Vodafone Hutchison Australia (VHA) has bought Lebara’s Australian mobile business assets.
The purchase will see VHA take over Lebara’s mobile base and will have the right to use the Lebara brand in Australia.
According to VHA chief strategy officer, Dan Lloyd, the deal will amplify Lebara Mobile’s presence within the Australian mobile market.
“Lebara Mobile has built up a strong brand presence and loyal customer base in Australia, and we see opportunities to grow the business further,” he said.
“Given VHA’s long relationship with Lebara Mobile, which has been a Vodafone Mobile Virtual Network Operator (MVNO) since 2009, we expect a seamless transition to the new arrangement.”
Lebara group chairman and chief executive, Yoganathan Ratheesan, also said he expects a smooth evolution between the businesses.
“Our Lebara Mobile Australia customers have benefited from our long-term relationship with VHA for many years and we are working with VHA to ensure a seamless transition.”
According to Lloyd, Lebara Mobile customers already use the Vodafone 4G network, so nothing will change for customers in terms of their experience.
“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.”
Moving forward, Lloyd added that the Lebara Mobile brand will be strongly backed by VHA’s resources and the company will continue to support Lebara’s aim in serving the global migrant community.
“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,” he said.
“At VHA, we are supporters of customer choice, and we look forward to championing the Lebara Mobile brand to offer choice and value to Australia’s strong and growing migrant communities.”
“With the corporate resources of VHA behind it, we expect the Lebara Mobile brand to become an even stronger force in the Australian mobile market.”
Lebara Mobile products will continue to be sold through existing retail partners including Coles, Woolworths and convenience stores around Australia.