JERUSALEM (JWN) – Rami Levy Chain Stores launched its new mobile virtual network (MVNO) on Monday, promising the consumer cheaper prices and aiming to sign up some 250,000 new subscribers. Two branches opened in Jerusalem, with plans to expand to Ramat Gan and Modi’in.
The strategy for Rami Levy is to set up sales and service centers within the network of supermarkets the company owns and to offer mobile services to their two million visitors a month.
The services will include mobile phones and smart phones, using the handset company Huawei, that will cost around NIS 600, with costs per call NIS o.20 per minute on a “pay as you talk” basis. The entry of Rami Levy is seen as an alternative mobile solution for consumers and will create competition in the mobile phone carrier sector, where the top three companies have recently seen a decrease in their profits.
“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,” Levy told Army Radio on Monday.