The network "Eldorado" has created a virtual operator.

Network of Eldorado, the largest seller of home appliances and electronics in Russia, has created a virtual operator, which will operate under the brand retailer. This company reported in an official press release.
Virtual Operator "Eldorado" will be created in collaboration with JSC "Sonic Duo", Moscow's daughter "megaphone" and a virtual operator "Mobile Matrix". Number of capacity, which will use the "El Dorado" and the base by "MegaFon". The "Eldorado", suggest that the number of subscribers of cellular communication "Eldorado" by 2010 will reach 100 thousand. Trading Network has already started to sell in their stores first plan.
This is not the first time that retailers, in partnership with cellular companies offer mobile services. Operators of these cases involved only maintenance. The formation of tariffs and the sale is fully passed on their partners - virtual mobile operators (Mobile Virtual Network Operator, MVNO), which is the "Eldorado." These transactions are profitable cellular company, as they are downloaded to the power that otherwise would be lost. However, not all operators in Russia is free size and number.
One of the features of MVNO is the focus of their services for a certain segment of buyers. In Europe and the U.S. market of virtual operators segmented into several main groups - for youth, corporate clients, certain national groups, children and so on. For example, in 2008, the Swedish IKEA sells furniture offered to its customers and employees in the UK MVNO services in a "loyalty program" of the company. Partner IKEA made at T-Mobile.
Earlier in March it was reported that MegaFon launched its own MVNO-project under the brand name "Just to talk", which will position the company as an operator-discount. This MegaFon cost without an outside partner.
Until 2009 in Russia market MVNO little developed because of the lack of legal framework, but in December last year Minkomsvyazi issued an order on the licensing of virtual mobile operators. March 17, 2009 document was registered in Ministry of Justice of Russia.
The "Eldorado" was established in 1994. Under this brand in Russia now has more than 1100 shops of home appliances. Turnover in 2008 amounted to five billion dollars. In January 2008, a Czech financial group PPF has filed an application with the Federal Antimonopoly Service for the purchase of 100 percent shares of the trade network from its owner Igor Yakovlev. Later, up to 40 percent of the network will become the Italian Insurance Corporation Generali Group.