Virgin Mobile USA: Pricing for the Very First Time
Prepared by Adil M. Asgarov / MBA Student
The Johns Hopkins University / Carey Business School
February 16, 2008
Prepared for Dr. Jeffrey D. Dunaway
Marketing Strategy (762.703.51)
Spring 2008
Critical Success Factors
Strengths Weight Rating Score
1 Dan Schulman, CEO of Virgin Moble USA had 18 years of telecommunications experience with AT&T and had most recently been CEO of Priceline.com 0.12 4 0.48
2 Virgin is one of the top three most recognized brands in Britain 0.11 3 0.33
3 Virgin's cellular operations in the UK had been a success story signing up approximately 2.5 million customers in just three years. 0.07 4 0.28
4 The company had been the first mobile virtual network operator (MVNO) in UK. 0.07 3 0.21
5 The company had utilized the MVNO model and entered into a 50-50 joint venture with Sprint in which Virgin Mobile USA's services would be hosted on Sprint's PCS network. 0.11 4 0.44
6 Virgin Mobile service involves the delivery of content, features, and entertainment ...