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
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
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
One-in-four adults have a mobile phone and research published this week
suggests that figure will double within the next two years.