Golan Telecom
Golan Telecom is an Israeli mobile network operator known for introducing a low-cost, no-contract model that intensified competition in the country's cellular market.
Last updated August 22, 2026
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Overview
Golan Telecom is an Israeli telecommunications provider and mobile network operator serving residential and business customers. Established in 2010 by Michael Golan, the company entered a cellular market previously dominated by Pelephone, Cellcom, Partner and Hot Mobile. Its market entry followed an Israeli government tender for additional mobile-network operators and was intended to increase competition in a sector widely criticized for high prices and restrictive customer contracts. The company began commercial service on 14 May 2012 after winning a tender in July 2011 to operate a 3G wireless network. Its early offer was deliberately simple and price-led: customers could choose no-contract packages combining voice calls, text messages and mobile internet for a fixed monthly charge, alongside a lower-cost metered plan. One of its early headline offers cost 99 Israeli new shekels per month for calls, text messages and unlimited internet use, while another began at 9.90 shekels and included a limited allowance of voice minutes, unlimited text messages and 100 MB of data. The company also promoted free international calling to selected destinations within some plans. Golan's commercial positioning was expressed through the slogan “Enough of being a sucker,” a blunt appeal to Israeli consumers frustrated by the cost of cellular services. The slogan and the company's pricing strategy connected the brand with the broader Israeli cost-of-living debate. By charging substantially less than incumbent operators and emphasizing transparent monthly pricing rather than complicated usage-based billing, Golan helped pressure established carriers to reduce prices and revise their offers. The model reflected the low-cost telecom approach associated with Michael Golan's previous work with Xavier Niel and the Iliad group in France. Customer growth was rapid. The company reported 80,000 users within its first two months, followed by 380,000 subscribers in December 2013, 500,000 by June 2014, 750,000 in May 2015 and approximately 900,000 at the end of 2016. These figures were company-reported subscriber counts cited in reference material and are not equivalent to independently verified financial results. Golan initially operated an HSPA+ network in the 2100 MHz band and relied on national roaming to extend coverage beyond its own infrastructure. It signed a base-station installation agreement with Nokia Siemens Networks in 2011, first used Cellcom's network for roaming and later moved roaming arrangements to Hot Mobile. In 2013 it announced a tower-sharing arrangement with Partner, and in December 2014 it announced the launch of a 4G LTE network. The company also became involved in regulatory and ownership disputes. In 2012, Pelephone temporarily blocked some number-porting requests involving customers moving to Golan, prompting an intervention by Israel's Communications Ministry, which stated that Pelephone could not unilaterally prevent the transfers. From 2015 onward, Golan was the subject of proposed acquisition and merger transactions involving Hot Mobile, Pelephone and Cellcom. A proposed Cellcom acquisition in 2015 met political and regulatory opposition because of concerns about reduced competition. Electra Consumer Products later agreed to acquire Golan for NIS 350 million, with completion reported in April 2017. In August 2020, Golan Telecom merged with Cellcom, becoming part of the larger operator's business while continuing to be identified as a consumer-facing brand.
History
Golan Telecom was founded in Israel in 2010 by Michael Golan, whose birth name is given in reference material as Michaël Boukobza, and his business partner Xavier Niel. Golan had moved from France to Israel in 2007 and had previously worked with Niel on telecommunications ventures connected with the Iliad group. That experience informed Golan Telecom's core commercial idea: offer straightforward, low-priced communications services through fixed monthly fees rather than complex metered billing. The company entered a market dominated by four established operators: Pelephone, Cellcom, Partner and Hot Mobile. It was described as the fifth operator and the first entirely new company to enter Israel's mobile market since 1999. In July 2011, Golan Telecom won a tender to operate a 3G wireless network. It subsequently contracted Nokia Siemens Networks to install base stations and prepared a network based on HSPA+ technology in the 2100 MHz band. Because its own network did not initially cover the whole country, Golan used national roaming arrangements. Roaming was first provided through Cellcom's GSM and HSPA+ infrastructure and later through Hot Mobile, whose network supplied 2G, 3G and 4G coverage. Commercial service began on 14 May 2012. Golan's opening offers emphasized no contractual lock-in and unusually low prices. A prominent plan cost 99 Israeli new shekels per month and combined voice calls, text messages and unlimited internet browsing, with certain international destinations included in the calling benefits. A second, metered plan began at 9.90 shekels and included 100 minutes, unlimited text messages and 100 MB of data. The offers were designed to make mobile pricing easy to compare and to challenge the established providers' higher charges. Golan expressed this position through the slogan “Enough of being a sucker.” The phrase addressed public frustration over Israel's high cost of living and, more specifically, the perceived expense of cellular communications. The company's entry helped stimulate a price war and encouraged incumbent providers to lower rates. In that respect, Golan was not merely another network operator; it became a visible symbol of the competitive reforms taking place in Israeli telecommunications. Subscriber growth was rapid. Golan reported 80,000 users during its first two months. It later reported 380,000 subscribers in December 2013, 500,000 in June 2014, 750,000 in May 2015 and 900,000 at the end of 2016. These reported figures illustrate the scale of the brand's early adoption, although the available reference material does not provide a complete audited operating or financial history. Network development continued during this period. In September 2013, Golan announced a tower-sharing agreement with Partner. On 18 December 2014, it announced the launch of a 4G LTE service, adding a newer generation of mobile connectivity to its HSPA+ offering. The company also became involved in a dispute over mobile-number portability in May 2012, when Pelephone blocked some customers from transferring their numbers to Golan. The Communications Ministry rejected Pelephone's unilateral action and required the block to be lifted. Ownership and consolidation became central to Golan's later history. In October 2015, it held discussions with Hot Mobile about a possible merger. Pelephone also announced an intention to acquire the company for one billion shekels. In November 2015, Golan announced an agreement to be acquired by Cellcom for NIS 1.17 billion. Finance Minister Moshe Kahlon opposed the proposal, and Prime Minister Benjamin Netanyahu also expressed opposition, with both citing concerns about preserving competition. Other potential buyers were discussed in 2016, including S Group, reportedly associated with Israeli businessmen OD Kobo and Roman Abramovich. In January 2017, Electra Consumer Products agreed to buy Golan for NIS 350 million, and the transaction was reported as completed in April. By August 2020, Golan had merged with Cellcom. The brand's history therefore moved from disruptive independent entrant to a consumer-facing operation within a consolidated Israeli telecommunications group.
- 2020
Merger with Cellcom
[1]Golan Telecom merged with Cellcom and became part of Cellcom's telecommunications business.
- 2017
Electra acquisition completed
[1]Electra Consumer Products' acquisition of Golan was reported as completed in April.
- 2014
4G LTE service announced
[1]Golan announced the launch of its 4G LTE network on 18 December.
- 2013
Tower-sharing plan with Partner
[1]Golan announced a tower-sharing arrangement with Partner to support network coverage.
- 2012
Commercial launch
[1]The brand began selling no-contract mobile voice, messaging and internet packages on 14 May.
- 2011
3G network tender and infrastructure preparation
[1]Golan won a tender to operate a 3G network and signed an agreement with Nokia Siemens Networks for base-station installation.
- 2010
Golan Telecom is founded
[1]Michael Golan and Xavier Niel established the company as a new Israeli mobile telecommunications operator.
Products and positioning
A value-oriented Israeli mobile operator built around transparent monthly pricing, no-contract plans and aggressive competition with incumbent cellular providers.
Mobile telecommunications · 2012
No-contract mobile bundles
Golan's signature launch product was a fixed-price, no-contract package combining mobile voice calls, text messages and internet access. The proposition was intended to simplify billing and remove the long-term commitments associated with traditional cellular plans. Some packages included unlimited internet browsing and free calls to selected international destinations.
Mobile telecommunications · 2012
Metered mobile plans
The company also offered a low-entry-price metered plan for customers with more limited usage. The launch version began at 9.90 Israeli new shekels per month and included 100 minutes, unlimited text messages and 100 MB of data. It complemented the larger fixed-price package and reinforced Golan's value-oriented positioning.
Mobile network · 2012
HSPA+ mobile network
Golan initially operated an HSPA+ network in the 2100 MHz band. Its coverage was supplemented by national roaming arrangements, first through Cellcom and later through Hot Mobile, while the company expanded its own infrastructure and used tower-sharing arrangements.
Mobile network · 2014
4G LTE network
Golan announced its 4G LTE network launch in December 2014. The service extended the brand's network proposition beyond its original 3G and HSPA+ capabilities and provided customers with access to a newer generation of mobile data connectivity.
Marketing campaigns
- 2012Enough of Being a Sucker
Israel
Golan built its early brand identity around the slogan “Enough of being a sucker,” directly addressing consumer frustration with expensive cellular services and the broader Israeli cost-of-living problem.
Outcome. The campaign helped distinguish Golan from incumbent operators and supported a low-price positioning that contributed to broader price competition in the Israeli mobile market.
Brand decisions
2020
Merge with CellcomM&ABackground
Golan's ownership history culminated in integration with one of Israel's major cellular operators.
Action taken
Golan Telecom merged with Cellcom in August 2020.
Aftermath
The brand became part of Cellcom's broader telecommunications operation.
2017
Sell Golan Telecom to Electra Consumer ProductsM&ABackground
Earlier proposed transactions involving other mobile operators faced opposition or did not proceed.
Action taken
Electra Consumer Products agreed to acquire Golan Telecom for NIS 350 million, with completion reported in April 2017.
Aftermath
Golan continued under Electra ownership until its later merger with Cellcom in 2020.
Acquisition value. NIS 350 million (2017)
2015
Agree to proposed Cellcom acquisitionM&ABackground
Golan explored consolidation options after building a large subscriber base and operating in a highly competitive market.
Action taken
Golan reached an announced acquisition agreement with Cellcom for NIS 1.17 billion.
Aftermath
The proposal faced opposition from Finance Minister Moshe Kahlon and Prime Minister Benjamin Netanyahu, who argued that the transaction could harm competition. It did not become the completed transaction described in the reference material.
Proposed acquisition value. NIS 1.17 billion (2015)
- Pelephone — Pelephone separately announced an intention to purchase Golan for one billion shekels.
2014
Introduce 4G LTE serviceGeneration changeBackground
Golan's initial network proposition was based on HSPA+ 3G technology and roaming partnerships.
Action taken
The company announced a 4G LTE network launch on 18 December.
Aftermath
The launch expanded the technology available to Golan customers, although the reference material does not provide subsequent coverage or subscriber figures for LTE.
2013
Announce tower sharing with PartnerStrategyBackground
As a newer operator, Golan needed to extend network coverage and use infrastructure efficiently.
Action taken
Golan announced an agreement to share towers with Partner.
Aftermath
The arrangement supported the company's effort to broaden network reach while maintaining its competitive operating model.
2012
Launch no-contract fixed-price mobile packagesProduct launchBackground
Golan entered a market characterized by established operators and high consumer concern about cellular costs and restrictive plans.
Action taken
The company introduced mobile packages combining calls, text messages and internet access, including a 99-shekel monthly package and a lower-cost metered option.
Aftermath
The launch rapidly attracted subscribers and intensified price competition among Israeli mobile operators.
- Israeli incumbent mobile operators — Existing providers were pressured to reduce prices and adjust their offers in response to Golan's low-cost plans.
Recent events
- Unconfirmed
Reported
Israel Post launches a mobile phone package with Golan Telecom[2]
Israel Post began offering its first mobile phone package together with Golan Telecom. The plan was to be sold at 90 post office branches, and customers of any mobile operator could switch to it by registering at a post office and paying a one-time NIS 19 SIM-card fee.
Reported
Cellcom announces plan to acquire Golan Telecom[3]
Cellcom was reported to be planning to acquire rival Golan Telecom for NIS 590 million; the agreement was expected to receive approval from Golan Telecom's parent company's directors later that day.
Sources3 sources
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