Diasporic Entrepreneurship in the Caribbean - Firm Profiles.pdf Vol 2 | Page 10

Telecommunications Firms

Locations:
All listed target markets. (See Target Market below)
Employment:
Globally, Digicel currently employs 5,500 persons.
Target Market:
Anguilla, Antigua & Barbuda, Aruba, Barbados,
Bermuda, Bonaire, the British Virgin Islands, the
Cayman Islands, Curacao, Dominica, El Salvador,
Fiji, French Guiana, Grenada, Guadeloupe, Guyana,
Haiti, Jamaica, Martinique, Nauru, Panama, Papua
New Guinea, Samoa, St Kitts & Nevis, St. Lucia,
St. Vincent & the Grenadines, Suriname, Tonga,
Trinidad & Tobago, Turks & Caicos and Vanuatu.
Digicel also has coverage in St. Martin and St.
Bartholomew in the Caribbean.
Diasporic Market Analysis:
The diasporic market is integral to Digicel’s
development and is highly important to the
diaspora. Digicel keeps the diaspora connected to
their relatives and friends as there is the continued
need for constant communication with the
diasporic community. Digicel has conducted focus
studies on different nationalities; respondents noted
that nothing replaces hearing the voice of family
members and friends, as there is a strong emotional
connection over the phone.
Digicel stated that in order to succeed in their
marketing goals, significant research must be
conducted to understand the uniqueness of each
target market. This is mostly conducted through
Digicel’s communication campaigns. Res