Cellcom Israel Ltd. (NYSE:CEL; TASE:CEL) has targeted the next arena for competition in the communications market, and is trying to establish a foothold in the landline sector. The carrier today announced that all its mobile subscribers who switch their landline number to it, will receive the service free for one year. The offer is also valid for mobile subscribers who switch to Cellcom.
Cellcom will provide the router for free to customers who want to install it themselves, and will charge NIS 299 to customers who ask for a technician. After one year, the price will be NIS 69 per month for unlimited calls.
Cellcom CEO Nir Sztern said, "We hope that 2014 will be the turning point in the landline market. We're beginning our preparations for it now on the basis of our presence in this market. Since the completion of Cellcom's merger with 013 NetVision Ltd., we have created a strong, efficient, and leading telecommunications group that offers customers high-quality comprehensive communications solutions."
Cellcom VP marketing Yoni Sabag said, "If in 2013, we saw competition in the mobile market, 2014 will mainly be characterized by competition in all aspects of the landline market. The current step is a foundation for Cellcom's preparations and consolidation in the landline market. It follows our previous steps and is intended to allow our customers to benefit from comprehensive communications services under one roof and one service. This step, like its predecessors, strengthens Cellcom's presence in the customer's home, a presence that will allow the customer to enjoy the range of communications services offered by the company."
Published by Globes [online], Israel business news - www.globes-online.com - on September 30, 2013
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