Virgin's PayLo Sub-Brand Adds Unlimited Talk, Messaging

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Warren, N.J. - Virgin Mobile's no-contract PayLo cellular service launched its first plan with unlimited data and messaging.

The $40/month plan, designed for use with PayLo's feature phones, delivers unlimited voice minutes and messages, including text and picture messaging, email and IM. The plan also throws in 50MB of web access.

It joins two other payLo plans. A $30 plan offers 1500 minutes, 1500 messages and 30MB of web access. A $20 plan offers 400 minutes, 15-cent messages and web access of $1.50/MB.

"Even with the huge increase in data usage, there are still millions of people who mainly talk and text," said PayLo director

Mark Lederman

." Half of PayLo subscribers "are primarily talking and texting, and now we're providing to them unlimited value that suits their needs," he said.

PayLo is a pay-as-you-go service targeted to consumers who want basic communications. PayLo sells only feature phones, whereas Virgin Mobile-branded service is "focused on data-centric people who connect in ways other than talking for the most part," a spokesperson said. Virgin service is available only with Android smartphones and BlackBerry phones.

PayLo is sold in more than 40,000 retail outlets, including major big-box retailers, convenience stores and drug chains such as Walgreens and CVS. Best Buy, RadioShack, Target and Walmart account for majority of PayLo's retail sales, the spokesperson noted.

The Virgin sub-brand was launched in 2010 to help Virgin and Virgin parent Sprint further segment the prepaid market.


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