By Dennise Williams, Staff Reporter 
"WHEN YOU are number three in the market, you can't rely on traditional marketing methods. You have to innovate," says David Palmer, MiPhone senior vice president of commercial operations.
MiPhone focuses on distinguishing itself from its main competitors, Digicel and Cable & Wireless, through the forging of strategic
partnerships.
On October 25, MiPhone and Gtech, operators of the Supreme Ventures games of chance, signed a cooperation agreement.
"Now MiPhone users can top up their mobile accounts at any Supreme Ventures outlet island- wide, by purchasing MiPhone recharge vouchers when they go to purchase their favourite gaming or lottery tickets," Financial Gleaner was told.
Mr. Palmer added, "We want to take the concept of wireless communications and find ways to continue to add value. It is not just about the handset, although we have fabulous handsets, but it is about giving the customer convenience and a greater option in how they top up their accounts."
IMPORTANT PARTNERSHIPS
MiPhone, which prides itself on its third generation technology platform, CDMA, has made other important partnerships during 2004.
"Our partnership with Supreme Ventures plus existing partnerships with Coolcards and eSpirit puts MiPhone ahead of the game," MiPhone executives said. "We have the widest choice of recharge methods. Along with purchasing traditional recharge cards at MiPhone retail outlets and dealers, customers also have the option to top up using their National Commercial Bank Keycard or Keycash Cash, Visa and MasterCard credit cards."
And that ties in with another MiPhone strategy, to increase the revenue per handset. The company want to go beyond getting customers to buy a new phone, to keeping existing customers talking constantly. Explained Mr. Palmer, "We want to grow the revenue per existing customer. To do this customer loyalty is key. But that works both ways. While we will be making it easier to buy credit on our phones through credit cards or a recharge distribution channel, we are also giving something back."
REFERRAL
PROGRAMME
What Mr. Palmer refers to is the fact that MiPhone, in an attempt to get customers talking more and more, has a $1.99 special for MiPhone clients. Additionally, they promote a referral programme that rewards existing customers with $500 credit for every new
customer they bring in.
Always looking for new ways to grow their market base from the 85,000 current customers, Mr. Palmer said, "We want to go beyond the bling. We want to add value."
By the end of this year, MiPhone intends to have full islandwide coverage. Executives tell the Financial Gleaner that, "We now have coverage in 13 parishes, with the exception of Portland, and we will cover Jamaica by year end."
Mr. Palmer adds that, "Next year we will be focusing on completing the coverage map and giving our customers Internet access."
