Professional Documents
Culture Documents
Strategic Management
1. 2. 3. 4. 5. 6. 7. 8. Company Introduction Vision and Mission Company Values and Awards Internal Analysis : McKinsey 7-S and SW External Analysis : OT, PEST, Porters 5 Forces Value Chains & Growth Conclusions Recommendations
Group V Presentation
Company Introduction
Public listed company in Bursa Malaysia Telecommunications provider, mobile broadband and mobile internet wholly-owned subsidiary by Telenor Group operations in May1995 with launched first digital GSM1800 services DiGis approximately RM4.9 billion with a subscriber base of 7.7 million DiGi providing the best deals to ensure excellent customer experience in mobile, internet and prepaid services
Group V Presentation
Corporate Milestone
May 1995 April 1996 Dec 1997 Dec 1999 June 2002 Aug 2003 April 2004 May 2004 Aug 2004 Oct 2004 Jan 2006 Aug 2008 Dec 2009 April 2010 1st digital cellular network in Malaysia. 1st digital cellular network in Sabah and Sarawak. 1st telco to be listed on Bursa Malaysia. 1st telco to introduce an e-pay system. 1st telco in Malaysia to GPRS. DiGi becomes 1st to launch MMS DiGi launches Malaysia's 1st Prepaid Online Billing. Launch of DiGi's EDGE 1st mobile to launch Mobile TV Flexi e-load and Talktime Transfer. DiGi Flexi E-Load for Postpaid. DiGi announced Deep Green to reduce 50% Carbon DiGi launch 3G services DiGi offer iPhone 3G services.
Group V Presentation
Action:
Make things simple and easy to understand for our customers. Products and services provided are always practical and providing the best deal. We make things happen because we make it Easy. Bottom-line enhancement. Balanced cost optimization exercise to achieve higher levels of customer satisfaction.
Group V Presentation
7-S : Structure
Group V Presentation
DiGi.Com Berhad is a Malaysia-based investment holding company. The Companys wholly owned subsidiary below: DiGi Telecommunications Sdn. Bhd. (DTSB) :establishment, maintenance and provision of telecommunications and related services (Include Domestic Rooming). Subsidiaries of DTSB include DiGi Services Sdn. Bhd., which is engaged in property holding, renting of premises and other related services, and Djuice.Com Sdn. Bhd., which is dormant. On February 10, 2009, the Company incorporated a wholly owned subsidiary, Pay By Mobile Sdn Bhd. Its principal activity is providing financial service in e-commerce.
Structure ( cont. )
Group V Presentation
Systems
1. Deep Green system : key efficiency initiatives involving DiGis network, IT systems, building and facilities, fleet and initiatives with employees, customers, partners, and the community. Take a lead and contributes back to society in the area of carbon emission reduction. 2. Continue improvement system Relooked at all business processes and activities and found big and small ways to make them more efficient. 3. Operation Efficiency system Leveraged on Telenor Group Procurement in various key spend areas Explore new technologies. Took a leading role to ensure greater infrastructure sharing among the mobile operators. 4. Digi supply chain health, safety, security & environment (HSSE) Apply green practice in supply Chain
Group V Presentation
Group V Presentation
Skill
DiGi benchmarked against top service Industry organization to enhance & improve in customer service.
Staff
Work @ program-Flexibility and promotes work-life balance. Recognize and motivation.
Shared value
Continue to strive for higher standards of governance with accountable and transparent processes in place. Social responsibility Deep Green Challenge for change (C4C) provide platform for youth of Malaysia to discover viable energy solutions & help them to commercialize it.
Group V Presentation
Group V Presentation
Strength ( cont. )
3. Market Mobile Broadband and Mobile Network service provider Retail digi Family plan E-Commerce Go to market strategy base on LAS likely average speed-promised customer enjoy stable mobile internet connection. 4. Material Low cost calling and high quality voice to their own associates partners, ie. Bangladesh ( Grameen ), Telenor network. Broadband Done right and Internet Done right 5. Machinery Mobile Virtual Network transmission system - Provide domestic roaming Facilities auto reloads online payment
Group V Presentation
Weakness
1. Men Lack of manpower and Increased HOD workload
2. Money More training needs to provide to upgrade and continuous improvement, More money needs to invest and maintain and upgrade their network with latest equipments.
3. Market Market is saturated ( 106% ) and need to find innovative ways to acquire new subscribers. 4. Material Lack of contents and value added services for their subscribers. 5.Machinery lack of base station compared to other operators/competitors
Group V Presentation
Threat High inflation increase price High bargaining power of customer Malaysian Government discourage cell phone usage among school kids Continuously technology advancement in wired & wireless technology
Group V Presentation
Group V Presentation
Group V Presentation
Economic
Monthly Income less than 1 k = 8.6% Monthly Income less than 2 k = 29.4% Monthly Income more than 2k = 62%
Group V Presentation
Social
Demographic : Family income : 1000 ~3000 Age: 16 and above The current population of Malaysia is expected to rise from 25.6 million to approximately 28.96 million by the year 2010 with a projection annual average growth rate of 1.6%. The Malaysian is getting advancements towards the era of High Definition digital distribution of contents, consumers demand greater bandwidth capacity for their internet connectivity. With incomes rising, Malaysian have more disposable income, which enables to more selective with their choice of mobile phone. Social factors are getting important in Malaysian telecommunication industry as the increasingly using the mobile phone became a society culture even become a personal culture.
Group V Presentation
Group V Presentation
Technology
Digi is still trailing behind Maxis and Celcom in continue technology advancement in wired and wireless telecommunication 2010 is the broadband year of Malaysia, Digi need to upgrade plenty of new device and package flooding the market place tense rivalry Communications and information technology infrastructure is a key element in Malaysias plans to achieve industrialized nation status by 2020.
Group V Presentation
Intensive Growth
a. Market Penetration: DiGi Prepaid and postpaid, mobile internet c. Market Development: offer iPhone and Smart plan to expand market share b. Product Development : MVNO : Baraka MVNO business
Diversification : NIL
Generic Competitive Strategy: Low-cost provider -1. lower mobile internet price. -2. target foreign workers with lowest IDD rate.
Group V Presentation
Growth Strategy
Backward Integration a. Vertical (growth opportunities)
Forward Integration Unbundling / Outsourcing (Partnerships / alliances) cooperative & long term relationships
Digi only Vertical Growth. Digi begin with basic phone communication. Work with iPhone, Blackberry, Android, Window phone Started Broadbrand, 3G, Mobile WiFi, Smart Data plan
Intro
Growth
Maturity
Decline
Time
1. Q. Mark = eCommence ( Pay By Mobile ) 2. Star = Mobile Data, iPhone Smart Phone Plan 3. Cash Cow = Prepaid and Postpaid 4. Dog = Digi Fix-line , D Juice
Industry Competitors
Threat of Substitutes
Group V Presentation
1. Industry Competitors
Wireless Market Digi own 21.7% in Malaysia market share
Maxis
Celcom
Digi
GROUP V
28
Competitor Analysis
Celcom gain highest margin, however, Digi maintain stable sales and profit margin
HIGH
Revenue ( RM $ B ) CoDigi Maxis Celcom Total 2009 4.909 12.291 6.292 23.492 2008 4.814 11.234 5.576 21.624 2007 4.362 9.765 2009
Profit After Tax 2008 1.190 (0.101) 1.294 2007 1.062 2009 Market % 21.07% 52% 26.93% 100%
Source: Celcom, Maxis and Digi report 2009
GROUP V
29
GROUP 7
30
GROUP V
31
4. Threat of Substitutes
Landline CDMA
DIMINISHING MARKET HIGH
Mobile Operator
4G WiMax players P1, Yes Video Conferencing VOIP - Skype, Gtalk, Yahoo Messenger e-Mail & Social Networking Websites
GROUP 7
BROADBAND SERVICES
32
GROUP 7
33
Conclusion
Digis generic strategy is Low-cost provider that offering the lowest overall costs than competitors.
Group V Presentation
Recommendations
A. Functional Strategies:
1. Bring in competent human capital with new blood, intensive training to present staff, and increase recruiting experienced local and overseas talent. 2. To further focus and improve Digi Supply Health, Safety, Security and Environment Assurance program. 3. Reduce the dependency on strategy sharing between mobile producers application developers etc. 4. Improve and increase efficiency and capacity of base station. 5. further improve consistent good services in terms of customer support, corporate website, FAQ, nationwide centers, specialized store, service counters, dealers.
Group V Presentation
Recommendations
B. Business Strategies 1. Increase more capacities in their biggest market share, esp metropolitan areas. 2. Set up own R&D center and developers program to help provide better value added services to Digi users. 3. Expedite their broadband coverage to whole Malaysia. 4. Set up reward system and encourage users referral program. 5. Increase additional E- commerce facilities , eg, auto reloads, online payments etc. 6. More Advertising awareness to acquire and increase customers based. 7. New Slogan for Digi : Time to Change to DiGi! 8. provide new rates package. 9. Agressively promote push sales of smartphones, eg I phone, blackberry, google, Samsung galaxy, htc. Corporate Social Responsibility : 1. To sponsor educational program to strengthen Digi brand.
Group V Presentation
Recommendations
C. Corporate Strategies: Intensive growth :
1. Start email and social networking services, expanding Value added services to their subscribers. 2. go for product differentiation offer ENUM services 3. Offer 5G or LTE services trial Long Term Evolution (LTE), is the latest standard in the mobile network technology
Strategic Alliances : Merge with Financial institute to offer mobile wallet and ecommence services.
Integrated growth :
Horizontal Growth : 1. Joint venture with mobile phone vendors to include latest technologies and internet functions into mobile phone. 2. JV or Acquire other VOIP company
Group V Presentation
Thank You
For enquiry: pls email to QnA@GroupV.com
Group V Presentation