The veteran cellular telephone companies in Israel, Orange, Cellcom, MIRS and Pelephone are busy responding to tens of thousands of customer inquiries, many by clients who are asking “what deal can you offer me before I leave?”

The deregulation of the industry and Communications Ministry granting licensing to four new companies seems to have broken the market and the days of the convoluted phone bills and unreasonable rates seem to be a thing of the past.

Things came to a head on Monday, when Golan Telecom hit the internet with its all inclusive package, 99 NIS a month, which covers unlimited talk, unlimited SMS text messaging and unlimited internet. The package also includes unlimited taking to 29 countries.

One can select a ‘054-8’ number from the website and sign up, and a SIM card will be delivered to one’s home. Simple as that, no questions asked, no hidden charges. At present, Golan is not selling phones and one must purchase a phone and simply install the SIM card. In addition, at present, one cannot keep one’s number, but Golan indicates this option will be available in the future.

Hot Mobile is offering an unlimited monthly package as well, for 89 NIS. There is also an offer of 100mb internet line for 20 NIS monthly. Here one has an option of remaining with one’s phone or purchasing another.

Another new company is Rami Levi, yes, the owner of the national supermarket chain. His offer, which was attractive until the other two entered the market is for 20 agorot a minute without any hidden charges.

The morning radio news magazine programs have dedicated significant time slots to the cellular issue and subscribers nationwide are calling their provider and getting tough, unwilling to continue paying unreasonable rates. There is also much attention being paid to the monthly bills, which few seem capable of truly comprehending, but some of the major companies have preempted and announced major changes will be forthcoming. It appears that now, they have no alternative.

(YWN – Israel Desk, Jerusalem)