CellularOne Bermuda launched its full commercial service on its $4 million state-of-the-art wireless network yesterday.

And from today Bermudians will have a choice in cellular service. Previously the only provider was BTC Mobility -- the cellular service of the Bermuda Telephone Company.

The CellularOne network has been in operation for the last month as 30 "test customers'' tried the facilities and features.

But that testing is now complete and the service is available to the general public. The company is even trying to lure customers into its store by offering free cellular phones, service and other prizes.

CellularOne has been given the right to use all phone numbers in Bermuda beginning with number "7''.

Existing cellular customers can switch to CellularOne and keep their old number, except the first digit will change from "2'' to "7''.

CellularOne chief operations officer Michael Leverock said this was as close to "number portability'' as the company could get.

A choice of calling packages would be offered to the public who could tailor the services to suit their needs, he said.

Five different packages, starting at $20 per month, are available ranging right up to the high-volume option which for a $150 monthly fee included 800 free minutes plus free voice mail, call display and call waiting.

Mr. Leverock said customers would win from having the choice.

"We believe that the Bermudian public will benefit from the introduction of competition in the local telecommunications market,'' he explained.

"Government's goal in introducing competition is lower prices and improved service and that is what we are offering.'' CellularOne chief executive officer Kurt Eve said the current period was "tremendously exciting'' for the company.

"We have a superb team of managers who bring tremendous industry experience to this venture,'' he said.

"In addition, we have a group of customer care representatives whom we believe will redefine the concept of customer care in Bermuda. We invite all Bermudians and visitors to experience this level of care.'' CellularOne is the brand name for the wireless phone service being offered by Bermuda Digital Communications Ltd.

BDC received its Class B telecommunications licence a year ago and has been working since then to introduce competition in the wireless market in Bermuda.

It has deployed a wireless network from Lucent Technologies consisting of a switch and six cell sites.

So far the company -- which has 12 employees and aims to add three more by the end of the year -- has spent around $4 million on infrastructure and operations.