www.WirelessFederation.com/news: Orange and T-Mobile’s new joint venture, Everything Everywhere has Launched an assault on the wholesale market with the unveiling of an ethnic MVNO called Now Mobile. NowTel, a calling card company and Orange have signed a deal aimed at rival incumbents Lebara Mobile, which runs on Vodafones network, and Lycamobile, which also runs on Orange. The direct deal indicates the next level of the soon-to-merge company’s wholesale strategy.

According to Everything Everywhere VP of wholesale Marc Overton, the deal with Now Mobile has been done with Orange UK, but will have all the benefits of Everything Everywhere as the company offer a bigger and better network and unrivalled experience in managing successful MVNOs and will play a key role in the success of its current and prospective partners, and is really going to shake up the wholesale market.

All MVNOs that will be launched on Orange network will be able to roam across both T-Mobile and Orange – or Everything Everywhere soon and along with an access to the UK’s largest network. Now Mobile is due to launch this summer and it will be offering PAYG propositions aimed at the ethnic market, and targeting its current customer base already using its calling cards.

Now Mobile MD Andrew Hallam opined that Orange supported Now Mobile has developed a strong brand and product set. The brand has positioned itself to attract a diverse sector of ethnic international calling customers. It is believed that there is a genuine demand for clear communications, quality, and value for money and excellent customer service within the ethnic MVNO market.

Overton also feels that there is a lot of growth in the ethnic market and there is definitely room for MVNOs other than Lycamobile and Lebara while the sources have claimed that NowTel ‘has a significant share of the market.