Lebara launches Nigeria’s second commercial mobile virtual network

Lebara, a London-based mobile virtual network operator (MVNO), has launched its services in Nigeria, marking its second commercial operation under the country's 2022 regulatory framework. This move positions Lebara as the second MVNO to enter Nigeria's highly competitive mobile market, following Vitel Wireless.

Lebara will operate under Airtel Nigeria's network, focusing on digital products, customer experience, and services to differentiate itself from established players like MTN Nigeria, Airtel Nigeria, Globacom, and 9mobile, which own the networks and distribution infrastructure.

The company has secured a Tier 5 MVNO licence from the Nigerian Communications Commission and partnered with Airtel Nigeria as its host network. Lebara Group is making its first foray into Africa with this move.

Lebara's strategy is to compete on value, customer experience, and digital convenience, rather than solely on price. The company offers both physical SIM cards and eSIMs, along with a "Scan, Snap and Connect" process to facilitate digital registration and activation of mobile lines without visiting a telecom shop.

While Lebara targets digitally active consumers such as young professionals, students, and entrepreneurs, it acknowledges that Nigeria's market includes users with varying levels of smartphone access, digital literacy, and online verification confidence. The company plans to expand its offerings to include cloud storage, travel eSIMs, entertainment through LebaraPlay, and business services, as well as Buy Now, Pay Later options for eligible devices through partnerships.

Lebara believes that an MVNO can compete by focusing on customer-facing services, product design, and digital experience, while relying on the host operator for the radio access infrastructure. The company stresses that reliability goes beyond signal strength, encompassing seamless activation, convenient account management, and accessible support.