THE battle of the reds in the mobile telephony market now has a shade of blue with Digicel launching its new logo yesterday.
Chief executive David Butler explained the change to reflect the "company's pride in it's contribution to contemporary Fijian life and sport, in just two years.
"The new look Digicel Fiji logo will now incorporate the light blue of the base of the Fiji National flag as a clear statement that "Fiji Matters to Us"," Mr Butler said.
The change comes as competition between the company and Vodafone goes to the wire with weekly promotions, which of course customers are not complaining about.
Since the entry of Digicel two years ago, call costs as well as handsets and SIM cards have nose dived in the mobile phone market.
Competition has been stiff that even brewer Fosters Group Pacific once said that "mobile phones" have become its biggest competitor in Fiji for locals' disposable income.
To the South Pacific Stock Exchange, the company had estimated that 1.4 million phones were in circulation and that people would rather spend money on phones than alcohol.
Digicel marked its new logo with the appointment of sports personalities- Banuve Tabakaucoro, Tieri Erasito and Nasoni Roko- as its ambassadors.
A vigorous marketing campaign is expected to follow suit with "several new billboard concepts never before seen in Fiji at locations in Suva and Nadi".
"Our customers regularly tell us that they choose Digicel because of how our services have made a real impact and difference on their lives and those of so many Fijians.
"They point to how Digicel brought mobile coverage to areas that never had it before, how mobile communications are now affordable for everybody, not just the lucky few, and they highlight Digicel's major support for Fijian sport and community initiatives right across the country."
"The new Digicel Fiji logo aims to reflect this feedback and to demonstrate our pride in the positive contribution Digicel has made in Fiji in just two years and our commitment to continuing to set the standards. As our new billboards say - Fiji Matters to Us, our customers matter to us and that's why more and more Fijians are choosing Digicel everyday," Mr Butler said.