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DIGICEL
JAMAICA -
In April 2001, when Digicel Kingston Jamaica 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 Kingston Jamaica 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 Kingston Jamaica's pace of growth, it took
its major competitor approximately 10 years to reach the
400,000 customer mark. In comparison, it took Digicel Kingston
Jamaica about 13 months to reach the same figure. Digicel
Kingston Jamaica'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 impacting ways of appealing to their target
groups, so as to keep existing customers and attract new ones.
From a sales and marketing technology standpoint, Digicel
Kingston Jamaica changed the face of local telecommunications
by providing the mobile consumer with an offering which was
far superior to that of the incumbent. Digicel Kingston
Jamaica 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
Kingston Jamaica exposed Jamaicans across the board to one of
the most dynamic, fast-paced fields in existence.
Digicel Kingston Jamaica also drove mobile rates down.
Digicel Kingston Jamaica's major competitor has cut its
calling rates (by as much as 50% in some instances) in
response to Digicel Kingston Jamaica'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 Kingston Jamaica's growing hold on
the market. Regardless of these various measures, most will
agree, that with regards to value for money, Digicel Kingston
Jamaica remains far ahead of the competition. Digicel Kingston
Jamaica 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 island wide network of over 500 cellular towers spread
across all 14 parishes, Digicel Kingston Jamaica has firmly
established itself as the mobile provider with the premier
network coverage across the country. Digicel Kingston Jamaica
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 Kingston Jamaica 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
Kingston Jamaica 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 Kingston
Jamaica 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
Kingston Jamaica's commitment to the betterment of Jamaican
life. Digicel Kingston Jamaica 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. In sports
Digicel Kingston Jamaica sponsors the National Football Team
(The Reggae Boyz), Golf, Motor Racing and Track & Field. Team
Digicel Kingston Jamaica has become a mainstay in the lives of
thousands of Jamaicans.
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