Lyca Mobile and epay Extend Italian SIM Retail Network
Lyca Mobile, recognised as the world’s largest international mobile virtual network operator (MVNO), has expanded its partnership with epay, the leading European provider of prepaid solutions and a business segment of Euronet.
The deal marks a significant new phase in telecommunications retail, solidifying both firms’ shared commitment to providing digital and last-mile consumer access through robust retail networks across Italy.
epay: connecting brands and customers at scale
epay boasts an established global footprint, with retail touchpoints spanning 64 countries. Serving more than 1,000 brand partners, epay offers one of the most comprehensive portfolios in payments, branded payment instruments and mobile services.
As an end-to-end solution provider, epay delivers the essential infrastructure and technology that allows telco partners to streamline and upgrade their transaction processes, bolster customer engagement and support rapid market deployment.
Jay Cisinsky, Executive Vice President of Sales at epay North America, captured the spirit of the partnership, stating: “We are thrilled that the enhanced solution we have jointly developed is elevating our partnership with Lyca and enriching the sales opportunities for Lyca’s retailers through the full capabilities of our platform."
Major expansion: 2,000+ points of sale across 12 retail leaders
The extended agreement will see Lyca Mobile’s SIM products promoted and sold in more than 2,000 high-visibility retail locations throughout Italy.
Notably, the collaboration spans 12 leading retail partners, each chosen to maximise consumer reach and cross-sector engagement.
Key names include Unieuro, Italy’s foremost distributor of consumer electronics and home appliances and Feltrinelli Librerie, the country’s largest bookstore chain.
Retailers benefit from in-store displays—meticulously positioned in high-traffic zones—ensuring Lyca’s SIM offerings are highly visible and easily accessible. The approach leverages established consumer trust and footfall, connecting Lyca’s mobile propositions directly with Italy’s diverse customer base.
Enabling seamless self-service and digital activation
A defining feature of the partnership is Lyca adopting a self-service purchase model.
Customers are empowered to independently acquire a SIM from trusted retail partners, initiating a digital-first onboarding journey. Activation of mobile services is automatically triggered as soon as customers complete a mandatory digital registration.
The streamlined solution reduces friction and amplifies consumer convenience, a critical factor in modern telco retail.
Mutual endorsements and industry confidence
Roberto De Stradis, Country Manager for Lyca Mobile, highlighted the strategic importance of the venture, stating: “Italy is a key growth market for Lyca Mobile and we are very proud to work in partnership with epay to further expand our customer base across the country.
"Our retail partners have been handpicked to ensure maximum brand exposure, giving existing and prospective customers access to our world-class SIM services.”
Sebastiano Licciardello, Managing Director from epay Italy, echoed this sentiment: “Lyca Mobile has a proven track record of delivering high-quality mobile services across the globe.
"This new deal is a further expansion of our existing partnership, as we aim to bring first-class mobile services and products to the Italian market.”
Driving modernisation in telecoms retail
The collaboration reflects—and accelerates—the ongoing transformation in the telecommunications retail industry.
By capitalising on epay’s integrated Webpos platform, retailers enjoy real-time processing for mobile subscriber activations, streamlined inventory management and instant commission payments.
The resulting efficiency not only enhances dealer satisfaction but also enables a consistent, high-quality service experience for end customers.
Both Lyca Mobile and epay are committed to setting new standards for retail technology modernisation in the telecom sector.
The expansion of the partnership equips retailers with the tools, training and support necessary to deliver seamless customer journeys—paving the way for continued growth and innovation across Italy’s highly competitive mobile market.