Richard Branson believes the service will Richard Branson believes the service will "make mobile better for customers across the UAE."

Virgin Mobile is now operating in the UAE, as part of Emirates Integrated Telecommunications Company’s (EITC) business.

EITC said that Virgin Mobile will bring the “first fully digital mobile service” to the UAE.

People can subscribe to the service by downloading an app from the Google Play and Apple App Store and filling in their details. The team at Virgin Mobile will deliver a sim card to new subscribers within one hour of them completing the online subscription.

The Virgin Mobile UAE app also enables customers to hand-pick their own mobile number, custom-make a mobile plan and scan their ID.

Using the Virgin Mobile UAE app, customers can port their mobile number without visiting a store, track their data and minute usage in real time, search and choose their favourite mobile number, set up monthly spend limits and much more. The subscription-based model means that there is no need for a contract, giving customers the flexibility to decide how they want to communicate with family and friends without being constrained by specific time bound terms and conditions.

Osman Sultan, Chief Executive Officer, Emirates Integrated Telecommunications Company PJSC, commented: “Today, we are delighted to add such a well-known global brand to our portfolio, which is critical to our strategy of offering more choice for consumers in the UAE. We feel privileged to have welcomed Richard Branson to the UAE earlier this year, and to have his passionate support for the brand.”

“We have always worked hard to offer our customers the latest technologies and the best service, and we believe Virgin Mobile’s fully digital offering is ushering a new era in connectivity and customer-led service never seen before in the UAE,” he continued.

Richard Branson, Virgin Group founder said: “This is a very exciting time for us, and we are proud to announce the launch of the Virgin Mobile brand in the UAE. The digital service that Virgin Mobile is offering is world-class and cutting-edge. We have a fantastic team in place who I believe will make mobile better for customers across the UAE.”

Consumers in the UAE are already passionate about the Virgin brand, as Virgin Megastore, Virgin Radio and Virgin Atlantic have all been setting the standard for innovation, service excellence and customer experience inherent in this leading global brand.

Beta users were the first to try out the Virgin Mobile digital experience, providing valuable feedback which the Virgin Mobile UAE team has used to add the final touches to its mobile app.

“After months of rigorous testing, we are pleased to bring the first fully digital mobile service to the UAE”, said Karim Benkirane, managing director of EITC’s Virgin Mobile business unit. “Our team has developed an innovative digital platform to create simple customer-focused solutions. For example, there is no longer the need to go to a shop for your mobile needs, just download the app and you can not only have your SIM delivered, but also manage your mobile plan through the app.”

More info about Virgin Mobile UAE can be found here