Cablenet: The fastest growing mobile network

Cablenet has already surpassed 100,000 mobile subscribers and is expected to be significantly higher by the end of this year.

Over the past two years, Cablenet has been capturing an average of 40% of the new mobile postpaid subscription activity, involving mobile number portability applications, under highly competitive market conditions in a four player market! The mobile postpaid segment is also significantly more lucrative than the alternative mobile prepaid segment. Cablenet is operating today as a full Mobile Network Operator (MNO) with its own 4G & 5G spectrums. Utilising a sophisticated Radio Access Network (RAN) Sharing agreement, Cablenet is offering a very reliable, high-quality service with nationwide coverage and international roaming coverage.

Cablenet entered the Mobile Services market as the fourth entrant and achieved this remarkable result in only 18 months after the launch of its disruptive Purple Max Mobile proposition, which was introduced in May 2021. Being the latest entrant in any market is always a major challenge, and especially when this entry occurs many years after the third entrant. Nevertheless, Cablenet’s very focused and deliberate strategy on mobile has beaten all odds so much so that other similar case studies of third or fourth entrants, both in Cyprus and abroad, took between 3 to 4 years to achieve this respective growth.

Being the fourth entrant in the mobile market, Cablenet’s strategy relied on disrupting the market in order to attract new mobile subscribers. Nothing was left to chance. Cablenet spent a great deal of time and effort in the planning and strategizing phase, well before launching, as this aspect was deemed to be the most critical for success. Everything was carefully planned, professionally executed, and effectively communicated.

The first display of our disruptive entry was the launch of our Unlimited All plan under the product brand, “Purple Max Mobile”. This plan went on to constitute more than 70% of all new postpaid subscriptions being signed up. Being the best value for money plan with high quality of service were not the only factors to its success story. We had also decided to be the mobile player that would operate in full transparency and honesty, and would design plans that would give complete freedom to our customers. Our vision is one where Cablenet subscribers will select us and remain with us because they really want to and not because they are bound to us by a 2 year contract with all the small print, hidden costs, and heavy penalties if prematurely terminated; our vision is to establish a contract of trust with the customer! It is no accident therefore that Purple Max Mobile is a truly unlimited plan with no Speed Throttling, no Data Caps and with the option to terminate the contract with no penalty (giving only a 30-day notice).

The disruption created by the Purple Max Mobile proposition was profound for the Cypriot mobile market! It compelled the competition to follow Cablenet’s lead such that according to the Mobile Market Report published by the Office of the Commissioner for Electronic Communications and Postal Regulation (OCECPR) in March 2023, the mobile postpaid Unlimited All plans made up for 43.9% of the total mobile postpaid plans in the market by the end of 2022. This is akin to a revolution in the mobile market, fueled by the significant benefit in value offered to all mobile postpaid subscribers in Cyprus. More specifically, Cypriot mobile postpaid users can now enjoy the benefits of having unlimited voice, SMS and data at very reasonable prices vis-à-vis price levels before the introduction of Cablenet’s Purple Max Mobile plan.

The success achieved with the Purple Max Mobile plan did not end with postpaid. Cablenet once again went on to lead the transform in the prepaid mobile market space by introducing its mobile prepaid product, Cablenet Purple Loop. By early 2022, Cablenet introduced its prepaid voucher Gimme Max, which was designed for the prepaid customer with equivalent “unlimited all” needs. The Gimme Max voucher offers its users a total of 1000 mins, 1000 SMS and 100GB of data over an attractive validity period, making it the most favorable prepaid choice for its “unlimited-like” characteristics.

Finally, Cablenet’s emphasis on quality and impeccable service has attracted customers from all segments of the market, be it value seekers, quality seekers or brand seekers. The past 3 year measurements in our Brand Equity metrics has indicated a recent meteoric rise, reflecting our clear and well-designed brand strategy. We are particularly encouraged that the Cablenet brand is well acknowledged and received as a high quality, value player, that treats its customers with respect and transparency. This finding is further supported by our number one position in Customer Satisfaction (CSAT) measurements and Brand Recommendation measurements (Net Promoter Score or NPS) across both fixed and mobile market segments. Our research confirms that the majority of users of telecom services (both Cablenet and non-Cablenet subscribers alike) are open to considering, acquiring and recommending Cablenet as a telecom operator and brand; this is the very foundation of our mobile success story.

In the coming months, Cablenet will definitely have more to say. An obvious development will be the roll out of our 5G network in addition to the many other commercial delights planned for our customers. Our promise to all our customers is that we will continue our efforts to remain number one with regards to Customer Satisfaction and Recommendation levels, and we will achieve this by being obsessed with each and every customer and firmly committed to improving our organization day by day. Our mission is to achieve a World Class Service brand status, founded on a bedrock of trust, that is unrivaled by the competition and Cablenet should be the obvious choice for any customer.