Vodafone Acquires Lebara’s Aussie Mobile Business
Vodafone Hutchison Australia is acquiring Lebara’s Australian mobile business assets, under the deal, the financial terms of which have not been disclosed, taking over Lebara’s mobile base and having the right to use the Lebara brand in Australia.
Lebara Group, based in the UK, was founded in 2001, with Lebara Mobile having launched in Australia in 2009, since which time it has been a Vodafone mobile virtual network operator.
Vodafone chief strategy officer Dan Lloyd stated that Vodafone expects “a seamless transition to the new arrangement”.
Lloyd stated that with Lebara having “built up a strong brand presence and loyal customer base in Australia”, Vodafone sees “opportunities to grow the business further”.
“Lebara Mobile customers are already enjoying the Vodafone 4G network, so nothing will change for customers in terms of their experience,” he stated.
“It will also be business as usual for all of Lebara Mobile’s employees and customer service agents, who will continue to provide care to Lebara Mobile customers via existing service channels.”
Lebara products will continue to be sold through existing retail partners, including Coles and Woolworths, along with a range of convenience store outlets around the country.
“Lebara Mobile has established a market-leading niche, enabling migrant communities to stay connected with their loved ones abroad, particularly through very competitive and award-winning international mobile calling,” Lloyd stated.
Backed by Vodafone’s corporate resources, Lloyd stated that Vodafone expects “the Lebara Mobile brand to become an even stronger force in the Australian mobile market”.