New telco Lebara Mobile set to take on calling card sector

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.

Australia has 4.9 million foreign-born residents, representing nearly quarter of the population. Lebara Mobile claims to have carried out “extensive” market research to identify  “the opportunity for a trusted international calling proposition that would benefit the biggest users of international calls – multicultural communities, temporary foreign residents, travellers and international ex-pat groups who want to regularly phone their family and friends abroad”.

Lebara Mobile founder Yoganathan Ratheesan said: “We are providing, for the first time, a simple, clear and low pricing structure.”

Tim Burrowes

Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.

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