MVNO Lebara has teamed up with Uber to offer customers money off the taxi service.

The company’s UK customers will get £15 off their first Uber ride as a result of the “brand partnership”, which also includes a competition to win free rides for a year.

It is the first time in the UK that a telco has teamed up with Uber in a bid to attract and retain subscribers.

Uber has turned the taxi market upside down since it launched in 2010.

Its app-based service is currently available in 482 cities around the world.

Lebara said it shared similar values with the US firm as it looks to diversify its offering.

Earlier this year, it announced a tie-up with insurance firm Allianz Group to offer a medical service to customers and family members.

[Read more: MVNOs set to pivot away from value proposition, research claims]

Yoganathan Ratheesan, Lebara’s Chairman and CEO, said: “We’re really pleased to partner with Uber, who share compellingly similar values to Lebara.

“This collaboration celebrates the importance of being able to get from one place to another easily, safely and quickly, without incurring huge costs.

“Travelling should be an enjoyable experience and I hope our customers can explore that with us.”

Earlier this month, MVNO rival Tesco Mobile launched a sponsored data offering that it said would reduce subscribers’ monthly bills.

According to a recent Nokia-commissioned survey, offering free services, such as video and music, can improve retention by as much as 11 percent.

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