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PRT extends ‘Claro’ brand to all of its consumer services

The familiar Puerto Rico Telephone and DMAX brands — through which PRT offered its telephone and Internet services, respectively — are being phased out on the consumer level, to be unified under the the ‘Claro’ name, the carrier announced Monday.

The move comes four years after Mexican telecommunications giant América Móvil, whose flagship brand throughout Latin America is ‘Claro,’ bought PRT for $1.8 billion. The appearance of the moniker in the local market was almost immediate, as it was applied to PRT’s wireless service division two months after the company took over in March 2007.

In a brief statement, PRT officials said the ‘unification of brands’ is already underway, starting with adding the fixed DMAX Internet service to Claro’s existing wireless broadband and Internet services. The same will happen with the residential service currently offered under the PRT name.

“During the past four years, Claro has managed to position itself as a leader in mobile communications in Puerto Rico. We’ve won the consumer’s trust with the reliability and power of our networks, commercial offers and a unique customer service concept,” said Claro President Enrique Ortíz de Montellano. “The integration of all of the services under the Claro brand is a natural step within the dynamic telecom industry’s ongoing development and innovation.”

As part of the transition, Claro is launching a multimedia campaign under the slogan “If you have Claro, you have everything,” targeting individual consumers.

The company noted that Puerto Rico Telephone will remain as the company’s legal entity, through which it will continue serving commercial and government clients. 

See related story: http://bit.ly/hUBh0M

Author Details
Author Details
Business reporter with 30 years of experience writing for weekly and daily newspapers, as well as trade publications in Puerto Rico. My list of former employers includes Caribbean Business, The San Juan Star, and the Puerto Rico Daily Sun, among others. My areas of expertise include telecommunications, technology, retail, agriculture, tourism, banking and most other segments of Puerto Rico’s economy.


  1. Jose November 5, 2011

    I can said that Claro Puerto Rico technical support is extremely poor. I had a residential account when it damage and the service came down we had to wait for two month for a repair and multiple calling for continuity of the repair or reestablish services. It happens twice . We decide discontinue the services and start a new account u der my name instead my wife. After apply for the new account it pass three week before installed for my surprise it did not have the Internet service active. It have been three week since that and still no establish the Internet services.

  2. Jim November 11, 2011

    My experience is similar to Jose’s. Since hurricane Irene passed through in late August, I have had no phone nor Internet service. It has been more than two & a half MONTHS without repair despite multiple repeated calls to PRT. Their new ad campaign should be: “With CLARO, you have NOTHING!”


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