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
Totality Corporation www.totality.com. In 2000 MimEcom was the recipient of what was at the time the second largest second round funding, $100 million, the first being its main competitor, Loudcloud. In late 2005 Totality was acquired by MCI which in turn was acquired by Verizon. Totality customers included Smith & Hawken, Kaplan, Bluelight.com, Boats.com, Yachtworld.com, Garden.com and other businesses with online ecommerce offerings. Totality Corporation Totality Corporation was a venture-backed professional services and managed services provider based out of San Francisco, from the years 1999 to 2005. The senior management team and founders were primarily executives from EDS, Fort Point Partners, AOL/Netscape,