Initial 30 day evaluation

1. Digicel Marketing
Strategy & Consumer
Insight Plan.
First 30 Days of Change.

2. Foreword.
Digicel has set itself the goal of becoming the leading digital communications company in the
Caribbean and emerging markets. We want to make it possible for all people in the region to
have access to the digitalisation of their living world – with the best experience relating to
products and services, the best price-performance ratio and a network corresponding to the
actual wishes of the consumer. We regard coming together as a Group as an opportunity to
push forward digitalisation more quickly than the competition and to take us to the No. 1 spot.
For this reason, we consider the integration of the groups not only from the perspective of
leveraging synergies, but also as a way of simplifying and digitalising our business model.
Over the next period, we expect to realise synergies with a current net present value of more
than US 5 billion.
At the same time, we are using our potential as the largest Quad Play provider in the
Caribbean in terms of subscribers to generate economies of scale and to increase our
profitability. To do this, we will continue to leverage potential in the existing customer base and
further advance the monetisation of the growing data business-helping to serve more
customers, from more cultures, more extraordinary than ever before.
Kevin McMonagle
Head of Digital Marketing.

3. We have a clear vision: Our mission is to
become the leading digital communication &
Entertainment company.If you are a Digicel
Customer you are connected.
The journey to this goal is equally clear: We
must align our company systematically to the
needs of our customers in the digital world.
To this end, we are implementing with even
more efficient structures and processes. In
doing so, we are focusing consistently on the
digital domain and the customer experience.
We are investing significantly in Fibre
technology. We give our customers easy
access to the digital world, offer them
guidance, and are available to assist at any
time, across fixed-line or digital networks. In this
way, we want to offer our customers the best
experience on the market – on
our network, with our service and from our
products.

4. Digitalisation, be it for business or pleasure, is a
reality of everyday life for all of us. The core issue for
us is to support the digital lifestyle of our customers
as best we can.
These days, they expect maximum flexibility, swift
responses, and customised offerings – naturally,
ones that are user-friendly and as attractively
priced as possible.
This is why we need to be closely aligned with our
customers, why we need to see things from their
perspective in everything we do.
Digitalisation & Strategy has a key role to play. It
offers the opportunity to create individual customer
benefits on an industrial scale.
This applies to our entire brand family as well as to
innovative products.
Our goal is therefore quite clear:
We want to offer the best experience from our
network, products, and services – at an
excellent price-performance ratio as before.
This means clear and straightforward offerings
with a high level of flexibility. The focus here is on
what we call the digicel customer journey,
which involves us seamlessly integrating offline
and online services. Regardless of what the
customer chooses – we want to offer the best
service experience across all channels. This also
includes enabling our customers to make
increased use of self-service apps in future, for
example, to book tariff options & purchase
content. Conversely, we will make our stores
appeal to the senses and offer greater scope
for service and worlds of experience. We will
continue to roll out and refine our multi-brand
strategy-across our markets.

5. Initial immersive period-1 Month timescale.
1. Review digital marketing
capabilities
2. Review performance using KPI
dashboards
3. Summarize customer insight in
customer personas and customer
journey maps
4. Audit brand and benchmark
competitors
5. Review influencer outreach, co-
marketing and
intermediaries
ACTIONS
Make smart budget investments and
optimise our digital communications
across all key customer touchpoints:
☐ Reach: Build our audience by
integrating paid, owned and
earned media
☐ Act: Using content marketing
and persuasion to prompt brand
interaction and leads
☐ Convert: Use conversion rate
optimization to boost online and
off line sales
☐ Engage: Develop customer
loyalty, retention strategies and
repeat sales

6. Our revised Social Media Strategy is
anchored in excellent content that provides
information of value to the audience, and
reveals something unique about how the
people at our company think and what is
important to them. Distributing our content
across multiple social media platforms and
utilizing multiple touch points is vital to
building brand awareness and connecting
with our audience in ways that seem natural
to the people we want to reach and keep.
Reaching points
Data is our foundation-the data we collect
and analyze benefits the company
tremendously.First and more importantly, this
data enables Digicel to deliver to it’s
subscribers data driven personilized content
recommendations resulting in maximising
ARPU and content acquisition decisions.

7. Our Four Core Indicators and
Objectives

8. Deeper Audience Insights
It’s no longer possible for Digicel mobile or Digicel Regional
Businesses to maintain artifcial boundaries of personal and business
mobility. In this era of converged mobility, the way people use
mobile devices and apps in their personal lives inevitably carries
over to their behaviors, preferences and expectations
at work, and vice versa. The best business apps draw on lessons
learned from popular consumer apps and games, while models
and best practices developed to meet the demands of the
enterprise can inform the creation of more secure and robust
consumer services and insightfulness. To make the right decisions
about the mobile services and experiences we provide-wherever
and however we provide them-we need insight across the entire
mobile ecosystem.
Mobile data consumption continues to grow, driven in part by the
rising popularity of video, as consumers rely on their mobile devices
for everything from love and health to sports and gaming. Video
optimization will play a key role for Digicel in ensuring an
acceptable user experience, especially for mobile data services.

9. Our First Steps-Evaluate who we are.
Over the next week I will be asking all relevant marketing personnel to submit a two
page synopsis and data sheet-this will be designed to analyise and gain an insight
from our 31 markets.
It will include detailed reporting, data intel and cover the following areas.
1.Who they think we are.
2.Observe & report on all degrees of engagement on where our competitors are
measured against our content.
3.What observations they have on our digital presence.
4.What our competitors are currently doing in the regions-and what trends they are
following.
5.How our brand is perceived in the regions-and are we engaged with our audience.
6.What do they think makes us stand out from our competitors and could we do it
differently
This will allow me to assess individual competency and provide a snapshot of our
current state of engagement leading to devise strategy and change management.

10. New Customer Identification-Let’s make it
personal.
Over the last 15 years we have established a leading market position in 20 of our
regions we know our audience - or do we?.
We will begin an ongoing strategy of identifying our current audience and targeting a
new one.
We will endorse a strategy of weekly engagment with each and every one of our
current 13.8 million subscribers.This will be done using internal customer categorising
tools and engagement processes and enable us to better understand our audience
and help to define new markets-this will cover demographics, interests, diversity etc .
Once established this will enable us to engage personally with our audience rather
than diluting mass crowd messages.
Data is our most important tool in this evolving and rapid changing environment and it
will be my key action to strengthen our efficiencies and minimilise data wastage
across the group.
Once I have identified talented individuals I will create a cross functional team to
conceive and operate througout the group.

11. Multi Platform Content Delivery- Mobilise our
Army.
No one individual should “own “ our social media strategy in Digicel.We have over
6000 strategists who we employ at our disposal and they will be recruited into
implementing and enaging from all corners of the company – they will breathe the air
that the team will supply.
Each week we will have them focus on a narrow rationale which may be based on
sales, loyalty, retentions, games etc. This will be rewarded and will create a
“gamification” mentality throughout the group and will also help us to identify key
personnel and superstar social talent.This is not a High risk-Low reward campaign and
will enable us to further refine data, enhance ROI and connect the brand & group.
This will be a KPI measured process which will be designed to provide the metrics that
enable us to establish where our customers and content are in our pipeline.
In addition to the current analytical tools available to the group I have a number of
suggestions which will enable me, after a short period of immersion, to implement a
more detailed and evaluated stratgey on our existing delivery- I will revise everything
and everyone constantly.

12. Social Platforms – Choosing the right ones &
messages.
The 5 most popular platforms in the regions that we operate in are:
1. Whatsapp
2. Instagram
3. Facebook
4. Messenger
5. Youtube
Digicel should only invest in 2 based on ROI assessment.
Whatsapp-Currently whatsapp carry no ads except from Airlines & Banks –we should
develop our mobile money offering as that gives us direct exposure via Whatsapp-I
have had initial discussions (not in representation to Digicel) at the level required to
enable us to be the 1st
mobile company on the space & exclusivity can be sought.
SnapChat-With its immersive 3V platform and vertical content system and coupled
with its emerging presence in our regions this gives us an intimate relationship at scale
for attracting new customers-we can lead from the front on this platform & drive our
content offering 100m users + 6 Billion daily views.
In addition in the initial period of evaluation I will revise all our social platforms &
expedite change as required.

13. Website & regional variations-
Digicelgroup.com.
At present and from a personal external observation our current presence across multiple domains
and regional variations lack vision. Immediately upon starting I will initiate a process to deliver across
the group a complete overhaul and redeployment of our offerings-they are not designed to current
trends or a true representation of who Digicel are.UX best practises and expieriences will be
managed and enhanced with immediate effect on engagement.
I am unaware prior to engagement if this is essentially an internal challenge or better management
and direction of third party external resource required.My initial findings are extensive across the
group but essentially focus will be on the following areas:
HTML & CSS are our skin and bones-where, who and what direction are we under?
Who runs the analytics and leads the architecture-there needs to be better audits & logical
classification immediately.
Identify and realign the content and edit teams / individuals with immediate effect.
Optimise our SEO and mentor the curator(s).
Manage our Scrum or Agile methods of adoptive processes-redesign flow if required.
Scruitinise ownership of all CMS and associated tech and adtech tools.
Adopt & improve all analytic tools(Google,Adobe Experience etc)and assign ownership & control
under the content team.

14. Implementation & Identify Brand & Business
objectives.
Digicel is a great business and it has a great product offering-it does not require “out of the box”
thinking we just need to be better at what can be done and use exisiting technology available to
saturation point.The Digicel brand has a great “box” we just need to constantly surprise our
customers each & every time they “open” it-and keep them coming back to check for more!
Digicel has to relaunch its brand, with a new logo, identity, app icons, and site designs.
In doing so it can become one of the most well-known connected media companies in the world,
it’s essential for the company that it establishes a positive and unified new brand message.
Digicel’s growth over the last 15 years has been extraordinary, and to maintain that growth we
need new customers. Moving from a telco service, to an always connected entertainment and
business company, with the best service, the best content and the best connections in our market.
At present, we have been able to expand our target demographic substantially. However the
original branding has not evolved with the business model and consumer demand, so this update is
intended to more accurately represent how Digicel and its customers perceives itself.
All of this Is a positive approach to a growing company. We need to get our market brands right.
Different textures, architectural features, and colors have to be incorporated into national-
variations on the brand. Something that works well in PNG, may not work well in ASIA, and it’s
testament to the cultural variations and content demands that need to be addressed by the
Digicel businesses, corporate and consumer.

15. Implementation & Identify Brand & Business
objectives-cont.
We will retain the focus on growth and value creation. The growth will come from both our telco
business, current digital verticals, and in new digital verticals & native content.
Strategic ambitions
To deliver on the ambitions of growth and value creation we will take the position as our customers’
favorite partner in digital life. We will be delivering a broad range of relevant, personalized and
engaging digital expeirience. These include connectivity and communications services, select internet
services within for example storage and communication, apps and select stand-alone digital verticals.
Four strategic ambitions I will define to reach this position:
1.Loved by Customers
To achieve above industry & competitor growth going forward, Digicel needs to create a superior
experience for our customers, and turn them into promoters of our services. We will provide the best
network experience, personalized customer interactions, and digitized and automated customer
journeys.
2.Engaging Digicel Products
To stay relevant to our customers and to secure digital marketing channels we need strong end-user
positions, and our ambition is to create this within selected internet service, cloud, IOT & Content
3.Winning Team
The shift from a traditional telco to becoming the customers’ favorite partner in digital life requires a
significant change in culture and capabilities. We will become a more expertise driven company, and
be an attractive employer for people with digicel mindset and competence.

16. Implementation & Identify Brand & Business
objectives-cont.
4.Winning Team
The shift from a traditional telco to becoming the customers’ favorite partner in digital life
requires a significant change in current culture and capabilities.With me in this role we will
become a more expertise driven company, and become a more engaged customer
experience where the customer will remain in our ecosystem.
With diminishing growth in telco revenue and increased competition on services from internet
players and IPTV services, Digicel needs to operate smarter and more efficiently.
We will accelerate marketing technology efficiency, pursue process simplification and deploy
new operating and ad revenue driven models, to significantly reduce costs and enhance
profits.
I will establish a transformation program througout the company to drive the implementation
of the strategy.
We will serve more customers. from more cultures, and be more extraordinary than ever
before.