Cable&Wireless ponders rebranding to LIME

Published: Friday September 19, 2008

Telecoms giant Cable&Wireless (C&W) is considering yet another rebranding excersise for its Caribbean operations, this time mulling over the acronym, LIME, which stands for Landline, Internet, Mobile, Entertainment.

Cable & Wireless has already announced that it will be selling off its international operations and there is now a concerted effort to consolidate its Caribbean businesses.

An internal memo from a C&W executive read : "We spent the day talking about the transformation of our business and the journey that we've embarked on to create a strong pan Caribbean business, which customers want to work with and colleagues are proud to work for. More specifically, we spent out time looking in some detail at the next phase of our journey. The phase where we create and introduce a new version of our brand, a fresh approach that signals to colleagues and customers that we've changed, that we've transformed and that we're becoming the business they want us to be.

"We'll be taking this new version of C&W out to market before Christmas. We are going to rename our business. We're changing our name because the business we're becoming bears little resemblance to the business we were because we want to show the world how much we've changed. Ladies and gentlemen start preparing because Cable & Wireless Caribbean is going to become LIME- Landline, Internet, Mobile, Entertainment. A new name that says what we do, which stands for something, which tells the Caribbean that we're back and that we mean business."

Speculation is rife that America Movil who recently acquired MiPhone will look to establish a footprint across the region by snapping up C&W's Caribbean operations.

Commenting on C&W's likely new rebranding move, an industry insider said: "What this actually is, is an admission that the bmobile brand was a bust. It is another example of C&W rearranging the deckchairs while the ship sinks - wasting money on another branding exercise when the overall customer experience is still so poor."


Source: Jamaica Observer
http://www.jamaicaobserver.com/magazines/Business/html/20080919T000000-0500_140318_OBS_CABLE_WIRELESS_PONDERS_REBRANDING_TO_LIME.asp