Vodafone Australia has announced that it acquired MVNO Lebara’s mobile business assets. This means that Vodafone will become the new owner of their customer base in Australia. The branding is included as a part of the deal.
Lebara has been a partner of Vodafone since 2009. Due to that fact, Dan Lloyd, chief strategy officer at Vodafone, commented that the transition should be seamless. He also said that Lebara has built a strong customer base in Australia, and that Vodafone wants to expand on it and build the business even further.
In terms of customer experience, nothing will change as Lebara Mobile customers are already enjoying the numerous benefits of Vodafone 4G network.
Vodafone has chosen to stick with the Lebara branding, as well as their current staff. This also includes all current customer service agents, as well as every existing customer service channel. In short, Vodafone wants to stick with the proven recipe, and build upon a stable base.
The company aims to offer cheap international mobile calls, which, according to the words of Lebara’s CEO Yoganathan Ratheesan, is especially important within migrant communities.
Lebara chooses to distribute its mobile products through Coles and Woolworths supermarkets, as well as several other convenience stores.
As for Lebara’s business success in 2016, the figures are showing a net profit of AU$431.8M for the first half of the calendar year.