Red Bull enters Aussie mobile space

Red Bull will begin offering mobile services over the Vodafone Australia network later this year as it expands into its seventh market as a carrier.

The caffeine beverage maker has launched the mobile brand in six other countries, the most recent being South Africa in February following previous launches across Europe.

Red Bull's Australian managing director Jason Sargent said the advent of the brand as a mobile carrier locally would boost the company's other marketing offerings, including access to Formula One.

As with carrier launches in other countries, Red Bull's local carrier would not become a direct virtual carrier of Vodafone but instead use wholesaler Aggregato.

The third party carrier last year purchased the ailing customer base of Crazy John's GRL Mobile.

Vodafone currently wholesales its network to mobile virtual network operators (MVNOs) including AAPT, GoTalk, Just Mobile, Think Mobile and Lebara.

Red Bull did not disclose pricing or contractual arrangements.