Virgin's Fresh Approach to Wireless

BusinessWeek interviews Virgin Mobile USA CEO Dan Schulman to try to understand what makes Virgin Mobile different. Like its UK counterpart, they are offering simply priced pre-paid wireless service. Except in the US they are taking the model one step further and focusing exclusively on the 13-25 year-old market. Schulman believes that Virgin's focus on a single market segment is the key to making their pre-paid business profitable, a feat that no other US carrier has been able to achieve.