Virgin Mobile Australia

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Virgin Mobile Australia Pty Ltd
Type Subsidiary of Optus
Founded 31 October 2000
Headquarters Sydney, Australia
Key people David Scribner, CEO
Products Prepaid and Postpaid Mobile Phones, Broadband
Employees 400 (2014)
Parent Optus
Website www.virginmobile.com.au

Virgin Mobile Australia (VMA) is a telecommunications company based in Sydney, Australia.

It was founded by Richard Branson in 2000, and although it became a wholly owned subsidiary of Optus in 2006, it maintains its own brand identity, customer service, management structure and staff.

Virgin Mobile offers prepaid and postpaid mobile phone and mobile broadband services to approximately one million customers in Australia.

History[edit]

Virgin Mobile was founded in October 2000 as a 50/50 business partnership between Virgin Mobile UK and Optus, using the Optus network infrastructure but with Virgin management of all aspects of the customer experience including branding of products, customer service and billing. Virgin Mobile was Australia's first Mobile Virtual Network Operator.

In January 2006, Optus bought all other shares in the business, and Virgin Mobile became a wholly owned subsidiary of Optus. A long-term licensing agreement was established for the business to continue trading under the Virgin brand.

In April 2006, Virgin Mobile was merged with other Optus subsidiaries SIMplus and M8.

Network[edit]

Virgin Mobile uses the Optus Network for all of its Australian-based services. This network reaches 98.5% of people in Australia and operates on the following frequencies:

  • 2G (900 MHz)
  • 3G Single Band (2100 MHz)
  • 3G Dual Band (900 MHz & 2100 MHz )
  • 4G (1800 MHz)
  • 4G Plus (2300 MHz)

Products[edit]

Virgin Mobile sell a number of telecommunications products:

  • Postpaid (i.e. billed monthly) mobile phone services
  • Prepaid mobile phone services
  • Postpaid (i.e. billed monthly) mobile broadband services
  • Prepaid mobile broadband services

They offer a range of mobile phones with their plans, including products from Apple, Samsung, Sony, HTC, Nokia and others. They also offer SIM-only services.

They sell their products online, over the phone and throughout 75 branded retail outlets across Australia.

Marketing[edit]

Since its inception, VMA has been associated with several award-winning advertising campaigns and is a company connected to a very strong international brand.

  • Warren (2004) was a reality-style dating ad featuring 'lovable loser' character Warren who got interest from a male called Richard, referencing Virgin founder Richard Branson. Won the Grand Prix Lion award at the 2004 Cannes Lions International Advertising Festival.
  • 5c Campaign (2005) was a musically inspired campaign featuring a character known as 5c, a parody of rap artist 50 Cent. Won the Titanium Lion award at the 2005 Cannes Lions International Advertising Festival.
  • Enjoy Our Rates Responsibly Campaign (2006) was a guerrilla marketing campaign featuring Jason Donovan. Won a Direct Marketing - Gold Lion at the 2006 Cannes Lions International Advertising Festival.
  • Right Music Wrongs (2009) was an online audience-participation campaign featuring Vanilla Ice. Won an Online Marketing - Silver Lion at the 2009 Cannes Lions International Advertising Festival.
  • Fair Go Bro (2013) was an integrated campaign featuring Doug Pitt (Brad Pitt's brother) in an attempt to show that you don't have to be famous to be treated like a star by Virgin Mobile. Won a Gold and Silver Clio, Best of Show at Adfest two Silver Lions – Direct campaign and Celebrity Endorsement plus a Bronze Lion – Best Integrated Campaign Led by PR at the 2013 Cannes Lions International Advertising Festival. According to marketing media reports, it was Virgin Mobile’s “most successful campaign to date”.[according to whom?]
  • Making Mobile Better (2014) Was a campaign run with the idea to make mobile better. with the main statement "We’re making the mobile industry better by keeping pressure on the big guys and we’re making mobile better for all of our customers through innovation and a fairer and better way to do business."[1] The Campaign was endorsed by Jane Lynch

Corporate sponsorships[edit]

See also[edit]

References[edit]

External links[edit]