LOS ANGELES-SK Earthlink Inc. followed through on previous claims that it was looking at a new name for its planned mobile virtual network operator service, unveiling the newly christened Helio Inc. brand that the company plans to use when it launches next spring. The company said the name change was the result of extensive market research and will help target the MVNO’s young, tech-savvy customer demographic when it launches its CDMA2000 1x EV-DO based services.
The MVNO is a joint venture between Korean telecommunications provider SK Telecom and U.S.-based Internet service provider Earthlink Inc.
“For years, we’ve waited patiently for real wireless innovation to make its way from places like Korea to the U.S.,” explained Helio’s chief executive officer Sky Dayton. “In the meantime, we’ve lived with low-end devices, uninspired service and yesterday’s technology. So we created a brand just for us, with innovation directly from the most advanced wireless market in the world, to give young, tech-savvy consumers what we’ve all been waiting for.”
SK-Earthlink reported earlier this year that it planned to launch its MVNO service in early 2006 instead of its original plans for a second-half 2005 launch. Analysts noted the delay could spell trouble for the company’s plans to sign-up 3 million customers by 2009 as a handful of MVNO’s targeting a similar demographic and using similar network technology-including Amp’d Mobile Inc. and Mobile ESPN Inc.-are set to launch over the next several months.
