The EasyMobile service, slated to launch in the U.K. by December, will sell SIM cards and cheap airtime over the Internet, but rely on customers already owning their own handsets. EasyGroup is teaming up with Danish telecommunications company TDC to operate the service and plans to extend the brand into 12 European countries, although EasyGroup has yet to persuade one of the U.K.'s five network cellphone operators to allow it to use their network. Another obstacle is that rival cell phone marketer Orange has threatened to try to stop EasyMobile from using the orange color that is part of both marketers' branding. EasyMobile will join more than a dozen Easy businesses including cinemas, financial services, rental cars and internet cafes, as well as the original airline brand. Mr. Haji-Ioannou has further plans for Easy cruises, hotels and even a range of male grooming accessories, easy4men. However, not all of Easy ventures are successes. He has sold shares in EasyJet to prop up Easy Internet cafes, and EasyCar is also struggling. Even EasyJet, suffering more competition in the low-cost airline market, issued a profit warning this year.