Virgin Mobile has become the market leader for SIM-only contracts, according to industry analyst GfK.
Published last month, GfK figures show that as of May 2008, the MVNO holds 29.5 per cent of the UK SIM-only market.
Virgin Mobile experienced a 10 per cent leap in market share between the end of April and end of May as a result of the launch of its Liberty SIM packages.
Virgin Mobile’s direct marketing of exclusive SIM-only contracts to Virgin Media households since the start of the year has also aided the boost in numbers. The campaign was supported by press and outdoor advertising and television via its sponsorship of Big Brother 9.
Virgin Mobile managing director Graeme Oxby said: "We’re absolutely thrilled with the success of our SIM-only offering, particularly the Liberty SIM.
"It’s symptomatic of the world we live in, especially in the current economic climate.
"In no time, SIM-only deals have become the fastest growing part of the mobile contract market, alongside mobile broadband."