Virgin promises no mobile confusion

Following the launch of Virgin Mobiles yesterday, Virgin Chief Sir Richard Branson attacked the advertising of other mobile carriers, saying it was misleading as hidden costs were involved in the fine print. According to Branson, Virgin Mobiles will cut through the confusion with headline rates that may seem slightly higher but does not include any hidden charges. Unlike most carriers, Virgin will also charge off-peak rates on Saturdays and offer free voicemail. However, some industry players doubt that Virgin’s entry into the mobile market will reduce consumer confusion regarding plans and prices.

‘Virgin shouts down call cost clutter’, The Australian, 02/11/00, p 22.