What Kena mobile does

Kena Mobile is an Italian mobile virtual network operator (MVNO) and a wholly owned brand of TIM S.p.A. (Telecom Italia), serving more than 2.2 million prepaid consumer customers nationwide. The company leverages TIM's 4G/5G network infrastructure (covering 99% of Italy's population) to offer no-contract prepaid mobile plans with unlimited voice, 200 SMS, and data allowances ranging from 100 GB to 450 GB, priced from €4.99 to €9.99 per month (with AGCOM-mandated accessibility plans from €2.99). The product portfolio includes physical and eSIM activation, a €0.99/month 5G speed add-on, recurring and one-time data top-ups (EXTRA GIGA, SOS Giga), EU roaming packs (EUROPE 10/15/30/50GB), an automatic monthly recharge service (Ricarica Automatica) with a 100GB bonus, a KenAI text-based chatbot, and the multi-line Kena mobile app and MyKena web portal.

The business model is subscription-driven with monthly auto-renewing prepaid plans, supplemented by usage-based pay-as-you-go charges (€0.35/min, €0.25/SMS, €0.50/50MB) and add-on revenue. Distribution combines a digital-first direct-to-consumer channel (website, iOS/Android app with SPID/CIE/video-selfie onboarding and eSIM support) with a layered physical network: the Mooney tobacconist pickup channel for cash-paying customers, authorized Kena stores, and SIM blister packs placed at major Italian retail chains (Esselunga, Pam, Unieuro, Feltrinelli, Brico Io, Enel X Pay, QUI Pay, Despar, Trony). Supporting partnerships include Subbyx (smartphone installment sales with a 10% Kena discount) and Telepass (promotional offers). Customer concentration is intentionally low: the primary segment is individual prepaid consumers, with a specialized regulated sub-segment for users with disabilities. Revenue is not separately disclosed within TIM S.p.A.'s financials, making the brand's standalone P&L unobservable.

Name

Kena mobile

Legal name

TIM S.p.A.

Website

https://kenamobile.it

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Kena Mobile is an Italian prepaid MVNO and wholly owned brand of TIM S.p.A., offering no-contract 4G/5G mobile plans starting at €4.99/month with SIM and eSIM activation to over 2.2 million Italian consumers via digital channels, Mooney pickup, and retail SIM blister packs.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Technology or R&D, Personnel, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Monthly Mobile Plans: Recurring monthly subscription revenue from prepaid mobile plans with bundled minutes, SMS, and data allowances, renewed automatically each month
2. Add-on Options: Additional data, EU roaming, and speed upgrades sold as monthly or one-time add-ons to base plans
3. Pay-as-you-go Usage: Base rate consumption for calls (0.35€/min), SMS (0.25€), and data (0.50€/50MB) when bundled allowances are exhausted
4. Auto-recharge Service: Monthly automatic credit recharge service with promotional bonus data

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Kena Mobile is an Italian MVNO and brand of TIM S.p.A. that sells prepaid mobile telephony plans with bundled voice minutes, SMS, and 4G/5G data on TIM's network covering 99% of Italy's population. Plans range from €2.99 to €29.99 per month/period and can be activated digitally via SPID/CIE/video selfie or via SIM blister packs and the Mooney pickup service. The offering is supplemented by data add-ons, EU roaming options, accessibility tariffs, eSIM support, and self-service via app, web, and chatbot.

Product overview

Kena Mobile is an Italian mobile virtual operator (MVNO) and brand of TIM S.p.A., offering prepaid mobile phone services through TIM's network infrastructure covering 99% of Italy's population. The core product is a monthly prepaid plan system (from 4,99€ to 11,99€/month) providing voice, SMS, and data services with 4G/5G connectivity. The product portfolio centers on the core Kena Mobile service augmented by an ecosystem of add-on modules: the Kena App (iOS/Android) and MyKena web portal for self-service management, eSIM for digital-only activation, KenAI chatbot for automated support, Ricarica Automatica for automatic credit recharge, and data add-ons (EXTRA GIGA, SOS Giga, UNLIMITED 5G) for additional data needs. Roaming add-ons (EUROPE plans) serve customers traveling in Europe. Accessibility plans (Insieme a te 5G) provide discounted tariffs for users with disabilities. SIM products are available as physical cards (including blister packs at retail) or via the Mooney pickup service for cash payment at local retailers. The company also partners with Subbyx for smartphone sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Kena Mobile prepaid mobile plans Monthly prepaid mobile telephony plans with bundled unlimited voice minutes, 200 SMS, and data allowances (from 150GB to 350GB+, plus the 6-month 200GB pack), sold to individual consumers in Italy with no long-term contract and automatic monthly renewal. Activation and SIM are free in most plans, with 5G up to 250 Mbps included.
• Kena 5G network access 5G connectivity on TIM's network, available as an included feature on premium plans or as a 0.99€/month recurring add-on for existing customers. Enables speeds up to 250 Mbps download and 75 Mbps upload on compatible devices.
• Piano Base Kena (pay-as-you-go base tariff) Default pay-as-you-go tariff applied when bundled allowances are exhausted or for customers without an active plan. Pricing: 0.35€/minute for calls, 0.25€/SMS, 0.50€ per 50 MB of data.
• Insieme a te 5G (Accessibility Plans)

Quantifiable outcome

• 2.2 million+ customers served
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability3 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• TIM S.p.A. (Telecom Italia)coreTechnology or IntegrationKena Mobile is a brand of TIM S.p.A. and operates as an MVNO using TIM's network infrastructure. TIM provides 5G network coverage (up to 250Mbps), network backbone, and technical support for Kena's mobile services. Kena's 5G is available on TIM's network covering 99% of Italy's population.
• MooneycoreChannel Partner/ Reseller/ DistributorMooney operates a network of pickup points (tobacconists and convenience stores) where customers can reserve SIMs online and pick up/pay in person. Kena customers choose this option for cash payment and local pickup. The service is free and SIMs are activated within 24 hours of pickup.
• TelepassminorGTM or Marketing PartnerPromotional partnership offering special deals or bundled services for Telepass customers switching to or subscribing to Kena Mobile services.
• SubbyxminorStrategic or Co-development PartnerPartnership for smartphone sales, offering customers financing or installment purchase options for smartphones with a 10% Kena discount on purchases.
• EsselungacoreChannel Partner/ Reseller/ DistributorMajor Italian supermarket chain selling Kena Mobile SIM blister packs (10€ with prepaid credit) at their retail locations.
• UnieurocoreChannel Partner/ Reseller/ DistributorItalian electronics retailer selling Kena Mobile SIM blister packs at their stores.
• Pam, Panorama (Pam Panorama)minorChannel Partner/ Reseller/ DistributorItalian retail chain selling Kena Mobile SIM blister packs.
• FeltrinelliminorChannel Partner/ Reseller/ DistributorItalian bookstore chain selling Kena Mobile SIM blister packs.
• Enel X Pay / QUI PayminorChannel Partner/ Reseller/ DistributorEnel X Pay and QUI Pay retail locations selling Kena Mobile SIM blister packs.
• Brico IominorChannel Partner/ Reseller/ DistributorItalian DIY retail chain selling Kena Mobile SIM blister packs.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• TIM (Telecom Italia): Parent company and incumbent Italian MNO that owns Kena as a brand and provides its wholesale network. Operates a much broader portfolio (postpaid, fixed, enterprise, IoT), and is both Kena's enabler and a competitor for higher-tier customers.
• Wind Tre (WindTre): Major Italian MNO resulting from the Wind-Tre merger, owner of the Very Mobile MVNO. Provides wholesale capacity to Poste Mobile and others and competes with Kena at the value tier.
• Vodafone Italia: Italian arm of Vodafone Group operating its own mobile network and the Ho Mobile MVNO. Competes with Kena across consumer segments and sets the wholesale economics that shape MVNO pricing in Italy.

Direct peers

• CoopVoce: Consumer MVNO associated with the Coop Italia retail chain, distributing SIMs through Coop supermarkets. Closely comparable distribution model and named in Kena's switcher promotions.
• Very Mobile: MVNO brand of Wind Tre targeting value-conscious consumers with prepaid plans. Same MVNO business model, same customer segment, and same Italian-only geographic scope as Kena.
• Ho Mobile: Italian MVNO owned by Vodafone Italia, positioned as a low-cost prepaid brand with high data allowances. Closest direct competitor to Kena on plan structure, target customer, and price point.
• Iliad Italia: Italian challenger mobile operator (subsidiary of Iliad Group) offering low-priced, high-data prepaid and postpaid plans. Directly competes with Kena on price in the value-conscious consumer segment, and is explicitly named in Kena's switcher campaigns.
• Fastweb Mobile: MVNO brand of Fastweb (Swisscom-owned) offering consumer mobile plans, often bundled with fixed broadband. Comparable prepaid value positioning and overlapping switcher target.
• Lycamobile: International MVNO focused on migrant/ethnic segments in Italy with low-cost international calling. Operates on TIM's network (like Kena), targets similar prepaid consumer budgets, and is explicitly listed in Kena's switcher campaigns.
• Poste Mobile: MVNO of Poste Italiane leveraging the Wind Tre network; offers consumer mobile plans plus bundles with Poste's financial and postal services. Comparable MVNO economics and explicitly targeted by Kena's win-back campaigns.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/kenaitalia
• YouTubeyoutube.com/channel/UC2u-E6HosCToASySE0qQiFw
• Facebookfacebook.com/kenaitalia
• Instagraminstagram.com/kenaitalia
• LinkedInlinkedin.com/company/kena-mobile

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kena mobile