Sunday Express’ Day quits for Virgin Mobile

Virgin Mobile, the mobile phone firm Richard Branson is set to launch later this year with mobile phone operator One2One, has poached Sunday Express joint deputy editor Steven Day to head its PR operation.

Virgin Mobile, the mobile phone firm Richard Branson is set to

launch later this year with mobile phone operator One2One, has poached

Sunday Express joint deputy editor Steven Day to head its PR

operation.



Day’s appointment comes only three weeks after he was promoted to deputy

editor at the newspaper.



The pounds 100 million joint venture will see the Virgin brand extended

to cover the burgeoning mobile phone market with cheaper and simpler

mobile phone packages.



Sales of these packages would be available directly to consumers over

the internet and from out-of-town call centres, cutting out high street

dealers and slashing costs.



Day starts at Virgin Mobile within the next four weeks and will be based

at the company’s new call centre in Trowbridge, Wiltshire, where 500

jobs are being created. He expects to recruit a small communications

team to draw up a high profile consumer PR launch strategy. Day will

report to a brand director, yet to be appointed, who in turn will report

to Virgin Mobile managing director Tom Alexander.



Day’s brief is to position Virgin Mobile as the leading mobile phone

firm in the country - taking on Vodafone, Cellnet and Orange. Virgin

Mobile will use the One2One communication network, which covers most of

the UK.



A career journalist, Day joined the Sunday Express in 1994 and was

promoted from business editor to joint deputy editor last month.



He said: ’The Virgin brand has lots of positive elements, such as a

sense of fun and value for money, which will attract more people to the

market.’



One-in-four adults have a mobile phone and research published this week

suggests that figure will double within the next two years.



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