The growth of any subscriber-based service model depends on increased penetration. This is especially true in emerging markets, where churn rates are constant even for top brands. Consistent marketing steadily increases penetration and solidifies brand growth in the long term.
Take Axiata Group Berhad, one of Asia’s largest communications groups. Formerly the mobile and international operations arm of Telekom Malaysia Berhad, the company launched in 1992 with the tagline, Advancing Asia, reflecting their vision of Asian expansion. Axiata has controlling interests in mobile operators in Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia, and significant strategic stakes in India, Singapore and Iran. Axiata’s brand’s like Celcom (Celcom Axiata Berhad, Inc) in Malaysia and Smart Communications, Inc in Cambodia are household names in those countries. That geographic expansion has spurred significant growth in their brand.
Telekom Malaysia is another example. The company has moved into the enterprise space. Accenture’s partnership with Telekom Malaysia has helped this Asian heavyweight streamline customer service to allow for expanding service lines from households to businesses.
These additional services expand their customer demographic greatly and allow for multiple tiers of service. Service expansion provides a natural dialog for brand growth.
The message is clear: companies should also look to new digital trends for brand growth. New technology brings with it new opportunities to disrupt—or to be disrupted. But which digital trends should emerging market companies pursue to accelerate brand growth? Inevitably, the largest factor at stake is ROI. Using analytics can help a company decide in which trend to invest.
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