There's quite a bit of research that confirms consumers are keen on non telecom alternatives for their service provider.

Red Bull are one of today's leaders in through the line advertising, but for me they've always failed to really leverage their client relationships as well as they could do. They have a strong brand and useful access to exclusive content which they could very easily own – i.e. sponsorship created content from extreme sports etc. etc. As Gareth suggests – their CRM is/will be lacking right now I'd imagine.. I'd create a kick ass digital & mobile content and lifestyle type service, providing free or clever content to users via carrier portals or D2C and via web/email etc.. Ideally I want to receive offers and info from them which endears me to the brand, makes me feel fuzzy inside, and actually benefits me. If they are holding an event near me, or are launching a new fmcg, or are sponsoring an sports person I like, I want to know about it.. After all I'm a young(ish), active extreme sportsman with expendable cash to burn – I expect i fit their demographic..

I might have to dust off the pitch I wrote for Amp'd..

MVNO – Fail.
Properly mobilising and digitally enhancing their brand – Win.

Redbull is great for marketing/PR..

but are they good at CRM?

would be interesting to see.

@GarethWong