In the battle to keep market share, Cellcom Israel Ltd. (NYSE:CEL) has launched Bcellcom for small office/home office (SOHO) customers, at an initial investment of NIS 3 million. Only SOHO subscribers can access Bcellcom, using a code.
Cellcom VP marketing Adi Cohen said, “This is a concept for handling all SOHO customers. Naturally, these customers have little purchasing power, but it can be greatly boosted by being a Cellcom subscriber. We’re organizing for them a package of benefits both in business, such as office equipment and computers, and in entertainment, such as bed & breakfasts, foreign travel, and recreation. We offer unprecedented prices, and put SOHO subscribers at the center of our business.”
When asked if Cellcom was turning into a shopping club, Cohen replied, “The goal is help customers, not make an incidental profit. Naturally, the largest and most important piece of the puzzle is to keep customers.”
He said that Cellcom had over 100 SOHO customers and hundreds of thousands of subscribers. The difference between the figures is because of family members who are subscribers under the name of the business.
Published by Globes [online], Israel business news - www.globes.co.il - on April 15, 2007
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