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DiGi opens up for more retail partnerships

AvantiKumar | April 5, 2011
DiGi announces permission-based advertising service DiGi iDeal, which is powered by Out There Media.

KUALA LUMPUR, 5 APRIL 2011 - Malaysian communications firm DiGi Telecommunications has launched a new permission-based mobile advertising service called DiGi iDeal in partnership with mobile advertising provider Out There Media.

DiGi mobile internet & advanced data services Praveen Rajan said DiGi iDeal would help customers to opt in for specific retail information of interest at zero cost. "This simple and convenient mobile advertising service allows customers to pick and choose the type of advertising they wish to receive on their mobile phones according to their preferences, interests and needs. For every advertisement received, subscribers to the service will receive iDeal points, which are converted to free SMS and voice call minutes."

"It is important for us to deliver a comprehensive menu of retail promotion information to our customers of varying interests by identifying as many relevant Malaysian and international retail partners as possible," said Rajan. "By empowering them to self-monitor the kind of advertisements they wish to receive, we hope to create a better customer experience while minimising the pervasive nature of mobile advertising."

"Our partnership with DiGi further underlines our faith in the Malaysian market," said Out There Media chief executive officer, Kerstin Trikalitis, adding that DiGi iDeal offered benefits for the two main elements of its value chain, namely the advertisers and the end consumers.

"Advertisers can enhance their media mix with a new medium that ensures advanced targeting capabilities, consumer engagement, impressive responsiveness, maximum audience reach and highly effective brand awareness," said Trikalitis. "At the same time consumers will be able to receive premium and exclusive benefits, offers and information that are directly relevant to their needs, interests and lifestyle. Customer response to various marketing campaigns has been very encouraging to date, at times reaching up to 40 to 50 per cent response rates, indicating the effectiveness of matching customer profiles with relevant promotions."

DiGi's Rajan said that current retail partners of DiGi iDeal include BMW, Malaysia Airlines, P&G and Unilever with many more in the immediate pipeline. "While potential advertisers can visit for more details, DiGi customers can opt in by sending an SMS 'iDeal Join' to 8001 or visit"


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