DiGi targets youth market to boost share

Malaysian mobile operator DiGi Telecommunications, a subsidiary of Norwegian telecoms group Telenor, aims to increase its market share with the release of a new music download service, The Star Online reports. DiGi, which according to TeleGeography’s GlobalComms database held around 25% of the market at end-March 2009, hopes to increase this to 33% ‘as soon as possible’. In order to achieve its goal the cellco is launching its ‘Music Unlimited’ service, which offers unlimited downloads of songs from a selection of half a million tracks for MYR5 (USD1.42) per month. Commenting on the new service DiGi’s head of products and segment marketing, Albern Murty, said it targeted one of the most important demographics, noting: ‘With over 50% of the Malaysian population in the youth bracket, it is an important and growing market for DiGi’.