Tuesday, 27 January 2009

Lebara signs distribution deal with Asda and Dextra – UK

Lebara Mobile, an ethnic market MVNO which trades across Europe, has entered into a distribution agreement with Asda to sell Lebara Mobile SIM packs. The Asda deal will use a similar model as with Tesco, whereby the deal was run on a trial basis in around 20 major sites before a full roll out.

The company has entered into a deal with Dextra, the distribution arm of 20:20 Mobile, to supply its products to retail channels. The Dextra deal follows similar distribution agreements with Data Select and Brightstar. Lebara Mobile has also entered into an agreement with high street retailer Superdrug for the sale of airtime in its 915 stores across England, Scotland, Wales and Northern Ireland.

Commenting on the agreements, Ratheesan Yoganathan, Founder and Chief Executive Officer of Lebara Mobile, said: “We started with a strong investment in marketing to help build that category in Asda through its top initial 20 … biggest stores. That will broaden in time.”

Commenting on the development, Tim Wort, Chief Operating Officer of Lebara Mobile, 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. 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."