Characteristics of a Product

PRESENTED TO
SANDRA PATRICIA ROJAS CARDOZO

APPRENTICE

ALEXANDER LOPEZ FAJARDO

MARKET MANAGEMENT (2010655)

P621113 V2010655 R25 C9511
SIGN

2020
 Product description VIRGIN MOBILE COLOMBIA

Virgin mobile is a virtual mobile phone provider that operates in various countries
such as the United Kingdom, the United States, Canada, Chile, Colombia, South
Africa, France, Mexico, India and Australia. Virgin negotiates the start of its service
as a virtual mobile operator at the end of 2012. Virgin Mobile was the first virtual
mobile operator in the world when it entered the British market in 1999. It does not
use its own network for its operation, but instead uses leasing the network of other
operators, which means cost savings, which allows these resources to be used in
great marketing strategies to promote the brand.

Colombia has expanded its cell phone offer in recent years. Traditional operators,
such as Claro, Movistar and Tigo, are no longer the only ones offering cell phone
service. For some years now, the telecommunications sector has been focusing on
virtual mobile operators (OMV), which are operators that do not offer their services
with their own network but rather rent networks to provide their service.

One of the first to bring the virtual telephony model to the country was the
Colombian businessman CARLOS ARDILA LULE in 2010 with his brand UFF
¡MOVIL, which rented the networks from you for its operation, with independent
rates, but the lack of innovation in its offers and the arrival of other competitors in
the country marked its end in 2018. The creation of this OMV by the organization
ARDILA LULLE allowed other companies to venture into this model of telephony
that in Spain had already been operating successfully since the year 1999.

Thanks to the fact that this type of virtual mobile operators became known, several
national and international companies announced that they would come with their
own OMV brands to make the offer more diverse, as ETB and UFF MOVIL were
doing at the time.

In 2003 EPM (EMPRESA PUBLICAS DE MEDELLIN) and ETB entered the race
and created COLOMBIA MOVILS.AS-OLA, which was the first operator with net
public capital in Colombia. In 2006, the purchase of COLOMBIA MOVIL-OLA by
the company MILICOM INTERNATIONAL was announced, which retained 51% of
the shares of said company, bringing its TIGO brand. At that time UNE also
launched into the OMV market.

For 2012, various companies announced the opening of other MVNOs, including
GRUPO ÉXITO, the British company VIRGIN MOBILE and AVANTEL, which had
already been operating in the market with satellite telephony and its PTT (PUSH
TO TALK) product for purely corporate use.
In April 2013, VIRGIN MOBILE was officially launched in Colombia, being the first
operator to offer charging per seconds and not per minute as all traditional
operators did at that time. This was a good indication for users, because the offer
of VIRGIN MOBILE, in addition to being disruptive, was a very broad and fair offer
for cell phone users, complemented by the excellent customer service that this
company has as its philosophy. This forced the other operators to lower their rates
and make the market more competitive.