Lebara Mobile is a mobile virtual network operator (MVNO) – meaning it provides a mobile telephone service, but does not have its own allocation of the radio frequency spectrum. The service offers low-cost international prepaid calls.
Lebara Mobile will compete against companies such as Virgin Mobile, which was the first such operator to setup in the UK.
Lebara, which operates in 17 European countries, came fourth in The Sunday Times Fast Track 100 list of Britain’s fastest-growing private companies last year. The firm’s head office is in London.
MS&L’s first task will be to support Lebara Mobile’s launch in the UK by ‘delivering consumer, business, trade and ethnic media relations outreach, press office support and ongoing consultancy to the company’.
MS&L head of technology and telecommunications Justin Hayward heads the account. Lebara appointed the agency following a competitive pitch process.
VNOs have yet to cause a major dent within many European markets, but the UK is thought to offer a good market for low-cost, long-distance calls.
London is considered to be an especially strong market due to the number of foreign nationals living within the city.
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