Roseau, Dominica – 6 May 2015 – Following the completion of the merger of Cable & Wireless Communications (CWC) and Columbus International on 31 March 2015, CWC today announces new corporate and consumer-facing brands for the combined Group, which will be rolled out in the coming months in markets where the necessary regulatory approvals have been obtained.
• CWC will operate under the corporate banner C&W Communications.
• A refreshed Flow will be the unified consumer-facing brand throughout the Caribbean, replacing the former LIME and Flow businesses. (Mas Movil and BTC will be retained as the consumer-facing brands in Panama and The Bahamas, respectively).
• C&W Networks will be the brand representing the wholesale submarine and terrestrial fibre optic cables of C&W Communications, and the former Columbus Networks/JVCO business.
• C&W Business will be the business-facing brand across the whole group, replacing the former CWC Business Solutions, Columbus Business Solutions and Sonitel brands.
Phil Bentley, CEO of C&W Communications said, “This is the beginning of a new and exciting chapter for us. With feedback from our customers and team members, we have refined our portfolio of brands to ensure they really represent the strengths of the combined group.”
He added, “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. 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. We will be rebranding our stores, our vehicles, and our uniforms to Flow, and we plan to ‘paint’ the entire Caribbean blue.”
In the Wholesale and Business markets in which the company operates, Bentley said, “C&W Communications has been a trusted company throughout the region for over a century. It was the first company to lay subsea cables in the Caribbean and across the Panamanian Isthmus. Our research, conducted with business customers, indicated deep confidence and trust in the C&W brand, in terms of reliability and resilience in our markets, whilst meeting the increasingly complex needs of our business customers.”
Over the next few months, customers will be able to experience some of the cutting-edge innovation that C&W plans to bring to the market. The group will formally launch the new brands on a phased, country by country basis, as new and exciting products and services are introduced.
Bentley concluded: “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.”
“Whats in a name……….?! ( credit to William Shakespeare )
Quite frankly the sponsorship to local activities is to be appreciated, but the entertainment, entertainment and more entertainment in place of quality customer service and a local number to call to get assistance wasn’t worth it at all.
How did they get that customer feedback? I have not that anyone is listening to consumers from that company, Who are those SPECIAL customers anyway?
I never got used to the name LIME anyway. Still called it C & W. So I hope at least the name C&W returns if only in the Caribbean. People too like to change things that are working to things that do not work. I do not think we will miss the name LIME. What a waste of money, to start all over rebranding something that was not broken in the first place.
And I agree with some posters on here about Customer Service. When I call Cable & Wireless I would like to speak to someone who knows something Dominica.
Not all changes are good as we in Dominica know for real.
We still love Cable and Wireless and want to remain loyal to the company who have served Dominica well before many of us were born. When we had telephone exchanges and telephone operators. You don’t turn your backs on family and that is what Cable and Wireless has been to us part of our family.
The rebranding came about because of the merger between two companies … So technically it wasn’t an actual waste of money. It is also a smart business move to as the majority usually tend to be lured in to new companies
I don’t necessarily agree. Carnival cruises bought up may rivals but mostly kept them operating under their existing brands. For instance Holland America Line and P&O are part of Carnival but obviously passengers think they are buying a different product, and they probably are. Brand differentiation buys loyalty, likely to result in a larger overall market for the company that owns them.
THEY COMPETE TO BE THE GODS OF THE CORPORATE WORLD while their MERGER results in MILLIONS of DOLLARS IN packages or BONUSES for their EXECUTIVE MANAGERS/CEOs AND the laying-off or UNEMPLOYMENT of hundreds, or even thousands, of EMPLOYEES.
Crap in a different wrapper is still crap. Customer service abysmal. When you ring their listed number in the local directory you get an operator in any other country but Dominica. You want help for your internet you may end up with a call centre in San Salvador that hardly speaks English, never mind knows where Dominica is. Instead of spending money lavishly on all sorts of activities here I would prefer them to improve customer service first.
For real, they have the temerity to list fax nos if you want to contact them. Man, I’m asking you who is still using fax today, especially an international communications giant like Cable & Wireless thinks it is. That is an insult to its customers. Give us at least a phone number we can call locally to speak to someone from Dominica and don’t tell me you can not afford that.
Really Lime!! After how many year again, all have been saying its landline, internet, mobile and entertainment. Are you guys doing this to follow Digicel? Be careful who you follow. And by the way, rebranding? wasn’t that done some 2 years ago? why not try to improve customer service and the service in general. The shops are practically empty.
Guess now we moving from the pot to the fire. Be careful guys.
Hmmmmm ( we plan to paint the entire caribbean blue) I think if they had done thier market research they would not make that statement. Lol
Customer service from this company is very poor. The customer service staff are only interested in their appearance. Long eyelashes and plenty of makeup and false hair. I suggest they bring back the old staff to start off on that new prospect.
Sounds like they went for show rather than quality. Besides, it may be cheaper to employ young people than the trusted old guard.
How about just giving us a good product and good customer service. The color “Blue” won’t do any of those things. Lime is not bad, but why spend all that money on rebranding? That cost will just be transferred to the customer!
Come on “Silly” pardon the pun but someone is going to make lots of money for this rebranding,you go see.
Their customer service is going from bad to worse.
Different crap same toilet…
Instead of doing rebranding every few years I suggest you start giving your long suffering internet customers something that actually is worth the money they are asked to pay every month. The day will also come for you when we as consumers have a choice. Maybe you’ll have to do some more rebranding then. But than again that might not be enough anymore.
offer CDMA services not only GSM
C&W, LIME, Flow, the same crap.
Still rather Marpin for TV & Internet and Digicel for Mobile.
Unfortunately, this may speed up the end of Marpin I’m afraid.
Watch it go from FLOW to FLOP in a matter of months.
You ever consider that FLOW is WOLF, spelled backwards?
Stupesss….Flow really taking over the Caribbean. Its just a money making and wasting with all of these business jargons. C&W, LIME, FLOW all of them are money wasting companies and its the poor people paying for it. Trying to compete with DIGICELL but I tell you its all about making money. Not poor people interest at heart.
“experience some of the cutting-edge innovation that C&W plans to bring to the market” hmm allu still giving people freaking dialup speeds (broadband) at high prices when compared with the rest of the world, when for a fact I KNOW allu enjoying fibre speeds in allu offices HERE
the thought of C&W makes me angry
LIME can be giving phone for free i dont want it.
What another colossal waste of money. I’ve seen C&W, ToD, back to C&W, Lime…. Any others I’ve missed out? And who pays for this??
Who pays for this? the cell phone upgrades our people rush for every other day and all the text, twitter, witter and alter, and bling bling we engage in that’s what pays for it. We are so gullible that those guys know they will make a killing whatever they do.
There was bmobile