Liberty Mix mobile plan puts personalization, value at the forefront
Liberty Puerto Rico is advancing its customer-first strategy with the launch of Liberty Mix, a new mobile plan experience designed to give users greater personalization, pricing transparency and service flexibility.
The initiative is part of a broader transformation under Enrique “Quique” Vivas, who recently joined Liberty as its chief consumer officer and is steering the company through a renewed focus on value, simplicity and long-term investment.
“Liberty Mix is proof of what we can do now that we have our own systems, which allow us to offer services that are made in Puerto Rico for the people of Puerto Rico,” said Vivas. “We’re keeping it transparent, we’re keeping it flexible and, most of all, we’re keeping it simple.”
Liberty Mix replaces the company’s previous U-Pick plans with three new options — Mix Core, Mix More and Mix Max — that allow each line on a shared account to be tailored based on individual needs.
The plans include unlimited voice, text and data in the U.S., Puerto Rico, Canada and Mexico, along with international roaming in up to 31 countries. Data tiers range from 300 GB to unlimited, while hotspot limits range from 60 gigabyte (GB) to 250 GB.
“Instead of a top-down approach, we’re letting the customer build their own plan,” Vivas said. “We don’t want to continue the trend of strapping customers with rates they don’t need.”
The approach is a clear shift in how Liberty intends to position itself in the competitive mobile space.
“Think McDonald’s versus Chipotle,” Vivas said. “We’re Chipotle — we want the customer to build their own burrito.”
The new offer includes bundled benefits for customers using Liberty Loop, the company’s fixed broadband service. Loop subscribers receive bonus data on Core and More plans and a $15 monthly discount on each Mix Max line.
Vivas, who has held leadership roles at Vodafone and United Group across Europe and the Middle East, said Liberty Mix reflects a major shift in how the company views the customer relationship.
“This turnaround starts with the customer. Our promise of ‘Siempre contigo’ [‘Always with you’] guides everything we do,” he said.
That focus extends beyond mobile. Liberty is also evaluating how to better meet changing entertainment habits through improved TV content integration. According to Vivas, future developments may include meta-integration of content platforms and customization tools like language filters, giving users more control over how they consume entertainment.
“We see a major opportunity in how people experience TV,” Vivas said. “Whether it’s local programming or streaming services, customers want seamless access. Liberty can play a critical role there.”
Vivas also highlighted Liberty’s long-term commitment to network investment.
“We have the best mobile and fixed-line networks because of significant investment,” he said. “We’re prioritizing every dollar toward customer experience.”
He noted that market consolidation in Puerto Rico has created healthier competition and paved the way for better services.
“Consolidation is good when it enables providers to invest more in networks,” Vivas said.
With new products like Liberty Mix, a fresh perspective on content and a focus on infrastructure-led value, the provider aims to redefine what customer experience looks like in Puerto Rico’s telecom market.
Eduardo Díaz-Corona to retire this month
In related news, Liberty Latin America announced the retirement of Eduardo Díaz-Corona, general manager of Liberty Puerto Rico and the U.S. Virgin Islands, effective at the end of the month.
Díaz-Corona joined the company in January 2024, coming out of retirement to help stabilize operations during the transition following Liberty’s acquisition of AT&T’s mobile business in the region.
Liberty Latin America CEO Balan Nair praised Díaz-Corona for his leadership and impact during a critical phase.
“After getting us to this stage, Eduardo decided that it is time for him to step away and enjoy more time with his family,” Nair said. “I am so grateful for all his contributions.”
To ensure continuity, Guillermo Ponce has been appointed interim general manager for the Puerto Rico and U.S. Virgin Islands operations. Ponce is recognized within the company as a seasoned executive with extensive commercial and operational experience across Liberty Latin America’s regional footprint.
“Guillermo is a proven leader … I have no doubt he will add significant value,” Nair added.
Reflecting on his time at Liberty, Díaz-Corona said, “It has been an honor to serve in this role and be part of an amazing team … I’m incredibly proud of what we’ve accomplished together.” He expressed confidence in the future of the business and Liberty’s continued growth in the region.
