easyMobile is dead again

Do you remember last year when Rebtel snapped up the brand name easyMobile from Stelios Haji-Ioannou? CEO Hjalmar Windbladh sounded very enthusiastic then.

"Sir Stelios and easyGroup are our kind of partners", he said. "They want to make a difference in people's lives. They offer services for the many, not the few. They take on the big boys in the market and treasure relentless innovation. And most importantly they're open and honest."

EasyMobile.com was rebuilt and looked the same like Rebtel, only on Orange. Well, but not anymore, I realized today. The two companies' desire to "make a difference" and "take on the big boys" lasted only some months and the cooperation was killed silently. Today the easyMobile website looks like domain placeholder, cluttered with all kinds of referral links.

easyMobile is dead again.

easyMobile comes back, but the calls aren't free as Stelios had announced

The British phone company easyMobile is back, 18 months after it had to shut down. But this time the brand name doesn't stand for a mobile virtual network operator (MVNO). The Greek serial entrepreneur Stelios Haji-Ioannou, also founder of the airline easyJet and other successful low cost product ventures, has changed the business model entirely and doesn't comply with his former announcement about the future of easyMobile.

Exactly one year ago Stelios told me that he wanted to resuscitate the company as MVNO with free phone calls, sponsored by advertising. A similar business was already in the making under the name of Blyk, a UK based start-up by the former president of Nokia Corporation, Pekka Ala-Pietilä. It launched some months later but it seems that Blyk hasn't conviced Stelios, because the new easyMobile is nothing more than a new face for the Swedish VoIP company Rebtel. The press release says:

Rebtel, the people's global communications company, today announced a brand licensing agreement with easyGroup that will allow Rebtel to increase its presence in the UK and reach new markets for its mobile VoIP services.

easyGroup is the business of easyJet founder and serial entrepreneur Sir Stelios Haji-Ioannou.

Under the agreement, Rebtel-powered services for making low cost international phone calls from any mobile phone, over any UK network, will be sold and marketed on easyGroup's http://www.easyMobile.com web site.

Rebtel's CEO Hjalmar Windbladh sounds very enthusiastic. "Sir Stelios and easyGroup are our kind of partners", he says. "They want to make a difference in people's lives. They offer services for the many, not the few. They take on the big boys in the market and treasure relentless innovation. And most importantly they're open and honest. Those are all values that Rebtel was built on."

Hopefully his cooperation lasts longer than the former easyMobile. Stelios is a genius in lending his brand name, but he also tends to end franchising very fast. The first easyMobile was planned as pan European MVNO in 12 countries. The Danish operator TDC licensed the brand from Stelios' easyGroup but things didn't turn out so well. TDC got bought and changed their business strategy which made Stelios retract the brandname. In just 48 hours the German branch had to change its name into callmobile. „You always have to be cautious that the franchisees don't damage your established brand name“, Stelios said in our interview.

Hjalmar be careful!

Free mobile calls with Blyk from next monday

I just got a phone call from the UK. Blyk, the ad-supported MVNO, will launch next monday, 24th September 2007. They wanted me to interview the co-founders, Pekka Ala-Pietilä, former president of Nokia, and Antti Öhrling at their press conference in London.

The new virtual operator is targeting 16 to 24 year olds. Blyk rents airtime from Orange and uses technology from Nokia Siemens Networks to deliver free calls, sponsored by advertisers like Buena Vista, Coca-Cola, I-play Mobile Gaming, L’Oreal Paris, StepStone and Yell.com, says TechCrunch UK.

Unfortunately I cannot go personally, but I told Ewan MacLeod, blogger at SMS Text News, to ask a question in my name. I would like to know if they are in contact with Stelios Haji-Ioannou, founder of the airline easyJet and other successful low cost product ventures. He told me three months ago that his brand easyMobile would come back with free mobile calls sponsored by advertising.

I got quoted by GigaOM

One day after my blog post about the comeback of Easymobile the story got quoted at GigaOM. That was nice because it brought me some traffic on this website. Thank you, Om Malik!

easyMobile comes back with free mobile calls, says Stelios

Today I spoke in Berlin to serial entrepreneur Stelios Haji-Ioannou, founder of the airline easyJet and other successful low cost product ventures. It was during a press conference about the launch of easyHotel.com, which wants to open 10 budget hotels across Germany over the next four years. But much more interesting I found what we talked aside: His mobile virtual network operator (MVNO) easyMobile will come back and offer free cell phone calls, sponsored by advertising.

Until not long ago there already was another easyMobile, planned as pan European MVNO. The Danish operator TDC had licensed the brand from Stelios' easyGroup but things didn't turn out so well. TDC got bought and changed their business strategy which made Stelios retract the brandname. In just 48 hours the German branch changed its name into callmobile. „You always have to be cautious that the franchisees don't damage your established brand name“, Stelios said today.

Now he is planning to start a new MVNO under the name of easyMobile early next year. „The MVNOs brought the cell phone costs down but until now nobody offers completely free phone calls“, he said to me today. „People are used to pay for mobile communication and still cannot imagine that it could be free like televison.“ Therefore he is looking for the right partner to start a free phone calls MVNO, sponsored by advertising. A similar approach we already know from Blyk, a UK based start-up by the former president of Nokia Corporation, Pekka Ala-Pietilä, which is due to launch this summer.

Before every phone call Stelios wants to play an advertising message, which is not necessarily an easy business model, he admits. „To found a cheap MVNO is easy“, he says „but the trick is on the advertising side“. In his plans the advertising should be location based, at least on city level, and requires a lot of personalization. „A person that every thursday night orders at Pizza Hut could be played a Domino's advertising“, he jokes. But to use all the personal data that's necessary for such a service the new easyMobile needs ample permissions from its customers. „People are aware that they give away their data in exchange for free phone calls“, Stelios dismisses any doubts.

Actually he is looking for the right advertising partner to provide the necessary technology and data. He even asked me for a recommendation. When I mentioned Google/Doubleclick he said „yes, but Google today is very much into everything.“

So let's wait and see. After all I wouldn't even be surprised to realize that Blyk is in fact just a place holder for the new easyMobile. The two companies have not yet launched, they share the same business model, are located in the same city and want to start their businesses in the same market at nearly the same time.

Maybe they just are the same?