About Lebara

Low-cost ethnic market MVNO Lebara Mobile has struck a deal with Tesco to sell airtime top ups from all 1,900 Tesco outlets, bringing the total footprint of Lebara Mobile’s top up resellers in the UK to 90,000 retail outlets. Lebara Mobile offers cheap rate international calls and competitive national calls to the ethnic market. It is the number one ethnic market MVNO in the UK.

Mobile Industry Awards 2008

Award: Newcomer Award Winner

Date: June 2008

‘It’s everything an MVNO should be doing,’ said one judge. ‘They’ve identified a part of the market, created a fabulous service and built a targeted business around that,’ the judge added.

Lebara offers cheap overseas calls and has used channels such as Phones 4u and a host of independent dealers. Another judge said: ‘They have taken a very simple idea and made it a success.’

Another judge added: ‘They’ve executed an obvious idea exceptionally well. So well, in fact, that they’ve taken it under the noses of rivals.’

Judges were impressed by the customer numbers and retail presence that Lebara has achieved in a short space of time: increasing its customer base by 200% month-on-month since it launched in October 2007 and reaching over 80,000 retail partners.

‘The company has understood its target market to achieve that huge growth,’ said another judge. Lebara has thought about all the details, such as having a multilingual customer service.

Report Title: MVNO strategies in Western Europe

Author: Raymond Yu

Published: April 2008

“Lebara uses retail outlets to sell its prepaid SIM cards. For instance in the UK it uses Phones4U (a mobile phone retailer). Lebara also builds strong relationships with small stores that cater for ethnic communities, such as local supermarkets. These local stores are tailored distribution outlets and allow Lebara to tap into the specific ethnic groups. We particularly like Lebara’s distribution strategy as it shows that it is keen on building relationships with key people within each ethnic community and allows it to learn more about its target customers.”

Award Type: The Mobile News Awards

Award: Commended, Innovative Service

Date: March 2008

“The face of international calling changed radically when Lebara Mobile launched its low cost prepay SIM card, aimed at UK-based migrant residents wanting to make low cost worldwide calls. Partnering with Vodafone, Phones 4U and thousands of independent retailers, the card offers international calls for as little as 4p per minute, as well as fixed rate roaming and UK calling.”

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