Positioned as “Always the Smarter Choice”, this maverick is not just clever in its branding strategy, but also effective at reminding its competitors’ subscribers that there’s always an alternative — and its name is DiGi.

DiGi is a leading mobile communications company providing a comprehensive range of affordable, convenient and easy to use mobile services to simplify and enrich the lives of its customers.

Known widely as the challenger brand, DiGi established its presence as a leader in voice and data services with a number of firsts that set industry benchmarks for creativity and innovation. These services are offered under DiGi Prepaid.

The services under the DiGi Postpaid deliver high quality voice as well as value-added mobile content and data services to both individual and corporate customers. DiGi markets itself “Always the Smarter Choice” with a daring, different and dynamic brand persona. 

Currently, it has a mobile subscriber base of 6.1 million in Malaysia in Q3, 2007, representing a market share of 24%. After a lull in advertising, Quarter One 2007 saw DiGi’s brand campaign, Yellow Coverage Fellow, enjoying the top unaided recall in the country, breaking industry wide communication benchmark and recognised with regional marketing effectiveness accolades as the sole Malaysian brand ever to achieve this recognition.

DiGi grew faster than the market in 2006, with a growing revenue market share from 16% in 2003 to 25% in 2006. DiGi’s financial performance in 2006 included a 27% sales increase with a markedly improved operating margin.