Helio

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Helio Inc.

Type	Joint venture between SK Telecom Inc. (50%) and Earthlink Inc. (50%)
Founded	January 26, 2005
Headquarters	Los Angeles, CA
Key people	Sky Dayton - CEO and Director Dr. Wonhee Sull - COO and Director Todd Tappin - CFO
Industry	Wireless Services
Products	Code Division Multiple Access and Evolution Data Optimized CDMA 1xEvDO
Slogan	Don't call Us a Phone Company; Don't call it a Phone
Website	Helio

Helio is an MVNO wireless provider, launched on May 2, 2006. It is a joint venture between SK Telecom and Earthlink.

1 Introduction
2 Devices
3 MySpace Partnership
4 Device Trade-In
5 Soft Launch
6 Hard Launch
7 External links

[edit] Introduction

On January 26, 2005, Earthlink and SK Telecom announced to the media that they had entered into agreement to launch a new US mobile provider. This provider would operate as a mobile virtual network operator and would lease network capacity from Sprint and verizon. The premise of this new company would be to bring advanced mobile devices in service from SK Telecom's home market of Korea to the US wireless market, where such advanced devices had been noted, by many, to be lacking. Helio, as it was to be called, would market itself to the younger demographic, promoting itself using the latest in cutting-edge handset technology. They plan to avoid taking on the major US wireless carriers directly, and instead they intend to carve out a niche for themselves with technology-savvy consumers. Earthlink and SK Telecom agreed to provide financing totalling $440 million US dollars, with each of the two owning 50% of the new company. [1]

[edit] Devices

Since they lease their network capacity from Sprint, their devices operate using the CDMA 1xEVDO standard. This is also the standard used by SK Telecom in the Korean market. As such, many of Helio's devices are expected to be rebranded and refined versions of similar devices already offered for sale by SK Telecom overseas. At this time, Helio has announced it will offer two device models at launch titled the Kickflip and Hero, respectively. The Kickflip is an all-white swiveling device, while the Hero is a black slider. Recently added to the Helio family is the Samsung Drift slider. All three have similar hardware and features.

[edit] MySpace Partnership

On February 16, 2006, Helio announced it had partnered with MySpace, a popular online social-networking community. Helio has created a wireless MySpace portal which its subscribers can use to access their mailbox, bulletins, blogs, photos, and profiles from their Helio device. Helio subscribers will also enjoy additional MySpace member benefits, such as photo posting directly from a Helio device, additional photo storage capacity, and a mobile online status indicator for use in the user's MySpace profile.

[edit] Device Trade-In

In the past, some cellular service providers have allowed customers to return old cell phones for some sort of credit. In June, Helio went one step further by offering its customers a window of 30 days during which they have the opportunity to trade in not only their old cell phones, but other devices such as iPods, PDAs, digital cameras and handheld game consoles for money.[2] [3]

[edit] Soft Launch

When Helio first opened its doors for business in May of 2006, they opted for a soft launch. Most of the promotion was done by word of mouth and promotional events across the country, instead of using conventional advertising.

As of early July 2006, Helio has released revised firmware for its Kickflip and existing users will be able to exchange their Kickflip handsets for a replacement with the new firmware at no cost.

[edit] Hard Launch

On July 13, 2006, Helio began running TV commercials with the slogan, "Don't Call Us a Phone Company; Don't Call it a Phone." Alongside the television commercials, Helio has also begun advertising on billboards and in the print media, specifically in trendy magazines that serve the 18-34 demographic, and very heavily on MySpace.

[edit] External links

	American mobile phone companies
Alltel \| Centennial Wireless \| Cincinnati Bell Wireless \| Cingular Wireless \| Cricket Communications \| Dobson Cellular \| Edge Wireless \| MetroPCS \| nTelos \| Plateau Wireless \| Revol \| SouthernLINC Wireless \| Sprint Nextel \| SunCom \| T-Mobile \| U.S. Cellular \| Unicel \| Verizon Wireless \| Viaero
Mobile Virtual Network Operators (MVNO)s: 7-Eleven Wireless \| Amp'd Mobile \| Boost Mobile \| Disney Mobile \| Hawaiian Telcom \| Helio \| Jitterbug Wireless \| Jump Mobile \| Mobile ESPN \| Net10 Wireless \| Qwest Wireless \| Simple Freedom \| TracFone \| Virgin Mobile \| XE Mobile
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