The NIS 349 monthly Cellcom Total plan includes three mobile lines, 10 mega Internet access, a landline, and international calls

Cellcom Israel Ltd. (NYSE:CEL; TASE:CEL) is launching a new NIS 349 per month (including VAT) plan that includes three mobile lines, 10 mega Internet access, a landline, and international calls. The new plan is a game-changer in the telecommunications market, reflecting the creation of full-service groups.
The Cellcom Total plan offers three all-inclusive mobile lines with unlimited calls and SMS, and up to 1 giga internet access. The telephony line also has unlimited calls to all domestic destinations and up to 55 international destinations. The home router is free.
Cellcom is offering the plan as part of its transition to a telecommunications group following its merger with sister company, ISP and international calls carrier 013 NetVision Ltd. last year.
The new plan will presumably force its competitors – Bezeq Israeli Telecommunication Co. Ltd. (TASE: BEZQ), HOT Telecommunication Systems Ltd. (TASE: HOT), and Partner Communications Ltd. (Nasdaq: PTNR; TASE: PTNR) – to respond. It also raises the question about how long Bezeq and its mobile subsidiary Pelephone Communications Ltd. can remain blocked from offering comparable plans.
Cellcom CEO Nir Sztern said, “Cellcom is bringing the next revolution to the world of Israeli communications. From today, a family’s entire communications expenses will be concentrated in a single company, on a single bill, and a single service at an incomparable price.”
Cellcom’s share price rose 2.9% by mid-afternoon today to NIS 24.30, after rising 3.8% on the New York Stock Exchange yesterday to $6.25, giving a market cap of $622 million.
Published by Globes [online], Israel business news – www.globes-online.com – on July 4, 2012