DiGi is continuously investing to enhance its retail experience in collaboration with partners. We recently launched the MyAndroid Hub concept stores where dedicated sections are used to promote the Android ecosystem. This recent launch was designed in collaboration with Google, and features devices, trained experts (geeks) and content in the stores to help customers experience the benefits of Android.
Recap by The Star: DiGi opens first MyAndroid retail space
More photos by LowYat: DiGi launches MyAndroid Hub: an in-store section dedicated to all things Android
See YouTube video below which gives a nice walk through of our first store.
We do regular direct mailers out to customers as a way of marketing products. Lately, the focus has been on helping customers to activate a second SIM for their tablets.
Here’s a sample of what we have sent out.
While it may seem like an old school approach, it still works and delivers good response rates.
There’s something “magical” about receiving a physical letter with a SIM card attached to it. We’ve made the activation process super simple, as it just requires an SMS to confirm the activation.
The growth of mobile Internet usage in Malaysia is now dependent on the rate of replacement of feature phones, especially in the Prepaid segment.
The Malaysian market is 80% Prepaid, thereby limiting the ways to get subscribers to replace their phones. Unlike Postpaid subscriptions, where aggressive smartphone discounts can be given with 12-24 month contracts, operators have not found meaningful ways to lower the entry barrier, thus far.
We recently launched a youth smartphone package in collaboration with SKMM where youth between the ages of 21-30 get a RM200 subsidy on a device purchased from any local mobile operator, including DiGi. This programme has been a phenomenal success so far in increasing the footprint of smartphones in the country, and we have learned many things since starting in January 2013. While it remains to be seen whether we are able to keep customers happy using the Internet on mobile, it is one giant step forward for the industry.
The key to success is in (a) finding the right device partner hungry to grow their brand presence, (b) building a sales machinery that can execute hundreds of on-ground roadshows every month outside city centres.
The pictures below speak a thousand words in our mission to deliver Internet for All.
DiGi announced a marketing partnership with Skype recently. We join a very small group of mobile operators worldwide that are doing this.
It is unprecedented for most operators because of the fear that working with such partners brings the risk of cannibalizing existing voice revenues. And it is easy to understand why — services like Skype use about 1MB (mega byte) per minute for a basic voice call to mobile lines. Taking an industry average consumption of 200 minutes per user per month, that works out to 200MB (mega bytes) per month. That is a small amount considering that Internet plans start at an average of 1GB (1,000 mega bytes) per month. As the years move forward, compression technology will get better thereby reducing the data consumption per minute of VoIP.
We are giving this a shot because we see relevance in how services like Skype keep our customers happy. That’s what matters most.
Link: Press Release
We are partnering Evernote to help grow the use of their service in Malaysia. 1,000 free Premium accounts to e given away when you sign up for selected plans / devices. It’s a great free app, but much better with the premium service =)
Links: Press Release, The Star, Hardware Zone
As the mobile Internet becomes a necessity for more people, it also becomes harder for operators to manage increasing expectations from customers.
Gone are the days of unlimited plans as all operators in Malaysia have moved over to capped quota plans. In order to stay relevant, we have invested into building capabilities to segregate data usage quotas.
This week, we launched a new innovation called Smart Apps quota which is bundled into the refreshed DiGi Postpaid Smart Plans. This means that customers will now get 2 buckets of quota – one for any type of usage, and another for specific apps (which we call Smart Apps). While this may be complex to some, it allows DiGi to provide more quota for apps in order to (a) promote new & upcoming services including local apps, (b) work with apps that have good CDN / peering in Malaysia thereby reducing our cost to serve customers, (c) ultimately provide customers with more value.
For a start, customers will get Facebook, Twitter and Whatsapp as part of their Smart Apps. The new Postpaid Smart Plans also provides unlimited surfing via Opera Mini, which will be useful in the event you run out of quota.
Links: SoyaCincau, LowYat, Press Release
We just launched a free webpass on Opera Mini. This will give customers on DiGi, especially those on Prepaid without a data plan to get access to Twitter on the go. Twitter is breaking most of the news these days, and is as close to realtime as you can get.
We have been using Opera Mini to test some of these free campaigns (zero rating). It gives an operator like DiGi the flexibility to (a) price it fairly, (b) cut the time to market significantly compared to the traditional zero rating process, and (c) provides at least 50% traffic compression via the Opera Mini proxy servers.
Kudos to the DiGi, Twitter and Opera teams for making this happen.
Finally! We worked with Opera for the last 12 months in R&D to create what is now known as the Web Pass. This originated from an idea to do bite-sized non-recurring passes since our billing systems were not ready for such features. This means that we are now able to sell any type of subscription to a website / collection of websites using the Opera Mini browser.
Download the case study: DiGi Case Study – Opera Web Pass Pilot Launch (Sep 2012 – Jan 2013)
Recap of key highlights from the case study:
- Many customers returned to buy similar web passes; up to 52% of all Opera Web Passes in any given month were bought by returning customers.
- Web passes in Malaysia sell well in all flavors, from as low as RM 0.50 (0.15 USD) for an hour of Facebook to RM2 (0.65 USD) for a full 24-hour access to the internet.
- By incentivizing use through a free Facebook hourly web pass for the entire month of January DiGi managed to increase the uptake of paid web passes significantly. This resulted in an average revenue increase of 56%, and a 65% increase of the average number of transactions per day, compared to the revenues before the promotion drive.
- There has been a very low checkout-abandonment rate and an overall checkout success of more than 77% among users with sufficient funds.
- The most popular web pass is one that provides customers with time-based, unlimited access to Facebook.
*p/s: for the record, Web Pass was a name coined by the DiGi team =)
Link to Press Release
In Malaysia, the current estimate of smartphone penetration is ~25%. That smartphone penetration number is expected to be much lower in the Prepaid segment which accounts for about 80% of all customers in Malaysia.
As a way for people to stay connected on Facebook without the Internet / smartphone, they can now use Facebook USSD. By dialing *325# on any mobile phone, you would see a menu of options including your news feed, and the ability to post status updates.
Link to Press Release
More and more people are buying tablets. Android tablets are outpacing iPads. But the number of tablets with an Internet SIM card is still very small in Malaysia. We are trying to help accelerate the adoption by lowering the entry barrier for a second SIM – this we believe will also unleash more potential in tablets especially when you are on the go.
Tablet freedom. For the same price as a cup of coffee, possibly less.
Link to Press Release