Jonathan Horovitz, Atrium Unlimited Consulting Founder and Lead Consultant: “Innovation, differentiation, and keeping customers happy are really the pillars of what I preach”
Meet the leader behind the success of Atrium Unlimited Consulting
Jonathan Horovitz, Founder and Lead Consultant
The Silicon Review
Founded in 2010 by seasoned industry expert Jonathan (Jon) Horovitz, Atrium Unlimited Consulting specializes in guiding entrepreneurs eager to enter the Mobile Virtual Network Operator (MVNO) space. With headquarters in New York and New Jersey, Atrium provides strategic insight to clients seeking to understand the complexities of MVNOs—businesses that function uniquely as both customers and competitors to their network providers. Horovitz, who gained firsthand experience in the wireless industry with senior roles at AT&T Wireless, Nextel Communications, Boost Mobile and Sprint, purchased an MVNO in 2008 and learned the MVNO space from the ground up.
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Atrium Unlimited Consulting addresses the growing demand from aspiring MVNOs who are often enticed by high-profile success stories, such as the rapid ascent of Mint Mobile with celebrity endorsement, known as the “Ryan Reynolds effect.” However, Horovitz warns that a successful MVNO requires more than just a famous face; it requires a unique value proposition that complements rather than competes with existing MVNO offerings. Atrium also partners with companies offering value-added services that enhance MVNOs’ revenue streams and operational efficiency. With Horovitz’s 34+ years in wireless and extensive industry relationships, Atrium bridges the gap between innovative products and established MVNOs, helping new entrants navigate the challenges of this competitive market and guiding established MVNOs toward sustainable growth.
In conversation with Jonathan Horovitz, Founder and Lead Consultant of Atrium Unlimited Consulting
Q. You’ve worked with major industry players like Sprint, T-Mobile, and AT&T, as well as top-tier MVNOs. How do your experiences with these large companies influence the way you approach consulting with your clients today?
As with all major companies, both in and outside of the mobile space, decision-making and risk taking sometimes takes a backseat to what I like to call, “hiking the ball.” At Atrium Unlimited Consulting, we pride ourselves in providing quick answers, exceeding expectations with our service-level agreements (SLAs) and going out on a limb for our clients. We are nimble and don’t have numerous levels of approvals to get to a decision. Many very smart managers in large companies cannot get things done because of bureaucracy and in some cases, fragile egos up the managerial line. I refer to these types of scenarios as the “sales prevention” department. Having worked on the carrier side, I saw firsthand how analysis paralysis killed many great ideas. The exception was Nextel Communications, whose esprit de corps and commitment to hire the best people and let them do their jobs created one of the best company cultures that I have ever seen.
Q. You’ve been named the United States Ambassador for MVNO Nation in 2022. How do you see this role influencing the future of MVNOs in the U.S. and globally?
It was an honor to be named MVNO Nation’s US Ambassador. MVNO Nation has plans to start operating in North America very soon. It has also opened many doors and potential clients for our company overseas. So much so, that I was invited to speak at their annual live event in Valencia, Spain in November 2024 and also broadcast my podcast, The Boon of Wireless, from the event.
I am looking forward to introducing the MVNO Nation Team to the United States market May of 2025 and being a key influencer to our current and new MVNOs.
Q. Customer acquisition and retention are major focuses for Atrium. What strategies have proven most successful for your clients in maintaining a competitive edge in the ever-evolving mobile telecom market?
Innovation, differentiation, and keeping customers happy are really the pillars of what I preach. When you look at the market, there are actually more cell phones in use in the U.S. than there are men, women, and children—that’s a huge market, but also a highly competitive one. So, with every potential client, we ask two key questions: What is your differentiator? and What’s your distribution plan? In other words, why would a customer leave a giant like T-Mobile, AT&T, Verizon, or even one of the numerous MVNOs to choose you? And how will you reach those customers? Will it be all digital? Through brick-and-mortar? Direct selling?
Many prospective clients struggle to answer one or even both of these questions, and that’s actually a big reason we turn down more clients than we accept. We need clients to have clarity on these aspects because without it, their business model just doesn’t hold up in such a competitive space. And when we do take on a client, we don’t just make the introduction to a provider, aggregator, or enabler and then step back. We stay deeply involved in every meeting, every follow-up, whether that’s with the carrier, regulatory authorities, or any other essential players in launching a successful MVNO. That’s how we retain our clients—by being there for the long haul, ensuring that every step is covered, and their path to success is well-supported.
Q. With Atrium’s deep involvement in both the U.S. and international wireless markets, what trends do you see emerging in global mobile networks, and how are they shaping the future of wireless communications?
Despite some comments from wireless pundits, it is our position that the MVNO markets are very robust and will continue to be for the foreseeable future. MVNOs are evolving to meet the demands of increasingly diverse markets, spurred by advancements in connectivity, changing consumer needs, and more flexible regulatory environments. This includes 5G driven MVNO models, Private 5G Networks, IoT, and Digital first MVNOs including new eSIM technology, niche demographic focused MVNOs and relaxed regulatory rules that should foster more competition and lower wholesale costs.
Q. What does the future hold for your company and its customers? Are exciting things on the way?
We continue to surpass our revenue and profitability goals year after year. We are very optimistic about the ongoing success of the MVNO market, and we are constantly adapting to the constant changes and innovations that we face. We have increased our headcount, both with direct employees and contractors and have built new partnerships with product and service providers of all three US carriers and their aggregators.
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 in this space.
Jon Horovitz is a seasoned executive and thought leader with over 34 years in the wireless industry, specializing in MVNO (Mobile Virtual Network Operator) strategies and operations. His career has spanned senior sales and operations leadership roles at top-tier companies, including McCaw Communications, AT&T Wireless, Nextel, Boost Mobile, and Sprint. As an entrepreneur, Jon has owned an MVNO and supported the launch of numerous others, lending his expertise to foster growth and innovation within the wireless sector.
In 2022, Jon was appointed the United States Ambassador to MVNO Nation, a global organization based in London that supports over 6,000 professionals within the MVNO ecosystem. Through his consulting firm, Atrium Unlimited, LLC, Jon advises carriers, MVNOs, investment bankers, and venture capitalists interested in entering or expanding in the wireless space. He also contributes to the industry through his bi-weekly column on BestMVNO.com and hosts The Boon of Wireless, a popular podcast dedicated to discussing insights and trends in wireless technology.