British operator Lycamobile is seeking to shake up Ukraine’s mobile telecoms market, saying at its launch on July 24 that it aims to gain 1 million subscribers within its first year. Relying on its slogan of “affordable calls abroad,” it will compete against the country’s “big three” operators who currently dominate: Kyivstar, Vodafone and Lifecell.
Lycamobile is a virtual network operator — it doesn’t have its own infrastructure and uses the equipment of local carriers to provide its services. It works in 21 countries (in most of the European countries, in Australia, and the United States) and is now entering Ukraine.
The carrier has up to 15 million subscribers, and its annual global turnover is 1.6 billion euros.