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Laura Neira Marciales / Mario Chaves Restrepo
Novator Partners’ commercial offer in Colombia will officially start tomorrow. One of the unknowns is which brand they will use, as in Chile they are very successful with WOM and in Colombia they have the Avantel name available after the company is purchased, but everything seems to indicate that the name will be Clavisgo or Clavostar, since these are the two brands that the company recently asked the Superintendence of Industry and Commerce. With the second, the company has even requested the registration of the logo, even if this has not yet been granted, according to information from the SIC last Friday.
In addition, Partners Telecom Colombia SAS, whose offices are located in Bogotá, Calle 67 # 7 – 35, has also requested the registration of the slogan “We are always first” in the SIC, which has already been granted and has no opposition. In an interview with this medium, Chris Bannister, CEO of Novator Partners in Colombia, known as “Uncle WOM” in Chile, summarized his strategy as “We need to generate competition and lower the prices of mobile phone plans”.
The very name of the new operator shows that from the very beginning it will come with a very aggressive strategy, as it is quite similar to the acronym ‘Clavistel’ that they use in Chile to refer to Claro, Movistar and Entel and with which they represented them, for example , like Kiko, the character of Chavo del Ocho, who says they “have to stop being envious and share the cake”.
However, Partners’ move through the Colombian market did not have an easy start, as it was characterized by strong crosses with its competitors and corporate actions that did not go well. From the disappointment of the spectrum auction, which excluded Movistar from the operation, through the doubts that were generated with the Avantel purchase process, to the more recent procedure that the National Spectrum Agency has to resolve an alleged irregular use by Avantel of the spectrum assigned to the Partners, the company has an important way to go to consolidate in the local market, where it has only 3.45% of the telephone lines, according to the most recent information from the MinTIC.
Also, the new operator will have the easy task of cleaning up the accounts he inherits from Avantel. Among the problems to be solved, in the first place, there are the claims of the rest of the operators for the use of national roaming, and in this process alone the requests amount to close to 150,000 million dollars. On this front, moreover, it should be remembered that the negotiations were not easy, and that in August the same Bannister made it known that they had only been able to reach agreements with Movistar use national roaming.
Finally, the new entrant will have to finalize the Avantel reorganization deal, approved in September, something they have called important for “Keep your prices competitive”.
The opinion of the other operators
The president of Claro Colombia, Carlos Zenteno, celebrated the arrival of a new competitor and assured that “the Colombian market is highly competitive and unique in the world, and those who benefit from it are the Colombians. In the country, you can choose from 11 mobile service providers to make calls and use data ”. Furthermore, he added that “we know that we have to demand ourselves day after day in the processes of innovation, coverage and quality of the network, which results in the best experience to continue with the preference of our customers”.
For his part, the president of Tigo, Marcelo Cataldo, said that there is no new competitor, but that it is a company that “changes its name” and said that “this, by definition, makes the term new or incoming not applicable. And this definition, which is worth billions of pesos, is fundamental for the sector, because on the basis of it different conditions are established for incoming operators “.
Furthermore, Cataldo assured that “the competition is welcome; we will see each other on the street, arguing with facts, arguments, from client to client”, and took the opportunity to request payment of the 50,000 million dollars they have in dispute. with Avantel, due to the injection. of capital it is doing.
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