Who remembers the days when cellphones were as large as car batteries and just as heavy and cellphone bills were like mortgage payments?

That was not so long ago but a lot has changed since then. Back then, there was only one mobile phone provider - the company we now know as LIME.

As the years went by and more companies came into the market, for more reasons than I have space to mention, LIME went from being market leader to trying to play catch-up. Current LIME country manager Gary Sinclair summed it up by saying the company was not connecting with the Jamaican people. I would have said it had just lost its connection with the people - period. Over the years, regardless of the stage of evolution - Jamaica Telephone Company, Telecommunications of Jamaica, Cable and Wireless or Cable and Wireless - the telecom company, no matter the campaign, it seemed at odds with John Public.

one-way traffic

Competition, however, is a good thing. Fierce competition is even better and for quite a few years the competition between mobile providers was not. It was like Mohammed Ali fighting Shrimpy Clarke; it was one-way traffic.

These days though, things seem to be changing for the better. Before I go on I feel the need to say I have phones from all three networks. I have always had a LIME mobile phone on their network for what seems like forever and not just for show either. Sure, they had their customer service issues but you grinned and bore it. Even when I briefly migrated I still had my number whenever I came back to Jamaica. During that time so many people tried to convince me to abandon my phone I felt like a drug addict going through an intervention.

joined forces

At the recent launch of their Christmas campaign I felt energy like I have never felt before at a LIME event. Then the fact that they have joined forces with some of the hottest local entertainers including some of my favourites like Ce Cile', Movado, Elephant Man and Beenie Man, I feel, can only help.

Personally speaking, I like the Christmas Pan Di Remix jingle with the afore-mentioned entertainers. I even hear people singing it like it was a regular hit song. Most importantly though, owning a LIME phone isn't an embarrassment to people anymore, especially the young ones. Kids are more powerful than they know because if they think you're cool then life suddenly becomes a lot easier.

I am no kid, but for me, I welcome the LIME metamorphosis because I feel like when the three major telecom companies here are battling on a level playing field I feel like I can benefit. Lord knows I need the break. Phone calls are an integral part of my daily life so if this telecom battle materialises like I think it will, then chances are I, like the rest of us, would benefit greatly.

Send comments to shearer39@gmail.com

I am no kid, but for me, I welcome the LIME metamorphosis because I feel like when the three major telecom companies here are battling on a level playing field I feel like I can benefit. Lord knows I need the break.