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UK’s Ethnic MVNO Boom: Desi Mobi, Vizz Mobile, Lebara, Lyca

(By Anupam Saxena and Nikhil Pahwa) Specialized Mobile Virtual Network Operators (MVNOs) are being launched in the UK - by mobile operators or through aggregators - targeting diverse ethnic groups in the country. The MVNO's are looking to leverage international calls to their country of origin, as well as diaspora specific content; what's interesting is that they're trying to replace international calling card services: - Desi Mobi, launched in November 2010 over Vodafone's network, targets South-Asians living in the UK, and offers talk plans specially designed for South Asians with a flat call rate for all calls made within the country, and to South Asian countries, including India, Bangladesh, Pakistan and Sri Lanka. It also provides Asian and British content through its WAP portal 'Starlight' (emulator) for which it has a tie-up with entertainment portal Desi Hits. Apparently, it intends to provide exclusive deals and promotions to its subscribers, in partnerships with event management company Voodoo Entertainment, ethnic dating site AsianD8, and Asian events guide ChilliTickets through Desi World. - Vizz Mobile: Another MVNO that plans to address the Sri Lankan ethnic group in the UK is Vizz Mobile, which is being launched this month. Run by telecom solutions provider QiComm, Vizz has a tie-up with Sri Lankan mobile operator Dialog for termination of calls, and plans to offer cheaper call rates to Sri Lankans living in UK. - Lebara: targets migrant workers with prepaid SIM cards and highlights its international direct dialing feature (unlike in case of international calling cards), and multi-lingual online support and customer service. Lebara also operates…

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