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1. Problem Statement Virgin Mobile is launching its mobile services in the US for the first time. It is a completely new market without significant awareness of this brand. Virgin now has to define its optimal pricing strategy that will attract and retain three million subscribers until the end of the third year. The pricing strategy has to be viable and profitable to the company, cohesive with the competitor prices without triggering price wars. 2. Situation Analysis Company: Virgin Mobile is an affiliate of Virgin, a UK-based company with many different ventures, ranging from airplanes to Cola. Virgin Mobile already successfully launched their wireless subscriber products in the UK, attracting 2.5 Mio customers in the first three years. It was the first national MVNO, meaning that it leased network space from other companies. Although being the third most recognized brand in Britain, it had little name recognition in the US. Virgin's mission statement...

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