Cellcom, the second cellular communications provider in Israel was established in 1994, quickly becoming Israel’s leading cellular phone company and a leading brand.

It set new standards of customer service and significantly lower rates compared to its competitor Pele-Phone.

Cellcom's main shareholders are Bellsouth Corporation 34.75%, the Safra Group 34.75%, Discount Investments 25%, and others 5.5%. Yaacov Perry served as the company’s President and CEO from its inception until 2002, and was succeeded by Yitzhak Peterburg.