Enterprises Limited Richard
Mobile Australia - web specials on mobile telephones
Mobile Australia (VMA) is a mobile phone company
based in Sydney, Australia. They sell through
over 3500 retail outlets, including Allphones
and Telechoice, as well as their own retail stores
in Sydney, Melbourne and Brisbane, as well as
via telesales and web-based stores. VMA offers
prepaid (including a discount online-only service,
Bean Counter), standard monthly plans and CAP
was founded in October, 2000, as a 50/50 business
partnership between Virgin Mobile UK and Optus.
VMA were Australia's first Mobile Virtual Network
Operator. In this case the arrangement was to
use the Optus network infrastructure but with
Virgin management of all aspects of the customer
experience including branding of products, customer
service and billing.
2002 Virgin Mobile UK increased its shareholding
to 74.15 per cent. after Optus refused to inject
more cash into the operations. Optus was reported
to have lost $AU116 million from the operation
since the joint venture began.
the end of 2005 Virgin mobile had over 300,000
January 2006 Optus bought all other shares in
the business, and VMA became a wholly-owned subsidiary
of Optus. A long-term licensing agreement is now
in place for the business to continue trading
under the Virgin brand.
April 2006 VMA were merged with SIMplus, another
Optus subsidiary. The new entity, still trading
as Virgin Mobile Australia, now claims a customer
base of over half a million customers.
mobile phones, post paid mobile phones including
CAP plans and Phone On Us plans.
online-only prepaid product, Bean Counter has
won Australian Money Magazine 2007 Best of the
Best Gold Medal for Low-User plans.
products include all modern telecommunications
features such as mobile phone calls, SMS, Multimedia
Messaging Service, voicemail, international calls,
global roaming, ringtones and java games.
April 2007, VMA launched its 3G service including
mobile web browsing, email and data services.
August 2007, Virgin Mobile launched the Virgin
Broadband product, offering a fixed phone equivalent
and broadband via a modem using the Optus 3G network.
its inception, VMA has been associated with several
innovative and award-winning advertising campaigns,
as perhaps expected for a company connected to
a very strong international brand.
* Warren Campaign This campaign created a character
known as Warren, a 'lovable loser' type of lonely
bachelor who was looking for love. TV advertisements
encouraged customers and others to text Warren,
and they were sent an automated response in the
appropriate style. VMA is reported to have received
tens of thousands of texts, as well as many genuine
requests from the unsuspecting public to meet
or contact Warren. This campaign won Lions Direct
Grand Prix at the Cannes Lions International Advertising
Festival 2004, plus top awards from ADMA, AWARD
* 5c Campaign This campaign introduced a character
known as 5c, a rapper of small but rotund proportions,
who by his name was clearly a parody of rap artist
50 cent. This campaign won the Titanium Lion award
at the Cannes Lions International Advertising
* Enjoy Our Rates Responsibly Campaign This campaign
utilised the celebrity Jason Donovan in a geurrila
marketing style campaign. It began with deliberately
planted internet pictures of Jason supposedly
trying to sell his 4WD, with a sign on it clearly
showing his personal mobile phone number. The
campaign centered on the phrase 'Do Not Text Jason
D on 0403xxxxxx', as well as the theme of 'enjoy
text responsibly', with of course the exact opposite
intention. It won several awards including the
Lions Direct - Gold at the 2006 Cannes Lions International
Flickr advertising issue
latest national advertising campaign - 'Are You
With Us Or What?' - has used images from Yahoo's
popular image sharing site, Flickr, without the
consent of the subjects, resulting in media speculation
about the possibility of legal conflict. The uploader's
did give permission for the use of the photo by
assigning the Creative Commons license to the
photos. One of the uploaders, Molly Herzschlag,
stated on her weblog that, "What they (Virgin
Mobile) failed to do was get permission from the
people in the photos ... Not sure what the next
step will be legal-wise, if any, but I'm looking
into it ... This is not the kind of famous I had
were the major sponsor of the inaugural Australian
V festival - a major music festival held in Sydney,
Gold Coast, Melbourne, Adelaide and Perth.
part of their commitment to corporate responsibility,
VMA also continue to sponsor local community aid
organisations Stretch-a-family and South Sydney