Following the completion of the merger of Cable & Wireless Communications (CWC) and Columbus International in March, CWC has announced 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.
- 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.
“This is the beginning of a new and exciting chapter for us,” said Phil Bentley, CEO of C&W Communications.
“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 further said that Flow “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.”