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Print this ArticleDesi Mobi, A Ethnic UK MVNO shuts down
21 Sep 2011 by admin in EU MVNO, Feed, UK, Vodafone / No Comments
“Tough market conditions” lead to exit, with founder Sacha Visram targeting a quick return to the industry”
In May, 2011 we reported that Ethnic MVNO Desi Mobi was struggling to grow and gain customers has today announced that they have shut down the business less than a year after launch due to increasingly difficult conditions to compete.
Desi Mobi, which had amassed around 4,000 customers and employed 20 staff, was a pay monthly SIM-only proposition that launched in November 2010.
The MVNO used Vodafone network as its underlying operator and they distributed the SIM cards through Shebang and GK Telecom.
The MVNO was designed for second and third generation British Asians in the 25-35 year old age bracket.
Two and 12-month SIM-only contracts were sold with flat rate call and text pricing on each contract term. There were four price points – £10, £20, £30 and £40 a month.
Founder Sacha Visram said: “We were a small operation and there are some bigger players in the market. The ability to continue just wasn’t possible. I wanted to make sure all our distribution partners and staff were paid and all customers were given notice so they could move on. We successfully achieved that.
“I’m very proud of my team, what we achieved and that we were the first pay monthly MVNO and one to focus on a certain demographic. There are still opportunities in the industry and I could possibly return to the ethnic space.”
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