By the horns.

Byline: DUNCAN McLEOD

By the horns News that SA is getting another mobile virtual network operator, the second after Virgin Mobile, might seem like a bit of a yawn at first. But given Red Bull's powerful marketing and youthful brand image, it could carve a niche in a maturing market.

The key to Red Bull's success probably won't be in offering discounted tariffs. Rather, it's likely to rely on brand appeal Red Bull, the Austrian energy-drinks company, is certainly not synonymous with mobile phones. But the company has carefully crafted a youthful, cool, vibrant image for itself. It sponsors dozens of events every year in SA, and is well known internationally for its …