Asda has launched low cost international calling in a major move to target the migrant community.
This is the first time Asda has moved to claim a share of this market, using its popular brand name and 600 retail stores to pit itself against Lycamobile’s LycaTalk service which works in a similar way. Rival MVNOs Lebara and Tesco Mobile also offer their own international calling service
The new service will be run through the supermarket’s call time brand, offering users calls abroad for 1p a minute. Users will be required to register to an access number, after which their mobile phone number will be able to make calls abroad and users will be able to top up at Asda stores. Credit can be shared between up to 10 different numbers.
Despite being late to target the migrant community, Mobile Choice editor Sunetra Chakravarti believes there is now a huge opportunity for Asda to give rivals a run for their money.
‘The international calling market is huge and while Asda are a little late to the party, it’s not too late to grab market share from established names Lycamobile and Lebara. Asda cutomers popping into store on a weekly or even daily basis can easily top up. It’s a great move from the supermarket, one that will give LycaTalk a run for its money.’
Commenting on the service, Ashley Johnson, project manager, Asda, said, ‘Asda is excited to offer our customers a convenient and affordable way to call international destinations, with no hidden fees or charges. Minutes and credit never expire.’