MVNO targets Europe, focuses on high value prepay

In an effort to steer clear of the competition, the newly formed MVNO, Now Mobile, says it intends to export its model of targeting higher value prepay customers to Europe.

The company, which only launched its ethnic-focused UK service at the end of July, said that European expansion would be its focus. "The UK market is saturated so we will explore other countries," said Now Mobile MD Andrew Hallam. "We will stabilise everything in the UK first to make sure it works, and then we'll export the model to other countries."

Commenting on the company's business model (which operates on the Orange network), Hallam said that it intend to not make price a core element of its offering.

"None of our prices are cheaper than Lycamobile or Lebara [its two major MVNO competitors]. We've developed a customer-facing product and a strong brand rather than competing on price. We offered data from launch, as well as three calling packages and bundles for extra benefits."

The exec added that it was working with Orange on other value-added services that will make its product stand out. "We're priding ourselves on aiming at the higher echelons of the ethnic market which we feel is a big market that is not being served by our rivals."

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