Following the merger of Celcom and Digi, you’ve probably seen a new merged identity called CelcomDigi. For the consumer-facing brands Celcom and Digi, both identities will continue to remain separate for the time being.
As reported by The Edge, Axiata’s joint acting group CEO Vivek Sood revealed that Axiata intends to keep the two brands in existence. He said both Digi and Celcom will continue and they have not decided to either come to one brand or continue as two brands in the future. He added that at this point in time, they believe there’s value in keeping both brands. For now, the business will continue and consumers will be so as if nothing has changed.
This means consumers can still pick their favourite Celcom or Digi products at the respective stores and get customer service from the respective channels and outlets.
Vivek says “things are pretty much in place” for integration activities which are currently ongoing. He shared that network integration is happening over the next two years following the conclusion of the Celcom-Digi merger deal in November 2022. As expected with most mergers, CelcomDigi will streamline its operations as well as its assets and network resources. They are currently holding the most amount of mobile spectrum combined than its closest rival Maxis.
As part of the merger approval, CelcomDigi has agreed to MCMC’s undertakings to address competition concerns. This includes returning 70MHz worth of spectrum to the MCMC, establishing a separate independent business unit to handle Mobile Virtual Network Operator (MVNO) operations, divesting Yoodo within 18 months after the completion of the merger and removing exclusive distributor arrangements in several states.
One of the undertakings also mentions positioning both Celcom and Digi products under a single MergeCo corporate brand. If the group aims to retain Celcom and Digi, at the very least both telcos will just need to carry an additional new CelcomDigi corporate identity on their marketing and promotional products. This would be similar to Celcom products carrying the Axiata logo and Digi having the Telenor logo.
[ SOURCE ]
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