The first mobile virtual network operator in Malta, Bay Mobile, was launched yesterday by Eden Leisure Group.
The only locally-owned mobile offering will be hitting the market at the end of the month.
The group, a pioneer in the entertainment and hospitality sectors, has moved into the telecommunications industry but remains primarily an entertainment company and the mobile operation is simply a means to offer additional services to the youth market it caters for, Bay Mobile CEO Simon De Cesare said.
He described the telecoms business as "fraught with cutthroat competition and dissatisfied customers, who have never really been offered a credible alternative".
The industry was set to change considerably in the coming six to 12 months, Mr De Cesare maintained, expecting it to grow from two players to at least five, with rumours of more to come. It was uncertain whether all would survive, he said.
"Assuming competitive tariffs on a like-for-like basis, I think we have a good shot at attracting a sizeable chunk of the youth market," Mr De Cesare said at Paranga restaurant in St George's Bay.
Bay Mobile is launching with a pre-paid offering, targeting the youth market and based on the growing Bay brand.
Mr De Cesare knows his market and said Bay Mobile's customers are after a "simple and transparent" mobile service and promotions that are not tied to pages of terms and conditions - "catches" mobile operators are notorious for.
Bay Mobile is launching with one tariff and no differentiation between peak and off-peak times. It is offering one low-cost talk rate and the lowest SMS bundles and unit price on the market, he said.
It is launching with complete local and international calling and SMS capability, with MMS being introduced shortly, while data and internet would also be available, Mr De Cesare said, highlighting the upcoming "interesting" data content offering via mobile.
Bay Mobile will be using Vodafone's network, Mr De Cesare explained, adding it was fortunate that Vodafone had the strategic foresight to welcome MVNOs in Malta rather than resisting their entry into the market.
About 750 people have already applied to a promotion launched by the new mobile operator whereby tickets to the DJ Tiesto concert will be given to those who agree to switch to Bay Mobile.
www.baymobile.com.mt