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Well, that is pretty much par for the course... The main players in any sector can be expected to protect their market share against newcomers, so it's not surprising Virgin Mobile appears to have faced an uphill battle.
Did they use what VM's CEO claims to be anti-competitive behaviour against his company? He apparently says they have, but they will almost certainly defend their actions and strategies.
The lesson for all newcomers? Have deep pockets, and think out of the box - whatever any sector's current players might say about welcoming competition, don't expect an easy ride - because you won't get one.