I just got back from Digicel Fiji's media launch event which took place early this afternoon at Tanoa Plaza in Suva.
Those guys certainly know how to pump up the press. Good looking, half naked women and men greeted those in attendance. The entire room had been turned Digicel Red from what was clearly a new carpet on the ground to the red drinks in the glasses.
It started promptly at noon which is always nice. Fiji Rugby was in on the action and performed an impressive energy-rich cibi to get things going. Here's a picture, albeit grainy...check out Serevi front and center.
Serevi made the "first" ceremonial mobile call on Digicel's network to launch the service. He called his family back in his village that apparently never had mobile coverage before. He put the microphone up to speaker on the phone and everyone could hear his Mom's voice (or was it has Dad?). Anyway, reception sounded great and was a nice marketing touch.
Digicel also introduced their senior management team and took the opportunity to give Fiji a taste of what their service is all about. As I was sitting there, it was hard for me to watch the media fall over one another to get pictures and not think "but it's just a new mobile phone service!". However, I can drink some of the kool-aid and recognise that their entry into the market signifies a shift in the way telecommunications services work here.
I should probably disclose that Vodafone Fiji is an Oceanic client and a company I've happily worked with for a while. There is no doubt in my mind they will continue to grow and be a better business because of what I was watching today at Tanoa Plaza. It really was a significant milestone for an industry, not just one company.
One thing that Digicel was certainly pushing was their fanatical focus on customer service as a differentiator. Because they're not up and running yet, it's impossible to really see how this will play out but I will be the first person to stand up and point out the fact that customer service is rarely something companies in Fiji push as a key differentiator. I also think that if, for some reason, their support is not as good as what they're touting, it's going to come out pretty quickly. At the very least, it's very nice to see more companies continue to introduce the value of what customer support is about. Digicel is not the only one focusing on it but they appear to be screaming the loudest about it.





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