Leica Mobile will invest 250 250 million over the next three years to expand its core business and expand into new markets, especially digital digital services.
The company was formed in 2006 and has a presence in 23 countries, specializing in the sale of SIM cards with international calling rates favorable to overseas immigrants and friends and family.
It provides these services through a mobile virtual network operator (MVNO), including O2 in the UK, and claims to be the “world’s largest MVNO” with over 16 million subscribers.
The investment will allow it to expand MVNO operations in key markets in Asia and Latin America and offer new digital services that take consumers away from their traditional reach.
A new digital platform, built in partnership with IBM and SAP, will transform its infrastructure and enable the development of the commerce cloud. The company also wants to work with consumer-focused media platforms that will increase its rates.
The first fruit of this investment is a new UK plan with 50 GB of data and unlimited calls and texts and 100 international minutes available for 12 12 a month. The real innovation is that customers will be able to.
To expand its appeal, Leica Mobile has adopted a new brand identity, designed by Claire M&C Sachi, which it says reflects its new digital first approach. Refresh will be supported through a multi-channel advertising campaign on TV, digital and out-of-home channels.
“This investment demonstrates our commitment to transforming the business and extending our services to a wider audience,” announced Navneet Narayan, CEO of Leica Group, who assumed his current role in April.
Covid 19 has accelerated the emergence of a new set of consumer mobile behaviors and values. Consumers expect more diverse, discriminating and value-added services – and we have a real opportunity to deliver exactly what we see as increasing our market share in the UK and beyond.
“Our desire will help us attract new customers and further demonstrate the benefits of partnering with Laika Mobile with global mobile network operators. We are also proud to be a UK-based multinational. We are in a position to make such an important investment in the economy.