EasyTycoon Stelios Haji-Ioannou has cut and run from his Netherlands EasyMobile virtual network operation. Customers were notified by no-frills email this morning they have until 1 August to find a new provider.

EasyMobile somehow managed to buck the growth trend in virtual operators in the Netherlands. According to Telecompaper the market has swelled more than 15 per cent over the past year to 2.5m punters. Other newcomers to the market have gained ground quickly, but despite its patriotic orange branding - which Orange wasn't too pleased with - EasyMobile failed to attract enough price-conscious Dutchmen.

A spokesman for EasyMobile Netherlands confirmed the operation had fallen well short of achieving sales targets since launching its service last year. Some 40 virtual operators compete for business in the Netherlands.

The UK and German EasyMobile networks are still running.

We're sure Sir Stelios won't be sobbing into his souvlaki as he counts his tax savings aboard his Monaco yacht. Since the succes of EasyJet, EasyGroup's "throw enough mud and some of it'll stick" approach to business start-ups has seen several ventures, including EasyCinema, hit the wall.

More details for EasyMobile.nl customers (in Dutch) here. ®