Virgin Mobile USA on Sunday will begin rolling out its long-anticipated wireless telephone service targeted at people under age 30, with nationwide distribution expected by the end of August.
The joint venture between Richard Branson's Virgin Group and Sprint Corp. is entering a crowded market that has been seeing slowing subscriber growth and increasing price competition.
Virgin Mobile's service will be branded as its own service but will use Sprint PCS' wireless network.
Virgin Mobile USA said it is rolling out a pay-as-you-go plan in the United States, which often appeals to teenagers and other customers who lack the credit history to sign long-term contracts.
The service first will be offered in Sacramento and Columbus, Ohio, on June 23.