Red Bull spreads its wings into the mobile sphere

David Swan
Tuesday, 23 August 2011 00:36

Your IT - Mobility

Red Bull is the latest contender in an already crowded mobile market, partnering up with Vodafone to launch a new service provider later this year.

The new service, to be known as 'Red Bull MOBILE', is a welcome distraction for Vodafone who is still grappling with dropping customer numbers and technical difficulties.

'Vodafone is excited to be working with Red Bull, which is gearing up to be a very interesting and innovative new player,' said David Harrison, General Manager, Wholesale and Vendor Management at Vodafone Australia.

The Red Bull MOBILE offering seems to differentiate itself by offering access to ' exciting events, athletes, sport and culture content' along with branded handsets and 'competitive tariffs.'

Hopefully the new service is as competitive as its Formula One racing team, which currently leads the world rankings, ironically including against Virgin, who also provide a mobile service.

'The launch of Red Bull MOBILE in Australia provides us with an exciting opportunity to further connect with our loyal fans and consumers and introduce our media products in the Australian media and mobile market,' said Jason Sargent, Managing Director at Red Bull Australia.

'Red Bull MOBILE is fully integrated into Red Bull's marketing and communication mix including sports properties such as Formula One; culture marketing initiatives such as Red Bull Thre3Style; and media properties such as the Red Bulletin magazine, offering our consumers a unique experience that no other brand can offer,' said Sargent.

Red Bull will apparently release full details of its mobile offering closer to its as yet unspecified Australian launch date.