Presentation on DiGi's best practices. Presented at the Mobile VAS Summit in Singapore. 27 April 2011

1. Internet Done Right in 10 Ways
Achieving profitable growth from Internet for the small screen in a rapidly
maturing and highly competitive market
Praveen Rajan
Head of Mobile Internet, DiGi Telecommunications
4th Annual Mobile VAS Summit
27 April 2010, Singapore

2. 5 Things About Malaysia

3. 5 Things About Malaysia

4. 5 Things About DiGi

5. 5 Things About DiGi

6. What’s the Secret Formula to Profitable Growth?

7. We Usually Start with a Simple “R2D2” Solution

8. … but End Up with Complex “Death Stars”

9. So, Here’s 10 Things That Have Worked For Us

10. 1 Unified Experience for GPRS / EDGE / 3G
Consider branding your network – we called ours Turbo 3G

11. 1 Unified Experience for GPRS / EDGE / 3G
Consider using “3G” to refer to Small Screen – all other terms are confusing

12. 1 Unified Experience for GPRS / EDGE / 3G

13. 2 Peace of Mind Pricing in Products
Exponential growth in usage with daily max charge

14. 2 Peace of Mind Pricing in Products
Exponential growth in usage with monthly max charge

15. 2 Peace of Mind Pricing in Products
Significant growth in roaming usage with daily max charge

16. 2 Peace of Mind Pricing in Products
Simplify communications for everyone – per MB pricing for roaming

17. 2 Peace of Mind Pricing in Products

18. 3 Video is the Hero
Build your own recommendation services – every click can drive more $

19. 3 Video is the Hero

20. 4 Push the Right Smartphones
Incentivize users to replace legacy phones with smartphones

21. 4 Push the Right Smartphones
Smartphones will drive more Mobile Internet usage
Majority of Phones are Not
Suitable for Mobile Internet
What’s the % of Smartphones in Your Base?

22. 4 Push the Right Smartphones
Talk to users about mainstream services when selling smartphones

23. 4 Push the Right Smartphones

24. 5 Simplify Settings & Signup
Rethink your APN strategy – customers don’t understand it
1,400,000
1,298,676
1,200,000
D
a 1,000,000
t
a 839,568
800,000
U
s
a
g 600,000
e
408,153
(
M 400,000
B
)
200,000
6,326 4,808 8,182
-
Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09

25. 5 Simplify Settings & Signup
SMS activation works well as a Call to Action across all mediums

26. 5 Simplify Settings & Signup

27. 6 Create a Strategy for Newbies
Recommend sites & apps for new customers in your network

28. 6 Create a Strategy for Newbies
Associate freebies with relevant local content & show them what it means

29. 6 Create a Strategy for Newbies

30. 7 Reinforce Mobile Internet in Core Products
Make Mobile Internet a core feature in Prepaid & Postpaid products

31. 7 Reinforce Mobile Internet in Core Products
New users will try it when it’s in their face

32. 7 Reinforce Mobile Internet in Core Products

33. 8 Be Upfront About Speed & Fair Usage
Consider NOT shouting theoretical speeds

34. 8 Be Upfront About Speed & Fair Usage
Protect your network early ahead of the smartphone boom
Big Screen Consumption
Small Screen Consumption

35. 8 Be Upfront About Speed & Fair Usage

36. 9 Harmonize with Big Screen
Sell Big & Small as separate products – improvise the sales script

37. 9 Harmonize with Big Screen

38. 10 Maximize Mainstream Services
Use brands that your customers recognize & exploit it
Out of Home

39. 10 Maximize Mainstream Services
Use radio creatively – adopt mainstream brands to excite users
Tweet Tweet
Facebooking
Radio

40. 10 Maximize Mainstream Services
Remember your “call to action” on print ads
Print & Advertorials

41. 10 Maximize Mainstream Services
Associate the Internet with recognizable brands & social networks
The Mobile
Phone is the
Internet’s
New Home
TV Commercials

42. 10 Maximize Mainstream Services

43. (Think R2D2) Summary
Make it Easier
APN strategy, signup, settings, pricing
Mainstream Services
Facebook, YouTube, don’t reinvent content!
Smartphones
iPhone & the rest + replacement strategy

44. Questions?