Things haven't been going that well for Easy*****
easyCar
In April 2000 the company set-up the car rental company easyRentacar (later renamed easyCar) which the only rental car available from them was the Mercedes-Benz A-Class. The car rental business, which suffered from financial losses and a reputation for poor service has since closed, but easyCar continues operating as a rental broker via the internet.
easyMoney
On 21 August 2001, the credit card company, easyMoney was set up with Accucard (now part of Lloyds TSB), which was expanded on 14th February 2005 with the announcement that unbundled car insurance products provided by Zurich would be sold later in the year at easyMoney insurance. In April 2006, easyGroup linked with moneysupermarket.com to provide a financial product comparison website. This coincided with the withdrawal of the easyMoney credit card.
easyWatch - a Swatch-style range of watches made by Zeon. On launching easyWatch Sir Stelios claimed to be filling the void left by the highly collectable Swatch brand. easyWatches are typically orange and have a large easyWatch logo prominently displayed, which watch collectors say makes them look like a free corporate giveaway rather than a desirable or collectable product. easyWatch immediately managed to infringe a number of trademarks by giving its watches names like Portafino. Sir Stelios claimed that no-one could confuse one of his watches with a genuine Portafino and expressed surprise that a company would take legal action for use of a registered trademark
easyTelecom – References to a proposed fixed-line telephone provider have been delisted from the easyGroup website
easyCinema
On 23 May 2003, the cinema company, easyCinema at the Point cinema in Milton Keynes was opened at a former UCI site, offering screenings from 20p if booked well in advance. The cinema initially struggled as major distributors were not prepared release new films to the company using the yield-management model.
First run films later became available, but at fixed prices. The cinema also relented on not serving popcorn and drinks (claimed to save on cleaning costs).
Towards the end of its life, the cinema site also housed an easyInternetcafé and was a pick-up point for easyPizza. However, following a dispute over unpaid rent with the landord, Odeon, which resulted in eviction, the easyCinema closed in May 2006 and reopened as an Odeon cinema.
The closure of easyCinema appears to have curtailed the desired expansion into London's West End.
easyBus
easyBus began operating on 30 July 2004. The company currently offers a low cost express minibus service between London and Luton Airport. Journeys can be booked via the easyBus website, or customers can purchase a more expensive walk-on fare. A service from London to the former Milton Keynes easyCinema has ceased operation.
In July 2006 easyBus announced a £3 million expansion to provide transfer services from UK airports including Manchester, Liverpool, Gatwick and Stansted to city centres
Long-distance rival Megabus has been more successful
easy4men
On 9th December 2004, the men's toiletries range easy4men was launched together with Boots. Originally conceived to challenge Gilette, the product line did not include a razor[8]. After disappointing sales the partnership with Boots is being dissolved in 2006.
easyMusic
easyMusic, in conjunction with Wippit, began operation on 22 December 2004, with copyrighted music downloads offered from 25p, although minimum transaction value is £1 and there are charges for using credit cards and SMS payment methods. A proposed copyleft section of easyMusic never materialised.
Now easyMobile.
Last edited by James Clayton : 14-11-2006 at 04:44