Energy drink company Red Bull has officially pulled the plug on its Vodafone-powered mobile network in Australia, announcing that it will no longer accept new customers.
The mobile virtual network operator (MVNO) has published a notice on its Web site stating that consumers will no longer be able to purchase new pre-paid or post-paid tariff plans.
However, the company says it will "continue to service existing customers" until their current recharge or contract expires.
With the prevalence of 'open' mobile platforms in Australia, Red Bull is taking this opportunity to focus its marketing efforts on existing and future digital assets to allow an even greater number of consumers to access the World of Red Bull through their own mobile device.
Red Bull MOBILE will continue to service existing customers until the customer's current recharge or contract expires.
Red Bull Mobile also confirmed that current customers will still be able to access Red Bull content, as well as the chance to win tickets to Red Bull and partner events, until their contract or recharge expires.
Current customers who have already purchased pre-paid recharges must activate the service 90 days from the date of purchase.
In December 2012, the company added a new Access 365 monthly post-paid plan to its mobile network that at the time claimed to offer the most competitive rate in the Australian market.
The plan included unlimited calls, unlimited SMS and MMS messages and 5GB of data per month for $30 on a 12 month contract.
Red Bull Mobile sold handsets and plans online, and through EB Games retail stores across the country.
Hat tip: Lifehacker