New telco Lebara Mobile set to take on calling card sector

Tim Burrowes

March 30, 2009 11:00

Lebara Mobile, a new operator targeting Australia’s ethnic communities has launched today.

Lebara Mobile is partnering with Vodafone as its network provider – and claims to be be the first in Australia to offer a prepaid SIM card offering low cost international call rates from 5c per minute.

The company already has three million customers in Europe. Its initial advertising creative will be based on its European work, and there is also no media agency involved yet. PR is being handled by Access PR.

The launch will see the company take on the highly competitive international calling card sector, which is worth an estimated $1.3bn in airtime.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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telco

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