Red Bull will take its first step into the mobile market, with the company planning to become a virtual mobile network operator on the back of Vodafone's 3G network.
Australian professional surfer Sally Fitzgibbons holds a Red Bull Mobile-branded handset
Similar to how Virgin Mobile operates as a mobile virtual network operator (MVNO) on top of the Optus network, Red Bull will work with Vodafone Hutchinson Australia to create its own branded network dubbed Red Bull Mobile.
The company will also flog branded handsets and multimedia services. Retail sales, distribution management and customer service support will be provided via MVNO services aggregator Aggregato.
The Red Bull Mobile network will be integrated into the company's existing marketing and communications programs, and allow Red Bull Mobile customers unlimited access to Red Bull TV and the World of Red Bull. Users of the service will also have access to exclusive tickets to Red Bull and partner events or the opportunity to meet Red Bull athletes.
Red Bull has not yet released full pricing details or a definitive launch date, but the company expects this to occur later this year.