A router that redefines the future of the internet

A decade ago, Bezeq faced a turning point. Telecom regulations shifted the industry from a battle over value to a race to the lowest price. But instead of competing on cost, together with Bezeq, we chose to redefine the internet experience – transforming its WiFi router from an overlooked utility into a statement of design and innovation.

Bezeq users were hiding their routers – stuffing them in closets, which weakened reception and led to customer frustration. The insight was clear: the router had to move into the living room and be part of the home interior, not just for better performance but to elevate the brand itself.

We created the BE router – a device that’s as visually striking as it is functional. Designed with regional aesthetics and modern interiors in mind, the BE router became a smart, decorative object, seamlessly blending into its surroundings while enhancing connectivity.

But this wasn’t just a new product but a brand revolution. For the first time, internet hardware became a symbol of quality, simplicity, and innovation. While competitors struggled to explain their offerings, the BE router became the face of Bezeq Internet – a tangible representation of what connectivity should look like and set the stage for Bezeq’s expansion of its beloved brand product line.

The BE router wasn’t a one-off success. Two years later, the Be Fiber and Be Mesh systems expanded the vision, incorporating a consistent design DNA that won a Red Dot Design Award. In 2024, Bezeq launched its third-generation BE product line, proving that this approach wasn’t just about aesthetics (router redesign ) but a brand transformation and building a future-proof, recognizable brand.

By moving the router from backstage to center stage, Bezeq improved performance and reshaped how people experience the internet.