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Low sales costs put Virgin in the position to offer a very attractive value proposition by subsidizing the handset, underselling competitors (see Table 2).
Table 2 ? VIRGIN'S DISTRIBUTION OPTIONS
Average Handset Cost ($60 - $100) Subsidy (%) Subsidy (USD) Retail Commission Total Cost of Sale
$80 0 0 $30 $30
$80 50% $40 $30 $70
$80 75% $60 $30 $90
Virgin can further enhance the value proposition by bundling free minutes (at a low cost to Virgin) with the phone ? this could be an effective strategy to get phones to the target audience...
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Virgin's push in this area is with VirginXtras ? a pack of entertainment services. This is a potentially lucrative addition to Virgin phones given that entertainment services' revenue is growing (see Table 3 and Case Exhibit 3).
Table 3 ? MOBILE INDUSTRY ENTERTAINMENT REVENUE
Total Subscribers - 2002* 150,000,000
Entertainment Revenue (2002-2003)** $36...
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