Virgin Mobile UK

Case Solution

Jamie Anderson, Martin Kupp
ESMT - European School of Management & Technology ()

This case study provides a discussion of how Virgin Mobile, an innovative virtual cellular network operator, has built a unique position in the UK market through unique positioning and strong business system adaptation. The first section of the case discussion focuses on Virgin Mobile’s rather innovative business model and strategy and the company’s underlying business activities that allowed it to uniquely differentiate itself in the UK wireless sector in mid-2005. The second section examines how Virgin Mobile was able to achieve sustainable competitive advantage during 1999-2005, but then moves on to an analysis of how changes in regulation and a change in the competitive landscape have undermined the company’s competitive advantage.

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