DiGi aims for pole position as mobile internet provider for mass market

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KUALA LUMPUR (Jan 22): DiGi.Com Bhd, the country's third largest mobile operator by subscribers, has embarked on a major rebranding exercise as it aims to become the leading provider of mobile internet for the mass market.

Its group CEO Lars Norling said the group expects to achieve this goal by making access to the internet easy through its high speed network, competitive smart device bundles and good user experience.

"We have expanded out 3G network to 86% population coverage, progressively introduced LTE services in more locations and increased fibre network to more than 4,000km nationwide," he told reporters at the brand presentation this afternoon.

Norling said the easy access, coupled with the group's new distribution set-up would fuel stronger adoption and consumption of Internet services.

Asked if network investment would increase from the RM950 million spent last year, Norling declined to elaborate, but said network quality and improvement would remain a priority.

He also did not elaborate on the industry's growth, except to say that Malaysia was a dynamic growth market with a very strong demand for mobile Internet.

"The market is driven by the demand for data. Smartphone penetration is 53% in Malaysia with most consumers having more than one device," said Norling.