Virgin Mobile South Africa intends to have 300 000 subscribers within 18 months from its joint venture with Cell C according to a business report article. So Richard strikes again, this time in the soft underbelly of the cell phone market in South Africa, a highly lucrative business if you look at the profits of the current incumbents. However we all know how he does things, in his usual casual attitude he intends to shake up the market and offer people a service that is useful and show them all the hidden costs and also bring in some innovative ideas like monthly contracts as opposed to the current 2 year ones. They wont be offering free handsets however, but customers will be able to pay off the handset over time. Of course, the handsets and service will be sold and distibuted through the current Virgin Active outlets and this will add yet another quiver to the growing Virgin empire in South Africa.