Presentation on how DiGi has been using YouTube to build our brand presence. Presented at YouTube Pulse on 17 June 2014 in Kuala Lumpur

1. Praveen Rajan
Head of Products – Internet & Services, DiGi Telecommunications

2. CONTENT
VIDEO
CONTENT
A BETTER WAY TO BUILD THE DIGI BRAND

3. WE ARE NOT JUST COMPETING WITH BRANDS
THAT SELL PRODUCTS & SERVICES

4. PLAYING VIDEO
GAMES
34%
READING A BOOK
28%
WATCHING MOVIES
32%
WATCHING TV
43%
LISTENING TO
MUSIC
57%
READING
MAGAZINES/
NEWSPAPERS
37%
90% OF
MALAYSIANS
MULTITASKING
ON
SMARTPHONES
WE ARE HAVING TO COMPETE FOR
OUR CONSUMERS UNDIVIDED ATTENTION
Ipsos, Our Mobile Planet, Malaysia 2013

5. are becoming
AUDIENCES
[People who want to hear
the DiGi story]
CUSTOMERS
[People who want to buy
DiGi’s products]
VIDEO ALLOWS DIGI TO EARN CUSTOMERS’ ATTENTION

6. BUILDING A GREAT VIDEO STRATEGY:
FIND THE RIGHT
AUDIENCE
TELL GREAT
STORIES
BUILD STRONGER
RELATIONSHIPS

7. FINDING THE RIGHT AUDIENCE FOR DIGI:
FIND THE RIGHT
AUDIENCE

8. 1 DIGI INVESTOR PRESENTATION Q1 2014
2 MALAYSIAN POPULATION CENSUS, COMSCORE, MEDIA METRIX, FEB 2014
SMARTPHONE ADOPTION IS DRIVING GROWTH OF THE
FIRST REAL INTERNET EXPERIENCE FOR MOST YOUTH
75%
61%
70%
38%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
0
1
2
3
4
5
6
7
15-24 25-34 35-44 45-54 55+
%totalpopulationonline
TotalMalaysianPopulationMillions
Total Malaysia Internet Reach
Comscore, Feb 2014
Total Malaysian Population
Total Unique Visitors Online
STRONG INTERNET REACH TO MALAYSIAN YOUTH

9. 83%OF SMARTPHONE USERS
ARE MILLENNIAL BETWEEN
18-34 YEARS OF AGE
BASE: PRIVATE SMARTPHONE USERS WHO USE THE INTERNET IN GENERAL, SMARTPHONE N= 500
Q41: HOW OFTEN DO YOU NOTICE ADVERTISING WHEN YOU ARE USING THE BROWSER OR AN APP ON YOUR SMARTPHONE? (EVER)
ENGAGING THEM ON THE RIGHT DEVICE IS CRUCIAL

10. 90%MALAYSIANS SMARTPHONE OWNERS
WATCH VIDEO ON THEIR SMARTPHONES
39%USE VIDEO AT LEAST
ONCE A DAY ON THEIR SMARTPHONES
CONNECTING USING VIDEO CONTENT IS CRITICAL
BASE: PRIVATE SMARTPHONE USERS WHO USE THE INTERNET IN GENERAL, SMARTPHONE N= 500
Q35: HOW OFTEN DO YOU WATCH VIDEOS VIA WEBSITES OR APPS (E.G. SHORT VIDEO CLIPS, VIDEOS OF TV SHOWS, TV MOVIES ONLINE, ETC.) ON YOUR
SMARTPHONE?

11. SOURCE: GOOGLE/ TNS AUSTRALIA, YOUTUBE USER PROFILING, MALAYSIA, JULY 2012
QM2B. BASE: ALL WATCHING TV N=977; G8B: BASE: ALL USING YOUTUBE N=962
HOW TO READ: CHART SHOWS % OF PEOPLE ONLINE USING EACH CHANNEL, E.G. 71% OF 16-19 YEAR OLDS WATCH YOUTUBE
YOUTUBE A KEY OPPORTUNITY FOR BRANDS TO ENGAGE WITH VIDEO
CONTENT
71%
53% 50% 48%
43%
39% 36%
30% 27% 26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
YouTube NTV7 8TV TV3 Astro
Entertainment
Channels
TV2 TV9 TV1 Astro Sports
Channels
Astro News
Channels
% of digital Malaysians
aged 16-19 years using
each channel
79%
64% 62%
56% 56% 52% 51% 47%
40% 39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
YouTube TV3 NTV7 8TV TV2 TV9 Astro
Entertainment
Channels
TV1 Astro News
Channels
Astro Sports
Channels
% of digital Malaysians
aged 20-25 years using
each channel
Figure 8: Media Consumption By Channels, Digital Malaysians Aged 16-25
20 – 25 years
16 – 19 years

12. TELLING GREAT STORIES WITH VIDEO
..DIGI JOURNEY
FIND THE RIGHT
AUDIENCE
TELL GREAT
STORIES

13. 2013 Most Viewed Videos & Top Ads (MY, SG, ID, PH) – Tone & Manner
28%
22%
12%
8%
8%
8%
6%
6%
2%
Funny
Demonstrative
Sentimental
Dance/ Song Cover & Mashup
Inspirational
Cute
Surprise
Celebrity Power
Informative
LEVERAGING ON INSIGHTS TO CREATE GREAT STORIES
GOOGLE INTERNAL ANALYSIS, BONNIE WONG, INDUSTRY STRATEGIST MALAYSIA

14. DRIVING AN EMOTIONAL CONNECTION WITH THE AUDIENCE
http://www.youtube.com/watch?v=gTz7iXGQE-o

15. EARNING THE ATTENTION OF THE MALAYSIAN AUDIENCE
DIGI BALLERINA VIDEO
TOTAL CUMULATIVE VIEWS
YOUTUBE MALAYSIA: MARCH – MAY 2014
478,468
views
1,096
LIKED this video
March 2014 April 2014 May 2014
Paid Media Boost
New Audience - Earned
New Audience - Earned
Paid Media Boost

16. DRIVING THE GROWTH OF DIGI REVENUE
0
0.2
0.4
0.6
0.8
1
1.2
INDEXEDSEARCHVOLUME
SEARCH TRENDS FOR DIGI SMARTPLAN TERMS
GOOGLE.COM.MY & YOUTUBE MALAYSIA
BY BROWSER TYPE: MARCH – MAY 2013
DESKTOP/LAPTOP BROWSER SEARCHES
MOBILE DEVICES WITH FULL BROWSERS
TABLETS WITH FULL BROWSERS
120%
GOOGLE INTERNAL DATA

17. STRONG RELATIONSHIPS DRIVE BUSINESS GROWTH
FIND THE RIGHT
AUDIENCE
TELL GREAT
STORIES
BUILD STRONGER
RELATIONSHIPS

18. -
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Jul-08 Sep-08 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 Nov-09 Jan-10 Mar-10 May-10
MYDIGITV YOUTUBE CHANNEL CUMULATIVE VIDEO VIEWS
JULY 2012 – MAY 2014
JUL-12 JUL-13 MAY-14
TOTALVIDEOVIEWS
155%
YOY Growth
in Views
GOOGLE INTERNAL DATA
DIGI YOUTUBE JOURNEY HAS JUST BEGUN!

19. CONTENT
VIDEO
CONTENT
A BETTER WAY TO BUILD THE DIGI BRAND

20. Thank you