Don't call it a website.

IN A NUTSHELL

Founded in 2005 and launched in 2006, Helio is a joint venture between SK Telecom and Earthlink. It's an MVNO (mobile virtual network operator), a service provider that uses an existing carrier's network and tries to differentiate itself by offering unique features. InfoWorld tells us that Helio is "bleeding cash while gaining subscribers." But for the purposes of this review, we don't care about the company–just its website. And it kicks ass.

Helio's ultra-clean look and feel and intuitive navigation walk a fine line between high-tech and high-touch, delivering a brand-consistent experience that welcomes new users while making existing customers feel like their part of an exclusive club. But to our way of thinking, the jewel in the crown is the way the site talks to customers and prospects. Creating a dead-on tone for an ADD audience is no easy feat to achieve; but helio.com uses its language to deliver a kick-ass web experience.

BRAVO

Considering that Helio's target audience is used to the chaos of sites like YouTube and MySpace, the site shows surprising restraint in its design and UI. The easy-to-use navigation and brand-consistent blue and gray color palette make for a site that's clean and cool without being too corporate. It also does a nice job of moving folks through the purchase process–a feat not easily achieved by some of their competition.

But by far, the best elements of the site are the language and tone. Sassy, irreverent, and spot on for the target, the language still remains clear enough to not alienate the occasional parent, grandparent, or 40-year-old who wants to join the fun. Excellent features like the Mobile Social Etiquette Guide provide a laugh-out-loud list of do's and don'ts for Helio subscribers, while You Make the Rules offers a chance for everyone—not just Helio subscribers—to suggest and vote on new rules. There's even a Helio magazine available online.

TRY AGAIN

Our only criticism is that there's an awful lot of gray corporate links at the bottom of the site. To our mind, some of this text can be eliminated (why list each device again?) and others consolidated into existing sections of the site.