‘LIME’ brand to be replaced by ‘Flow’

| 07/05/2015 | 9 Comments

CNS Business(CNS Business): Cable & Wireless Communication (CWC) officials said it’s time to say “goodbye” to the brand name LIME and “hello” to the new brand name Flow. LIME’s parent company, CWC, announced on Wednesday it will soon change its name to FLOW in the Cayman Islands and other markets throughout the Caribbean. This announcement comes just over a month after the merger of two billion-dollar companies, CWC and Columbus International, on 31 March of this year.

Officials said for many years the Flow brand has been used by Columbus International in several markets including Jamaica, Grenada, and Barbados, as well as Trinidad and Tobago. Since the merger, the two telecoms companies stated they have been working on rolling out its new identities, and changing the brand name from LIME to Flow is the first major step.

CWC will operate under the corporate banner of C&W Communications. 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. 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.

Officials stated 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 products and services are introduced.

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.”

The CEO also stressed in the release, “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.”

LIME’s Director of product and process, Eugene Nolan, said the merged company will continue create opportunities for more development and the introduction of new products.

“This merger really helps us because we’re going to bring the best of the Columbus group, who are a relatively new group, but the best of their processes and technologies and our existing processes and technologies. We’ll merge those together to deliver an unrivaled and unparalleled customer experience,” he told CNS Business.

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Category: ICT, Local Business, Technology

Comments (9)

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  1. Anonymous says:

    Let’s just hope Flow improves the horrid broadband service Lime provides.

  2. Anonymous says:

    Hope “Flow” provides a better service than in Trinidad – it’s a total POS service there.

  3. Anonymous says:

    Flow is pathetic. Sounds like an old woman and indeed, this is the current image of C&W. When LIME was rolled out, it left a sour taste in people’s mouths; leading to sour customer service experiences. Now, they expect us to just FLOW with the status quo?

  4. Anonymous says:

    I’m going to call them “Aunt Flo” because they make me miserable monthly.

  5. Anonymous says:

    They’ll always be CABLE AND USELESS to me

  6. Anonymous says:

    This would be funny if it weren’t so pathetic .Allegedly, there is a person who is the Manager for Customer Service at LIME in Cayman. Not once in the last year has she been reachable, by phone or even last resort regular mail to deal with problems. All the “problem solving” goes overseas to Central America, and the agents who answer the calls read from a script and cannot speak English. Did you know that after this island wide upgrade, your Voice Mail no longer works from cell phones to landlines and the tech support/customer service fault report lines refuse to do anything to correct this problem? This ridiculous outsourcing of those services to El Salvador means zero customer service for customers here, and lost jobs for talented Caymanians.

    • Anonymous says:

      I wish the fault reporting was available online which would eliminate a lot of the frustration in calling 811 and speaking with different people who seem to do little and can offer little other than the scripted platitudes.

  7. Garfield says:

    Really wish they would take all of the money for rebranding and put it into customer training for their Caribbean staff. In the long term that would make customers far happier than a silly and expensive name changing excercise.

  8. Anonymous says:

    Until customer service at LIME improves, renaming it FLOW only slaps some lipstick on an ugly pig.

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