C&W rebrands as 'LIME'

Published: Sunday October 2, 2008

Cable & Wireless unveiled their rebranding in the Caribbean as 'LIME' on Friday representing their four services: Landlines, Internet, mobile and entertainment/cable television - for which they have applied to the Broadcasting Commission for an islandwide license in Jamaica.

The new brand will launch on Monday across its 13 Caribbean markets: Anguilla; Antigua; Barbados; British Virgin Islands; Cayman Islands; Dominica; Grenada; Jamaica; Montserrat; St Kitts and Nevis; St Lucia; St Vincent and the Grenadines; and Turks and Caicos.

Speaking at the Jamaican press launch held on Friday at the Hilton Hotel in New Kingston, C&W executives stressed that this was a break from the old, the telecommunications monopoly which had become unpopular by the time the sector was liberalised earlier this decade, ushering in competitors Digicel, MiPhone (recently rebranded as Claro) and Flow.

Consumers can now "chill out" with Lime, said executive vice-president commercial Mariano Doble, referring to the new brand name's association with Caribbean vernacular.

"We changed everything!" declared Doble of the rebranding exercise.

"The business we are creating really doesn't bear a great deal of resemblance to the Cable & Wireless of old. The slow, indifferent, aloof business is being replaced by an organisation built around customers and their needs. a promise that we will deliver the best service and the best communications solutions across the board," said LIME chief executive officer Richard Dodd whose video presentation was screened to journalists at simultaneous events across the Caribbean.

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 scheduled to begin its phased islandwide roll-out of its 3G GSM network by the end of November, starting with the Kingston and Metropolitan Area.

The company is yet to unveil its new packages but future offerings will include bundles of the services, confirmed Doble. He also unveiled a manifesto, reflecting the new corporate culture including the following promises:
. 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

. Yearly financial statements, which show where investments have been made.

. 'Caribbean supplier first' policy.

. Affirmative action in the employment and promotion of Caribbean residents.

. Reduce paper wastage by 15 per cent among other environmental initiatives.

. All employees will be committed
to recovery efforts following national disasters.


Source: Jamaica Observer
http://www.jamaicaobserver.com/magazines/Business/html/20081101T200000-0500_142046_OBS_C_W_REBRANDS_AS__LIME__.asp