Used to be one of 3 cellular companies in Israel, but since the market has been opened up for competition it has been struggling for survival after being milked by previous owner who went bust, had a lot of excessive fats in terms of expenses.
Today Cellcom is doing a decent job is reinventing itself, expanding to ISP and streaming services.
It seems to be looking for a bottom. The 666 price level will probably be tested again, if it isn't surpassed during the next 1-2 year and a slow grind upwards starts to appear, this may become bullish.