Digicel began offering mobile services in El Salvador Thursday, the company announced, saying the move solidified its commercial roll-out of operation in Central America.

"We are delighted to be in El Salvador and very optimistic about the future potential for growth in this market," said Digicel Group Chairman Denis O'Brien, quoted in a company release.

"El Salvador is a very exciting marketplace for Digicel with low penetration, a young population and a buoyant economy."

Digicel El Salvador will operate a national GSM network, saying its service will reach communities "previously underserved" by existing players.

The company, with 300 employees, will be headed by Luis La Rocca, said to be a 30-year telecoms veteran.

95 per cent population coverage

Its network will have 95 per cent population coverage in a country of some seven million people, and offer 'true per-second billing'.

Mobile penetration is only one-third the population, said Digicel, adding that the market segment continues to grow, overtaking fixed-line subscriptions five years ago in 2002.

Noted for its promotional hooks, the company declared full confidence in its network but promised customers "a full refund of charges if they cannot access mobile service where they reside", at least initially.

Digicel gained a foothold in El Salvador through its acquisition of Digicel Holdings Limited last year.

Its initial investment of more than US$150 million "is focused on expanding and upgrading the network" in terms of quality and reach.

The company has more than 500 retail distributors and in excess of 6,000 recharge outlets. The network employs "cutting-edge Ericsson equipment".

Digicel El Salvador has doubled its well-trained workforce to more than 300 employees led by CEO Mr. Luis La Rocca, who has 30 years senior management experience in the Latin American telecommunications industry.

business@gleanerjm.com