Lebara Mobile plans to offer free on-net international calls on its mobile virtual network to Aussies in Q3 of this year, its UK-based chief said at its local launch today.
The company this morning confirmed earlier speculation on Whirlpool that it would enter the Australian market by establishing offices in North Sydney and putting on some 40 staff, including 18 call centre agents.
So why is this development relevant. Primarily because Vodafone is now offering greater opportunities for companies to develop their own mobile phone offers/plans through what they call VMOs (Virtual Mobile Operators). They essentially use a carriers wholesale services and then repackage and price them into a new offering. This is similar to services such as Savvytel and Just Mobile.
The best part about these VMOs is that they offer the consumer greater competition and more options.
Lebara looks like it will target the thousands of Australians who have friends and families overseas and who want to phone home via their mobile phone rather than using services such as Skype that require a PC or a phone card that is a one way call. Using the Vodafone network as well as various international networks around the world, these customers will be able to make local calls and international calls at great rates.
It is a pretty unique offering. Lebara is said to be targeting the “Australian multicultural community who make regular international calls”.
It said Australia has around 4.9 million foreign-born residents, creating a large market opportunity for a service that could guarantee quality-of-service at levels higher than calling cards.
International call costs start at five cents per minute to Chinese fixed lines and mobiles. National calls within Australia are charged at 20c per minute plus flagfall.
