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 still sign up for UK Online by calling us directly on 0800 053 2222". However, on ringing up, customers were told the ordering systems were being updated, and orders could not be placed. In November 2010, UK Online announced on its home page that Sky was closing it down, with all UK Online services due to end on 21 January 2011. By February 2011, the UK Online website stated simply "UK Online is now closed". However, there were problems with the company closure and a number of customers reported that their phone lines still had ADSL activated on them with