To answer all the doubts that consumers have with the arrival of LigaT to the Portuguese marketa strange name that promises to end, or at least destabilize the overwhelming dominance of MEO, NOS and Vodafone, we came to the offices of the small company still so regionalized, to understand what it really wants to do differently, what is its plan, timetable and Strong points.
Well, after everything we had the opportunity to see, LigaT is not yet, but it will be a very serious threat to the current telecommunications market in Portugal. It’s a breath of fresh air!
Let’s go by parts?
LigaT – A breath of fresh air for the Internet in Portugal! What is it? How were you born? What are the company’s goals?
Therefore, we started our visit to LigaT from the company’s shared Workspace near Braço de Prata, in Lisbon. An interesting area, not because of the facilities or location, but because of the spirit that we can feel when talking to some of the young company’s staff.
A company that, in my most honest opinion, is being built, from its base, very much in the image of its founder Luís Tavares. Who is this character?
Luís Tavares is a military man and an engineer by training, but a man full of ideas, and perhaps more importantly, full of the will to put them into practice.
His experience began in 1999 at the SONAE group, where he held leadership positions in the technological area and also in the business area, with an impact that we can still see and feel today, both nationally and internationally. After all, we are talking about a person who was involved in very important and pioneering projects, such as ADSL2+, FTTH, or even the first IPTV offer on national soil.
Eventually, Luís Tavares was also involved with the Altice group, through Cabovisão, and was involved in the creation of NOWO, as well as other equally important projects.
It is in the midst of all this work, innovation, and bets, and in my opinion, the little bug that Luís has inside him, that LigaT appears! A totally independent operator in offering services, and also in setting up its base structure.
Yes, LigaT’s optical fiber is passed through itself, with its own teams, and with its own planning.
Interestingly, its warehouse, despite having the size of a still very new company, already receives trucks full of fiber every week, ready to assemble and distribute throughout the country.
LigaT is different, and wants to make a strong bet. But things go far beyond the quality of its structure and offer.
After all, while the country’s major Internet providers sponsor major events, LigaT wants to be present in cafes, libraries, garden benches, in local recreational association tournaments, in people’s homes, etc… In short, LigaT wants to to be an easily accessible Internet provider, with a team present and ready to receive and support the local community. LigaT wants to connect people, not only with itself, but also with each other.
Something that has already started to happen, and will only increase in level as the company reaches more and more regions. (The expansion plans are still secret, but they are undeniably ambitious!)
Are low prices the way to go?
LigaT started to make a name for itself with its different plans than usual, at an appealing price. Obviously, this is an interesting strategy for those who are entering the market, but is it to be maintained. According to the company, yes!
Incidentally, the ‘pioneer’ plan, which LigaT offers as soon as it arrives in a new zone, is not purely and simply a promotional plan with the duration of a few months. It’s a plan with a lifetime price. These pioneers are also almost part of the family, as they serve to test new features and new hardware, which later can reach other consumers.
Low prices = Loyalty?
LigaT also wants to be different in this regard. Therefore, the famous 24-month (2-year) loyalty contracts do not exist here. If the customer is not satisfied, he just needs to contact customer support, return the equipment, and go on with his life, with LigaT, or without LigaT.
Interestingly, for the company, the fact that there is no contractual obligation means that the team works every day to continue offering the best possible service.
Large urban centers are still not a priority for the company. But eventually, it will get there too. There are deadlines outlined, but a lot can happen. I’ll just say we’re going to be hearing a lot about the company for years to come. The plans are more than many!
However, the ‘basic’ idea is to continue the “regional” strategy, grow at its own pace, and eventually replicate the regional success in the rest of Portugal.
LigaT conveys an image of trust, of work, but above all, of wanting to be different. It was a breath of fresh air for me to realize that we have new things on the way in the world of Internet delivery. Personally, I want a LigaT that is agile and ready to expand. I believe that the market needs LigaT like bread for the mouth.