Today Partner officially launched commercially its ISP and fixed telephony services. The launch was long expected and the question was what would be the proposition Partner would market. I personally thought that Partner will leverage its advantage over the competitors – the ability to bundle fixed services with mobile packages. It seemed obvious that this way the operator would be able to provide greater discounts and present more attractive offer. Moreover, there is one very important difference between fixed and mobile markets: in the mobile market consumers are used to a long term contracts (at least 18 months) while in home telephony and broadband long contacts are rare. So, IMHO, bundling all the services together may help Partner to educate the market to long contracts in fixed services too.
Mobile operator Partner Communications has recently reportedthird-quarter net profit of ILS 296 million, up 38.4 percent from a year earlier. The Israeli company, which operates under the brand name Orange, posted revenues of ILS 1.636 billion, up 2.2 percent year-on-year, while EBITDA grew 15.7 percent to ILS 624 million.
According to an interview with David Avner Partner IL CEO, Partner, he said that Partner is set to launch a host of new services in early 2009, such as ISP, Wi-Fi and fixed-line telephony via voice-over-broadband, that are expected to boost revenue.
He also noted about the worldwide financial crisis, that he believes: ‘the cellular market may be the last sector to be damaged from this crisis.’
Taking all that into account, it is now clear why Partner does not delay its expansion into fixed voice and broadband services, since the infrastructure is nearly ready.
It is quite new for me though, as an Orange (Partner IL) customer to receive such a prominent marketing push to my mailbox.
And why push new services through BTL? well, my guesses are that at first only Orange (Partner IL) customers will be able to sign up for the new services.
And here is the mesage I got through my mail:
Written in hebrew: come forward with us, to the future, soon you could enjoy the Internet and fixed phone from Orange. sign up now and we will let you know of the launch personally, fill your details here (link to: http://www.orange.co.il/isp_contacts/).