So Len de Barros, chairman of Cable & Wireless Jamaica and chief operating officer, C&W Caribbean, along with new C&WJ president/chief executive officer, Rodney Davis yesterday launched the device that they believe will change the telecommunications industry.

The MAX is a personal Internet communicator device that comes with monitor, keyboard, mouse, and pre-installed software.  It is a critical element in their broadband strategy and is aimed at luring masses of users based on the speed of access that beats dial up service.

Already, C&WJ has drastically cut the cost of broadband Internet access and now the company seeks to lower the barrier of entry and get more Jamaicans online.

CUSTOMER BARRIER

"We are aware that for many Jamaicans a barrier to entry is the cost of a personal computer," Mr. Davis said.  MAX represents a cheaper alternative.

The company has four MAX price packages for consumers to choose from with the lowest being US$39.99 ($24,492.97) monthly with a US$99 ($6,171.66) deposit.  All packages attract general consumption tax.

"We worked with computer manufacturer AMD to make the computer available at the cost of a cellular handset," Mr. de Barros said at the Knutsford Court Hotel yesterday.

"Right now Jamaica has an 80 per cent penetration of cellular phones.  And that is what we are working for with our broadband strategy."

However, the immediate target is for 50,000 households by March 2006.

And as an indication of another arena where CWJ seeks to mine business, the audience was packed with school children and government officials.

Magnus Johansson, vice president of broadband services explained, "what we are offering now is the retail price but we will work with groups to deliver wholesale packages."

With the launch of MAX, C&WJ is also seeking to differentiate itself from the competitors through its massive infrastructure.

PACKAGES TO BE OFFERED

"We will derive revenue from bundling our services, Mr. Johansson said.  "We will offer packages for Internet, landline and cellular phone.  And we can also offer packages where you can access the Internet at home and on the road through your cellular phone."

Mr. De Barros said, "We can offer voice over IP for cheaper Internet based overseas calls.  We can offer value-added services such as the triple play of video, voice and data over one line into the home."

Company executives declined to speak about revenue projections from the new initiative.  However, Mr. Johansson did say that projections show that about 200 MAX devises would be sold per month for the short term.  Projections would be adjusted as the market acclimatises to the devise.

Cable & Wireless' Carrier Services Division has also announced a reduction in rates for wholesale Dedicated Internet Access (DIA) service effective August 1, 2005.  In addition to reduced rates for Leased Circuits, Frame Relay and ADSL port charges, wholesale customers can now get discounts of up to 37.5 percent on DIA services.

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