Red Bull Mobile to launch in South Africa

Energy drink brand set to launch MVNO with Cell C in South Africa

Tags: Cell CRed BullSouth Africa
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Red Bull Mobile to launch in South Africa Cell C is keen to attract the youth segment by tying up with Red Bull in South Africa.
By  Roger Field Published  February 1, 2011

Energy drink firm Red Bull is set to launch a mobile virtual network operation (MVNO) in South Africa on February 8, in partnership with Cell C, the country's third biggest mobile phone operator.

The new operation, which will be called Red Bull Mobile, will be the second MVNO in South Africa. Virgin Mobile South Africa, the country's first MVNO, launched services in 2006, also on Cell C's network.

Cell C remained tight-lipped about the new venture, instead releasing a brief marketing statement that said the MVNO would add "an exhilarating new energy to the South African mobile environment".

Red Bull Mobile already has MVNOs in Austria and Switzerland, which it launched in 2008 and 2009 respectively.

MVNOs and branded reseller agreements have gained significant momentum in the MEA region in the past couple of years.

Friendi Mobile became the Middle East's first MVNO player when it launched services in Oman using Omantel's network in 2009. The company has since launched a second MVNO in Jordan, using Zain Jordan's network, and has also entered into a branded reseller agreement in Saudi Arabia with Zain Saudi Arabia.

Last year, British entrepreneur Richard Branson's Virgin Mobile brand launched services in Qatar through a branded reseller agreement with incumbent operator, Qtel.

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