Virgin Mobile MEA launches in Malaysia.

Virgin Mobile Middle East & Africa (VMMEA), the leading MVNO group in the region, has further expanded its growing footprint by launching a new operation in Malaysia under its “FRiENDi mobile” brand.

Malaysia is VMMEA’s fifth operation in the region, and together with the existing operations in Oman, Jordan, South Africa and Saudi Arabia, the Malaysia launch is cementing VMMEA’s position as the pan-regional pioneer of the MVNO market. With a growing customer base that has exceeded one million, and an ambition to double the number of operations over the coming years, VMMEA is on path towards achieving a position among the leading regional telecom groups.

Mikkel Vinter, CEO & Founder of VMMEA explains “We are very excited about the launch in Malaysia, as it is a big market with 30 million inhabitants and a vibrant economy. Malaysia has strong cultural, trade and tourism links with the Middle East markets where VMMEA has operations today, and with the footprint of VMMEA now covering Africa, Middle East and South East Asia, we are serving some of the fastest growing and most attractive mobile telecoms markets globally”

The operation is Malaysia is launched under the FRiENDi mobile brand, which is the international brand of the VMMEA Group, with a focus on multi-cultural customers in Malaysia who are looking for a better mobile service to stay in touch with friends and loved ones locally and globally.

FirstImage SecondImage

FRiENDi mobile Malaysia has the support from a wide distribution network with 1,500 dealers across the Peninsula as well as Eastern Malaysia, and the dealer network will be further expanded over time. In the photos above, FRiENDi mobile Malaysia team members can be seen working with the distribution partner to serve customers buying FRiENDi mobile Malaysia products on the day of launch Tuesday.

Mikkel Vinter added: “We have studied the Malaysian market carefully, and have identified that the customers are looking for a mobile service with more transparent prices, fairer rules for usage plus a better quality customer service. Our new FRiENDi mobile branded service in Malaysia is specifically designed to address these needs, and we have introduced a number of pricing and service innovations to the Malaysian market that we expect the customers will find very exciting”

FRiENDi mobile Malaysia is owned by VMMEA and its Malaysian partner, the Selangor state investment fund, Kumpulan Perangsang Selangor Sdn Bhd (KPS), so the new business is benefitting from the experience of the UK-based Virgin Group as well as a strong Malaysian partner.

“The Malaysia launch is an important milestone in our Group’s plans for further development in the region. We are very grateful for the support of the Malaysian Communications and Multimedia Commission and other government entities, and the entire VMMEA team is looking forward to bringing our friendly, fair and customer focused mobile service to the Malaysian customers”. Mikkel Vinter ends.

With mobile operators and telecom regulators increasingly recognizing the value MVNOs can bring to mobile markets, it is expected that the regional telecommunications industry will see a large number of new MVNO launches over the coming years, and it will be interesting to follow this development and the role VMMEA will have in shaping it.

About Virgin Mobile Middle East & Africa Virgin Mobile Middle East & Africa (VMMEA) is the holding company for Virgin Mobile’s expansion into the Middle East, Africa and South East Asia region, and is headquartered in Dubai Internet City, UAE. . The company was established as FRiENDi GROUP in 2006, and was renamed VMMEA in 2012 when Virgin Group and FRiENDi GROUP combined their regional MVNO operations. VMMEA has established a leading position across the region as the only MVNO with 5 live MVNO operations in South Africa, Oman, Malaysia, Jordan and Saudi Arabia.

Operating as a Mobile Virtual Network Operator (MVNO), VMMEA’s core business activity is to provide mobile telecommunication services to consumers. The company does this by managing two consumer facing brands: Virgin Mobile and FRiENDi mobile. VMMEA also provides outsourced services to mobile network operators by operating focused brands and mobile packages on their behalf.

The VMMEA management team includes senior level team members from a variety of successful regional and global mobile operators, as well as from MVNOs. The company has a strong financial foundation supported by well-respected and global and regional shareholders. The shareholders include Virgin Group, GIC, ePlanet Capital, Dolphin International, NTEC, Millennium Private Equity and members of the senior management team.