Helio: the MVNO formerly known as SK-Earthlink

We're not sure if they felt like they got off to rocky start in branding for the MVNO joint venture between SK Telecom and Earthlink—specifically that not a lot of people know SK Telecom in the States, and their service would also have to compete in namesake with Earthlink's other MVNO, Earthlink Wireless—so what else is there to do but rebrand? They're aiming for a spring 2006 launch for Helio, so youth markets across the country beware: two telecom giants acting as one have their sights set squarely on your pockets.

[Sean DL @ Dec 19th 2005 12:55AM]

Heh...That logo looks very similar to another MVNO logo symbol...I wonder if it'll "glow" on their phones too. lol

So we got Amp'd and Helio, and of course Mobile ESPN and Disney Mobile. 2006 is looking very intresting for MVNO...Boost and Virgin Mobile better start looking deep discounts for phones and give more minutes per buck now, because if T-Mobile and Cingular didn't hurt them with their 2Go/GoPhone phones, these 3G players will do way more damage on the "cool" front..

[AFD @ Dec 19th 2005 12:55AM]

Nice. Just hope SKT brings their nice selection of phones with them.

[KC @ Dec 19th 2005 12:55AM]

I somehow doubt that they will bring any of the Korean SK telecom phones over here for use in this service :(

Are they going to be strictly pre-paid od will the offer plans aswell?

[Jacob Varghese @ Dec 19th 2005 12:55AM]

According to the site, they do want to bring some of the cool phones from Korea here.

[STP @ Dec 19th 2005 12:55AM]

Does anyone know what phones that helio will be rolling out and when that will happen?

[KA @ Dec 19th 2005 12:55AM]

It will be interesting to see who comes out with service first (Helio, Amp'd, etc.)and how great it really is, i.e. a lot of hype, not much action...if the services are as "cool" as they say, I get the feeling discounts and more minutes won't help Boost and Virgin much!

[Rafat @ Dec 19th 2005 12:55AM]

KC, it will be a post-paid offering only...no pre-paid for now.

[John K @ Dec 19th 2005 12:55AM]

Postpaid? even better. Means we grownup kids can get it. I for one am excited and will hold off renewing my Cingular contract until I can see what comes of this.

Cingular 3G or Helio? We shall see...

[wolssiloa @ Dec 19th 2005 12:55AM]

this is great. when i was living in Korea, i had an SK Telecom phone. they supposedly had the best cellular service.

[Sean DL @ Dec 19th 2005 12:55AM]

Both Amp'd and Helio MVNOs will have pre and post paid plans. It's pretty much a givin the target audience they are after(18-30, i.e t hose who don't have much or any credit).

The fun part is that the phones aren't tied into any contracts, so you can switch up to a new phone anytime you feel like it without having to sign your cellular life over for another two years...

Now it all comes down to the price of the phones. And if Amp'd first Phone(Amp'd Jet for $99 vs the Virgin Mobile Slider Remixed for 249) is an example of pricing, it looks good. But I expect 99-300 range for phones. 300 being something like the sidekick.

[CJ @ Dec 19th 2005 12:55AM]

Just want to confirm -- Helio is not doing pre-pay. It is only offering post-paid services.

[Sean DL @ Dec 19th 2005 12:55AM]

If there isn't pre-pay then does that mean contracts and credit checks? cuz then they just lost 80% of the market they are after...

[Sung @ Dec 19th 2005 12:55AM]

I don't think you understand who HELIO's target market is. They are obviously aiming 'upmarket'. This isn't for young kids who work at McDonald's. It's supposed to be for young professonionals with deeper pockets. The phones are going to be considered very upmarket as well.