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.