Virgin Mobile goes in for triple play Camille Alarcon
Virgin Mobile has launched its new service, Virgin Broadband, which will see it become a “full service telco” from August 1.
Virgin Broadband consists of a suite of home phone and mobile broadband packages delivered over the Virgin Mobile 3G HSDPA enabled network (3G network).
Virgin Mobile brand GM, Rich Field said the move was a natural next step for the company.
“We really are moving into a whole new realm to becoming a full service telco and not just a mobile carrier.
“From a customer point of view the need is there for something that is simple and clear easy to use and set up and delivers good value,” Field said.
BuddeComm senior analyst, Phil Harpur, said the new offering looks promising, but believes it will have a niche appeal.
“One of the problems that Virgin faces is that it only has a small base of users compared to other mobile operators. Also a bundled wireless broadband and home phone is only likely to have niche market appeal, but if Virgin is able to achieve this, it could still have a reasonably successful product,” Harpur said.
The new Virgin Broadband service will be supported by an integrated campaign created by Host, The Glue society, with media agency MPG and PR agency One Green Been. It will encompass TV, print, online, in-store, outdoor, ambient activity.
