Ethnic market MVNO IDT Mobile has withdrawn and revamped the marketing for its UK SIM card proposition.
US parent company IDT Corporation is understood to be dissatisfied with the return on its investment in IDT Mobile in the UK since it launched last September.
IDT Mobile marketing manager Dennis Cowles said: "We are looking at new ways to approach the market. We have just started a big campaign with Malta Guinness with more than 250,000 chances to receive a free IDT Mobile SIM card."
The campaign with Malta Guinness, the non-alcoholic Guinness drink brewed under license and popular among African communities, is across targeted TV, radio and print media.