British-owned cellco Nextel Chile has unveiled plans to rebrand under the WOM banner next month, Wayerless reports. The rebranding exercise follows a change in the cellco’s ownership in January this year, when the operator was purchased by UK-based investment fund Novator, the transaction taking place less than six months after the company was sold by founders NII Holdings. In an emailed statement to its customers explaining the plans for the change of name, Nextel said that: ‘WOM will target innovation, good value for money and consumer experience, along with excellent coverage with its own network in Chile.’ The operator’s CEO, Chris Bannister added: ‘We are a different company and our great challenge will [be to] revolutionise the telecommunications industry, providing Chileans with what they really want. We know that they are frustrated with the current operators, so we will impress them with our service.’
Previously, the Spanish-language news portal had reported that Nextel was planning to launch under the Play banner used by Novator’s wireless business in Poland, noting that the ‘play.cl’ web address had been registered to the firm (and currently redirects to the Nextel Chile home page), and that the brand had been registered as trademarked with the National Institute of Industrial Property (Instituto Nacional de Propiedad Industrial INAPI) – although the trademark appears to have since been withdrawn.