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 UK Online UK Online was a consumer Internet service provider that operated within the UK, and began as a dial-up provider in 1994. Network provider Easynet acquired the company in 1996, and were in turn acquired by BSkyB in 2005. The service was closed down in January 2011. Initially launching an ADSL based broadband product in November 2004 with a 1MB service, they did not appear to be offering anything out of the ordinary. However, they quickly followed up by launching one of the UK's first consumer 8MB services in the same month. At the initial price of £39.99 a