Mobile virtual network operator (MVNO) Home Center Mobile Ltd., a subsidiary of DIY chain Home Center Ltd. has signed a hosting agreement with Nochi Dankner's mobile carrier Cellcom Israel Ltd. (NYSE:CEL; TASE:CEL). Home Center is a subsidiary of Fishman Holdings and has been Cellcom customer for many years.
Home Center Mobile will offer discounted packages based on minutes of call and will sell mobile phones, in an effort to compete against the mobile carriers.
Home Center Mobile is the latest MVNO to sign a hosting agreement with a mobile carrier. Alon Cellular Ltd. has signed with Partner Communications Ltd. (Nasdaq: PTNR; TASE: PTNR), while Rami Levi Chain Stores Hashikma Marketing 2006 Ltd. (TASE:RMLI), Ituran Location and Control Ltd. (Nasdaq:ITRN); TASE:ITRN) unit Ituran Cellular Communication Ltd., and Free Telecom Ltd. have agreements with Pelephone Communications Ltd., although only Ituran has begun operations and the sale of services.
The other MVNOs are still in various stages of organization, and a great deal of uncertainty still surrounds the entire segment. Some MVNOs that have obtained licenses have decided not to enter the market.
Eliezer Fishman is the controlling shareholder in “Globes”.
Published by Globes [online], Israel business news - www.globes-online.com - on August 25, 2011
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