UK mobile operator Orange announce a new MVNO deal on Monday, which follows the tried and tested route of targeting a niche market segment overlooked by the mass market focus of the major players.

The forthcoming Mobile Virtual Network Operator, Globalcell, will offer a service for Eastern Europeans living in the UK.

Globalcell will offer SIM-only prepaid service bundles with all customer interaction conducted in the customers’ native language, including Polish, Russian, Lithuanian, Slovak and English.

Orange has embraced the MVNO/wholesale business model wholeheartedly, having signed up Blyk, Cable & Wireless and calling card provider IDT and winning 3UK’s 2G roaming contract.

Marc Overton, VP of New Business, Wholesale & Strategy at Orange, said: “Partnering with exciting MVNO’s such as GlobalCell not only demonstrates our desire to become the network partner of choice for new and existing MVNOs but also extends the Orange reach to much broader segments of the market.”