New MVNO targets UK 'yoof' market

Link: New mobile empire launched from city – Lancashire Evening Post

Xebra Ltd, who run TV channels and hotels under the ‘Extreme’ brand, are planning to launch a youth-targetted MVNO in the UK later this month.

Extreme Mobile – 80% funded by Polish tycoon Roman Karosik, who has been called the “Warren Buffett of Poland” – will use Vodafone’s network, with support and management technology provided by Motorola.

According to Chairman and chief executive Simon Earle, “Vodafone would be the first to admit they have not been that strong in the youth market, while the Extreme brand is targeted at exactly that audience.

“So, people will receive their bills from Extreme and everything will be branded under Extreme, but Vodafone and Motorola will provide the service and equipment, in a similar way that Virgin Mobile has a tie-up with T-Mobile.

“But, we believe Extreme can become more of a lifestyle accessory, not just a mobile, and are planning to launch new technology, sell the product from places where young people spend time, and even offer social networking
content.

“For example, we are hoping Extreme phones will have ‘push to talk’ technology, which acts like a walkie-talkie, so people can push a button, leave a message and send that to a friend, like voice texting.”

(Thanks to David Coates at the Lancashire Evening Post for the tip)