Nextel del Peru has completed its rebranding operation, adopting the Entel moniker of its Chilean parent over the Nextel label used by former owners, US-based NII Holdings. The renaming programme was staged to coincide with the cellco’s launch of 4G Long Term Evolution (LTE) services, which are now available in major cities, as well as most towns and cities along the country’s coastline. As well as a change of name, the rebranding has seen the Peruvian cellco alter its approach to more closely reflect that of Entel Chile by foregrounding its smartphone handsets and mobile data packages. Entel Peru’s 4G services are automatically enabled for any post-paid data subscriber with a compatible handset and SIM. Prices for mobile data packages start at PEN99 (USD33.6) for 1024MB of downloads (excess data charged at PEN0.3 per MB), 500 minutes of calls and 500 SMS. Entel Chile’s CEO Antonio Buchi was quoted by Diario Financiero as saying that the ‘telecommunications [industry] in Peru is in a dynamic process of growth and technological change, in which we intend to be very active. It is an ideal time to realise the challenge to become a major player in the field of telecommunications in Peru.’
According to TeleGeography’s GlobalComms Database, Entel Peru represented just 4.9% of the mobile market at the end of June 2014, with regional heavyweights Movistar and Claro dominating the sector. Entel Chile, meanwhile has fared far better, with a 38.4% share of the sector at that date, just 0.6 percentage points behind Movistar.