Virgin Mobile to Take on Telcel Using Good Customer Service

Billionaire Richard Branson says Virgin Mobile Latin America Inc. can give Carlos Slim a “small run for his money” in Mexico’s wireless market.

Branson, one of the Virgin Mobile’s backers, said good customer service could persuade customers of Slim’s America Movil SAB (AMXL) to switch over, taking advantage of new laws that make it easier to change carriers without losing their numbers.

“If you can’t do that, then the big companies lock you in forever and it gives no chance for companies like us to get going,” Branson said in an interview with Bloomberg Television. “Competition . . .

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