5/27/2010 9:41:00 AM
Joint venture launches MVNO shake-up
Everything Everywhere has begun an assault on the wholesale market with the launch of an ethnic MVNO called Now Mobile.
Orange has inked a deal with calling card company NowTel that is set to rival incumbents Lebara Mobile, which runs on Vodafones network, and Lycamobile, which also runs on Orange.
All MVNOs launched on Oranges network will soon be able to roam across both T-Mobile and Orange - or Everything Everywhere - with access to the UK's largest network. The direct deal indicates the next level of the soon-to-merge companies wholesale strategy.
Now Mobile which is due to launch this summer, offering PAYG propositions will be aimed at the ethnic market, and will target its current customer base already using its calling cards.
Everything Everywhere VP of wholesale Marc Overton said: 'The deal with Now Mobile has been done with Orange UK, but will have all the benefits of Everything Everywhere.
'Everything Everywhere will offer a bigger and better network and unrivalled experience in managing successful MVNOs. It will play a key role in the success of our current and prospective partners, and is really going to shake up the wholesale market.'
Now Mobile MD Andrew Hallam said: 'Now Mobile, supported by Orange, has developed a strong brand and product set that has been positioned to attract a diverse sector of ethnic international calling customers. We believe there is a genuine demand for clear communications, quality, value for money and excellent customer service within the ethnic MVNO market.'
Sources claimed NowTel 'has a significant share of the market'.
Overton said: 'There is a lot of growth in the ethnic market and there is definitely room for MVNOs other than Lycamobile and Lebara. Now Mobile has a different approach.'
Orange has already launched four MVNOs this year through its MVNE, Transatel