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Effendi, I think it's much more revolutionary than what you think (I might be wrong, of course).

I haven't been very present lately, but I run into 4gitalia and reading their website thought they were different from other IOM rebrands (e.g. possibility of a geographical number, like Yackie). So I looked up at the forum and found this thread.

I tried to find more info on google and found out that it was presented at the BIT in Milan (which is strange for a IOM rebrand...). Further investigating, I found out it's apparently a Mediaset project.

Look more carefully at the website: geographical resellers (several shops in Rome), a physical address in Italy... I think it shouldn't be underestimated: if you look at hop which has been on the market for ages now and it's impossible to find recharges or even know exactly where they are located!