Rebranding across Caribbean

| 03/11/2008

(CNS): The much anticipated launch of Cable & Wireless’ rebrand happened this Friday when the local communication firm, which has now merged into a pan-Caribbean company, announced the arrival of LIME – Landline, Internet, Mobile, Entertainment. Rolling out today across the region the new brand replaces the familiar bmobile.

At the launch the company stated that LIME provides a full suite of telecoms services, including home phone, internet access, mobile phones, ringtone downloads, phone calls via internet, cable TV (in some markets only) and data, networking and hosting services for business customers. Operating in 13 markets across the Caribbean, LIME was described by the firm as not just a way to make money for its shareholders, but to improve things for customers and for the communities in which it operates.

To prove its commitment to this aim LIME has today published its manifesto for change – a 15 point plan that outlines some of the ways in which LIME will make things better for Caribbean people,” the firm said on Friday.

In this manifesto C&W says it will promise to answer calls to customer service centres within one minute, ensure LIME customers never go more than one day without the ability to communicate, via at least one of LIME’s services, never sell services or products that customers do not need, that every child, in the markets where LIME operates will have access to a computer and the Internet to aid their education and that the company will invest $5m in local community initiatives every year.

It also said it will publish its financial results – making it clear how much it has invested in the region and how much Caribbean shareholders have gained from investing in LIME and that it will provide employment and promotion opportunities for Caribbean residents as a priority.

“We’re making a promise to the people of the Caribbean that we’ll create a better company for them. Our manifesto pins us down to delivering on that promise,” said Richard Dodd, Chief Executive of LIME. “I’ve seen too many businesses that are all talk and no action and I’m determined that, unlike these companies, LIME will actually put its money where its mouth is. We’ve spent a lot of time listening to our customers and the customers of our competitors and they told us that they wanted more. They want the levels of service they see elsewhere in the world, they want the products and services that are available in the States, Canada and Western Europe.”

Dodd said that C&W had already changed the business beyond recognition with improved levels of customer service in every market and significant investment in the roll out of next generation network capability.

“It’s clear that the business I manage today is very different from the Cable & Wireless of old – that’s why we’ve changed our name, because effectively this is a new business,” he added. “The journey to becoming the kind of business that Caribbean people deserve has not finished for us – we will continue to improve every day – but it has begun. We are today the only pan Caribbean telecoms business built exclusively for the people of the Caribbean.”

He explained that with the new name also comes a new look and feel as well as a new commitment to the wider community. “Out goes the Cable & Wireless globe and corporate blue and white and in comes a new, more sophisticated style. The new look has a modern Caribbean flair with black backgrounds, splashes of bright colour and bold imagery. On Monday, customers will be able to see the new look for themselves at our Anderson Square and Galleria Stores and in all LIME’s communications. Any remaining Cable & Wireless branding will be phased out next year,” Dodd noted.

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