Lycamobile Expansion In Italian Market Highlights Recent Retail Partnerships

Lycamobile, the world’s largest international mobile virtual network operator, is placing its SIM cards in over 2,000 Italian retail locations through an expanded partnership with prepaid provider epay.

The company serves 16 million customers across 18 countries with annual revenues exceeding £1 billion, focusing on communities and international travelers who need affordable global calling services.

The expanded agreement brings Lycamobile into partnership with 12 major Italian retailers, including electronics distributor Unieuro and bookstore chain Feltrinelli Librerie. The retail network spans different sectors to reach diverse customer demographics across Italy’s varied regional markets.

 

Partnership with epay Drives Retail Distribution

 

The collaboration with epay leverages the company’s established retail network spanning 64 countries and serving over 1,000 brand partners. epay operates as a business segment of Euronet and specialises in prepaid solutions across European markets.

For Lycamobile, this partnership provides access to Italy’s retail landscape without building proprietary distribution channels. The deal represents an extension of an existing relationship between the two companies, building on proven operational frameworks developed through previous collaboration.

Roberto De Stradis, Country Manager for Lycamobile, said: “Italy is a key growth market for Lyca Mobile and we are very proud to work in partnership with epay to further expand our customer base across the country. Our retail partners have been handpicked to ensure maximum brand exposure, giving existing and prospective customers access to our world-class SIM services.”

The partnership marks what both companies describe as a new phase in telecommunications retail, with epay’s established infrastructure supporting Lycamobile’s expansion goals. epay’s global footprint includes retail touchpoints across 64 countries, providing the scale and operational expertise necessary to support large-scale SIM distribution across Italy’s diverse retail landscape.

Major Retailer Partnerships Across Multiple Sectors

 

The retail network includes partnerships with Unieuro, Italy’s leading distributor of consumer electronics and household appliances and Feltrinelli Librerie, the country’s largest bookstore chain.

These partnerships represent carefully selected retail environments that expose Lycamobile products to different customer demographics and shopping patterns across Italy.

Unieuro operates numerous locations throughout Italy, specialising in consumer electronics, home appliances and technology products. The partnership places Lycamobile SIM cards alongside mobile devices and accessories, creating natural product synergy for customers purchasing new phones or upgrading existing technology.

The electronics retail environment attracts customers already considering mobile service options, making it an ideal venue for MVNO product placement.

Feltrinelli Librerie represents a different retail approach, positioning Lycamobile services within Italy’s largest bookstore chain. This partnership reaches educated consumers and international visitors who frequent bookstores for cultural and educational purposes. The bookstore environment provides a more relaxed shopping atmosphere where customers can learn about international calling benefits without high-pressure sales approaches.

Each retail location features dedicated in-store displays positioned in high-traffic areas to maximise product visibility.

The placement approach capitalises on existing consumer trust and foot traffic patterns, connecting Lycamobile’s international calling services with customers in familiar shopping environments. The displays are strategically placed in high-traffic zones to ensure Lycamobile’s SIM offerings remain visible and easily accessible throughout the customer shopping experience.

 

Self-Service SIM Model Streamlines Customer Experience

 

The partnership introduces a self-service purchase model that allows customers to buy SIM cards independently from retail partners. After purchase, mobile service activation occurs automatically once customers complete mandatory digital registration through a dedicated online process. This approach reduces friction in the customer acquisition process while maintaining regulatory compliance requirements.

The digital activation system supports multiple languages and allows customers to complete registration, select plans and begin service within minutes of purchase. This eliminates traditional waiting periods associated with mobile service activation.

 

Technology Platform Supports Retail Operations

 

epay’s integrated Webpos platform provides retailers with real-time processing capabilities for mobile subscriber activations, streamlined inventory management and instant commission payments.

This technology infrastructure ensures consistent service delivery across all 2,000+ retail locations while providing retailers with efficient transaction processing tools.

The Webpos platform handles the technical complexity of MVNO activations, allowing retail staff to focus on customer service rather than technical procedures.

Real-time processing capabilities mean that SIM activations occur immediately, reducing customer wait times and improving overall shopping experiences. The system also provides retailers with instant confirmation of successful activations and immediate commission payments.

Inventory management features help retailers track SIM card stock levels and automatically reorder products when supplies run low. This automated approach reduces the administrative burden on retail partners while ensuring consistent product availability across all locations.

The system also provides detailed reporting on sales performance and customer activation patterns.

Jay Cisinsky, Executive Vice President of Sales at epay North America, said: “We are thrilled that the enhanced solution we have jointly developed is elevating our partnership with Lyca and enriching the sales opportunities for Lyca’s retailers through the full capabilities of our platform.”

The technology platform represents a evolution in MVNO retail support, providing comprehensive tools that enable retailers to sell mobile services with the same efficiency as physical products.

This technological foundation supports Lycamobile’s expansion goals while ensuring retailers can deliver consistent customer experiences regardless of location or staff experience levels.

 

Market Positioning in Italian Telecoms

 

The retail expansion positions Lycamobile to compete in Italy’s mobile market by establishing physical presence alongside digital marketing efforts. The company operates as an MVNO using Vodafone Italy’s network infrastructure, focusing on international calling services.

Sebastiano Licciardello, Managing Director of epay Italy, said: “Lyca Mobile has a proven track record of delivering high-quality mobile services across the globe. This new deal is a further expansion of our existing partnership, as we aim to bring first-class mobile services and products to the Italian market.”

 

Retail Model Development

 

The partnership reflects changes in telecommunications retail, where MVNOs increasingly rely on third-party distribution networks rather than building proprietary retail channels. The collaboration provides retailers with additional revenue streams while offering customers access to mobile services in familiar shopping environments.

epay boasts retail touchpoints spanning 64 countries and serves more than 1,000 brand partners, offering comprehensive portfolios in payments, branded payment instruments and mobile services.

As an end-to-end solution provider, epay delivers infrastructure and technology that allows telco partners to streamline transaction processes and support market deployment.

The retail expansion allows Lycamobile to establish physical presence across Italy’s diverse geographic regions while maintaining consistent brand visibility and service standards.

The self-service model combined with digital activation represents an evolution in MVNO retail distribution that may influence the company’s approach in other European markets where it operates.