Mobile phone company easyMobile.com will launch today in the UK, claiming to be the first operator to offer low-cost, no-frills services to consumers based on internet-only sales. The company will extend the service to 11 other key European markets at a later date.
Stelios Haji-Ioannou, founder of the easyGroup, said that the launch will leave rivals "running scared".
"I think that is why Orange, the competitor owned by the France Telecom, is running so scared that it decided to take us to court over a spurious claim that we cannot use the colour orange.
"EasyGroup has been using this colour for 10 years and I will not stop using it now for anyone. Let the battle commence."
Frank Rasmussen, chief executive at easyMobile.com, said that the firm's aggressive introductory offer of 9p for calls to all UK networks at any time, and 3p for texts to all UK networks, is designed to send a signal to the market that "easyMobile.com is here to grow".
"Rather than giving away mobile telephones, spending our customers' money on high street shops, and excessive marketing campaigns, we intend to spend our time and money on providing competitive everyday tariffs and much better support and customer service than is currently available in the UK market," he said.
EasyMobile.com is a partnership between Danish telecoms operator TDC and the easyGroup.
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