Claro’s principal point of contention is that Wom shouldn’t have qualified as a startup, which makes it eligible for discounted rates and other benefits meant to increase competition. Novator established a toehold in the country last year by buying a majority stake in Avantel, a minor player that controls about 2% of Colombia’s market.

For now, it continues to operate separately from Wom, which rejects the claim that the Avantel stake means it isn’t a new entrant.

These issues form the basis of “a long-standing complaint by Claro,” Swain said. “They built the widest coverage in Colombia and everybody else is getting a free ride.”

Claro, which has 32 million customers in the country, has been involved in the bulk of 17 lawsuits brought against Wom, which, among other things, have challenged the company’s legal status.

Last year, Colombia accounted for roughly one-third of America Movil’s $2.2 billion of net income, according to data compiled by Bloomberg.

“The Colombian mobile market is dynamic and highly competitive,” America Movil said in a statement responding to questions. Asked about Wom’s entry to Colombia during a Feb. 10 conference call, CEO Daniel Hajj said, “we’re prepared to compete, as we compete in other places with new competitors.”

Telefonica, which runs the second-place Movistar brand, called on Wom to follow the rules of the game but said it welcomed the competition. Millicom International Cellular SA, which runs the third-largest provider, didn’t respond to messages seeking comment.

Picking A Fight
Wom’s official launch event back in November was classic Bannister.

Heavy-metal music blared and pyrotechnics exploded above the stage. Giant balloons in the shape of crying babies floated overhead, representing the incumbent brands.

Escorted to the stage that evening by employees dressed as grim reapers, Bannister donned a straight jacket and mask, a la Hannibal Lecter. The message, at least from Wom’s perspective, was clear: It had come to eat competitors.

“They’ve abused Colombia, and we’re going to change that,” Bannister yelled after ripping off the costume.