The MVNO market has seen plenty of growth in recent years, giving the consumer both flexibility and value. Winner Lebara stood out as the company offering customers something unique. The judges praised its distinct marketing, savvy targeting of the international call market and value for money. ‘Lebara is what an MVNO should be,’ remarked one judge. ‘It has identified a niche and is doing cool, fun things within that space.’With two million new active mobile customers – an increase of over 24% – Lebara has shown it can respond to the needs of its consumer base with new products such as the Lebara Money worldwide transfer service and bespoke Tourist Packs, as well as boasting exclusive partnerships with Carphone Warehouse, Phones 4u, Tesco, Asda and WH Smith. The Lebara Unlimited proposition helped raise the brand’s profile and made competitors take note, driving ARPU to record highs in November 2012 – an increase of more than 28%. During the 2012 Olympics Lebara even provided a free service to all the athletes and staff in the Olympic Village looking to call home. The panel felt that Lebara was the most innovative and distinct MVNO brand on the shortlist with a clear offering, great value services that captured its audience, and showed the company knew exactly where to position itself in the channel.