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NEW YORK Virgin Mobile later this month will offer its 4 million subscribers a new way to gain free cell phone minutes: watch Web video messages from advertisers.
The wireless provider is calling the service “SugarMama,” in order to invoke the spirit that advertisers will reward consumers for their attention, in much the same way Virgin Mobile allows consumers to get cell phones without signing long-term contracts through its “Pay As You Go” program. Howard Handler, Virgin Mobile’s chief marketing officer, said company research showed its 14-24-year-old subscriber base is willing to have an open exchange with advertisers that reward them.
“They
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