In highly-competitive markets, suppliers sometimes hope to gain by narrowing their focus. Some choose a customer or geographic niche. In the U.S. market, Virgin Mobile hopes to narrow the range of handsets to “iPhone-only.” Virgin no longer will sell or support Android devices.
Virgin Mobile’s owner, Sprint, has little to lose. Virgin is just one brand in the Sprint ecosystem, so it can afford to essentially forsake about 85 percent of the potential U.S. market (device choices).
But Virgin always has served a niche, so the new refinement of niche is not so unusual.
Virgin Mobile USA says it will be the first iPhone-exclusive carrier. Virgin Media also is offering six months of unlimited talk, text and data on Virgin Mobile’s nationwide network for only $1 when customers join the “Inner Circle” program.
Customers who sign up by July 31, 2017 will receive a promotional offer of 12 months of service for just $1.
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