(MENAFN) Virgin Mobile Middle East and Africa (VMMEA), part-owned by British entrepreneur Richard Branson's Virgin Group, announced it has launched its telecom services in Saudi Arabia on Monday, Gulf Daily News reported.
The launch of VMMEA signals the biggest shake-up in the kingdom's telecom sector in six years, which has been dominated by three companies through these years.
VMMEA will be launching two new brands in the kingdom, which are Virgin Mobile, aimed at the youth market, and Friendi Mobile, targeting Saudi's expatriate workers.
The decision to launch two brands together comes after the Saudi's national telecom regulator deciding to order the country's three mega mobile operators to each host a mobile virtual network operator in an effort to stimulate competition between them.
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