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.

More News

Deutsche Telekom and Proximus back enterprise-focused start-ups Deutsche Telekom and Proximus back enterprise-focused start-ups Deutsche Telekom and Proximus are investing in a chatbot and an entrepreneur community as they look to back emerging businesses in their home markets. More detail
Deutsche Telekom dips toe into content production with new French farce Deutsche Telekom dips toe into content production with new French farce Germans "invading" a French village to save it from bankruptcy is the unlikely setting for Deutsche Telekom's first foray into content production. More detail
Telia settles Uzbek corruption case for $965 million, three former employees to be prosecuted Telia settles Uzbek corruption case for $965 million, three former employees to be prosecuted Telia will pay just shy of $1 billion to settle a corruption investigation into its opco in Uzbekistan, as three former employees face further charges from the Swedish Prosecution Authority. More detail
Bouygues inks new deal with FTTH provider Bouygues inks new deal with FTTH provider Bouygues Telecom has teamed up with French infrastructure provider Covage to increase the number of customers it can sell FTTH services to. More detail
T-Systems is first to offer ngena’s SD-WAN product T-Systems is first to offer ngena’s SD-WAN product T-Systems has launched the first product powered by ngena, the global network alliance for enterprises. More detail
    

@eurocomms