SK-EARTHLINK RENAMED HELIO

From Rafat's PaidContent.org:

SK Earthlink, the $440 million joint venture between Korea's biggest telecom player SK Telecom, and Earthlink, has a new consumer-friendly name: Helio. The new phone service (MVNO) will launch in spring of 2006, and aimed at the young consumer.

Why Helio? Here's the officialese: "The Heliocentric view, radical when Copernicus preached it in the 16th century, held that the sun was at the center of the solar system. In the same way, HELIO recognizes that for millions of young consumers today, the mobile device is at the center of their lives."

The LA-based Helio will bank on SKT's Korea heritage of high-tech, high-speed and high-end devices, coupled with lots of multimedia content. The service will strictly be a post-paid offer... The full management team list is here.