Lebara adds Asda and Dextra


Ethnic market MVNO Lebara Mobile has signed up Asda to sell Lebara Mobile SIM packs. It has also struck a deal with 20:20 Mobile’s distribution arm Dextra to supply its products to retail channels.

The Asda deal will follow the model Lebara Mobile worked with Asda rival Tesco, and run in around 20 major sites on a trial basis before potentially rolling out across its estate.

The Dextra deal follows similar distribution agreements with Data Select and Brightstar.

Lebara Mobile has also recently signed up high street retailer Superdrug, which will sell airtime on its MVNO in its 915 stores across England, Scotland, Wales and Northern Ireland.

Lebara Mobile founder and chief executive Ratheesan Yoganathan (pictured) said: “We started with a strong investment in marketing to help build that category in Asda through its top initial 20 of its biggest stores. That will broaden in time.”

Lebara Mobile chief operating officer Tim Wort said: “This is a different category to national prepay, even if it’s the same kind of packaging and payment. It is for a different kind of customer.”

He added: “We are getting to a stage where we are heading rapidly towards a million customers, and you cannot sustain that momentum if you just had a narrow view of distribution.”