Mobile Virtual Network Operator (MVNO) Home Center Mobile, a unit of DIY chain Home Center has signed a deal with leading Israeli cellular provider, Cellcom Israel Ltd. Under this agreement Home Center Mobile, a customer of Cellcom, will sell mobile phones and offer discounted tariff plans in an attempt to compete with other mobile carriers.
This deal is the latest in the list of agreements being signed between a Mobile Virtual Network Operator (MVNO) and a mobile carrier. Past agreements of a similar nature include Alon Cellular Ltd. who signed a deal with Partner Communications Ltd., while Rami Levi Ltd., Ituran Location and Control Ltd., and Free Telecom Ltd. have signed agreements with Pelephone Communications Ltd. However, of these only Ituran has begun operations and the sale of services.