German MVNO E-Plus has launched a new ‘no frills’ pre-paid brand, ‘Simyo’, available only online. Simyo features a very simple flat rate price plan with a single per-minute tariff and a single charge for text messages. Users can only buy Simyo SIM cards online, and also top up talk time via its website. E-Plus says that its new strategy is based on market research that shows that demand for a simple, low-cost tariff is extremely high in the German market. It claims that ‘around 60% of Germans would consider doing without individual advice and a cheap mobile if it meant they could make cheaper calls’.