Virgin Mobile USA had its official launch on Wednesday, after announcing its service terms last week. At a ceremony in the US, Virgin boss Sir Richard Branson hung from a crane in Times Square, accompanied by cast members of musical The Full Monty, and took off his clothes.
The stunt was aimed at drawing attention to the theme that Virgin has ‘nothing to hide’, because its service has no monthly charge. Virgin Mobile USA, a joint venture between Virgin Group and Sprint PCS, hopes to attract the youth audience to its mobiles through deals such as its joint venture with MTV.
Sir Richard says that the venture can turn a profit on just 350,000 customers, a small figure given the size of the US mobile market. If Virgin Mobile can even partially replicate its UK success in the US, the rewards should be significant.