Rakuten in the company in August 2007 and, in 2010, it announced a joint venture with Baidu in China (Lekutian). In June 2011, Rakuten acquired Brazilian e-commerce firm Ikeda — since renamed Rakuten Brazil. In July, it bought German e-commerce start-up Tradoria and rebranded it Rakuten Deutschland, and in September UK online retailer and e-commerce marketplace Play.com for £25 million (almost $41 million), which was converted into the points-based loyalty program Rakuten.co.uk. In September 2011, Rakuten took a minority equity stake in Russian online retailer Ozon.ru, dubbed "Russia's Amazon", which had reported 2010 sales worth US$137 million. A four-company-strong consortium, led
UK Online month, the service caused quite a stir in the UK broadband market. The 8MB service was only available in areas served by the parent company Easynet's LLU operations. Areas not covered were offered traditional speed products based on BT wholesale products. Along with planned speed upgrades by cable supplier Telewest, the "UK Online" 8MB service helped spur a series of investments by other ISPs in the UK in an effort to keep up. In October 2007 "UK Online" provided three packages, "Lite", "Pro", and "Premier" - all with ""unlimited"" usage limits. However, a Fair Usage Policy applied to all packages