Orange targets niche markets with MVNOs

September 9, 2016

In a bid to increase its market share, mobile operator Orange UK is launching two new MVNO services targeted at the niche immigrant market.

Globalcell, a Mobile Virtual Network Operator (MVNO) hosted by Orange, is a SIM-only pay-as-you-go service for Eastern Europeans with all customer interaction conducted in the customer’s native language.

Languages available on the service include Polish, Russian, Lithuanian, Slovak and English.

LycaMobile, the leading global MVNO for immigrants, has also been signed by Orange.

Orange already has deals with four other MVNOs, including Blyk, IDT, 3 national roaming and FMC, giving the network operator a total of 2.5 million MVNO customers.

Marc Overton, Orange executive for strategy, said partnering with MVNOs is an exciting opportunity for the network operator to reach much broader segments of the market.

Orange’s current share of the wholesale market is 12%, well behind competitors Vodafone, O2, and T-Mobile.