News 2000
Virgin Mobile opens for business in Australia
31/10/2000
Branson cuts out confusion, contracts and complexity in Australian mobile market
Virgin today unveiled its second mobile phone company with the launch of Virgin Mobile in Australia.
The A$100 million business, a joint-venture with Cable & Wireless Optus, aims to replicate the successes of Sir Richard Branson’s UK mobile phone company of the same name. Virgin Mobile in the UK was the world’s first virtual network operator and has attracted half a million customers in under a year; it is a 50:50 joint venture with Deutsche Telekom’s One 2 One.
Next year will see the launch of Virgin Mobile Asia, a joint venture with Singapore Telecom, and Virgin aims to take the Virgin Mobile brand to the USA, Japan and Europe within two years.
Virgin Mobile's strategy is to offer great-value call costs and, with the benefit of ever-advancing cellular technologies, put the Virgin world of other consumer products and services into the palms of people’s hands, wherever they are, whenever they need them.
At the launch of Virgin Mobile in Sydney Sir Richard Branson said: “The launch of Virgin Mobile in Australia, a market that was crying out for a mobile phone service that put consumers first, forms the second phase in our strategy to build a global mobile virtual network.
“We believe we can achieve the same kind of success that we have seen with Virgin Mobile in the UK here in Australia and, next year, in other parts of the world. Our mobile businesses are the 21st century cornerstone of Virgin’s brand development across the globe.”
Virgin Mobile’s offering in Australia mirrors that in the UK: there is one tariff, which can be paid for any way a consumer likes; it has no contracts or monthly line rentals. And the more a customer uses their phone the cheaper their call costs become.
“Virgin’s philosophy is to enter into markets where we feel customers are not getting a fair deal,” Branson said. “We take on the big guys to ensure the public gets a fair go. The Australian telecommunications industry is certainly ripe for a good shake up.”
Editors Note:
Virgin formed a joint venture partnership with Cable & Wireless Optus earlier this year to form Virgin Mobile Australia. Optus is the fastest growing mobile company in Australia and Virgin is one of the most recognised consumer brands in the world. Virgin Mobile currently employs 175 people in Australia.
Virgin Mobile launched in the UK in November 1999, a 50:50 joint venture with One 2 One, and has approaching half a million customers.
For further information:
Steven Day, Virgin Mobile 07931 777777
