It was a brilliantly simple idea: give people the freedom to do whatever they want online by offering huge bandwidth at a low cost. Even the name we created, Be*, encapsulates this promise of freedom: be whatever you want, whenever you want. The asterisk was chosen as a universal symbol of connectivity, linking you to whatever you desire. The bold pink colour and floral designs helped compete against the established players, and made the brand instantly recognisable. Our quirky advertising campaign conveyed the idea that only Be* gives you the power to be truly happy. The company was bought within 18 months by O2 for £55 million.