MVNO provider Coms has moved into the expanding ethnic marketplace with its new partnership with Live Telecoms' brand PhoneAfrika.
Coms is providing PhoneAfrika with a SIM only product that offers cheaper call rates to Africans travelling to and living in the UK in order for them to call back home.
David Sutton, Head of Coms Mobile, said: "PhoneAfrika turned to us as they recognised that we are able to offer them reliability, marketing expertise, technical support and that we have access to a large network coverage area."
The initial 2-year agreement will see Coms supplying PhoneAfrika with 50,000 SIMs - 10,000 have already been delivered and are ready for use.
Additionally, Live Telecoms will be accessing another Coms company - Coms Media - by utilising its capability in marketing PhoneAfrika mobile's new solution.
Victor Kisseih, CEO of PhoneAfrika, said: "This partnership means we can now take our product to market with confidence."