EasyMobile, the no-frills mobile operator, says it will shut down its Dutch operation on 6 August due to a disappointing subscriber take-up since its launch in October last year. In an email, the company told its customers ‘We understand this is not what you expected,’ before advising them to search a new provider before 15 July if they want to keep their existing mobile number. EasyMobile was set up by TDC of Denmark and is backed by the entrepreneur Stelios Haji-Ioannou and his EasyJet group. It launched in the UK in March 2005 and followed up with similar launches in the Netherlands and Germany during the fourth quarter of that year. However, in February this year TDC said it had shelved plans to launch the easyMobile model in nine more countries until it could prove it was a success in any of its initial markets. The Danish company later admitted though that easyMobile, which positioned itself to sell SIM cards only with a simple tariff structure, via a web-based customer interface, had just 33,000 customers in three countries.