A Virgin Market for Branded Wireless?

Will U.S. consumers follow the European example and buy cell-phone service from resellers? Sir Richard Branson is betting the answer is yes

You've got to give Sir Richard Branson credit. The owner and chairman of Virgin Group, a British conglomerate with $5.2 billion in 2000 revenues, has a stellar track record selling everything from music to airline tickets. Most recently, Branson has taken the wireless world by storm. From a standing start, his cell-phone venture, Virgin Mobile, has grown to more than 1 million subscribers in less than two years. With plans to expand into Australia and Singapore, Virgin Mobile has become one of the fastest growing wireless brands in the world.

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