SK-EarthLink Changes Name To Helio

Los Angeles-based SK-EarthLink has changed its name to Helio. The joint venture between SK Telecom and EarthLink said that its new mobile brand will focus on young, tech-savvy consumers. The company said that it would provide innvation directly from the most advanced wireless market in the world. Helio is headed by EarthLink founder Sky Dayton, and is backed by $440M from the two founding companies. The company is staffed with a mix of SK Telecom and EarthLink executives, and is looking to provide wireless services and gadgets for the U.S. market. The company said it would launch services in Spring of 2006.