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Malaysians 'mobile savvy, but least brand conscious in Asia,' study finds

AvantiKumar | Jan. 7, 2014
Malaysia is our most mature market in Asia, according to the Telenor Group, which operates as DiGi Telecommunications in Malaysia.

Malaysia infographic Top 10 features modified 

Infographic - Top 10 features

Mobile phones now form a key part of how consumers access digital services, with close to 20 percent of data used via mobile networks. Currently, most people still choose to download and stream data via household networks rather than on carrier networks, he said.

"TNS cites that up to 80 per cent of data traffic is through WiFi, at home or in public, in Malaysia," Brekke said. "However, we are seeing more Malaysians subscribing to data plans as they become more dependent on the internet on the go. To cater to increasing demand, service providers such as DiGi have put in a lot of effort to improve quality of service and coverage, while ensuring we continue to focus on delivering relevant and affordable services."

In addition, more than half (53 percent) of mobile users in Malaysia have conducted banking on their phones, with strong growth opportunities across all demographic segments. Only 22 percent of those Malaysians surveyed said they were not interested in mobile banking. "Though most still prefer banking via PC, on-the-go tasks like receiving bank or credit card notifications, making simple fund transfers and checking balances are popular functions of mobile banking. Malaysians in their twenties are the most financially 'mobile'."

Brekke said that in terms of usage drivers of mobile wallets, Malaysians see value in its convenience and potential. For some motivators such as convenience, speed, and not having to carry cash, Malaysians support the use of the mobile wallet by more than 10-point margins above either the developed Asia- or global averages. 

The survey points to a major growth opportunity for small businesses, retailers and mobile service providers in respect of the mobile wallet, he said. Paying for products and services via SMS, mobile phone app or by touching mobiles to in-store sensors is now common for 40 percent of Malaysians. Purchasing mobile air time, paying bills and buying gas and fast food see the strongest growth potential.

Malaysia Mobile Banking modified 

Infographic - Mobile Banking

"Particularly for young, working-aged Asians, mobile payment options show strong trial and overall interest, and we're continuing to find new ways to serve them," said Brekke. "Telenor has a long history of mobile finance innovation. It started in our Pakistan market with the ground-breaking Easypaisa program through our partnership with Tameer Microfinance Bank. With DiGi in Malaysia, we've launched mPOS (mobile Point of Sale), a new mobile credit and debit card payment system enabling fast, easy and secure payment platform leveraging on mobile connectivity."


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