Virgin Mobile Canada
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| Subsidiary | |
| Industry | Mobile network operator |
| Founded | March 1, 2005 |
| Headquarters | Toronto, Ontario, Canada |
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Area served
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Canada |
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Key people
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Joseph Ottorino, Managing Director |
| Products | Smartphones, Wireless Plans, Member Benefits Program |
| Parent | Bell Canada |
| Website | www |
Virgin Mobile Canada is a provider of postpaid and prepaid wireless voice, text and data communications services throughout Canada. Launched on March 1, 2005 as a joint venture between Virgin Group and BCE Inc., BCE took sole ownership on July 1, 2009 when it closed a deal to purchase the stake it did not already own. Virgin Mobile calls its customers 'Members' and offers a Member Benefits program, which provides its customers with special offers, discounts, and VIP experiences.
The VirginMobile.ca domain name was registered by Virgin Enterprises Limited on July 4, 2003 with the Canadian Internet Registration Authority. When accessed, it displayed a domain parking page until June 14, 2004, when it was replaced with an announcement. There were also links to information about the company, related news articles, and career opportunities. Virgin Mobile claimed: "we work like maniacs to bring you Canada’s most awesome mobile phone company."
Virgin Mobile launched in Canada on March 1, 2005 as a mobile virtual network operator (MVNO) using the Bell Mobility network. At the time, Virgin Mobile was operating solely as a prepaid service. The company's website showcased several feature phones it offered, and advertised itself as a "no catch" mobile operator. Virgin Mobile Canada was the first mobile carrier in Canada to launch without a system access fee. The company’s “no catch” campaign at launch featured cheeky advertisements likening existing Canadian mobile carriers as “the catch”, and Virgin Mobile Canada as the cure to unclear contracts and undesirable hidden fees. Sir Richard Branson helped create excitement at launch by zip-lining from a high-rise building into Yonge-Dundas Square in a superhero costume, and drove a monster truck over three cars symbolizing “The Big Three” mobile carriers in Canada – Rogers, Telus, and Bell. Since its launch, Virgin Mobile has used edgy and controversial advertising, leading to demands for an apology, requests to cease and desist the advertising, and even boycotts. This marketing technique is still used by Virgin Mobile Canada to this day.
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