Rami Levy Chain Stores Hashikma Marketing 2006 Ltd. (TASE:RMLI) will launch its mobile virtual network operator (MVNO) Rami Levy Communications tomorrow. The marketing jingle will be, "It's cheap to stay in touch."
Rami Levy CEO Rami Levy told “IDF Radio" (Galei Zahal) today, "I will sell air time at NIS 0.20 per minute, and customers' will not have to commit to anything. I am going for the method of selling a lot on a low profit margin. I will sell air time separately from devices on a 'you spoke, you pay' basis."
Rami Levy Communications will sell mobile phones and smartphone at prices beginning at NIS 600, but no iPhones.
Levy added, "We have no advertiser. We prefer not to invest in ad agencies. We do it from the gut, directly from the field; instead of investing in ad agencies, we go directly to the customer."
Levy also has no plans to set up designated sales and service centers, but will use the network of supermarkets to provide mobile services. "We have two million visitors a month. A lot of customers find it difficult to negotiate with the mobile carriers. Everything that I can sell, I will sell. You spoke, you pay is precisely for the people who cannot negotiate with the current carriers."
Commenting on the plunge in the three big mobile carriers profits, Levy said, "They're not losing money; they made 44% less profit."
Rami Levy Communications has a cooperation agreement with Pelephone Communications Ltd. and will have the 055-66 prefix.
Published by Globes [online], Israel business news - www.globes-online.com - on December 4, 2011
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