Extreme ties up with Vodafone
Extreme Group have announced that they are launching ExtremeMob, the UK’s first pre-pay mobile phone service designed exclusively for the under 24’s.
An MVNO (Mobile Virtual Network Operator) on the Vodafone UK network, ExtremeMob will build on the Extreme Group’s heritage and credibility in the youth market. Understanding that communication is key with their audience, ExtremeMob is more than just about extreme sports, it’s about being an integral part of the lifestyle of under 24’s.
ExtremeMob has a distinctly different approach to the existing mobile phone networks, with a crack team from the telecoms, youth lifestyle and the extreme sports industries developing the brand. It will deliver a service with a content offering that feels more like a lifestyle magazine – always fresh and relevant, together with handsets, tariffs, and customer care all geared to meet the aspirations of the youth market.
The new service will initially launch on-line in summer 2005, and roll out onto the high street during the autumn leveraging Extreme’s existing retail set-up.
Al Gosling, CEO and founder of the Extreme Group, “ExtremeMob will be a unique, totally-focused mobile offering. This is not about price… it’s about providing a relevant, value for money service for our customers – we totally understand the importance and future potential of mobile to the youth market. We’re going to give our customers what they want, the way they want it. This is our space, we know what works and the key to success is listening and then delivering”.
Philip Marnick, MD of ExtremeMob, is confident of Extreme’s entry into the mobile market,”We have a real opportunity for long-term success by focusing on the youth market – Extreme is recognised as one of the coolest, most accessible companies out there. Our aim is to capitalise on this, build on Extreme’s unquestionable heritage and access to relevant content, and make ExtremeMob the default communication choice for youth”.
Nick Read, CCO of Vodafone UK, said ‘Extreme is an attractive partner for Vodafone. They have a unique combination of brand, content and their own distribution channel, that are all complementary to Vodafone. Over the past year, we have been approached by several parties for an MVNO deal, Extreme is the only one that convinced us they have a genuinely different proposition that will add value to the mobile market’.