Lebara Mobile, which launched in the UK this week, has a network deal with Vodafone. It has also struck an exclusive high street retail deal with Phones 4U and a channel distribution deal for SIM cards and handsets with Data Select.
“The UK networks have shifted their emphasis in the past year away from the dealer channel to capture customers direct. We want to work with the independent dealer channel,” said Lebara Mobile UK country manager Robert Gaskin.
“There are a lot of dealers that work closely with London’s ethnic communities, and with other big city ethnic regions in the UK. We want to talk with these dealers and to work closely with them.”
Data Select is taking charge of the distribution of all Lebara Mobile SIM cards to dealers and non-specialist retailers. It is also making a range of six handsets at various price points available through Lebara Mobile’s web channels.
Data Select managing director George McPherson said: “This is an exciting and innovative service. The channel access we provide, combined with Lebara Mobile’s unique offering, is a sure recipe for success.”
Lebara Mobile also has agreements with the main three electronic top-up providers – Alphyra, Epay and PayPoint – to offer top-ups from more than 50,000 UK terminals.
Lebara Mobile has around 600,000 customers across Europe in Holland, Norway, Denmark, Sweden, Spain and Switzerland.
Vodafone UK new business development director Tim Stone said: “Lebara Mobile has a sustainable and targeted strategy and development prospects due to its strong leadership team, experience and solid distribution channel. It has clearly defined its customer base and understands the needs of those consumers.”
Phones 4U marketing director Jim Slater said: “We are always looking for new ways to offer our customers more choice and the best value, which is what Lebara Mobile’s prepay SIMs represent.”