Mobile Masterpieces With Virgin Mobile Studio V
After Virgin Mobile Canada now also Virgin Mobile USA is reinventing the way carriers connect with their customers with Studio V. At Studio V people can create, upload, share and sell ringtones and wallpapers and get money added to their Virgin Mobile cash balance.
Virgin Mobile is again smartly tapping into the UGC trend that started at the Internet. At Studio V a creative mobile genius can earn eternal fame and get their 10 cent top up credits to it’s Virgin Mobile account, each time another member downloads their ringtone or wallpaper masterpieces.
Picking from over 3000 beats, grooves and effects, members can create their own “ringtone songs” using the Studio V mixer. But, if you are a little shy, you can also keep your mobile work of art to yourself in your personal studio.
Also Virgin Mobile has embraced al networking. Look at Virgin’s Social Scene that enables users to get into mobile social networking fast and easy.
It’s amazing and both shocking to see that it is again Virgin Mobile, that proves to understand their target group’s needs best. Where most other mobile operators don’t go all the way and spent most of their ‘budget’ in shouting TV and print campaigns.
How do you rate Virgin Mobile’s approach? What would you do different if you would be the chief marketing officer at e.g. Vodafone or T-Mobile?
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Great post, Virgin proofs again to be “an innovator”.
I think other mobile operators can definitely learn from this. But not all of the are staying behind. Vodafone New Zealand has something great, it’s called Self Central.
Self Central is a mobile community that lets consumers create their mobile room and upload images, video and audio to their personal spaces. Other users have access to this mobile content, including downloading multimedia content.
The users can earn call value when other users are watching their content.
The interesting thing for Vodafone was, that they finally saw how their customers really are, because of all of the user pages with the UGC. It seemed that their customers are not that similar to the happy, smiling and perfect faces Vodafone was always advertising with. So now they adjusted the communication to this specific target group..