Cellcom Israel Names Shlomi Fruhling as New CFO

Cellcom Israel Ltd.

(hereinafter: the "Company"), announced today that Mr. Yaacov Heen notified the Company of his resignation from office as the Company's CFO, effective September 17, 2013, following the successful completion of the Cellcom Netvision operational merger and after 16 gratifying years with the Company in various positions. The Company's board of directors has nominated Mr. Shlomi Fruhling as the Company's CFO, effective September 18, 2013. Mr. Ami Erel, the Company's chairman of the board of directors thanked Mr. Heen for his considerable contribution to the Company during his 16 years with the Company and said that "during Yaacov's 4 year tenure as the Company's CFO, he demonstrated leadership and exceptional interpersonal and professional capabilities and he is one of the leading and valued managers of the IDB group. I am certain of his future success." Mr. Nir Sztern, the Company's CEO said today that "Mr. Heen has been Cellcom Israel's CFO for the last four years, at which time he has led 3 very successful debenture offerings in the TASE for a total sum of approximately NIS 3 billion, led the negotiation of strategic transactions, including the Netvision merger, Dynamica's