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Four distinct propositions drive new brand refresh, says Digi

AvantiKumar | Jan. 23, 2015
As a built-for-internet business, Digi's focus is on customers and an enhanced mobile internet, said Malaysian telecom Digi's CEO Lars Norling.

DiGi refreshes brand - done 

Photo - (From left) Haroon Bhatti, Chief Human Resource Officer; Christian Thrane, Chief Marketing Officer; Lars Norling, Chief Executive Officer; Albern Murty, Chief Operating Officer; and Karl-Erik Broten, Chief Financial Officer unveiling the new Digi logo.


Strengthened focus on customers and enhanced internet quality together with four propositions are behind the new brand refresh presented by Malaysia based Digi Telecommunications [Digi]

Digi's chief executive officer Lars Norling said during the launch that the refreshed brand, which includes a new logo and philosophy 'Let's Inspire,' followed intensive data-focused operations during the last four years to build a high quality mobile internet service.

Norling said Digi has introduced the following "four distinct propositions as the bedrock of its brand promise to give valued customers a differentiated experience."

  • Digi Live: To be at the forefront of bringing the latest and most inspiring entertainment content (video, music and games), and differentiated product bundles with the latest digital service innovation from strategic global partnerships
  • Digi Value: Always offering better value for money for voice and internet plans, and enabling affordable mobile internet access at a wide range of price points
  • Digi Easy: Promise of consistent and seamless customer experience, and best self-serve channels through our widest network of service touch points. All calls to our customer service careline are free.
  • Best for Internet: Fastest growing data network, guaranteeing most consistent internet experience and best social media engagement and content platform.

"The entire company has been reengineered to deliver on this promise to customers," he said. "The timely brand refresh is in tandem with our strategic focus to continue bringing Internet For All, and comes on the back of extensive modernization of our network, IT and go-to-market structures."

"We have been accelerating adoption and driving consumption of the internet among more Malaysians nationwide, and this mirrors the steady growth in our mobile internet customers year on year," said Norling. "We will continue to do this while taking a deeper customer-focused approach and commitment to service excellence."

 Mobile internet usage

He said one in every two Digi customers have mobile access to the internet and spend about three hours a day online. "The refreshed Digi brand expresses the internet-inspired life we will enable for our customers. Our aim is to be an integral source of inspiration for customers, enabling a platform for them to connect to a melting pot of enriching content that encourages them to inspire others, and be inspired themselves. We will bring together fun and uplifting internet content to constantly deliver inspiring moments and experiences to our customers on the move."

"The Company has invested significantly over the years to transform all areas of the business to stay ahead of fundamental changes in the industry, and believed that the solid foundation it has built for a data business positions it strongly to cater to the rising demand for high-quality internet services. Digi is today the fastest growing mobile internet service provider in the country, with internet revenue growth of 40.3 percent (Q3 2014) year-on-year,"  said Norling.

"The company's new visual identity has retained its signature yellow while the Telenor logo showed Digi's affiliation to the Telenor Group," he said.

"We have transformed our entire operations to serve our growing base of internet-loving customers," added Norling. "Our new and more stable network enables customers to fully enjoy high quality, always-on, high-speed internet connectivity. We have also expanded our 3G network to 86 percent population coverage, progressively introduced LTE [long term evolution] services in more locations and increased fibre network to more than 4,000 kilometres nationwide to bring quality data experience to more Malaysians in more areas across the country.

"The significant improvement in network performance and coverage, easy access to a wide range of affordable smartphones bundles and digital service innovation, coupled with our new distribution set-up offering the widest network of touch points will fuel stronger adoption and consumption of internet services," he said. "Our focus is to ensure everyone - first time users, savvy users or someone who needs internet for business - have access to quality, relevant and value for money internet service."


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