Partner today announced a controlled launch of its cellular telephone network using GSM technology. Partner is offering a package aimed at frequent users consisting of a monthly payment of NIS 349 (NIS 408 including VAT) for unlimited airtime, and a free telephone in exchange for an old Cellcom or Pele-Phone instrument.
Minister of Communications Limor Livnat pointed out that this was the first investment in Israel by Hong Kong company Hutchison. "When the government opens up a possibility and doesn’t intervene, we don’t know if it will succeed. We simply allow market forces to work, and the investors come," said Livnat, adding that Partner’s entry into the market was cause for celebration for the economy and for consumers.
Partner offers users fourteen instruments by Nokia, Siemens, Ericsson, Sagem, Bush, and Motorola. The prices of these telephones are very high - NIS 1,300-3,700.
Partner’s program is intended for very heavy users, mainly the upper two deciles of Pele-Phone’s customers, whose cellular telephone bills are higher than NIS 700. A Pele-Phone subscriber would have to talk for 490 minutes a month to reach an airtime cost of NIS 349.
Company general manager Amikam Cohen announced that a Partner subscriber will be able to use the telephone in fifty countries, including all the countries of Western Europe, apart from Italy. In earlier announcements, Partner spoke of 100 countries where it would be possible to use the network. The roaming feature will become operative on November 1.
Published by Israel's Business Arena on October 7, 1998