9/27/2010 11:26:00 AM
Lebara targets second generation migrants with contracts
Lebara Mobile has launched the UK’s first MVNO ethnic market contract offer.
The Sim-only deals are targeted at ‘second generation’ migrants in the UK.
Lebara UK MD Russell Atkinson told Mobile: ‘Prepay will remain a core part of our business and we have tended to target new arrivals to the country.’
Lebara expects the UK migrant population to double by 2031 and is aiming the new service at ‘established’ migrants who have ‘embedded’ themselves in the UK. Users targeted to take up the service are expected to have bank accounts and steady jobs.
‘With a contract offering we can target a broader base in the community. We are expecting significant incremental growth,’ added Atkinson
The Sim-only plans are available for a minimum term of three months and offer a mixture of UK calls and international calls from £10 to £40 per month.
Three plans are being offered for customers with different needs. ‘My Country’ is aimed at people who predominantly call abroad, ‘UK Caller’ is a plan for customers who mostly call in the UK and make a few calls abroad, while ‘Combo offers’ a mixture of the two plans.
Lebara CEO Yoganathan Ratheesan said: ‘This is a significant move forward for Lebara, enabling us to grow our customer base and further cement our position as the global leader in delivering low cost international mobile services.’
Vodafone director of wholesale Tim Stone said: ‘Vodafone and Lebara have created and developed a very successful partnership. The introduction of a pay monthly proposition in the UK shows how we continue to work together and innovate to meet the needs of Lebara’s customers.’
Lebara, which was founded in 2001, runs on the Vodafone network.