Improving segmentation and positioning strategies

DiGi’s main customers come from almost young segment of society. It would be wise for DiGi to improve on segmentation and positioning strategies.

Customer relationship in DiGi Telecommunication is use frequently, with this it helps bring the bond towards DiGi customer. For instance, during DiGi’s customer birthday, DiGi will sent a Birthday Wish through SMS, or some extra benefit such as extra reload bonus, free call during that particular day or during that particular month.

Reloading prepaid for DiGi customers is simple now, because DiGi customer can buy the reload No. anywhere at their convenience. It is located anywhere, 7-11, newsstand store, ATM, e-banking, and even through DiGi website in advance. With this, customers can reload anytime, anywhere without worry.

It is important for DiGi to differentiate its product by technical and performance characteristics, especially network coverage, to remain competitive in the telecommunication market. In the TOWS matrix, several strategies have been suggested, including technology improvement, low cost strategy, marketing communication strategy improvement, balancing between post-paid and pre-paid subscribers, and backward integration as well.

From the aspect of offensive strategy, DiGi could make use of its financial strength to adopt technology improvement that post introduces the 3G and EDGE technology and low prices strategy in the market in order to secure DiGi a better standing in the near future as people nowadays are more knowledgeable and are beginning to seek better technologies to improve their lives.

DiGi understands that corporate responsibility is not just the preview of one single department the company to do “good”. The responsibility lies in each of them to make a positive difference in the world they live and work in. Each person in his or her capacity as an employee, an employer, a parent, a customer, or an individual, can contribute in the simplest way that can minimize the environmental impact, for instance, and be a good example to others. Our corporate responsibilities are tailored to fulfill at least one of these three objectives which are driving integrity & empowerment, engaging with community, and minimizing our environmental footprint, with the aim to engage as many as our employees and the local community as possible.

Multi-language customer support was established as part of Digi drive to embrace diversity, and to better facilitate request and concerns from DiGi subscribers of different ethically, empowering them to have a better understanding of the latest promotions and for them to air their concerns effectively. Currently the customer support call centre addresses the following language-specific needs of the community: English, Malay, Mandarin, Indonesia and Tamil languages. To further increase Customer Support, DiGi launched D’Chat, a 24-hour real-time Online Customer Service, bringing Customer Support to a much more personal level.

DiGi brings everyone a higher insurance coverage at affordable prices. At 4th June of 2009, Digi has expanded its insurance offering by giving customers the option to purchase higher value insurance coverage via easy SMS activation. Unwritten by AIG General Insurance, DiGi has introduced two additional plans on top of the free Personal Accident (PA) insurance which will continue to be offered to DiGi customers. For just RM2, a customer will be covered for accidental death or permanent disablement at RM50,000 valid for 30 days. Customer can also opt for a higher coverage of RM100,000 at RM6 for 30 days. This is applicable for only DiGi’s customer, so far other Telecommunication haven’t have this.

In last September, DIGI launched the new “Friends and Family” from beyondTM prepaid, enable their customers to call their loved ones。Besides that, MMS was launched by DIGI on 27th August 2003, offering SMS with photos, animation, voice and music. Latest additions to its line of services DiGi introduced its mobile credits reloading via SMS and Internet in October 2003. This service also enables users to be in touch with DiGi services through a highly secure system, which deploys the state-of-the-art security features.

With DiGi Campus that was launched not long ago, now all the students are able to call, SMS and surf the internet for free. Students can talk till they drop with free calls to any DiGi number after a total daily usage of only RM2, surt the internet whenever, wherever for free after a total monthly usage of RM30, and sent SMS to their favourite people anytime of the day with free SMS to 11 Friends & Family numbers. It’s so easy to stay in touch, just stay active by reloading any value once a year. That will everyone connected to their friends and family for the next four years upon activation. When customer purchases a DiGi Campus Pack at the participating dealers, they will receive Rewards & Privileges when they sign up, including the Fresh Grad Plan.

DiGi’s present and targeted customers DiGi serves an extensive market comprising corporate, corporate, government and individual sectors. Although DiGi launched its Beyond prepaid service, it has also lined up several packages to target the post-paid market segment, its current focus.

The Outlook of DiGi based on DiGi’s strategy to become the preferred telecommunication brand, the company will focus heavily to strengthen its overall market share. All this is made possible by the robust and saleable architecture of the platform to keep up with the strong growth of DiGi’s business .This exercise started in 1996 has been successfully implemented with several mergers and take-over and the scene now has only 3 major players namely Telecom Malaysia, Maxis and DiGi for fixed line.

Product strategy for DiGi Telecommunication is by advertisement appeal and media the most impactful advertisement on the TV lately You would definitely remember this Yellow DiGi Man by Digi Telecommunications Sdn. Bhd. This Yellow DiGi Man represents the signal of your hand phone and DiGi is using them to tell people how good is their coverage area is! At the end of 2006, DiGi re launched its brand campaign after 18 months of absence with Yellow Coverage Fellow (or more officiously called, YCF) through a series of television commercials. Originally called Yellow Man, until renamed by DiGi’s marketing team, YCF was created by Naga DDB, DiGi’s advertising agency.

Entitled “DiGi Yellow”, and tagline “DiGi’s WIDEST Coverage. Always with you.”, the commercials incorporated an upbeat theme song “I Will Follow You” that is based on the 1963 Billboard Hot 100 No.1 song “I Will Follow Him” by Little Peggy March. Public response to the campaign was very positive as “I Will Follow You” had become a catch phrase among the Malaysian public.

The Brand campaign has the top unaided recall currently in a Malaysian Q1 2007 survey conducted by Research International and is one of the most successful brand campaigns in Malaysia.

I’ll follow you….

DiGi is still actively pursuing its Universal Service Provider (USP) obligation by providing communication links in the 5 Government-allocated most remote areas. The number of subscriptions has increased close to 2,000 households, connecting thousands in the Malaysian population.DiGi was the first telco to provide USP service via mobile phones (based on GSM), i.e. fixed call USP rates made over mobile phones to enable greater mobility within the district for rural users.

Customer relationship in DiGi Telecommunication is use frequently, with this it helps bring the bond towards DiGi customer. For instance, during DiGi’s customer birthday, DiGi will sent a Birthday Wish through SMS, or some extra benefit such as extra reload bonus, free call during that particular day or during that particular month.

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