Icaro announced that it will start regular flights between Quito (Ecuador) and Cali (Colombia) on december 25th. Icaro will operate 6x between both cities, two of them (tuesday and thursday) will make an stop in Esmeraldas (Ecuador). The latter in order to save passengers the tax that Colombia charges to people leaving the country (US$50), as part of the bilateral agreement between Ecuador and Colombia. Icaro will fly 737-200 on this route.
There are now 9x flights between Cali and Quito (served by Icaro and Tame), so I think both airlines will offer some level of competition to Avianca (leader by far in the Colombia-Ecuador market) and even steal some passengers away from it (tax exemptions + avoiding connection in Bogota will certainly make some difference).