Business

Friday December 19, 2008

DiGi: Mobile communication will still thrive



Interview with CEO -- DiGi.Com Part 4

DiGi.Com Bhd CEO Johan Dennelind says that it is still expanding despite the economic slowdown. Next year will be its biggest investment year ever.

WHAT is the outlook of the mobile sector?

Johan Dennelind

It will remain a growing sector although we expect a tougher operating environment. Mobile communication has become a necessity and usage will continue to thrive.

However, we don’t believe any industry is entirely shielded from economic volatility; hence the need to be prudent operationally and to continue to stay relevant in the hearts, minds and wallets of customers for long-term growth.

Are call and data rates on the way down?

Rates are becoming more competitive to customer’s advantage. This is DiGi’s stronghold. We have always been the leader in best value and feel an obligation to continue providing the most compelling offerings in market to our customers.

We introduced the concept of One Low Flat Rate in 2006 and it has become an attractive proposition to customers now with mobile number portability where prefix is irrelevant.

Note: Different on-net and off-nett tariffs by mobile operators make it difficult for consumers to track their spending as they are now no longer sure which mobile operator their friends and families are on based on prefix.

DiGi makes it easy for all DiGi customers with its One Low Flat Rate proposition anytime, anywhere, to any network, in Malaysia.

What are the areas of growth that you see which DiGi can penetrate?

There is still room to grow organically. Arguably, mobile SIM penetration remains low compared to developed nations that surpass the 100% mark.

Aside from that, we are also innovating beyond telecommunication services to enhance user experience and mobile usage with relevant lifestyle services on mobile phones (Example: DiGi was the first to offer easy insurance activation using mobile phone).

DiGi will also be taking a giant leap into the broadband space when we roll-out our 3G mobile broadband services across Malaysia next year and beyond.

We see a huge potential in broadband as penetration is still in its infancy in Malaysia (24% household penetration – end-Sept 2008, Ministry of Energy, Water and Communications). Furthermore, there is huge unmet demand for a refreshing and excellent internet experience.

Is your expansion strategy intact even in the slowdown?

DiGi is committed to invest to grow the business.

Next year will be our biggest investment year ever, taking into consideration our 3G mobile broadband roll out.

Will DiGi be able to spice up the mobile and broadband sector with its 3G offering next year?

The DiGi brand stands for best value, simplicity and innovation.

We will deliver on the same core promise for 3G mobile and broadband the same way we have innovated the voice market.

We are leveraging on Telenor’s best practises and are now challenged to excite and exceed customer’s expectations with our mobile broadband offering. It’s definitely worth waiting for.

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