Mobile broadband is seen as complimentary by Virgin Media

The views of Virgin Media and its chief executive with regards to mobile broadband are that at the moment it doesn’t seem to appeal to everyone and as such they will look to use it to compliment their existing range of services in bundles.

Mobile broadband, in the short term, does not have mass appeal according to Virgin Media the UK cable operator, and the offering of the service in its high-end broadband, TV and mobile bundles is the reason it has entered the market.

During the Morgan Stanley annual Technology, Media and Telecoms conference in Barcelona Neil Berkett, the Chief Executive at Virgin Media said “Mobile broadband in the short to medium future will be a complementary product in the UK.”

Having entered the mobile broadband market just last month, Berkett said that Virgin Media, which operates in the UK but is listed in New York, will be offering mobile broadband starting at 15 pounds ($22.25) per month and like its virgin mobile bundle will be offering its mobile broadband service in a similar type of bundle.

He said “At the top end of products, a dongle (mobile broadband modem) will be very cheap indeed.”

The view from the regulator of media, Ofcom that BSkyB, a dominant pay-TV operator, should provide access at a wholesale level to its high-definition, premium, and sports content is something that Berkett has said again that he fully supports.

He said “I have a high degree of confidence there will be a remedy in the marketplace, but not in the next quarter or so,” he said.

Due to the current cost of premium content only around 6 million household are willing to pay for it and because of this, Berkett said, that a bid by Virgin for Premier League football rights would be ‘highly unlikely’.