The first two branches of Rami Levy Communications opened in Jerusalem today with branches in Ramat Gan and Modi'in opening next week.
The mobile virtual network operator (MVNO) revolution officially began today with the launch in Jerusalem of the first two branches of Rami Levy Chain Stores Hashikma Marketing 2006 Ltd. (TASE:RMLI) unit Rami Levy Communications.
Rami Levy Chain Stores Hashikma Marketing 2006 CEO Rami Levy told "Globes," "The aim is to reach 250,000 subscribers and not grow too much but rather provide excellent terms to the subscribers we will have."
Levy is offering subscribers rates of NIS 0.20 per minute for calls on a "pay-as-you-use" basis rather than in packages. He is also selling smart handsets produced by Huawei. Two more branches will open next week in Ramat Gan and Modi'in with more branches around the country planned in the supermarket's branches and elsewhere.
Minister of Communications Moshe Kahlon was the special guest at the grand opening of Rami Levy Communications branch in Givat Shaul, Jerusalem today. He told those present that the aim was true competition for all. Kahlon believes that most customers will remain with the major operators (whose numbers will grow) while the virtual operators will reach their clientele.
Levy was clearly moved by the launch and expressed his gratitude to his employees and Bezeq Israeli Telecommunication Co. Ltd. (TASE: BEZQ) unit Pelephone Communications Ltd. for their assistance. Rami Levy Communications, using the 055 code, will operate on Pelephone's infrastructure.
Rami Levy's share price was up 2.4% on the TASE this afternoon at NIS 132.
Published by Globes, Israel business news - www.globes-online.com - on December 5, 2011
© Copyright of Globes Publisher Itonut (1983) Ltd. 2011
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Globes' correspondent Yael Gruntman