DIGICEL has now passed the 2 million-subscriber mark

A year later, Digicel has now passed the 2 million-subscriber mark, and is continuing to grow its customer base with over 75 per cent of the Jamaican market. Speaking with Caribbean Business Report from Digicel's New Kingston headquarters on Wednesday, Linehan said, "Looking back over the last year, I am very pleased with how Digicel is progressing in Jamaica. Our Key Performance Indicators (KPIs) are moving in the right direction and we have no complaints. It really has been a successful year. "Our market share is hovering at around 75 per cent, but since the rebranding of our competitors (LIME and Claro) we have seen our subscriber base grow month-on-month. That's a testament to the way we keep engaging our customers in value propositions. Last year Carlos Slim's America Movil, branded as Claro in the region, was launched in Jamaica with much fanfare and the promise of cheaper rates and a 3G network that would render Digicel's GSM network obsolete. Digicel responded with an aggressive marketing campaign, the likes of which have never been seen before in Jamaica, as it sought to defend its dominant market share. This was indeed a baptism of fire for Linehan, who has served eight years in the Caribbean in a senior management capacity with Digicel. Has Claro made a dent in Digicel's market share and is the Mexican outfit's presence growing? "Our strategy is not to focus on the competition; rather we focus on the customer. Yes, we are aware that the competitive environment has heated up somewhat. But it's all about providing value in this economic climate and we seek to deliver on our customers' needs. One statistic that does jump out at me is that the minutes of usage, since April of last year of our customers have increased by 60 per cent. That ties back to us investing US$100 million in our network and retail channel last year. We now have 1,200 sites, which makes us the biggest network by far in Jamaica.

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