Don't call it a phone company. In fact, don't bother calling it at all, because various reports are saying that Helio will follow in the footsteps of Disney Mobile, ESPN Mobile, and various other defunct mobile virtual network operators.

Multiple sources are saying that merger talks between Virgin Mobile and Helio are going nowhere, and the Helio stores and kiosks will be shutting down soon. Current Helio users -- which include me and ... well, I'm sure someone else -- may or may not continue to have service under another provider.

This isn't a shock, by any means, as most who've been following the industry knew Helio was circling the drain. The real issue is that Helio had no clear demographic. The stylish and hip ads can appeal to the youngsters, but they can't realistically afford a $70-plus-a-month subscription.

For all its faults, Helio was very good about emphasizing 3G data speed. But the people who have those data needs were given no compelling reason to bypass the major carriers for the not-a-phone company.

I'm not trying to sound too harsh, as I think the Helio Ocean is an unrecognized gem. Its GPS, Web browsing experience, dual-sliding form factor, and Google Map integration were wonderfully done.

Even if this report isn't true, it will only be a matter of time before Helio shuts its doors, and the wireless space will lose another competitor.