Don't Call It a Phone Store - HELIO Opens in Santa Monica.

Space Designed to Deliver an Entirely New Wireless Shopping Experience

LOS ANGELES -- HELIO, LLC today announced that the company's flagship Helio Store on the Third Street Promenade in Santa Monica, CA, is now open. The first of five announced Helio Stores planned to open by early 2007, the 4,000 square foot sleek and modern space is expected to create an entirely new retail experience. Helio Stores are built to revolve around Helio members and prospective members, giving those that are passionate about style, and about staying in touch with friends a place to experience Helio while they shop, browse or just hang out.

"Helio stores are designed to be unlike anything else in the wireless world," said Sky Dayton, CEO of HELIO LLC. "They truly embody the Helio spirit of design and the lifestyle of today's young consumers. Now people can experience Helio first hand while they shop for new exclusive devices or test our cool services. Or our members can cruise by to meet up or just hang out with friends."

Helio-centric Design

Helio Stores are a fresh approach to the U.S. wireless industry, offering an experiential shopping atmosphere focused on great service and an ongoing relationship with each member. Unlike traditional transaction focused wireless shops where consumers take a number and wait in long lines at cash registers, Helio Stores put the guest at the center of the experience. Conceived with influences from the hottest nightclubs and boutiques, and focused on personalized service worthy of the Helio brand, Helio Stores revolve around a centrally located lounge where Helio members and first time visitors can gather to casually test out Helio services, browse the web or watch programming on a crisp 60-inch plasma display. Helio Stores also feature intimate pods that take the place of rows of drone phone displays found at other carriers' stores. Pods are an integrated environment where visitors can sample live devices and services, learn about Helio memberships, accessorize and sign up without ever having to wait in line at a traditional cash register.

Helio Stores are also designed to accommodate workshops, tutorials and special after hour events like musical performances and art shows. The Santa Monica Store opens with an art exhibit featuring original pieces from some of the world's premier emerging and underground artists including Tim Biskup, Luke Chueh, Suragluxe, Yumiko Kayukawa, Buff Monster and more. Members can download digital versions of the art as wallpaper for their Helio device or purchase original pieces from the store.

"We're a new kind of mobile company and we designed our store to be a new kind of shopping experience," said Ali Zanjani, EVP Sales and Distribution, HELIO LLC. "At Helio Stores, we're looking to break the stale mobile store mold with a unique approach and a place that's different, inviting and all about lifestyle. We invite all of our current and future members to come in, hang out and have some fun."

By Helio Members, For Helio Members

Helio Stores are run by connected people that are passionate about mobile and staying in touch with their friends, just like Helio members. Expert store staff is available at each pod to walk members and guests through the world of Helio including devices and services. Stores also have dedicated service representatives at the Q+A Bar where members can go to have their device freshened up with a "spa treatment," troubleshoot or get tips on new Helio services. Surrounded by swivel stools, the Q+A Bar allows members to casually and comfortably chat with fellow members and the Helio Store team at their leisure.

"Quickly and selectively building the right distribution has been one of the keys to Helio's success," added Zanjani. "With Helio Stores, we're aiming to take the Helio brand and our members' experience to new heights and set a new retail benchmark the wireless market has yet to see."

Exceptional Surroundings

Helio's visions were brought to life by leading design firm Gensler and constructed by National Contractors Inc, resulting in a media-centric space offset by sumptuous materials and high-end finishes, such as dark wood, mesh curtains, and concrete floors. Translucent illuminated ceilings and lower lighting throughout the space promote optimal viewing of Helio devices and the numerous flat screens, while drawing the eye to surrounding artwork and key design elements. Innovative design incorporates touch screens, storage and discretely integrated cash wraps into each pod, making signing up to be a Helio member a simple and truly personalized experience.

Helio Stores are also planned for San Diego, Palo Alto and Denver in 2006 and in New York in early 2007. Additional Helio Stores are planned for 2007 and throughout the coming years. Each store will carry a portfolio of Helio devices such as the Hero, Kickflip and Drift[TM], Helio's newest device developed by Samsung, which features GPS-enabled services like Google Maps[TM] for mobile and Buddy Beacon[TM].

About HELIO

Hello. We're a new mobile service dedicated to giving young, passionate people the type of wireless experience they've been waiting for. HELIO offers unique, exclusive devices, innovative services that connect you to your friends, and world-class customer care. HELIO is a joint venture between SK Telecom, the world's most innovative wireless carrier, and EarthLink, the next generation Internet service provider. www.helio.com.

"Helio," the "Helio" logo and any other product names, service names or logos of HELIO used, quoted and/or referenced herein are trademarks or registered trademarks of HELIO LLC. All other product names and/or company names used herein may be protected as trademarks of their respective owners.