Virgin Mobile Middle East & Africa has been introduced in Malaysia under the brand name FRIENDi, noting that there is space in the country for more basic voice and message services. "We studied the Malaysian market for 18 months and we found that customers in Malaysia are frustrated with the mobile rates being seen as confusing and expensive, that the current market practice of charging either per minute or per 30 seconds is leading to unfairly higher costs for the customers and the validity of prepaid cards is perceived as being much too short," said FRIENDi chief Jonathan Marchbank.

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