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					      Acceptance and Satisfaction
            Assignment 2




               DiGi Prepaid


NAME       :   Joel Kuan Han-Yu
CLASS      :   DMC093/1-1
SUBJECT    :   Principles of Marketing
LECTURER   :   Mr. Jin Tsen Siew
DATE       :   21 September 2009




                                         1
Introduction
       This is my second assignment from the subject Principles of Marketing. We are asked to
conduct a survey to determine the consumer overall acceptance and satisfaction about a certain
product, service or company. Therefore, I have chosen DiGi Prepaid as the company which I
want to do a survey on. I chose DiGi Prepaid because I have a lot of friends and family that uses
DiGi Prepaid and also would be easier for me to conduct this survey and understand it since I am
a DiGi Prepaid user as well.

        Overall acceptance and satisfaction status from its consumer is important to the company.
Through the information’s obtained, a company and reshape or reinforce itself better to increase
the satisfaction of the consumer towards the company. Moreover, the overall acceptance and
satisfaction could also provide information about how well the company is going to do in the
long run or will it just fail and bankrupt soon.




                                                                                                2
Statistics
        After doing the survey about DiGi Prepaid, statistics have been collected and charts have
been produced. Most of the survey questions are close-ended and open-ended together as one,
therefore qualitative and quantitative statistics are put together for better understanding.


Consumer liking about DiGi Prepaid Service
Quantitative

                                     Consumer

                                No
                               41%

                                                             Yes
                                                             59%




   -   17 consumers surveyed about DiGi Prepaid
           o 10 consumers like DiGi Prepaid
                  3 consumers because it’s cheap.
                  4 consumers because it’s fast, efficient and easy to use.
                  2 consumers because of the Friends and Family features.
                  1 consumers because other friends are using it.
           o 7 consumer dislike DiGi Prepaid
                  3 consumers because bad signal or slow connection
                  2 consumers because of credit issue
                  1 consumer because he is on DiGi Postpaid
                  1 consumer because always get junk mail

Qualitative
        From the statistics obtained, everyone surveyed likes DiGi Prepaid but because of some
issue that makes them dislike DiGi Prepaid. For example, the 3 consumers that dislike DiGi
Prepaid because of the bad signal or slow connection, it’s not only DiGi Prepaid has this problem
but also DiGi Postpaid and also other telco. The next 2 consumer that dislike DiGi Prepaid
because of credit issue, not only DiGi Prepaid has this issue but every prepaid telco in Malaysia
works the same way and it’s not the fault of DiGi. As mentioned before, everyone surveyed likes
DiGi Prepaid from the answers they gave.


                                                                                                3
Consumer satisfaction of DiGi Prepaid Signal
Quantitative

                                               Scale
                           1   2     3     4    5    6     7     8   9   10
                    0%               0%         0%    0%


                                         18%              17%



                               12%
                                                                 18%


                                   12%

                                                    23%




                                   Scale                        Number of
                            (1 = Worst, 10 = Best)              Consumer
                                      1                    0 (0%)
                                      2                    0 (0%)
                                      3                    3 (17%)
                                      4                    3 (18%)
                                      5                    4 (23%)
                                      6                    2 (12%)
                                      7                    2 (12%)
                                      8                    3 (18%)
                                      9                    0 (0%)
                                     10                    0 (0%)

Qualitative
        Out of all 17 consumers surveyed, all of them complained that DiGi signal is really weak.
Some report that they do not have signal even in their own house or between tall buildings. There
is one person said that DiGi has an advertisement untitled “I will follow you” which says that no
matter where the consumer is, DiGi is there to provide a signal and these advertisements are
always found in cinema but the consumer reported that when she tried to use her DiGi powered
cellphone in the cinema hall, there was totally no signal to even send a message out.




                                                                                               4
DiGi Yellowish Sim Pack Packaging
Quantitative
  - 8 consumers gives a positive feedback
  - 8 consumers gives a negative feedback
  - 1 consumer has totally no idea about it.

Qualitative
       8 consumers have given a positive feedback about the packaging of DiGi Prepaid Sim
Pack. The feedbacks they gave are nice, neat, simple, clean, strong identity, attractive and
symbolic to DiGi theme colour.

        8 consumers have given a negative feedback because DiGi Prepaid Sim pack are too
plain, common and especially look alike every other telco sim pack. These consumers that gave
negative feedback said that DiGi should have a much special and unique sim pack packaging
which can attract more consumer and bring up the identity of DiGi Prepaid.

       1 consumer has totally no idea what is the sim pack or how does it looks like. This shows
that DiGi is not doing a good job in reinforcing its Sim Pack to stand out making everyone
walking pass a shop noticing the sim pack.


Basic features offered by DiGi Prepaid
Quantitative

                                                            4
  Bubble talk, Caller Tunes, DiGi Podcast                   4
                                                                            9

                                                                5
                     *128# Quick Portal         0
                                                                                      12

                                                                        7
                             Call waiting           1
                                                                            9                                  No Idea
                                                                    6                                          Bad
                        Talktime Tranfer            1
                                                                                 10
                                                                                                               Good
                                                        2
                   DiGi Birthday Reward         0
                                                                                                15

                                                    1
                      Friends and Family        0
                                                                                                     16

                                            0               5               10             15             20




                                                                                                                         5
Qualitative
        Most consumers surveyed like most of the features that DiGi offers. But there are some
features that consumers think it’s a waste of time and money to activate the features.

        Friends and family is one of the most popular features which DiGi has for more than 6
years. In the survey, 16 out of 17 people agreed that DiGi friends and family features is a good
one which no other telco company ever offered.

        DiGi Birthday Reward is also one of the most liked features that DiGi offers. This feature
is offered to DiGi prepaid user which is having their birthday, DiGi reward them 50% of the total
amount they reload. For example, reloading RM100 would reward you RM50 and reloading
RM500 would reward you RM250 automatically.

        Talktime transfer is a featyre that is available in DiGi Prepaid and Postpaid user. This
feature allows user to transfer credit or talktime between one another with extra charge. 10
consumers has stated this features as good and 6 says they have no idea about it but there is 1
consumer that stated bad for this feature. She said that DiGi has extra charge for this features
which is expensive. It’s true that DiGi charge extra charges in order to transfer credit or talktime
between one another.

       DiGi call waiting feature is a feature that enable user to have two or more calls at the
same time. This is activated by default when you purchase a new sim card. 9 consumers said its
good and 7 consumers said they have no idea. 1 consumer said its bad because all other telco
company offers this features too and its nothing special.

         DiGi *128# quick portal is the most advance phone based portal that any other telco can
offer. Just by typing that short code into your phone dialer, you can access your phone statement,
bill, latest offer, change plans, change sim language and many more! 12 consumers agreed its
good and the rest said they have no idea about it.

         Finally, Bubble Talk, Caller Tunes and DiGi podcast. These are extra features that one
could activate it as an extra to its current DiGi Plan. Bubble Talk is a feature like Voice Message
but it’s cheaper and can be sent at anytime. Caller Tunes is a feature that changes the basic Bip
Bip sound when you call someone into a song of any choice. DiGi Podcast is a feature that lets
you tune into national television through your handphone but provided that the handphone
supports podcast. 9 of the consumers agreed its good and 4 consumer said they have no idea
about it. 4 consumers said its bad making this feature the worst rating overall. These consumers
rated it as bad because it’s a waste of money to activate it and inconvenient. Inconvenient
because in order to change a Caller Tunes, you are required to log into DiGi website and
purchase every single song you wish to be played as your Caller Tunes.




                                                                                                   6
Dissatisfied consumer
Quantitative

                          Satisfaction


    No

                                                           Satisfaction
   Yes


         0           5            10           15


Qualitative
        Almost all the consumers are dissatisfied by DiGi Prepaid. They are dissatisfied by the
signal provided by DiGi Prepaid. As mentioned before, DiGi has a history of having bad or weak
signal.

        13 consumers have said that DiGi has a really bad signal especially between buildings or
inside a building. One consumer has even stated that the signals are really weak on peak hours
like 31st of December. One more consumer has also stated that the signal is so weak that it
always crosses line with other people. For example, receiving other phone call or the line crosses
line with others.

        1 consumer stated dissatisfaction that although extra features are not available like 3G but
the basics is still there. Another consumer stated that the credit balance report is annoying which
makes him dissatisfied about DiGi Prepaid. The rest 2 have said that DiGi Prepaid didn’t
dissatisfy them in any way.




                                                                                                  7
DiGi RM1 promotion
      DiGi has launched its new promotion where you can get special call rate when you hit
RM1 of usage per day.

Quantitative

                                     DiGi RM1


                                No Idea
                                 23%




                                                       Good
                               Bad                     59%
                               18%




Qualitative
        Many consumers think DiGi RM1 is a good promotion where they can save a lot just by
using RM1 per day to get cheaper rates to all network. But there are 3 consumers that think it’s
bad too. These consumers whom think this promotion is bad say it’s a gimmick to attract more
consumers to use more than RM1 a day. One also state that other telco offers the same promotion
without the need of special name like DiGi RM1 or wouldn’t require consumer to hit RM1 to get
special rates. The rest, 4, said they have totally no idea about this promotion. Therefore, this
shows that DiGi is not doing a good job to promote this promotion even to their own consumer.




                                                                                              8
ATM Machine Reload System
        Many bank has introduce a new system into their ATM machine where consumer can
reload that prepaid with just a few clicks.

Quantitative

                              ATM Reload System
 16
 14
 12
 10
  8
                                                                        ATM Reload System
  6
  4
  2
  0
                   Yes                            No


Qualitative
       Through this data obtained, it is obvious that DiGi is not doing much to promote this
system of ATM Reload System. 14 consumer has said no because they do not know about it,
they can get it from phone shop or its long to queue up at the ATM machine. Consumer that said
yes because they felt it’s convenient and quick.


Special Pass to change one thing in DiGi System/Service
Qualitative
         In the survey, I have given consumer a special pass to change just one thing in the system
or service which they wish to see being done. 8 consumers has answered they want to see DiGi
install 3G service, 5 consumers has answered to increase the signal of DiGi for better coverage, 2
consumers has said they want cheaper rates from the current rates offered, 1 consumer asked to
change the way DiGi remind user about their credit balance and 1 consumer stated they wish to
increase the maximum limit of 6 friends and family to high maximum value.




                                                                                                 9
DiGi Birthday Bonus
Quantitative

                                Birthday Reward
                                Appreciation    Gimmick   Both

                                           6%




                          35%


                                                             59%




Qualitative
         As mentioned before, DiGi birthday reward is a promotion to people having their
birthday. They reload an amount and getting extra 50% in return. 10(59%) of the consumers survey
said it’s a good way for DiGi to show its appreciation to its loyal consumer, 6(35%) consumers
said it’s just a gimmick and 1(6%) said both, appreciation and gimmick.




                                                                                             10
DiGi Yellow Man
        DiGi yellow man is a new advertising strategy DiGi has been using for only a year. It’s a
guy wearing all yellow from top of the head to tip of his toe. Dressed in yellow which has a full
signals sign on his chest.

Quantitative

                                Drawn to Yellow Man

       12
       10
       8
                                                                           Drawn to Yellow Man
       6
       4
       2
       0
                     Yes                          No


Qualitative
      The question is have the consumer been drawn to DiGi Prepaid by this yellowish man
and what do they think about it.

       Many consumers say they have been drawn to DiGi Prepaid by this yellow man and they
think he is funny and cute. The total consumers said they have been drawn to the yellow man is
12.

       The rest, 5, said that the yellow man is stupid and totally idiotic which makes no sense of
anything or doesn’t really follow you because at certain area, there is no signal.


Customer Service
Quantitative

                   Satisfied with Customer Service
 No
 Yes

       0       2           4       6          8         10       12   14       16

                               Satisfied with Customer Service




                                                                                                 11
Qualitative
        Most of the consumer are very satisfied with the customer service, including Care line,
Purchasing reload card and registering a new sim pack. The amount of consumers that are
satisfied with the consumer service is 14. They say the customer service is efficient and helpful.
They helped them replaced a new sim card very quickly or help them solve problems.

         3 consumers said they are not satisfied with the customer service because of several
issue. First is because when you call the care line, it requires you to press a lot of numbers to go
into different category in order to solve your problem. Second, a user was previously a postpaid
user and she said that the customer service would always call her before her deadline to pay up
her bill and she said that is very annoying. Third is the customer service rejected to help one
consumer because it was a peak hour for consumer to call the customer service.


Getting reload Coupon
Qualitative
       Everyone surveyed agreed that they can get DiGi Prepaid reload coupon conveniently
from any 7-11 or convenient store.


GPRS/EDGE and MMS
Quantitative

               Difficulties using GPRS/EDGE and MMS
  No

 Yes

       0          2           4              6           8           10      12          14

                                  Difficulties using GPRS/EDGE and MMS


Qualitative
       The consumer that answered no is because they did not experience any difficulties, they
never used it before or their phones do not support these features.

        The 13 consumers that answered yes in experiencing difficulties while using
GPRS/EDGE and mms, they cannot send or receive mms. MMS is Multimedia Message Service
which is used to send small mp3 file, picture or video to another consumer. Because of the weak
signal provided by DiGi decrease the performance of DiGi GPRS/EDGE or mms system to be
dramatically slow or unstable.




                                                                                                   12
DiGi Roaming Pricing
Quantitative

                       DiGi Roaming Price
 9
 8
 7
 6
 5
 4
 3
 2
 1
 0
          Cheap           Affordable         Expensive       Too Expensive


Qualitative
        DiGi Roaming is a useful feature for people that always travel out station. 8 consumers
that did the survey said the pricing DiGi set for different zone of the globe is affordable, 1 said
it’s cheap, 6 said it’s expensive and 2 said it’s too expensive.

       Consumers that answered its affordable because compared to other telco, DiGi offers the
cheapest to call home from another country. One said that paying this price or any other price to
call home is worth it.

       1 consumer that answered cheap before it’s has the cheapest rate among other company.

        The 6 consumer that answered expensive because compared to fix line or landline,
wireless call rates like DiGi is more expensive. Moreover not everyone can afford to pay the
price or some might even try to save cost when out station.

       2 consumer answered too expensive because it’s just plain expensive and unaffordable.




                                                                                                      13
DiGi Online Customer Service
Quantitative

                                 Satisfied with OCS
  No

 Yes

       0         2           4           6             8        10         12          14

                                        Satisfied with OCS


Qualitative
        12 of the consumers that answered yes said they felt that the OCS (Online Customer
Service) made life easier and it’s very convenient. A few has even answered that the OCS has
saved them time because sometimes their area or home doesn’t have signal to check their current
credit standing.

        5 of the consumers answered they are not satisfied with the OCS is because they do not
use it or it is not user-friendly.


DiGi Windows Live Messenger Service
Quantitative
                         Windows Live Messenger Service



                                                     Yes
                                   No                47%
                                  53%




Qualitative
        Many consumer answered that they do not need this service because they can online
anywhere and anytime through their laptop. The total number that said this is 9 consumers. One
of the consumer said that not all phone are capable of installing the software require to power the
service.

        The rest 8 consumer said it’s very cheap and convenient to keep in touch with their online
friends anywhere and anytime. It’s also portable which doesn’t require a huge laptop.

                                                                                                 14
Unlimited Music Download for RM5
Quantitative

                       Unlimited Music Download

                                       23%
                 47%                                               Cheap/Useful
                                                                   Cheap/Useless
                                             24%                   Expensive/Useful
                                 6%                                Expensive/Useless




DiGi News Update Software for Windows
Quantitative

                       DiGi News Update Software
                                  DiGi News Update Software




                                                          16




                             1


                       Yes                           No


Qualitative
        Only 1 consumer used this software because he said that it’s a good and fast way to get
latest news and update about DiGi right onto the desktop.

       The rest of 16 consumer said it’s a waste of resources or they don’t know that this kind of
software is available by DiGi.




                                                                                                  15
DiGi Latest Update through SMS
Quantitative

                   Latests News Through SMS
                        Good   Useless     Annoying




                                             35%
                       47%




                                     18%




DiGi D’Campus
Quantitative

                             D'Campus


 No




                                                                D'Campus


 Yes




       0       2   4    6        8          10        12   14




                                                                           16
Qualitative
        The consumer that chose Yes because they said that its good for student and encourage
them to call their classmate for assignment help or discuss about their project on the phone. It’s
also a good way for student to save money. The total amount of consumers chose yes is 12.

        The rest of the consumers that chose no because they don’t know anything about it or
isn’t available in their college. It’s unfair to them that it isn’t in their college. Also one consumer
state that another telco offers even cheaper rates.




                                                                                                     17
Conclusion
        DiGi Prepaid is being liked by a lot of consumer but many improvements should be made
to increase the company value or income. Here is would give some suggestion that DiGi should
take to increase the overall satisfaction or acceptance towards the company

   1. People do not like the DiGi Prepaid service because of the poor signal. Therefore DiGi
      should try to spend a little more money on upgrading the system or to boost the signal so
      that DiGi itself has a fighting chance against other telco.
   2. DiGi really needs to install or upgrade the system to be capable of 3G service. Currently
      in USA, they are already experimenting with 4G service but yet DiGi doesn’t even have
      3G services yet. As a matter of fact, DiGi is the only telco in Malaysia that doesn’t have
      3G service. This is one of the factor that most DiGi consumer are not satisfied with its
      service.
   3. DiGi should focus more on promoting its new promotion rather than creating a new every
      3 or 4 months and requiring consumer to spend RM3 just to change their current ‘old’
      plan to the ‘new’ plan to receive special rates. Through the survey, many consumers has
      reported that they don’t know a lot of promotion that is happening now. This is because
      DiGi did not spend the time to promote the promotion but only think of launching a new
      one soon!
   4. When DiGi created the new theme “I Will Follow U”, they should think about upgrading
      the system first. This gives the consumer a really bad image because when they see that
      advertisement and look at the signal bar on their phone, it doesn’t match because the
      signal on the phone is totally empty or very weak.

    The conclusion is, DiGi should spend more time know about the consumer wants rather than
forcing consumer with what DiGi wants the consumer to want. If DiGi would to spend time to
survey it owns consumer like I did this survey, DiGi would know even more about its consumer
and their overall acceptance and satisfaction towards DiGi.

        Overall, I have learnt a lot from conducting a survey and also many consumers thinking
about a certain product or service. It really opened up my mind to problems that I never knew
existed. This really would help me when I am out in the market to do more survey rather than
hiding from its own consumer and not promoting a latest promotion.




                                                                                             18
Bibliography
Link: http://www.digi.com.my/prepaid/callplan/index.do
Title: DiGi Prepaid RM1
Author: -
Date: 21st September 2009

Link: http://www.digi.com.my/prepaid/digi_rewards/pre_dr_morebonuses.do
Title: DiGi Birthday Bonus
Author: -
Date: 21st September 2009

Link:
http://www.digi.com.my/intl_services/intl_roaming/prepaid_roaming/intl_ir_preroam.do?page=c
ha
Title: DiGi Prepaid Roaming
Author: -
Date: 22nd September 2009

Link: http://www.digi.com.my/downloads/desktopagent/index.do
Title: DiGi Desktop Agent
Author: -
Date: 23rd September 2009

Link: https://www.digi.com.my/ocs
Title: Online Customer Service
Author: -
Date: 23rd September 2009

Link: http://www.digi.com.my/whatshot/promotions/msn/index.do
Title: Windows Live Messenger on DiGi
Author: -
Date: 20th September 2009

Link: http://music2.digi.com.my/Default.aspx
Title: Unlimited Music Download for RM5
Author: -
Date: 25th September 2009




                                                                                        19
Appendix




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