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Stelios Haji-Ioannou is threatening legal action against a Welsh business unless it ditches its name.

Dave Evans runs a company called Esus which trades under the name easymobile. Up and running since 2003, Evans employs some 50 people in Swansea and Port Talbot, reports Ananova.

Stelios finally began accepting punters for his no-frills cellco easyMobile.com in March this year. But as someone highly protective of his brand, he's given Evans just ten days to change the name of his business - or face legal action.

But it seems Evans won't give up without a scrap.

He told Ananova: "I'm extremely angry about this and I'm going to fight it all the way. It's as if his company thinks it has a monopoly on the word easy."

A spokesman for easyGroup said the company had had spent a lot of money building up rights in the use of the name 'easy'.

"We will always vigorously defend our intellectual property in order to protect both our brand and consumers lest they should be confused into thinking that a company using the name easy is part of the easyGroup when, in reality, it is not," he told us.

In February Orange kicked off a high court claim against easyMobile.com claiming that its use of the colour orange clashed with Orange's use of orange.

Stelios' response was to the point. "I will see them in court, he said.

"It is our right to use our own corporate colour for which we have become famous during the last 10 years. We have nothing to be afraid of in this court case." ®

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