MVNO group Virgin Mobile Middle East and Africa (VMMEA) has expanded into Malaysia, launching services under the FRiENDi mobile brand.
VMMEA, a company founded and part-owned by Richard Branson's Virgin Group, is offering MVNO services in Malaysia in collaboration with U Mobile.
VMMEA announced that the service is launching with a distribution network of 1,500 dealers across the peninsula and Eastern Malaysia.
This marks the fifth market launch for the company, following Oman, Jordan, South Africa and Saudi Arabia.
Virgin Mobile itself has operations in its home UK market, Australia, India (via a joint venture with Tata Teleservices), the US, Canada, France, Poland, Chile and Columbia
VMMEA founder and CEO Mikkel Vinter said the Malaysian service has been tailored to meet the specific demands of the nation's mobile customers.
“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,” he said.