the established (M) operators in a country and in which way(s)?

What is the playground (M) operators grant their MVNO's?

Is an MVNO not locked in into the (M) operator eco system? 

Should you become a MVNO, what is the best QOS to offer to your customers? 

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