EasyMobile, a brand partnership between easyGroup and Danish telecom giant TDC, is planning to launch in the UK by Christmas.
EasyGroup will be responsible for marketing the brand and Haji-Ioannou told Marketing it was in the process of recruiting 'a number of experts from the mobile industry' to lead the activity.
The biggest start-up cost will be for promotion, with easyMobile pledging to invest 'several millions of pounds'.
EasyMobile has not yet signed up with a network. However, it is confident of securing a deal in the next few months, with analysts tipping Vodafone or T-Mobile.
EasyMobile is facing a threat from Orange, which is trying to block easyGroup from using orange in its mobile branding. Haji-Ioannou has pledged to fight the case.
Easy pickings? page 16.
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