Report Type: Upcoming MNVO Report, 2010
Author: Dario Talmesio, Senior analyst at Informa Telecoms & Media
Published: March 2010
"Lebara Mobile is one of the largest 'ethnic MVNOs' – those focused on serving immigrant populations – in Europe, with a track record of strong growth in recent years. Its most attractive selling point is its low prices for international calls. All facets of the company – including its in-house contact centre, its retail and distribution arms, its pricing and its brand – reflect its aim of providing a reliable means of communication between individuals belonging to large ethnic minorities and their friends and families in their home countries."
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Award Type:The Mobile News Awards
Award: Best MVNO
Published: March 2010
“The Lebara Mobile offering is “well-branded, promoted and priced. Lebara’s strong promotional campaigns helped it stand out from the crowd”
Report Type:Current Analysis: Company Intelligence Report
Author: Natasha Rybak, Senior Analyst, Consumer Services Europe
Published: August 2009
“Lebara Mobile does an excellent job of defining itself as a provider of low cost international calling with offerings tailored to migrant members of specific ethnic population segments within the UK (and abroad in its other country markets). The company's promotional material and online Web presence clearly delineate its specialisation in serving ethnic users, and dedication to this core competency lends clarity and focus to Lebara Mobile's sales strategy, market messaging and operational goals.”
Award Type:Mobile New Awards Judges 2009
Award: Most Innovative service
Published: July 2009
“First to market with a true price break through for a simple international calling product that has rapidly attracted a diverse, high value prepay market. The customer and growth figures speak for themselves – it’s a proven success and value for money”
Report Title: Lebara Mobile in 26k Tesco till deal
Author: Mobile News
Published: June 2008
Low-cost ethnic market MVNO Lebara Mobile has struck a deal with Tesco to sell airtime top ups from all 1,900 Tesco outlets, bringing the total footprint of Lebara Mobile’s top up resellers in the UK to 90,000 retail outlets. Lebara Mobile offers cheap rate international calls and competitive national calls to the ethnic market. It is the number one ethnic market MVNO in the UK.
Award Type: Mobile Industry Awards 2008
Award: Newcomer Award Winner
Date: June 2008
‘It’s everything an MVNO should be doing,’ said one judge. ‘They’ve identified a part of the market, created a fabulous service and built a targeted business around that,’ the judge added.
Lebara offers cheap overseas calls and has used channels such as Phones 4u and a host of independent dealers. Another judge said: ‘They have taken a very simple idea and made it a success.’
Another judge added: ‘They’ve executed an obvious idea exceptionally well. So well, in fact, that they’ve taken it under the noses of rivals.’
Judges were impressed by the customer numbers and retail presence that Lebara has achieved in a short space of time: increasing its customer base by 200% month-on-month since it launched in October 2007 and reaching over 80,000 retail partners.
‘The company has understood its target market to achieve that huge growth,’ said another judge. Lebara has thought about all the details, such as having a multilingual customer service.
Award Type: The Mobile News Awards
Award: Commended, Innovative Service
Date: March 2008
“The face of international calling changed radically when Lebara Mobile launched its low cost prepay SIM card, aimed at UK-based migrant residents wanting to make low cost worldwide calls. Partnering with Vodafone, Phones 4U and thousands of independent retailers, the card offers international calls for as little as 4p per minute, as well as fixed rate roaming and UK calling.”
Category Type: Real Business Top 50 to Watch in Mobile
Top 50 position: 14th
Date: October 2006
“Lebara set out to cut communications costs primarily by delivering low-cost international calls”
Category Type: The Sunday Times Fasttrack
Top 100 position: 4th
Date: October 2006
“Lebara has implemented its own telecoms platform for linking mobile-phone networks across to offer low-cost international calls from mobile phones. Founded in 2001, Lebara now provides services in Belgium, Denmark, Norway and Sweden. Demand from an increasingly international population wanting to use mobiles for communicating with friends and family abroad has boosted sales 242% a year from an annualised £946,000 in 2002 to an annualised £37.9m in 2005.”
For more information please contact our head of group marketing James Condon.
Quality solutions for diverse communities
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