By February 2000, easyEverything, first chain of large Internet cafes to be understood anywhere in the world, has successfully launched five stores in London. The company also plans to launch an aggressive 50 more stores across Europe by 2002. EasyEverything was one of only a few companies in the UK-based parent company easyGroup, which is also controlled by airlines EasyJet and other start-up companies. Stelios Haji-Ioannou, chairman and owner of easyGroup, was a charismatic and wealthy businessman known for his down to earth, no-nonsense style that has come to illustrate the easy brand. Its mission is to easyEverything was simple: make easyEverything cheapest way to access the Internet. It also provides a virtual alternative easyEverything stores where users can make purchases, send emails and surf the Internet. However, some experts doubt internet cafe was a viable long-term vision because of rapid changes in technology, such as wireless Internet access. This case is an abbreviated version IMD102. "Hide
by Nirmalya Kumar, Brian Rogers Source: IMD 2 pages. Publication Date: January 1, 2000. Prod. #: IMD103-PDF-ENG
