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Daily Israel Report

Food Chain "Tycoon" Presents New Israeli Cellular Company

Rami Levy's new venture is Rami Levy Communications, a mobile virtual network with a simple idea: Pay only for what you buy.
By Elad Benari & Yoni Kempinski
First Publish: 12/6/2011, 5:43 AM

Israeli Businessman Rami Levy, who already owns a chain of Israeli supermarkets, officially launched on Monday his newest venture: Rami Levy Communications, a new “virtual” cell phone service provider.

Levy’s mobile virtual network uses existing cellphone service infrastructure to sell services to the public.  The company offers service plans with no obligation, for a monthly usage fee of 15 shekels, and promises to be cheaper than Israel’s three leading cellular companies, cutting prices by at least half.

Phone calls will cost about 20 agorot per minute, and SMS text messages will cost 15 agorot each.

At Monday’s launch, Levy said that lowering cellphone service prices for customers is “a mitzvah.”

“Once we’ve lowered the price for people who couldn’t pay the [high] price [of the big companies], it’s also an important mission,” he said.

Yosef Binyamini, one of the salesmen in the first branch of Rami Levy Communications which opened in his supermarket in Jerusalem’s Givat Shaul neighborhood, described the new service as a “revolution.”

“Before this company, everything was complicated,” Binyamini told Arutz Sheva. “A customer was being sold something he doesn’t really need and he doesn’t really understand. From now on, we’re going to sell something that’s simple to understand: You pay only for what you use.”

He added that just like in Levy’s supermarkets, the idea behind the new communications company is to make less profit but sell to more people.

“People are happy that finally someone is changing the market,” Binyamini said. “The market until now was very bad for the customer. From now on, with G-d’s help, it will be better.”