MásMóvil has just announced the purchase ofLebara to add it to its brands in Spain, so that it not only adds Lebara's current 420,000 customers to its portfolio, but also better positions itself in the segment.
The purchase of Lebara Spain has been carried out by the Grupo MásMóvil, which not only includes the company of the same name, but since 2016 has brought together Yoigo and Pepephone. Since then MásMóvil has established itself as four operator in Spain with a multi-brand strategy, which it is now expanding.
Lebara is an ethnic operator, oriented to immigrants who want to communicate with friends and family in their countries of origin, but including in the Bonus rates for minutes and data that allow you to use the line as the main line.
MásMóvil will pay 55 million for the purchase of Lebara, although there is a variable component depending on the customer migration process. And it is that Lebara works under Vodafone coverage, so it will switch to the MásMóvil network before the end of the first half of 2019, when the agreement ends with the red operator.
It must not be forgotten that the MásMóvil Group already had Llamaya as an option for foreigners in Spain, so now it reinforces its position in the sector, where the lines prepaid are popular and telephone booths represent an effective channel, which even serves to hire packs that include fiber.
The purchase of Lebara by MásMóvil is another proof that he prefers to have several brands for different customer profiles instead of being a company with many rates, something that has worked effectively for him so far.
What do you think of the Lebara purchase? Do you think it makes sense within the MásMóvil strategy?