THE EDITOR, Sir:

I am keen for competition in the telecoms space, but I find myself trusting less and less the advertising messages put over to us consumers.

On Friday, September 21, for instance, according to a notice in your newspaper, LIME plans to add $100 to each of its fixed-line price packages while calling them 'the cheapest and most reliable way to communicate'.

It rather begs the question - what of LIME's mobile business? Wasn't that meant to be the challenger to end all challengers with its cut-price communications offers? Is it not cheap and reliable? And what of the competition in fixed line? I distinctly remember Digicel ads talking about savings of something like a quarter when compared to the other providers.

Companies need to be clear that marketing messages have to hold water and be used appropriately to win consumer confidence. LIME's 'Value Every Moment' looks silly when it is communicating a price increase in times of economic stress for consumers and for the country as a whole.

GILROY CAMPBELL

campbellgilroy@gmail.com

Hope Pastures, Kingston 6