MVNO Directory

MVNO Directory (www.mvnodirectory.com)
Operations
Virgin Mobile launched as a 'No Strings' offering – ‘No Catches, No Line-Rental, No Rip-Off’ with clear
pricing and minimum hassle. Handsets can be purchased by telephone, online, in Virgin Mobile Stores,
Virgin Megastores and at WHSmiths. Selected ranges are also available in approximately 5,000 high
street outlets including The Link, Dixons, Comet, ASDA, John Lewis, and Toys R Us. This means that the
MVNO’s offering is placed directly alongside those of MNOs on the high-street.
Growth in the Virgin Mobile customer base has been strong with one million customers in June 2001,
three million in August 2003 and four million in 2004. Virgin Mobile customers were found to be the mostsatisfied
in the pre-paid sector for two years running in 2004 and 2005, according to a survey by J.D.
Power and Associates. Virgin intends to increase ARPU using new propositions and value-added mobile
content services such as ‘Virgin Mobile Bites”. Bites is a service aimed at giving Virgin Mobile users
something to do with their time when they are bored – at a cost.
Virgin Mobile’s marketing has been high profile and successful, winning several awards including ‘Best
Marketing, Brand or PR Campaign – Commended’ for ‘The Devil Makes Work for Idle Thumbs’ in 2004.
Unlike small MVNOs Virgin Mobile had access to funds to run national advertising campaigns using all
forms of media. Virgin Mobile’s popular advert starring Wyclef Jean was recognised as one of the funniest
British television commercials in the APA awards. More recently Virgin Mobile used model Kate Moss in
television commercials launching the new Virgin Mobile contract featuring the Motorola RAZR V3i phone.
This illustrates Virgin Mobile’s intention to work with the latest handset offerings to the market,
maintaining the trendy theme.
NTL is due to takeover Virgin Mobile, July 2006. The current management team have been asked to
continue within their roles, the current CEO has chosen to move on and will be replaced by the CFO.
NTL’s long terms goals are unknown. NTL is a UK based telecommunications company retailing cable
TV, fixed line telephony and Internet services. NTL has previously bid for spectrum licenses but failed.
With the acquisition of Virgin Mobile, NTL now have the option of offering its subscriber base quad-play
services or fixed mobile services following BT’s current offering of BT Fusion. T-Mobile may be in favour
of this venture as Vodafone are the host MNO for BT’s mobile operation.
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