Helio using celebrities for competitive edge

Remember hearing about the upstart woes of a new MVNO named Helio? Well, they're hoping that they can make use of some celebrity power to get them past that hump and into becoming a highly profitable venture. In an attempt to promote Helio, a joint venture between SK Telecom and Earthlink, the company has provided a number of Hollywood stars with the cool handsets. In fact, they recently handed a Pantech Hero over to Scientologist and star of Mission Impossible III Tom Cruise.


While Catherine Zeta Jones may be an official spokesperson for T-Mobile, Tom Cruise has (and will likely never) sign on to be a "contracted ad model" for Helio, and as such, they cannot "use [his likeness] for promotion", according to Yeajin Janice Hong, Assistant Manager of SKT's advertising team. Nonetheless, they're hoping that just having people see Tom Cruise use a Helio phone is enough for provide an "indescribable" impact.

Helio phones have also been given to movie director Steven Spielberg and LGPA golfer Pearl Siin.


Written by Jeff Strickler
Published in Mobile Phones