The mobile market penetration was about 50%, capturing a

subscriber base of 130 million

There was a significant decline in the penetration rate when it
comes to the age group of 15-29 years
The young demography (15-29 years) was believed to have a
steep growth rate in the coming 5 years
The big players in the market hadnt targeted this segment
The young population had specific needs which hadnt been met.
The inclusion of VirginXtras would appeal the youth population
which will result in a surge in subscribers and it will be also
instrumental in retaining the customer base
The revenue from mobile entertainment services was expected to
grow in the coming years