20051021

SK-Earthlink - postponing and smartcasting

Gustavo Cisneros elected MIPCOM Personality Of The Year 2005 ? Great news, but it doesn't make for the lack of data from Movida Communications (still "strong" of a "potential" of 40M Hispanics. period).
MIPCOM Personality Of The Year 2006 ? He/she could have something to do with wireless as well.
Why not with
SK-Earthlink ? After settling near Beverly Hills, CA (see "From Hallyuwood to Hollywood"), the M-VNO-to-go seems to have learned the basic tips from great filmmakers : a flashy casting can compensate deviant TTMs.
TTM : now we're talking spring 2006 instead of Q42005, which could lead to a clash with another blockbuster, ESPN Mobile (also on Sprint). I'm not so sure such M-VNOs as Amp'd Mobile can make it, even if they start earlier (and especially with online subscriptions only on time for Xmas).
Casting : SK-Earthlink built a strong roster with experience in the wireless field as well as beyond (Nike, NewsCorp...) :
- Michael Grossi (VP, Business Development) brought some pieces of advice to VirginMobile, Boost or OnStar (through Adventis). I'm not sure SKE can reach 3M subs within 3 years like a Virgin, but it wouldn't be Grossi's very first time.
- Sky Dayton (CEO) brought Skype to Boingo. What on Earth can he do with a 3G EV-DO / WiFi combo ?
- Mathias Duarte (VP, Experience Design) brought the hiptop to Danger. He can bring danger to the competition, and fun to the market.
- Robert Gelick (Head of Music Strategy) brought i-Tunes to Motorola (and came with Moto's Stuart Redsun, now executive VP, Marketing). What on Earth can he do with a 3G EV-DO / WiFi / MelOn combo ?
But the best part of the casting could be Korean : beyond the COO (Sul Won-hee), expect Lee Jae-hwan (VP, Products and Services) and Shin In-ho (VP, Technology) to deliver the goods.



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