Digi Telecommunications Sdn Bhd has just embarked on a rebranding exercise by introducing a new logo along with a new strategy.
According to Albern Murty, chief operating officer of Digi, the company has identified three strategic pillars on which to strengthen its business, namely by providing Internet for all at an affordable price, by being a source of inspiration for its customers and by increasing the efficiency of its operations.
In recent years, the rapid growth of smartphones in this country has fundamentally changed how local telecommunications companies do business.
According to Lars Norling, chief executive officer of Digi mobile data is now driving most of the company’s business, with one in every two of customers having access to mobile Internet and spending about three hours a day connected to it.
The new logo maintains the strong signature yellow that people have come to associate with Digi, but now incorporates the Telenor logo to represent the company's affiliation with one of the world leading telecommunications companies.
With the new logo, Digi is introducing four “brand differentiators” which it hopes will form the basis of its commitment to providing better service to its customers.
The first of these is Digi Live, which according to Albern, is the core of the new branding, where the company plans to bundle products ranging from video to music and games together with its digital services.
Along with Digi Live is Digi Easy, the company’s commitment to providing consistent and seamless customer experience, with quick resolution to customer enquiries.
Next up is Digi Value, which as the name suggests, is the company’s commitment to provide the best value voice and Internet plans across a range of price points.
The final brand differentiator for Digi is to be the best for Internet.
Albern admits that traditionally, Digi has always been behind in terms of public perception of its Internet service, something which the company hopes to address as it widens its 3G and 4G coverage.Digi has so far expanded its 3G network coverage to cover 86% of the population and is progressively introducing LTE services in more locations around the country as well as building out more than 4,000km of fibre cables throughout the country together with its partners.