To be the world's leading Internet café chain that is the cheapest way to get online.

easyInternetcafé Principles

• We will achieve the lowest cost base among our competitors - home and mobile access and other Internet cafés - by keeping the business simple.
  
• We will offer "no-frills" access to the World Wide Web, while maintaining content filtering to avoid causing offense.
• We will use commodity equipment wherever possible. We have, however, developed and use our proprietary automated billing system and vending machines, enabling unattended operations hence reducing labor costs.
  
• Our billing system allows us to use yield management techniques to maximize utilization and revenue from our assets.
  
• Our points of presence ("POPs") will be co-located within the premises of other businesses ("Hosts") to minimize our exposure to non-core "shopkeeping" activities.
  
• We will develop a strong people culture and align the interests of our staff with those of our shareholders in order to create a profitable business and long-term value.