Go with the Flow: LIME brand to be squeezed out in Caymans

29 Sep 2015

The Cayman Islands is set to be the next country in which UK-based Cable & Wireless Communications (CWC) rebrands its LIME unit as ‘Flow’. The Cayman Reporter quotes Bill McCabe, LIME Cayman Islands CEO, as saying: ‘We are merging the best of two great companies and Flow is renowned for its tremendous ability to deliver outstanding customer service experiences.’ While an official announcement is still pending, the Caymanian LIME website now carries a series of cryptic advertisements which point to 2 October as the date on which ‘now meets new’ and ‘green meets blue’.

As previously reported by TeleGeography’s CommsUpdate, CWC completed its USD1.85 billion acquisition of fellow pan-Caribbean telecoms group Columbus International on 31 March this year. In May CWC announced that it would be introducing Columbus’ preferred Flow branding on a market-by-market basis. Going forward, C&W Networks will be the new name for the company’s wholesale submarine operations, while C&W Business will be used for corporate customers. TeleGeography notes that Columbus International was not actually active in the Cayman Islands prior to the tie up with CWC, so no in-market merger has taken place.