(Jamaica Observer) Digicel Jamaica has reduced mobile phone rates by more than two-thirds to J$2.89 a minute, undercutting the J$2.99 a minute plan launched by rival LIME a week ago.
Callers also get “Free Talk”, “Free Text”, “Free International”, “Free Nights” and “Free Credit”, while billed on a per-minute basis, said Digicel, dubbing the new package “Jamaica’s Sweetest Plan”.
“We are always listening to what our customers want and finding new ways to delight them by driving value and innovation. This latest offer is all about ensuring we deliver on that value promise and that we give our customers a wealth of choices so they can decide what works best for them,” said Mark Linehan, CEO of Digicel Jamaica.
Digicel’s move came quickly on the heels of competitor LIME, which slashed rates last week to a jaw-dropping J$2.99 a minute. The embattled LIME was hoping that its “game-changing” Talk EZ plan would double its market share from 18 per cent to 36 per cent within three years. LIME currently has 400,000 pre-paid customers and 50,000 subscribers.
It is unclear how Digicel’s response will affect LIME’s plan. What’s more, according to Linehan, “This is just the start of the sweetness.”
“We’re very excited to be bringing ‘Jamaica’s Sweetest Plan’ to the people of Jamaica. With a J$2.89 rate plus lots and lots of sweet treats on top, this plan underlines our commitment to our customers, to delivering value and to championing competition,” he said.
