A new OTT service launched in Israel at the end of 2014 is already having an impact on the marketplace.

Cellcom tv, operated by Cellcom, the country’s leading mobile operator, made its debut on December 29.

According to the company, its offer includes the Israeli DTT broadcasting channels, a VOD service and additional advanced features and viewing capabilities “at a highly competitive price”.

Haaretz reports that Hot, the country’s cable operator, has already responded to Cellcom tv by introducing a cut-price mobile package.

More widely, mobile companies, which have been facing competition in their core business from other providers for the last three years, have seen sharp falls in their share prices.