Sources inform ''Globes'' that Bezeq Israeli Telecommunication Co. Ltd. (TASE: BEZQ) mobile subsidiary Pelephone Communications Ltd. has launched a new campaign, offering an unlimited plan for new subscribers for free for three months, followed by a monthly fee of NIS 99 for one year. The plan will be valid for ten days.
Pelephone is responding to last week's campaign by HOT Mobile Ltd., which is offering 100-Mbps home Internet access for NIS 9.90 a month for four months, after which the price will rise to NIS 99 a month for one year.
Pelephone's offer is the first of its kind, and indicates that the mobile carrier will not concede the arena to Hot Mobile or Golan Telecom Ltd., but will fight back on all fronts.
The price war has already gone beyond reason, and it is clear to everyone that the carriers are simply trying to kill each other off. Pelephone's offer will presumably draw a response from the other veteran carriers Cellcom Israel Ltd. (NYSE:CEL; TASE:CEL) and Orange franchisee Partner Communications Ltd. (Nasdaq: PTNR; TASE: PTNR) as the mobile market enters a war of survival.
Published by Globes [online], Israel business news - www.globes-online.com - on January 23, 2013
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