VirginMobile in Upbeat Media Profile

Though it's tiny, USAToday presents a mostly upbeat profile of VirginMobile, which recently bought Helio's business for roughly $39 million in equity. The company has some innovative marketing and retention programs and is focused squarely on the youth market.

Here's an interesting tidbit in the USAToday piece about the company's ad subsidized minutes/texts program "SugarMama":

Its "Sugar Mama" service, aimed at fusing ads into the mobile experience, rewards customers — with wireless minutes — for watching ads. So far, about 750,000 customers have signed up, earning 23 million minutes overall. (Customers are limited to 75 free minutes a month.)

Blyk in the UK reports phenomenal success with its program, which is more central to the overall value proposition.