Richard Branson’s Virgin Mobile launches in Saudi Arabia

Virgin Mobile Middle East and Africa (VMMEA), part-owned by British entrepreneur Richard Branson’s Virgin Group, launched telecoms services in Saudi Arabia on Tuesday, beginning the biggest shake-up in the kingdom’s telecoms sector in six years.

VMMEA is launching two brands after benefiting from the national telecoms regulator’s decision to order the country’s three mobile operators to each host a mobile virtual network operator (MVNO) in an effort to stimulate competition.

The two brands being launched by VMMEA are Virgin Mobile, aimed at the youth market, and Friendi Mobile, targeting Saudi’s expatriate workers.

As well as VMMEA’s tie-up with STC, Jawraa Lebara partnered with No.2 operator Mobily. Dubai retailer Axiom Telecom did likewise with Zain Saudi, but the regulator subsequently ordered that licence to be retendered in a process still ongoing.

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Richard Branson’s Virgin Mobile launches in Saudi Arabia