The latest hires are part of the MVNO’s strategy by CEO Richard Schäfer to strengthen its executive team, which also saw Lawrence Corbett named as Group Chief Operating Officer and James McQuillan as the UK and Ireland Country Manager earlier this year.

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In his new position, Paraskevopoulos will be responsible for all finance-related issues as well as business and strategic planning, controlling, accounting and tax, commercial finance, treasury and cash management.

He said: “The current economic climate presents both challenges and opportunities for businesses. Having a robust financial strategy is key to navigating these waters successfully. I’m looking forward to working closely with Richard and the team to ensure that our financial decisions align with the company’s overall goals and contribute to its long-term sustainability.“

Whereas, Hindocha will be responsible for developing and delivering the company’s customer care strategy. He most recently held the position of Director of Quality, Compliance and Customer Complaints for BT, EE and Plusnet.

Hindocha added: “Brand loyalty in today’s day and age is not easy to retain – particularly amidst rising prices across the board. A customer-centric strategy is not just a choice now; it’s a necessity. Customers are at the heart of our business, and by truly understanding their needs and preferences, we can build lasting relationships and drive growth. I look forward to collaborating with the team to enhance our customer care initiatives and ensure that every interaction reflects Lyca Mobile’s core values.” 

Commenting on the appointments, Schafer said: “Lyca Mobile is all about delivering exceptional value to our customers, and we have built a breadth of loyal customers across the globe doing exactly that.

“Focusing on our three priorities of value, customer service and reliability are central as we challenge the established operators. I’m delighted to have Nikos and Ketan join our senior leadership team, bringing with them decades of experience and know-how across telco and ecommerce.”

READ MORE: Interview: Lyca Mobile CEO Richard Schäfer on data-driven decision-making and driving brand loyalty

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Lyca Mobile has bolstered its senior team with two new hires including Lawrence Corbett as its Group Chief Operating Officer and James McQuillan as its new UK and Ireland (IRE) Country Manager.

In his new position, Corbett will be responsible for all group operations and P&L management for the mobile service provider’s overseas operations.

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Corbett brings his experience from the MVNO sector, having spent over 25 years in the telecoms giant, firstly working within several Virgin Mobile businesses.

Commenting on his appointment, he said: ” My priorities at Lyca Mobile are to deliver great value, as well as a great experience, to our customers and our partners all over the world.

“In my role as Group COO, I’ll oversee the performance of all our MVNO businesses, as well as taking responsibility for driving our Customer Care to the next level.”

Whereas, McQuillan joins the company as the new UK and IRE Country Manager, bringing over 20 years of domestic and international experience working in telecoms and ecommerce businesses, including AOL, TalkTalk, Tesco Mobile and Rohlik Group.

He added: “I can’t wait to bring my experience across telco and ecommerce as we roll out the new strategic vision at Lyca Mobile.

“In my role I’ll be doubling down on Lyca’s offer to customers, focussing on how the business can expand its retail footprint, drive improvements in customer experience, and further develop Lyca’s sustainability credentials by championing e-sims.”

Lyca Mobile Group Chief Executive Officer, Richard Schafer, concluded: “I’m delighted to have Lawrence and James join our senior leadership team here at Lyca, bringing with them decades of experience and know-how across telco and ecommerce – not just in the UK, but from key global markets.”

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Lyca Mobile has announced the closure of its operations in South Africa after six years.

In a statement posted on its website, the telecoms giant said: “Sadly, it is no longer possible for Lyca Mobile to continue providing a service. Lyca Mobile services in South Africa will shut down on 9 January 2024.”

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Instead, advised its customers to move their numbers to other mobile networks to minimise any risk of losing them.

Lyca Mobile operates in over 60 international markets including Australia, Austria, France, Germany, Hong Kong, Ireland, the UK and the US, among others.

However, the heart of Lyca Mobile’s success lies in enhancing digital tools to unlock customer engagement and foster brand loyalty.

Speaking to Mobile Marketing Magazine, CEO Richard Schäfer revealed digital segmentation based on user patterns allows the company to trigger personalised offers and cater to various customer segments, which he believes will be more beneficial for its different customers such as students and migrant communities.

He said: “We experiment and leverage offers tied to significant cultural holidays such as Diwali, Lunar New Year and Christmas.

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On unlocking loyalty via digital tools

Lyca Mobile launched in 2006 and has garnered over 16 million customers in 22 countries thanks to its ethos of combining the power of connectivity and affordability.

However, the heart of Lyca Mobile’s success lies in enhancing digital tools to unlock customer engagement and foster brand loyalty.

According to Schäfer, who joined the company in 2021, digital segmentation based on user patterns allows the company to trigger personalised offers and catering to various customer segments, which he believes will be more beneficial for its different customers such as students and migrant communities.

“We experiment and leverage offers tied to significant cultural holidays such as Diwali, Lunar New Year and Christmas,” he tells Mobile Marketing Magazine.

“These highly customised, digitally-led campaigns have resulted in an increase in usage on our platform as well as enhanced customer retention by 6%.

“In our focus on value and fairness as our key pillars, we’re successfully positioning ourselves as a consumer champion, targeting a growing segment of customers seeking better value for money in the SIM-only market.”

On offering an improved omnichannel experience

Lyca Mobile’s pursuit of an improved omnichannel customer experience is evident in its cross-channel marketing approach.

Its approach is a mix of high street presence and strategic digital embrace, which Schäfer emphasises the importance of.

He says: “Our increased focus on digital channels, alongside our traditional high street store strategy, contributes to a cohesive and integrated customer journey.”

“Not only are we ensuring a consistent brand experience across our channels, but we are also localising our products and messaging to engage with multiple communities within each of the markets we operate in.”

As a result, Schäfer claims many customers discover and engage with the brand via its digital platforms.

Highlighted by recent out-of-home campaigns and summer promotions, the integration of traditional and digital channels maximises impact and reach, he adds.

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On the ‘crucial’ role of personalisation and data-driven decisions

“Personalisation is crucial to what we see as the next evolution of our mobile business,” the former Lebara and Vodafone exec continues.

“Our digital marketing tools and implementing an improved omnichannel approach. The use of real-time proposition fulfilment ensures that customers receive personalised offers aligned with their individual preferences and behaviours.”

He states that Lyca Mobile’s segmentation strategy, guided by data insights, allows for targeted and relevant campaigns, enhancing the overall personalisation of the customer experience.

According to Schäfer, data plays a pivotal role in shaping Lyca Mobile’s decisions, whether that is marketing strategies or product offerings.

As a result, he stresses the importance of analysing both internal and external data points to guide decisions tailored to diverse customer segments worldwide.

He states: “In our marketing world, data guides how we engage with our consumers and what products and plans we offer to them. We operate around the world and our segments look wildly different in Sweden compared to Spain for example, so a one-size-fits-all approach to how we market is not realistic.”

“This translates to a difference in channel mix, messaging, offers and media choices according to the market.”

However, in terms of how Lyca Mobile ensures it is respectful and compliant with its customer’s data, it adheres to “robust internal policies that guide responsible data use as well as adherence to strict data governance policies”, he claims.

However, as the group trades in over 22 countries, Schäfer branded data privacy across the Lyca Mobile countries of operation as “challenging”, revealing it deals with five different sets of regulations.

As a result, the company invested in a dedicated Lyca Mobile Data Protection Office that works hand in hand with the business to ensure that relevant marketing programmes, as well as data processing activities, are in-line with local laws.

He adds: “Having committed resources that are focused on ensuring that the high standards instilled within GDPR are our reference point.

“We can give marketers the autonomy to roll out initiatives like personalised offers of more beneficial roaming packages as well as bespoke content that demonstrate an understanding of a customer’s interests and needs.”

He states: “Utilising a combination of legitimate interest, customer consent and an analytical approach, we’re executing a customer-centric marketing approach while at the same time respecting user privacy.”

On staying at the forefront of innovation

“We keep a close pulse on emerging industry trends to stay agile, regularly collaborate with our technology partners, and importantly, we foster a culture of innovation amongst all team members at Lyca Mobile,” Schäfer adds.

“Some key things we are doing to stay ahead of the curve is to implement best-in-class attribution software to guide and optimise our digital marketing as well as to integrate our online and offline touchpoint.”

He concludes with revealing these initiatives simplify and allow the group to track user journeys, which in turn increases how it offers personalised communications to its users based on how they are engaging with the brands. 

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