LONDON-Virgin Mobile U.K. introduced a new content service for its mobile users, based on information from its new customer magazine.
Virgin Mobile is calling its BITES-or Bite-Sized Boredom Busters-entertainment service “a cross between a celebrity gossip magazine and an infotainment service on the phone.” The content is exclusively originated and published by Virgin Mobile.
All new Virgin Mobile phones will include a “Virgin key” for direct access to BITES, which is free until Jan. 31. Virgin Mobile said the service is highly interactive, with quizzes, polls, opinions and reviews. It offers the chance for customers to publish their own material by text and picture messaging. It rewards participation with prizes and creates a “tribal feeling” through content sharing.
The launch of BITES also marks the first time that Virgin Mobile has published a magazine for its 4.2 million customers. The first edition of the 28-page magazine will be sent to Virgin Mobile registered customers and distributed free in Virgin Mobile shops within Virgin Mega- store and Megastore Xpress and other venues.
