Tomorrow Richard Branson will unveil his latest venture - Virgin mobile phones.
Virgin Mobile will be a joint venture between the Virgin Group and One2One. The service is hoping to knock up to 50 per cent off existing networks, according to sources.
Unlike other mobile phone companies who practically give their phones away and make up for it with a hefty tariff, Virgin is planning to sell the phones for around £90 each and then offer cheaper phone calls. By doing this, it is convinced it can get away from the churn rate other mobile phone suppliers suffer from as a result of consumers continually scouting around for the best deal.
Virgin is hoping that by launching now it will get itself a healthy share of the Christmas market where mobile phones will again be a much sought-after present. The Virgin mobiles, complete with hands-free earpieces, will be sold through Virgin, Our Price and Virgin Megastore outlets.
Orange recently launched its own pre-paid tariffs in a bid to pre-empt the Virgin mobile launch. Industry watchers believe that Virgin's aspirational brand will be a real threat to Orange's market share.
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