Virgin Mobile set for SIM-only first on UK high street

November 20, 2003

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Virgin Mobile set for SIM-only first on UK high street

Virgin Mobile is to shake up the pre-pay mobile market by becoming the first network to sell SIM cards on the high street without mobile phones.

The SIM packs will be available at a cost of £9.99 in high-street chains including Menzies, Spar and Co-op as well as on some garage forecourts.

Virgin Mobile hopes they will prove popular in the run-up to Christmas and will promote them via a print advertising campaign and point-of-sale activity.

Although the UK leads the way in mobile developments, it has lagged in the sale of stand-alone SIM cards, which have sold well in overseas markets such as Australia.

A Virgin Mobile spokeswoman said the packs would be rolled out on a trial basis, but if successful it would extend their availability.

Separately, Virgin Mobile, which last week announced it had 3.2 million customers, is launching its latest TV campaign. The £4m ad by Rainey Kelly Campbell Roalfe/Y&R promotes its 3p text offer and features Busta Rhymes.

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Marketing