Subaskaran Allirajah, chairman at Lycamobile, said: “Following the success of Lycamobile in seven European countries, we are delighted to welcome our Italian customers to the Lycamobile family of over four million subscribers. Our customer promise is to deliver high quality international products and services. This milestone marks yet one more step towards expanding the Lycamobile footprint globally.”
Alberto Silva, strategy and wholesales director at 3 Italia, added: "We are very proud to cooperate with Lycamobile. The partnership proves the highest level of service delivered by 3 Italia network and the innovativeness of its MVNO business model.”
Lycamobile is investing in comprehensive channel marketing support for the launch of its Italian pay as you go card. A comprehensive advertising, marketing and PR campaign based around ‘Globeman’, a sociable, culturally aware, empathetic figure, will target both mainstream and ethnic audiences through point of sale, broadcast, print and online media.
Lycamobile is launching with a free SMS to anywhere in the world promotion, which runs until the 31 July 2009.