Friday, April 29, 2016, has been recorded as the date when FLOW, the newest name in telecommunications, had its spectacular launch in Anguilla, replacing LIME. FLOW is the official retail brand following the successful merger of Cable & Wireless Communications and Columbus Communications.
A brilliant blue colour now marks FLOW’s new operations, bringing a new look to Anguilla which has become the 12th market in the Caribbean region to welcome the new dynamic brand. The launch in Anguilla was marked with an island-wide motorcade which began at Island Harbour, at the eastern end of Anguilla, made its way down to West End, with several whistle stops, and climaxed at Telecoms House in The Valley, where a grand concert was held. The concert specially featured Nadia Batson and the Sass Band, an all-female band from Trinidad, and local musical groups: British Dependency, Infusion Xl and De Movements Bands.
The launch also saw a FLOW press briefing at La Vue Boutique Hotel Conference Centre. The moderator was Sheldon Keens-Douglas, Director of Marketing with the Grenada Tourism Authority, along with media representatives from Anguilla. FLOW’s Country Manager in Anguilla, Mr. Desron Bynoe, and the Commercial Manager in Anguilla, Ms. Jade Reymond, answered a variety of questions regarding the company’s operations on the island and other territories in the region.
Replying to a question concerning the date of the FLOW launch, Mr. Bynoe stated: “I did choose April 29th but I have no specific reason for choosing it. It was just a ‘cool’ date”.
He continued: “This transformation has started throughout the region and it is part of our overall objective of brand-repositioning in a period of transition and growth. We felt it necessary that we should refresh the brand because the brand reflects not only us, Caribbean people, but brings us together in a combined strength. It is bringing together a marriage of two companies – one with experience in excess of 150 years ,and we have a younger company – Columbus Communications of 10-11 years – which was a bit more agile and limbo and more innovative. It is a marriage of both worlds bringing together two cultures and forming one strong, vibrant company.”
Asked why FLOW was chosen over the LIME brand, Bynoe replied: “It is something, as a business, we didn’t take lightly. It was done through a series of consultations with our consumers and marketers, and it was found that although the LIME brand was significant throughout the region, the FLOW brand resonated more with consumers. In addition, the FLOW brand is built around customers and they are at the heart of the brand. It is one that will transcend a new fresh approach…It is really Caribbean blues and it speaks to the Caribbean cultures – our seas/waters and skies. Overall, it is really about the staff and our ability to transcend this atmosphere to our customers.”
Among other new services, FLOW Anguilla expects to provide a television service by summer this year which, according to Mr. Bynoe, “will revolutionise Anguillians’ view of television” – the company having listened to what customers had been saying. “We are also going to be refreshing our retail store. In the next couple of months, we are going to have a store which will totally revolutionise the way Anguillians look at it. The reason we are doing all this is to enhance the customer experience. It is no longer a customer service business because customer service essentially just skims the top of the service. We want to ensure that every time a customer comes into a store, or interacts with one of our staff members, it is always an experience that they can take away and be an advocate of the company.”
Meanwhile, in speaking about the company’s television service, Mr. Bynoe said the company had recently launched its own sports channel called ‘FLOW Sports’. “After a couple months we are the undisputed king of sports in the Caribbean,” he stated. “It is broadcast in full HDs, not like what you are accustomed to now and we have a lot of content…We have the Olympics coming up shortly with which FLOW is strongly associated. In fact, we are the only authorised broadcaster in the Caribbean Olympics.”
The activities marking FLOW’s launch in Anguilla attracted the participation and support of the company’s customers throughout the island.
