Lyca Mobile will invest £ 250million over the next three years with the aim of growing its core business and expanding into new markets, especially digital services.
The company was established in 2006 and is present in 23 countries, specializing in the sale of SIM cards with favorable international calling rates for expats and those with friends and family living abroad.
It provides these services through Mobile Virtual Network Operator (MVNO) agreements, including with O2 in the UK, and claims to be the “world’s largest MVNO” with over 16 million customers.
The investment will allow it to build on this legacy by expanding MVNO’s operations in key Asian and Latin American markets, and to deliver new digital services that attract customers beyond its traditional reach. .
A new digital platform, built in partnership with IBM and SAP, will transform its infrastructure and allow the development of a commerce cloud. The company is also keen to work with consumer-focused media platforms that will add value to its pricing.
The first fruit of this investment is a new UK plan that offers 50 GB of data and unlimited calling and texting and 100 international minutes per month for £ 12. The real innovation is that customers will be able to
To broaden its appeal, Lyca Mobile adopted a new brand identity, designed by Clear M&C Saatchi, which it believes reflects its new digital approach. The refresh will be supported by a multi-channel advertising campaign on television, digital and out of home channels.
“This investment demonstrates our commitment to transform the business and bring our services to a wider audience,” said Lyca Group CEO Navanit Narayan, who took up his current role in April.
“Covid-19 has accelerated the emergence of a new set of behaviors and values of mobile consumers. Customers expect more diverse, differentiated and value-added services – and we have a real opportunity to deliver just that as we seek to grow our market share in the UK and beyond.
“Our ambition will help us attract new customers and further demonstrate the benefits of partnering with Lyca Mobile to global mobile network operators. We are also proud that as a UK based multinational we are able to inject such large investments into the economy. “
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