I'll Have Your Network With His Phone And Their Services.

I saw a commercial yesterday - I dunno why I saw a commercial, I must have been spacing on the fast forward button - for a cell phone or something. It was called Helio and was almost in the style of those Old Navy commercials that make me vomit. Not so much in the dancing around to hip music trying to be a GAP ad, but in the cool young people having fun with whatever the product is. I know that sounds vague, but I'm fine with it. Anyway, the one guy finds the other guy using the phone's GPS or something (kinda cool) and the other guy says something about Google Maps on his phone. Alright, I'm listening.

Well, I wanted to find out more about this product, but I couldn't remember the name of the company (advertising is very effective on me) until I read an article about how bad Cingular sucks and someone asked what the deal with Helio was in the comments. (no one answered him) Ah! It was called Helio. Wiki to the rescue-

Helio is a MVNO joint venture between SK Telecom and Earthlink. MVNO means that they don't own any licensed spectrum but rent service from other providers. Look at the coverage map of my area. No whitespace. They've got a ton of 3G coverage that they lease from Sprint and they lease voice only access from Verizon for all the other areas. What? They only reason I'm on Verizon is because they have the most pervasive coverage in my area. They don't have the best service they have the most ubituitous service. And now they don't have that because I can go through someone else to get a hybrid service. So right out of the blocks that's sounding sweet. But there's more:

The premise of this new company would be to bring advanced mobile devices in service from SK Telecom's home market of Korea to the US wireless market, where such advanced devices had been noted, by many, to be lacking. Helio, as it was to be called, would market itself to the younger demographic, promoting itself using the latest in cutting-edge handset technology. They plan to avoid taking on the major US wireless carriers directly, and instead they intend to carve out a niche for themselves with technology-savvy consumers.

Yeah? Bringing some of that rocking handset technology over here from Korea? Awesome. And marketing themselves to a savvy consumer base sounds like they won't want to piss people off by crippling their phones.

Want some more? Ok, they realize they're selling convergence items. So after you switch over for one of their devices you can send in your old tech for cash rewards. Like the phone in my pocket is worth a $46.75 trade-in. And I'm pretty sure I've got a couple more in my glove box. But its not just phones. They want iPods, PSPs, cameras, PDAs whatever your new convergence device is replacing. I mean, sure maybe you could get more for it on eBay if you're willing to put a bit more effort into it. But I find it very refreshing for a company to embrace convergence and enable its customers' transition.

That and the options look so freaking simple. Pick a phone, pick how many minutes you want and pick a data option. 65 or 40 bucks a month. I obviously need to look around a little more but this sounds like the kind of company I'm angling for.

• Helio | Drift, Hero, & Kickflip cell phones, MySpace Mobile, buddy beacon, mobile games, & more