Thank you Igor - it seems that the service is not running on startup even there is an entry at /etc/init.d :-(
I even tried to set up a cronjob (@reboot).
Doesn't work :-(
This is what its look like after reboot (connected via serial):
Ok, seems that when I'm connected via serial it is in emergency mode - I have to shut it down completely (shutdown -h now) disconnect power and FTDI, and connect power again.