Red Bull charging towards mobile phones

Energy drink company Red Bull is reportedly ready to launch a mobile phone company. Are you ready for extreme mobile action?

Energy drink company Red Bull is reportedly ready to launch a mobile phone company.

If that sounds utterly nuts, the drink has already lent its name to one in South Africa, where Red Bull Mobile launched in February 2011, and in Hungary.

Industry newsletter Comms Day reports Australia is now in the company’s sights.

Before you worry about hyped-up dudes in formula one boilersuits hitting the streets to spruik the service, you need to know about Mobile Virtual Network Operators (MVNOs), a class of carrier that applies its brand to mobile services, piggybacks on a real mobile network operator and has billing and customer service capabilities, but operates no actual phone networks or associated physical infrastructure. Australia has a few of these, such as Dodo, Woolworths’ Everyday Mobile and even Virgin Mobile. Red Bull Mobile operates as an MVNO in South Africa and Hungary and would almost

In South Africa, Red Bull Mobile offers branded handsets and includes some of the extreme sports content the brand has become famous for around the globe.

Comms Day says Red Bull Australia is currently silent on the topic. But if the company’s mobile option does charge onto our shores, it will be an interesting new entrant to our market.

For now, it’s also an interesting insight into how to extend a brand!

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