Walmart’s Mexico unit rolls out mobile phone service

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MEXICO CITY (Reuters) – Walmart\\\’s Mexican unit has launched a mobile phone service available throughout the country, the retailer said on Wednesday.

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Called “Bodega Aurrera Internet y Telefonia,” or BAIT, the service offering prepaid calls and internet usage is available at Bodega Aurrera, Mi Bodega and Walmart store formats. Mexican media first reported on BAIT\\\’s availability in April.

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Walmart de Mexico, known as Walmex , said in a statement that the offering is meant to help populations in rural areas, and that shoppers at its stores would receive additional “megas” of data usage.

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Mexican President Andres Manuel Lopez Obrador has made a push to expand rural coverage during his administration.

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The move comes after Mexican broadcaster Televisa this month launched its own mobile phone service in a bid to challenge billionaire Carlos Slim\\\’s America Movil, which has long dominated the country\\\’s telecommunications market.

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Walmex is paying Mexican telecommunications firm Rocketel to host the service, according to Rocketel\\\’s website. The service uses space on Mexico\\\’s wholesale telecom network, operated by Altan Redes, Rocketel said.

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(Reporting by Daina Beth Solomon; editing by Jonathan Oatis)

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