The Eden Leisure Group has finalised plans to offer tailor-made mobile telephony services under the Bay brand name, the company said yesterday.

The company will focus on the pre-paid youth segment targeting its existing market base of music, film and party lovers.

The group recently embarked on a rebranding exercise completely replacing the previous logo and web site.

Other Bay branded ventures have recently been launched including Bay Artists, which manages local talent, and the Eden Arena, which has recently been rebranded as the Bay Arena.

Simon De Cesare CEO of Baytel Ltd, the operating company of Bay Mobile, signed an official Mobile Virtual Network Operator agreement with Aspider Solutions Malta earlier in the year.

This MVNO type of structure allows companies with strong brands to offer mobile services without the need to invest heavily in their own infrastructure.

Bay Mobile services, through Aspider Solutions, will be utilising the Vodafone Malta network and will have available the full nationwide coverage of its 2G and 3G network as well as access to HSDPA.

The company said the service will be seamless and will allow Bay Mobile customers to have the highest mobile experience but with offers and pricing tailor made to fit this specific market.

Mr De Cesare stated: "We are very excited to embark on this major project. We know that Bay as a brand through our radio station has built up a large and loyal following consistently being voted most popular station in all the young age groups even hitting number one spot in the 35-49 age bracket.

"We have a close relationship with our customers and understand how they want to live their hectic lives and we want to be able to offer them a mobile experience that suits their fun loving, fast moving lifestyle.

"Our ability to relate to and offer massive benefits to our subscribers through Arena parties, cinema and 897 Bay will make us very attractive to our target market."