Another mobile virtual network operator (MVNO) has launched in the Israeli wireless sector, Globes Online reports, with Home Cellular, a unit of DIY chain Home Center, becoming the latest to challenge the country’s established network operators. Home Cellular is understood to be targeting lower-end users, and is offering calls for ILS0.19 (USD0.05) per minute, with SMS messages charged at ILS0.15 per message. Internet access, meanwhile, is also available, with Home Cellular announcing that it will charge ILS0.12 per MB for usage, on top of a ILS17.90 monthly charge.
With the new virtual operator confirming that the mobile services would be offered via all Home Center retail stores, Home Center and Home Cellular chairman Aharon Meidan noted: ‘We’re not trying to take the entire market. We’re targeting specific customers. People who want huge amounts of internet access might not find it worthwhile to sign up with us. That’s why we adapted our offer to users who want to pay precisely for what they consume through a simple and basic bill.’ The operator is reportedly aiming to have signed up 200,000 subscribers within four years of launching, the report claims.