The article tackles the strategies of three pan-European MVNOs (Mobile Virtual Network Operators) targeting mostly the ethnic communities in Europe – Lebara, Lycamobile and Vectone. Lebara’s, Lycamobile’s and Vectone’s main attraction has generally been their aggressive (i.e. low) pricing to the point that their international call rates are significantly cheaper than most MNOs (Mobile Network Operators) offers. Today, the pricing war is at a stand-still – these MVNOs are not banking anymore on low prices alone to attract the ethnic market. The following discussion takes a look at Lebara’s, Lycamobile’s and Vectone’s ongoing and recent customer acquisition and retention strategies.