Pelephone is Israel’s first cellular communications provider. It was established as a joint venture between Bezeq and Motorola.
As the first company, its initial penetration was slow and its services were expensive. After the advent of competition Pelephone retained its image as being the classier company with higher rates, until Cellcom and particularly Orange shattered this image.
Pelephone recently underwent a re-branding campaign changing its logo to the blue and white P, in an effort to convey simple, straightforward dialog with its customers.
Ya’acov Gelbrad is president and CEO of the company.