Digicel Jamaica
In April 2001, when Digicel launched their GSM mobile service in Jamaica, the company anticipated reaching the 100,000 customer plateau by the end of its first year in operation. Instead, they hit the 100,000 mark a mere 100 days after launch! Never before in the history of mobile telecommunications had such tremendous growth been seen in a network, as Digicel broke record after record on its way to surpassing its major competitor as the mobile provider with the largest customer base in the island.
To give an idea of Digicel's pace of growth, it took its major competitor approximately 10 years to reach the 400,000 customer mark. In comparison, it took Digicel about 13 months to reach the same figure. Digicel's customer base now stands at over 1 million customers and the company currently commands approximately 65% of the mobile market share in Jamaica.
It is no secret that competition forces businesses to find more creative and impactful ways of appealing to their target groups, so as to keep existing customers and attract new ones. From a sales, marketing and technology standpoint, Digicel changed the face of local telecommunications by providing the mobile consumer with an offering which was far superior to that of the incumbent.
Digicel has been a major contributor to national income and to employment creation for hundreds of Jamaicans, both directly and indirectly. From areas such as construction, retail distribution and of course telecommunications, Digicel exposed Jamaicans across the board to one of the most dynamic, fast-paced fields in existence.
Digicel also drove mobile rates down. Digicel's major competitor has cut its calling rates (by as much as 50% in some instances) in response to Digicel's aggressive thrust in the market. The competition also cut its international rates by 40% in some instances, in an attempt at staving off the inevitability of Digicel's growing hold on the market. Regardless of these various measures, most will agree, that with regards to value for money, Digicel remains far ahead of the competition.
Digicel raised the bar where acceptable levels of network coverage was concerned. Jamaicans living in rural Jamaica finally had a genuine option for mobile communications. With an islandwide network of over 500 cellular towers spread across all 14 parishes, Digicel has firmly established itself as the mobile provider with the premier network coverage across the country.
Digicel has also become, not only the leading mobile service provider, but the leading mobile service innovator as well. By launching a variety of service options never before seen by the mobile customer in Jamaica, Digicel has established itself a 'brand for the future'. With services such as Roaming, SMS to e-mail, E-mail to audio and mobile colour imaging, already becoming a reality for mobile users, Digicel has placed Jamaicans on the cutting edge of mobile technology.
In addition to its unparalleled growth and contribution to the development of local telecommunications, Digicel has also impacted on the lives of Jamaicans, through its corporate citizenship and sponsorships. The likes of Mustard Seed (a refuge for children with HIV), Special Olympics Jamaica, Jamaica Cancer Society, and Office of Disaster Preparedness and Emergency Management (ODPEM) are a few of the organizations to have benefited from Digicel's commitment to the betterment of Jamaican life.
Digicel has become known as much for their vibrancy and innovativeness as for their commitment to the development of our nation. They have been involved in promotions such as Carnival, Reggae Sumfest, Brooklyn Tabernacle in Concert, the Denbigh Agricultural Show, Air Jamaica Jazz Festival and Caribbean Fashion Week. Insports Digicel sponsors the National Football Team (The Reggae Boyz), Horce Racing (The Digicel Derby), Netball,Golf, Motor Racing and Track & Field; among other things. Team Digicel has become a mainstay in the lives of thousands of Jamaicans.
Embarking on the next phase of its remarkable journey, Digicel currently has operations in 20 Caribbean countries, covering a total population of 14 million people. Incorporated in Bermuda and operating in Anguilla, Antigua & Barbuda, Aruba, Barbados, Bermuda, Bonaire, Cura¡ao, The Cayman Islands, Dominica, French Guiana, Grenada, Guadeloupe, Haiti, Jamaica, Martinique, St Kitts & Nevis, St. Lucia, St. Vincent and the Grenadines and Trinidad & Tobago. Digicel looks forward to launching in Turks & Caicos in the near future, and will continue expansions in other Caribbean countries.
For more information on Digicel Group visit www.digicelgroup.com
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