Nov 2008 Financial News

Cable & Wireless renames itself ‘Lime’

Nov 03, 2008

International telecommunications giant, Cable & Wireless (C&W) is today expected to announce its rebranding in the Caribbean, changing its name to “Lime.”

The word is intended to represent the company’s four services: Landlines, Internet, mobile and entertainment/cable television.

The new brand was unveiled in Jamaica on Friday and will be launched today in the company’s 13 Caribbean markets.

C&W owns 49 per cent of the shareholding in Telecommunications Services of T&T (TSTT), with the T&T Government owning the remaining 51 per cent.

Addressing journalists at the launching ceremony at the Hilton Hotel in New Kingston, Jamaica, on Friday, C&W executives said the rebranding was a break from the old, telecommunications monopoly which had become unpopular by the time the sector was liberalised earlier this decade.

C&W executive vice-president, commercial, Mariano Doble, said, “We changed everything!”

Lime chief executive officer, Richard Dodd, said that customers could expect similar levels of service to that enjoyed by their counterparts in North America and Europe.

C&W’s operations and locations will undergo a gradual rebranding to be completed next year—part of an overall regional transformation plan valued at US$300 million.

The company is yet to unveil its new packages but Doble said future offerings will include bundles of the services.

A company manifesto unveiled at the press launch included promises that:
- all calls to customer service centres will be answered within one minute;
- no customers will go without the ability to communicate via at least one Lime service for longer than 24 hours;
- customers will not be sold services they do not need;
- all children in Lime markets will have access to a computer and the Internet to help their education;
- annual investment of US$5 million in regional community activities, such as Carnival.


Source:
The Trinidad Guardian
Monday November 3, 2008
http://www.guardian.co.tt/business1.html