LIME rebrands as Flow

Telecommunications company LIME has rebranded and launched as Flow in the Cayman Islands. 

With its rebranding, the company is promising a more responsive and enhanced customer service experience, a suite of new products and a raft of new jobs. 

According to Bill McCabe, Flow’s chief executive officer, the retail brand received 350 job applications following its recruitment drive for field and support staff, and for service delivery and installation jobs. He said 35 people have been hired and more would be taken on. 

The CEO said that as LIME had invested $30 million locally over the past two years improving its network and LTE mobile, Flow was now in the enviable position of being able to capitalize on new infrastructure and tools, which would act as a springboard for further increasing its market share.  

Speaking about the venture at a media lunch on Thursday, Mr. McCabe said the company was planning big changes in “this hugely competitive market.” He said Flow had listened to its customers and that innovation, value for money and, most importantly, an enhanced customer service focus were planned. 

He said Flow would be bringing its call centers back in-house, to provide a more responsive and locally attuned service.  

Flow also plans to introduce a new TV product within the next few weeks. Its “Flow-to-go” service, accessible via the cloud, will allow customers to access programs, when, where and how they want, on a range of devices, Mr. McCabe said, and enable customers to record programs at any time.  

Mr. McCabe said “Flow-to-go” would be a new product for Cayman and will be added alongside its newly launched Deezer music app and a free football streaming service, with exclusive rights to live radio streaming of Barclay’s Premiership games.  

Several events are planned throughout Cayman this weekend as part of the launch, including new customer offers, prizes and promotions. On Saturday, a Flow cavalcade will drive from West Bay, East End, North Side and through Bodden Town, ending in George Town.  

LIME Flow rebranding

Flow chief executive officer Bill McCabe, left, with Phil Bentley, chief executive of Cable & Wireless Communications, as they celebrate the launch of the new Flow brand in Grand Cayman on Thursday.
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  1. Mr. Bill McCabe is saying all of the right things so let’s hope that he will take personal responsibility to ensure that we get that enhanced customer service experience and an in-house call center that can do something more than answer the phone.

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  2. I had love Lime in the beginning but after having to call around the world to fix a problem in Cayman and knowing how big the little Island is and told to wait 48 hours for someone to show up to tell you there nothing they can do about your problem, well let’s just say bye bye nice knowing you. Hopefully i can return now.

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  3. It took us years to become fairly comfortable with the name LIME for our IP, Phones, TV – and to give up "candy wacky", Cable & Wireless. The new name – Flow – is ridiculous. Cable & Wireless was an honourable and hefty name for decades; re-branding to LIME flopped, and rebranding yet again to Flow makes no sense at all. Alas, the word "flow" is reminiscent of the chirpy American insurance salesgirl, "Flo", for Progressive Insurance. Coca Cola has been a brand name from the Year Dot (too-fattening soda drink that can dissolve chicken bones and teeth), they don’t mess around with the name. The new name for Lime and C&W would better serve the people of the Cayman Islands if the words dependable and reliable and trustworthy were included in the new banner – DRT Phone, Caymans.

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  4. Maybe should improve quality first and rebrand next? Yesterday, as usual in evening hours there was noticeably lower connection speed then what I am paying for and this morning again some websites show "domain not found" error but still load after a few retries.

    But definitely improving customer service should work. I remember calling to customer service after waiting for two weeks for somebody to review my e-mail (withing 2 business days as automated response said) and them openly admitting that they don’t look at e-mails that much. Hopefully this changes and then all other issues should become manageable.

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