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Virgin Broadband

Virgin Broadband

Virgin Broadband

Virgin Mobile has been providing mobile phone services in Australia since 2000 to over 500,000 customers who enjoy the famous Virgin Mobile service and experience. In July 2007 Virgin Mobile launched Virgin Broadband offering 2 new innovations - Broadband At Home and Mobile Broadband. Both products are delivered over the Optus 3G/HSPA Network.

Virgin Broadband at Home:
Virgin Broadband At Home is a new and innovative service which provides a home phone and broadband service over the mobile network. For only $60 per month for 24 months (minimum total cost $1,440_ the Broadband At Home bundle is great value, simple to install and includes all your standard local and national calls and unlimited calls to Virgin Mobiles phones in Australia (Fair Use Policy applies). You also get 2GB download allowance and no additional download charges (Acceptable Use Policy applies). Line rental is also included as well as a 30 day satisfaction guarantee. On top of the amazing value you get from this Virgin Broadband plan, Virgin Broadband are offering an additional $5 off per month if you add a Virgin Mobile post-paid phone to the same account.

Virgin Mobile Broadband:
The Mobile Broadband plan offers you the freedom to take the internet with you. For only $39 per month for 24 months (minimum total cost $936) you will receive a massive 5 GB data allowance and no excess usage charges. The plan comes with a free USB modem and there are no set up fees. Virgin Broadband’s Mobile Broadband plan offers great coverage on the Optus 3G/HSPA Network. So you can now access the internet where ever you are whether it’s at the park, café or on the bus. On top of the amazing value you get from a Virgin Broadband plan, Virgin Broadband are offering an additional $5 off per month if you add a Virgin Mobile post-paid phone to the same account.

Virgin Broadband is a wireless broadband service offered in Australia by the telecommunications company Virgin Mobile Australia.

It is provided over the mobile network of parent company Optus using HSDPA technology.

The service was launched in 2007, offering a package of 4GB of data at claimed speeds of up to 700Kbit/s, and unlimited phone calls to landlines Australia-wide as well as Virgin Mobile mobiles.

The service uses an Option Globesurfer 7.2 modem, which includes an RJ11 jack for the connection of a regular PSTN landline telephone, an Ethernet jack for connection of a computer, as well as inbuilt 802.11g WiFi for wireless access by multiple computers.

Each customer of Virgin Broadband is assigned a landline phone number on which they can receive incoming calls (with callers being charged rates as if they were calling a regular landline number).

Although the modem accesses the internet and places calls through Optus' mobile network, it must still only be used within a zone around the customer's registered address. According to Virgin Broadband, this is because of rules from the Australian Communications and Media Authority that prevent geographic landline numbers from being assigned to mobile services.

In late 2007, Virgin Mobile changed the Virgin Broadband offer for new customers, halving the data allowance to 2GB as well as comprehensively re-writting their accaptable use policy. (Wikipedia).

Press Releases

Virgin Broadband Arrives In Australia Virgin Mobile Challenges The Broadband Market With Their Biggest Launch To Date

Released July 25, 2007: Virgin Mobile Australia today announced details of an exciting and impactful marketing campaign rolling out this week to support the launch of Virgin Broadband. A new brand under the Virgin Mobile banner will offer incredibly innovative, simple and good value Broadband services to Australians.

This launch is supported by the biggest through-the-line investment since Virgin Mobile first launched. Driving innovation in the home phone and mobile Broadband markets, Virgin Mobile's offering brings an Australian first, due to the products' reliance on the mobile 3G network rather than fixed phone lines to provide Internet connectivity. This has allowed for the development of two truly unique and simple products, both priced and positioned to represent genuine value.

Rich Field, Brand GM, Virgin Mobile, shares his excitement at the arrival of Virgin Broadband: "As always we're delighted to be leading the way and bringing Virgin value to the Broadband market in Australia," said Field.

Virgin Broadband supplies great value phone packages, for either mobile or home phone customers, both of which include Broadband services as a FREE extra.

This 'FREE Broadband' message is used across the entire integrated marketing communications campaign. The approach is encapsulated in the creative lines being used alongside imagery in print and online executions. These include:
'Why is the only thing not free on the Internet, the Internet?'
'We don't own the Internet so why should we charge you for it?'
Pre-Launch Activity

Virgin Broadband will benefit from pre-launch marketing tactics designed to generate hype and drive intrigue around the new offering, alongside other non-traditional marketing techniques including ambient projections in metropolitan areas of Sydney.
Launch Campaign

An important aspect of the campaign is the need to educate consumers on how the product works. Educational executions will run across both print and TV. The executions are designed to talk consumers through the product offering and explain the simplicity of installation, billing and general operation. News Ltd daily metropolitan titles and consumer magazines and a targeted TV campaign will carry these educational pieces.

The brand TV campaign, runs for four weeks from August 1, 2007 across all major metropolitan markets, A supporting print campaign, using similar creative, rolls out in Sunday supplements and consumer magazines, again communicating the brand positioning that Broadband is something that should be enjoyed by all free of charge.

Matt Davey, CEO, Virgin Mobile explains the decision behind the chosen creative: "Virgin Broadband is once again championing the consumer, launching products designed to fulfil the differing Broadband needs of Australians, as well as offering simplicity, ease of use and truly good value, We believe that the internet should be available and accessible to all Australians, and that is why we have developed these products and this campaign" concluded Davey.
Online Support

To support the print, TV and PR campaign, Virgin Broadband will have a significant online presence across ninemsn and Yahoo!7 portals including video banner ads, and interstitials between certain pages on Yahoo!7. A 'making of the TVC' movie will also be available on the Virgin Broadband website.
Agencies Involved

Creative for the Virgin Broadband campaign comes from the existing agency for Virgin Mobile, HOST and their creative partners The Glue Society. Media planning and buying is handled by MPG, and One Green Bean is responsible for experiential and public relations activity. POS, packaging and other promotional merchandise is produced by Dynamix, whilst all online work is handled by Freestyle Media. Virgin Broadband at Home and Virgin Mobile Broadband are available at Virgin Mobile stores nationally from August 1, 2007. E-commerce and telesales are also available at virginbroadband.com.au and 13 43 00
About Virgin Mobile

Virgin Broadband is a part of Virgin Mobile Australia, a leading consumer focused mobile network with its headquarters in Sydney and stores in Sydney, Brisbane & Melbourne. Following a successful launch in October 2000, Virgin Mobile Australia has continued to achieve strong growth and was recently acquired by the Optus Group. Virgin Mobile now has over 500,000 customers and is one of the most recognised brands globally. Representing strong customer focus and good value for money Virgin Mobile is sold through more than 3,500 outlets across Australia.
Virgin Broadband Gives Its Competitors The V!

July 25, 2007: Today Virgin Mobile Australia, the same people who brought you simple, great mobile deals, are about to shake up the market again, with the launch of Virgin Broadband. Virgin Broadband is a suite of Home Phone and Mobile Broadband packages delivered over the Virgin Mobile 3G HSDPA enabled network (3G Network).

The Broadband market is complicated and confusing, and Australian consumers have been ripped off for way too long. In fact:

Over half of Australians live in a household with Broadband, yet 69% of these people are currently dissatisfied with some element of the service*

Virgin Broadband will meet the need of most of these people, providing two genuinely simple to understand, easy to setup and innovative Broadband and home phone solutions. Plus, because both Virgin Broadband products are wireless, you won't need an existing landline or a professional to install them!
Virgin Broadband at Home - a little more detail

Virgin Broadband is offering consumers free Broadband along with a fantastic home phone package. There are no hidden costs, only a simple and good value home phone and Broadband service. The package gives you a home phone service, high-speed Internet access with a generous monthly download allowance and the simplicity to plug it in at home wherever there is a power point and where there is Virgin Mobile 3G coverage. It really is as simple as that! For just $60 per month for 24 months, Virgin Broadband at Home gives consumers unlimited calls to standard local and national numbers as well as unlimited calls to any Virgin mobiles in Australia in addition to a great value Broadband package.

Here's the clever part - it only takes 5 simple steps to enjoy Virgin Broadband at Home:

1. Open the box
2. Plug the modem into the power
3. Plug your home phone handset into the modem
4. Plug your PC into the modem or configure your WiFi to connect to the modem
5. Complete the registration page and enjoy great Broadband and unlimited standard local and national calls!

Virgin Broadband at Home enables you to make calls and connect to the Internet at high speed without the need for any wiring. You still plug in a traditional looking home phone handset with its own local number**, however you will actually be making calls in the same way that mobiles do. Cool hey!

Virgin Broadband at Home requires no professional installation and can be used anywhere Virgin Mobile has 3G Network coverage. Download limits are set at 2GB or 4GB depending on your plan***. Five email inboxes and a free voicemail service top off this fantastic offering.

This use by Virgin Mobile of the high speed 3G network breaks the Broadband mould. Rich Field, Brand GM, Virgin Mobile, shares his excitement for the launch: "As always we're very excited to be leading the way and bringing some Virgin value to the Broadband market in Australia. The market has been too confusing and complicated for too long, and we believe it is time the Internet was free for everyone to enjoy," said Field.
Virgin Mobile Broadband

Virgin is also supplying a Broadband service for customers who want a traditional mobile cap plan, but with Broadband to their laptop or PC. For just $80 per month for 24 months, customers get a mobile phone, $520 worth of calling credit plus a USB modem and FREE Broadband to their laptop or home computer.
How does it work?

It's as simple as 'plug and go' thanks to a USB modem, which can be plugged into a laptop or desktop computer, allowing users to surf at high speed and download up to 1GB per month, wherever they may be.

Actually, it's just 5 simple steps to mobile freedom:

1. Open the box
2. Plug the USB modem into your laptop or PC
3. The software installs automatically
4. Click 'Connect'
5. Enjoy FREE Broadband on the go

This really is a versatile and simple way to enjoy Internet access on the move. Free text messaging (Virgin to Virgin) as well as free voicemail on your mobile phone complete this great value package.

Cutting through a confusing market and offering customers a choice of simple and great value broadband packages, Virgin has once again proved it really is determined to offer truly good value, designed to fulfil the differing Broadband needs of Australians. Virgin Broadband at Home and Virgin Mobile Broadband are available at Virgin Mobile stores nationally from August 1, 2007. Web sales and telesales are also available at virginbroadband.com.au and 13 43 00.
About Virgin Mobile

Virgin Broadband is part of Virgin Mobile Australia, a leading consumer focused mobile network with its headquarters in Sydney and stores in Sydney, Brisbane & Melbourne. Following a successful launch in October 2000, Virgin Mobile Australia has continued to achieve strong growth and was recently acquired by the Optus Group. Virgin Mobile now has over 500,000 customers and is one of the most recognised brands globally. Representing strong customer focus and good value for money Virgin Mobile is sold through more than 3,500 outlets across Australia.

* Please cite Virgin Mobile when referring to statistics. Further statistics are available on request. Study conducted by Galaxy Omnibus Research, July 07. Data was weighted by age, gender and region to reflect the latest ABS population estimates.
** Unless you choose to port your existing number (available from September 30 2007), you will need a new home phone number provided by us.
*** If you exceed, speed is limited to 128kbps. Peer to Peer speed limited to 64kbps at all times.
Virgin Mobile Revolutionalises The Australian Home Broadband Market With The Launch Of Virgin Broadband

July 25, 2007: Today Virgin Mobile Australia launched Virgin Broadband, an innovative suite of Home and Mobile Broadband packages delivered over the 3G HSDPA enabled network (3G Network). Providing Australians with the new communication packages, Virgin Broadband consists of two distinct products: Virgin Broadband at Home and Virgin Mobile Broadband. Both are sensational phone packages with broadband thrown in for FREE! The first offering of its kind in Australia, Virgin Broadband at Home is a home phone and Broadband package, giving consumers a home phone service with unlimited standard national and local calls, high-speed Internet access and a generous monthly download allowance.

The biggest appeal of Broadband at Home is its simplicity. Not only does the product virtually install itself, but its use of the Virgin Mobile 3G Network allows users to make calls and connect to the Internet at high speed without needing a fixed line. You simply make phone calls and surf the web by plugging in a PC and landline handset to the Broadband at Home modem. As long as you are in the Virgin Mobile 3G Network and have a power source users can surf and talk - even at the same time!

Matt Davey, CEO of Virgin Mobile Australia, welcomes the arrival of Virgin Broadband. "We recently asked Australian home broadband users if they were happy with their current Broadband plan. Alarmingly, 69%** are dissatisfied with some element of their broadband service. "Virgin Broadband is offering a true value proposition that delivers what Australian consumers want and need when it comes to Broadband - a fast, convenient and affordable home phone and broadband solution," concluded Matt.
More about Virgin Broadband at Home

A complete, top performance Fixed Mobile Convergence device, the Virgin Broadband at Home modem combines a circuit switched telephony service, Wi-Fi and Ethernet gateway into one device to deliver instant wireless broadband access for multiple users. Because it uses the Virgin Mobile 3G Network for Internet connectivity and is a completely wireless configuration, provided they are all in the 3G coverage area users can place the modem anywhere in the home to receive optimum coverage and therefore the best performance. In optimum coverage conditions Virgin Broadband at Home allows users to surf at typical speeds of up to 512kbps*** and will work on computers using Windows 2000, XP, Vista and Mac OSX. Download allowances are set at 2GB and 4GB depending on your plan**, with five email inboxes and a free voicemail service topping off this spectacular broadband offering.
Virgin Mobile Broadband

In addition to Broadband at Home, Virgin Mobile has released Mobile Broadband - a conventional capped mobile plan, but with the added bonus of FREE mobile Broadband. The Mobile Broadband plan comes with a mobile phone and USB modem, connecting your laptop or desktop to the Internet via the Virgin Mobile 3G Network.

For just $80 per month, customers can select a product that incorporates a mobile phone, $520 worth of calling credit plus BONUS broadband to their laptop or computer. Thanks to the wireless USB modem, users can surf at high speed and download up to 1GB per month, provided they are in the Virgin Mobile 3G coverage area. With automatic installation, users simply plug in the Mobile Broadband USB modem and get online. Even in areas where 3G coverage is poor, Mobile Broadband uses Advanced Receiver Technology to ensure optimum coverage. This pocket sized USB modem is sleek and stylish in design and compatible with nearly all modern desktops and laptop PCs equipped with Windows 2000, XP, Vista and MAC OS X. Free text messaging (Virgin to Virgin) as well as free voicemail, plus personal email complete this great value package.

Virgin Broadband at Home and Virgin Mobile Broadband are available at Virgin Mobile stores nationally from August 1, 2007. Web sales and telesales are also available at virginbroadband.com.au and 13 43 00.

* If you exceed, speed is limited to 128kbps.
** Please cite Virgin Mobile when referring to statistics. Further statistics are available on request. Study conducted by Galaxy Omnibus Research, July 07. Data was weighted by age, gender and region to reflect the latest ABS population estimates.
*** This speed is throttled down to 128kbps (twice the speed of most others in these cases) if you exceed the monthly data usage allwoance.

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