Multinational companies dont pay the Caribbean consumer any respect. How do I know ? Look at the advertising. What usually happens is that local distributors are given the marketing budget and in the main misuse it. Coca Cola are lucky that Pepsi has missed a trick through most of the Caribbean. Why ? Coca cola are only the market leader through external marketing imagery and the continued presence of product on the ground, WITHOUT a credible competitor. Even if Pepsi were to export product to our small islands and 'can' the advertising they'd clean up.
When you consider that Caribbean people punch way over their weight its actually insulting. There is no way Digicel could have become a giant anywhere else in the world that quickly. What it has shown is that if you target the Caribbean consumer specifically that you can gain dominant market position regionally. Of course the telecoms market is different. The ARPU (avg revenue per user) position is not really an overrriding concern for Digicel. Just a dominant numbers position is being sought early on. Potential buyers will have the mental work of how to turn those numbers into a revenue positive position across the board. But Digicel has shown the way in terms of actually deploying a model targetted at the Caribbean consumer, no matter what the real morality is underlying that effort. After all it is business.
But seeing that advertising mirrors marketing or at least tries to play it up, it shows you that imported chicken isnt the only substandard product which finds our shores. I would love to see some multinational, be it LG or Pepsi or Starbucks or someone credible actually show Digicel type interest in dominating a product or service in this region. They'd be surprised by both the related kickback into their ethnic market perceptions (and revenue) in first world markets and also the kind of revenue they can make from intelligent delivery of quality to Caribbean people. It can work.