Cable & Wireless Communications (CWC) has announced plans to rebrand its Lime consumer business to Flow.
Flow is the brand used by the triple-play arm of Americas network operator Columbus International, which CWC agreed to acquire for $1.85 billion in cash and stock in November 2014. The transaction closed at the end of March, and Columbus is now being assimilated by CWC’s Caribbean operation.
"It is time to say ‘goodbye’ to our old friend, Lime, as we look forward to defining new levels of customer service and product innovation under the refreshed Flow brand," said Phil Bentley, CEO of CWC, in a statement on Wednesday.
"Flow, with its bold blue colour, captures the essence of the Caribbean sea and sky, and is renowned for innovation, technical excellence and great customer service," he said. "We will be rebranding our stores, our vehicles and our uniforms to Flow, and we plan to ‘paint’ the entire Caribbean blue."
The rebranding will take place over the coming months in markets where regulatory approvals have been obtained.
Indeed, the deal attracted regulatory scrutiny in markets across the Caribbean, with a number of authorities and rival operators – Digicel in particular – expressing concerns that it could harm competition.
It means that CWC has yet to receive approvals in a small number of markets and therefore cannot yet begin the integration process in those locations.
In addition, CWC said it will retain its consumer-facing brands, Mas Movil and BTC in Panama and the Bahamas respectively.
Meanwhile, on the wholesale side, the combined submarine and terrestrial fibre businesses of CWC and Columbus will trade under the C&W Networks Brand. In addition, C&W Business will replace CWC Business Solutions, Columbus Business Solutions, and Sonitel as the merged entity’s business-facing brand.
"We are committed to creating a combined group with a new culture of innovation and technical excellence – backed by major investments – putting our customers at the heart of our business," Bentley said.
