9/30/2010 10:26:00 AM
Vodafone to launch ethnic contract MVNO
Vodafone is planning to launch an ethnic contract MVNO called ‘desi mobi’ in November, Mobile understands.
The new MVNO will bolster Vodafone’s portfolio of MVNOs, which now includes Lebara, Asda and TalkTalk.
Desi mobi’s Sim-only propositions will enter an emerging segment in the market – MVNO contract offers aimed at second generation migrants.
Lebara Mobile has just entered the contract space as it predicts that the ethnic population in the UK will double by 2031.
The new MVNO will be marketed as the first MVNO aimed at British Asians and is understood to be part of a new MVNO hub, Com Mobi Group.
Com Mobi Group claims to be a white label service provider for mobile networks and ‘bridges the gap by being the champion of the minority and the conduit to the mobile network’.
Desi mobi has already established distributor relationships with GK Telecom and Shebang. GK Telecom will be responsible for selling to independent retailers and Shebang will target bigger chains, including Asda.
One senior industry source said: ‘This is a natural growth for ethnic MVNOs to move in to. The first generation of ethnic minorities has been targeted for a while and they are now becoming a second generation more embedded in society.’
MVNOs and wholesale deals are increasingly becoming an area of interest for operators. This year has also seen the launch of Now Mobile on Orange’s network. Orange also cut a deal with Transatel, an MVNO aggregator, at the end of last year, and Vodafone created a similar deal with Teleena in May.
Desi mobi and Vodafone were not available for comment.