18 June 2009

MVNO: Lycamobile partners 3 Italia, launches ethnic MVNO in Italy

18 06 2009 - Ethnic MVNO Lycamobile has launched operations in Italy. Lycamobile has partnered with 3 Italia to launch its prepaid SIM card and low-cost mobile service on the local market.

The Lycamobile prepaid SIM cards and top-up service are currently available at over 65,000 retail stores across the country. Lycamobile also plans to roll out a comprehensive advertising and marketing campaign to support the launch of its Italian card. Based on the 'Globeman', a sociable, culturally aware, empathetic figure, the campaign will target both mainstream and ethnic audiences through POS, broadcast, print and online media.

As a launch promotion, until 31 July, Italian customers can make free on-net calls, with a limit of 1,000 minutes per month. The first 15 minutes of each call are free of charge, after which users will pay EUR 0.10 per minute. Text messages sent in the operator's network cost EUR 0.10 per SMS. National calls to fixed and mobile numbers, as well as national and international text messages have a single price of EUR 0.15 per minute or per SMS.

Lycamobile has also launched a SMS promotion. Dubbed 'Free SMS to anywhere in the world', the campaign enables users to send up to 100 free SMS per day and 1,000 SMS per month to numbers in the Lycamobile network. The promotion runs until 31 July. Lycamobile currently operates in the Netherlands, Belgium, Norway, Sweden, Denmark, Switzerland and the UK, serving nearly 4 million prepay customers. The MVNO plans to expand operations to additional markets throughout this year.


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