Chapter 7- Business Marketing

Digicel Business is the region’s leading full service business solutions partner working with over 1,000 enterprises across the Caribbean and Central America.

 

The company partners with world-class industry leaders to obtain the highest level of accreditations to ensure its business customers receive the best in class service and technology. Some of Digicel's key partners include: Avaya, Cisco, Citrix, Check Point, Linux, Microsoft, Oracle, OnSSI, IBM, and many more.

 

With over 250 highly trained professionals, Digicel believes it's their job to find the right solution clients businesses.  

 

Digicel's customers are kept ahead of the game with leading technology solutions to solve their business problems. Digicel Business delivers value, innovation and partnership to all its partners; from small businesses to large enterprises and government departments.

 

DIGICEL BUSINESS

 

Digicel Business partners with businesses to maximize the potential of technology to solve intricate business and technical challenges. Digicel Business delivers the best and most advanced Business solution systems to SMEs, corporate and public sector customers whilst helping them to manage cost and improve their efficiency in delivering their products and services to their customers.

Digicel Business helps the Insurance Corporation of Barbados Limited (ICBL)

 

The Challenge

ICBL was experiencing challenges with its previous Voice over Internet Protocol (VoIP) phone system. Its outdated phone system  was not able to take full advantage of newer technologies on the market meaning it was unable to access services such as call monitoring, recording and contact centre features.

The Solution

The solution implemented by Digicel Business is a state of the art Cisco Unified Communications Manager which gives the company all of the features it requires plus end-to-end collaboration capabilities which include video conferencing, voice messaging, instant messaging, presence, mobility, and more – for every user

 

The Government of Saint Lucia moves ahead with the with the deployment of Digicel Business F6 Vehicle Services Solution

 

The Challenge

The government of St. Lucia could not keep track and efficiently manage the use of state owned vehicles assigned to civil servants.  It was impossible to track abuse and misuse of these vehicles. The costs of maintenance needed to be reduced and to do so better management systems needed to be in place.

The Solution

Digicel F6 Fleet  was introduced to Saint Lucia, as an innovative fleet management solution specifically designed to provide live monitoring of any vehicle regardless of location and time, geared to enable any organization to optimize vehicle fleet performance, manage vehicle operating cost, monitor driver behavior and in so doing account for the usage and safety of that fleet of vehicles, while capturing a wide range of vehicle usage patterns including fuel consumption, geo-fencing, maintenance scheduling and crash reporting.  This data is available in real time from a centralized cloud data base and stored for future reference. 

The Digicel F6 Asset Tracking Management System is the first of its kind to be introduced in St Lucia and will be installed in over 300 State owned vehicles currently assigned to Ministries and other Government Agencies.  With the deployment of this solution, the Permanent Secretaries and Heads of Departments can now, systematically and effectively manage and account for the usage of every vehicle as well as the driving behavior of the drivers assigned to that vehicle.  The system allows for managers to proactively set the parameters for vehicle usage so that they can be alerted and notified of any breach in these parameters. The Permanent Secretaries and Heads of Departments can now set rules regarding usage of its vehicular assets, manage the routes that they want the vehicle to travel using the geo-fencing tool, set speed limits for different vehicles as well to set a timetable for use of the vehicles.

Premium Service

Digicel has set a new standard in customer service, since its launch in 2003. The company has  consistently raised the bar in consumer telecommunications.

Now it's changing the game in business telecommunications.

Digicel Business provides the service that will help accelerate clients' business beyond the speed and capacity thought possible; i.e.:

·         Dedicated Account Managers

·         Problem resolution & support: 24/7/365

·         Network monitoring: 24/7/365

Digicel Business provide the best people working tirelessly to provide all business customers with a peerless service.

Chapter 8- Segmenting and Target Markets

 

Market Segmentation

Digicel has two main segments, personal users and business users. The users also fall into further important classification; prepaid and postpaid.  Prepay customers pay for their services in advance via top ups, credit vouchers.  Currently this is the largest segment of customers accounting for 69% of the St. Lucian mobile market, compared to 31% of customers who pay bills at the end of the month.

Personal Users

·         Young Professionals- This represents about 11% of Digicel's customer base. They tend to use their mobile devices conscientiously, usually keeping to a budget and not involved in a lot of the gaming and internet products.

·         Second/Third Level Students

This group represents about 9% of Digicel's customer base and is comfortable with technology. They use their phones for downloading video-clips, games , ring tones, instant and picture messaging. 

·         Teenagers

This group represent s about 17% of Digicel's customer base. They are technically savvy users interested in internet services, instant messaging, games, ringtones, and downloads, their demand will be in keeping with technological advances.

·         General Public- can be swayed to purchasing technology to suit their pockets.

 

Business Users

As we have established the number of business users is smaller but amongst this segment mobile phone usage is much higher. The majority of these users are bill pay customers. Within this segment there are two main groupings:

·         SME-  Small/Medium Enterprise-  These are companies which have less than 100 employee and start up/ young companies still growing. These companies are more budget conscious and an increasing number are waiting on prepaid deals.

·      Corporate-  These are larger companies employing more than 100 people.  These organizations have very specific requirements and have greater demand for non voice products.  These are major user of data devices, which provides on the go access to emails and internet.

 

 

Target Marketing Strategies

 

Socio-cultural factors: These factors consist of variables such as: population demographics, rising educational levels, norms and values (customs), and attitudes toward social responsibility. In terms of population demographics, Digicel target basically all age groups. The products and services that are offered gains the interest of young adults and older persons (e.g. internet, Blackberry services, overseas call plans, roaming etc.) The company has also targeted all areas of the island, with island wide coverage and retail locations at all major towns. The rise in educational levels ties in with the advancement of technology. Persons are now using their smart phones to conduct business they would normally conduct with a desktop or laptop computer. In terms of norms and customs, the introduction of Digicel to the St. Lucian market, has led to the common man owning and operating a mobile phone, and most importantly at a reasonable cost. Now with social responsibility, Digicel continues to play a major role in the development of the communities and countries their serve.

Technological factors: Technology can change the lifestyle and buying patterns of customers and thus may affect the demand for  products and services, On the other hand, Technological changes creates new opportunities for the company to expand its services and remain competitive. Digicel realize that as technology evolves so does the demand of the customer. The company positions itself to take advantage of the changing demand to offer differentiated and up to the times services like, 4G data, cloud computing,  that continues to keep them competitive.

 

Economic factors: Digicel understands the state of the economy and attempts to offer value for money in its products and services. In general customers would like to have the best service at the lowest cost. Thus, the services and products that are offered by Digicel are in a cost range that allows them to be competitive.  The majority of its customers are prepaid , pay as you go customers.  In 2008 for example Digicel answered to the call of its prepaid customers for lower value of top ups as customers could no longer afford minimum top up values at XCD5.00.  The minimum top up value was changed to  XCD2.00 to allow prepaid customers to be able to afford to top up and keep connected to family and friends.

 

Socio-cultural factors: In terms of population demographics Digicel started out targeting the younger generation. However competition and changing customer demand has led to the company targeting all demographics and offering services to suit the different demographic segments.  For example Digicel Business was launched a product to target Business/Corporate customers  whereas prepaid data service would cater to the prepaid, teenager and young professionals who are pay as you go but wants to be able to have data functionality, internet on the go to stay connected to friends and family.

Chapter 11- Developing and Managing Products

The world of mobile networks, devices and services is changing at a rapid pace, driven by a combination of technological innovation, strong competitive forces and an apparent limitless demand from consumers.

Digicel is cognizant of that fact and  prides itself on innovative products and being the first to market.  Understanding the need of the customer and being proactive in product offerings suggest that Digicel as a company is in tune with its customers and anticipates their needs even before the customer demands it. 

At Digicel there is a Products department charged with the responsibility of developing new products and services. The new-product development process is based on customer demand and business continuity.  Product ideas will be supported by a  business case to gauge viability and profitability.  The products team will conceptualize, design and test and launch new products.  Though the customer focus is essential, any new product to be launched has to pass an acceptable profitability margin.  There are some auxiliary products which are not expensive to develop and implement, e.g. online bill view and online bill payment; and for which the level of "red tape" is not required.  This product was born out of the increasing demand from customers, for a faster more convenient way to manage and pay their bills.  The products team endeavours to develop flexible product ranges which can be amended and built on as the need of the customer and market trends evolve.

 

Value to Customers

Digicel understands that as it attempts to establish marketplace differentiation, the company must offer products that are tailored to the needs of its customers.  New products must add value for the customer.   

As the company brings to market an increasingly diverse portfolio of products and services, all these are driven by the type of overall customer experience Digicel is built on.

 Analytics play an increasingly important role in creating a more consistently satisfying customer experience that can drive profitability. Analytics capabilities support new customer value product propositions in several ways:

• Analytics enables Digicel to sift through a wide range of network performance metrics and then define and measure network quality and the associated customer experience.
• Gives the company a better view of customer activity and manage the customer lifetime value. Allows for the development of products that customers will actually want to buy, and can also identify and manage churn risks much more proactively.
• Through analytics, Digicel obtains an accurate view of the various contexts applicable to a customer and, on that basis, provide them with better tailored services and offerings.

·         Focus groups are also used to determine how the customer will perceive the new product idea.  It allows Digicel to develop products and services in a user-centered way by putting customers and users in the center of development, to assist with testing, gain buy in, etc.

 

Innovation

Digicel clearly understands that Innovation is another important opportunity for competitive differentiation in the mobile marketplace .  As aforementioned being the first to market with new technologies and products is what Digicel aims to do at all junctures.

Digicel is now focused on developing vertical solutions tailored to the needs of a specific industry or market. Digicel Business was formed as a result of that need.  Cloud computing , for example is a recently offered product, that not only improve traffic volumes but also drives higher average revenue per user (ARPU) by moving up the value chain and selling integrated packages of connectivity, infrastructure and software-as-a-service. These kinds of packages can create longer-term loyalty with customers; and creates considerable lock-in both to the device and platform, and ultimately betters the overall customer experience

 

Chapter 12- Service and Nonprofit Organization Marketing

Service Marketing

 

Digicel is today known for its strong commitment to providing its consumers with the Best Value, the Best Service and the Best network.

Digicel’s service mix is based on two major segments; Consumers services and Business services.

 

Consumer Services

 

Digicel offers a number of services to its prepaid and postpaid customers including:

• Online Top Up- Allows customers to send call credit to family & friends or to their own cell phone, from anywhere in the world
• Online Bill View-  For convenience, allows postpaid (contract) customers to view and pay bills online
• 24 hour Toll Free Customer Care- Customers can call the contact center at any time any day for any queries or complaints
• Retail/Service Outlets – Sufficient, strategically placed Retail and Service outlets to handle sales and after sales, e.g. repair centre, data provisioning, transfer of information between mobile devices.
• Mobile Internet/Data – Offers both prepaid and postpaid customers the ability to have the world at their fingertips.

Business Services

Digicel Business has developed customized packages to meet the needs of its business clients, using regular focus groups to assess the changing requirements of the customers to ensure that its products and services remain relevant.  Digicel Business is the largest supplier of telephony and communications solutions for SMEs, large businesses & enterprises and government agencies

Small Business Enterprise (SME) - Helps SMEs enjoy the benefits of cutting-edge, business communication solutions with the region’s leading business solutions partner, all at a fraction of the cost.

Large Enterprise- Digicel offers Cutting edge solutions to transform its clients’ business.

Partnering with Digicel allows Large enterprises to reduce their IT support and maintenance costs, maximize productivity and increase operational efficiencies across their corporations.

Government- as the region’s leading Business full service solutions partner Digicel allows Government agencies to enjoy improved efficiency and better productivity, Digicel Business provides:

• Integrated services -Streamlining systems so information doesn’t get lost or duplicated across multiple platforms.
• Enhance your IT security - Ensuring all company data is 100% backed up, totally secure and accessible no matter what happens.
• Reduce your communications spend -With more efficient systems and expertly managed services, less money will be spent on IT support.
• Full workforce mobility -Enabling employees to stay in constant contact and access all the key information they need anywhere, anytime.

Digicel’s full service business solutions include:

Network Services 

Digicel Business offers the fastest, best value and most secure connections available. 

·         Blackberry Enterprise Service (BES)

·         Business Voice Solutions

·         Dedicated Internet Access

·         Domestic Private Line Services (DPLS)

·         International Private Line Services (IPLS)

·         MPLS Global Connect

·         Fixed Voice Services

·         GSM Gateway Service

Managed Services

Outsource the maintenance, monitoring and management of your ICT systems to Digicel Business.   

·         Data Centre Co-Location

·         M2M Vehicle Services

·         M2M Smart Metering 

·         M2M Security Services

·         M2M Connectivity Services

·         Voice Conferencing

 

Enterprise Solutions

Digicel Business can streamline communications with expert consulting and implementations.  

·         Unified Communications

·         Advanced Networking

·         Integrated IP Security

·         Structured Cabling

Cloud Services

Digicel Business can manage technology in the most secure and cost effective way. 

·         Cloud Telephony

·         Hosted Email Exchange 

·         Desktop as a Service (DaaS) 

·         Disaster Recovery

·         Mobile Device Management

·         Online Back up

 

Non Profit Marketing

Digicel is so much more than a telecommunications company. The company prides itself on being a part of the fabric of the communities in which it operates as it endeavors to make a positive contribution to the lives of all our customers.

Digicel gives back across all our markets – from Panama to Papua New Guinea, from St. Lucia to Samoa – and everywhere in between. 

 

The Digicel Foundation

 

The Digicel Foundation, which operates in four counties: Haiti, Jamaica, Papua New Guinea and Trinidad and Tobago, is a non-profit organization that distributes and utilizes funds on a charitable basis for the sole purpose of building communities and community spirit in its respective countries. The foundations projects involves a wide range of school and sports projects, as well as well as providing some J$200 million in assistance after Hurricane Ivan devastated many of the islands, especially Grenada and the Cayman Islands.

The Digicel Foundation strives to ensure that communities are healthy, primarily through the support of Community based and driven activities which should embrace social, cultural and particularly educational objectives.

Caring Connections

Digicel's Caring Connections is also a corporate responsibility program established in 2004 with the purpose of strengthening Caribbean communities by addressing education, youth, social and cultural needs. The Caring Connections program 
is being done in collaboration with like-minded social partners in special education, special needs, etc.  It aims to empower communities to conceptualize and execute projects focused on the youth and the community.  

Sponsorships

Digicel is the lead sponsor of Caribbean, Central American and Pacific sports teams, including the Special Olympics teams throughout these regions. Digicel sponsors the West Indies cricket team and is also the title sponsor of the Digicel Caribbean Cup.  The company also sponsors local main events on the islands, for example in St. Lucia,  it’s the lead sponsor of like St. Lucia Jazz, Carnival, Sports Clubs, etc.

Disaster Preparedness

Hurricane season in the Caribbean officially begins in June and typically lasts through to November, with many occurring during August and September across the region.

In the event of a hurricane or other emergency, it is extremely important that critical response agencies and communities have access to communications in times of crisis and Digicel is committed to providing its fullest support to communities.

Digicel's primary concern is the safety and welfare of its customers and employees; and therefore wants to do everything possible to help ensure they are fully prepared for expected hurricanes.

The company partners with the Caribbean Disaster Emergency Response Agency (CDERA) and offer support through the facilitation of SMS alerts and donation of phones and air time.

To its customers, Digicel provides hurricane alerts, tracking maps, supplies and public safety information.