The Mobile service everybody is talking about

Ever heard of a no-frills or a Budget Mobile service? If you are in Asia the buzz is about Budget Airlines. If you are in Europe, the latest craze is No-frills mobile service. Budget Mobile Operators like EasyMobile don't own any network. They lease surplus capacity of existing service providers. International Herald Tribune had this to say about this new phenomenon that is rocking Europe. How long will it take before this reaches Asia?