Malaysia’s redONE is expanding regionally, with Singapore being the first stop for the mobile virtual network operator (MVNO). According to Danny Chin, chief marketing officer of redONE, the company is slated to penetrate the neighbouring Singapore market come November this year, with more details to be unveiled in the next few months.
The move is also in line with the company’s vision of becoming the largest MVNO in the region. redONE said earlier it wants to be the first MVNO to expand its business outside of Malaysia with aims to commence operations in Southeast Asia region in the near future.
While plans remain underway, in Malaysia itself, the MVNO, redONE has recently re-launched its prepaid plan to cater for users who want more data. The new prepaid plan is said to be an update from existing package launched in November last year.
In a conversation with A+M, Chin said its new redONE prepaid plan will be marketed primarily to the “data hungry but cost conscious” individuals. “This particular segment of users are always online, and the best way forward to engage with them is to increase our presence in various digital platforms.” Currently the brand works with Great PR & Media as its media agency.
To give its marketing campaigns an added boost, Chin revealed that the brand will be engaging key opinion leaders (KOLs) and connecting with users via social media platforms and increasing on its investment in data-driven media buys.
Chin added its focus and efforts do not end with just the digital platforms, traditional too plays a part. Offline, it is actively focusing on expanding its touchpoints to ensure interested and potential customers will be able to easily locate the company and sign up its redONE prepaid plan. Chin added, “We are going all out in our efforts to recruit new partners and you will see a lot more tactical roadshows from redONE in the next few weeks in strategic locations across the nation.”
To remain competitive, redONE has also been aggressive in promoting its services to the nation. As one main sponsors of Kelantan Football Association, it has collaborated with the football team in selling its exclusive redWIRA Pack.
“redONE is one of the main sponsors for this football team, which is also known as The Red Warriors (TRW) amongst their fans and in the field. As part of our commitment to them as one of their sponsors, an idea to engage their fans and contribute a small token to the football club materialise via the redWIRA Pack,” Chin said.
On the rationale behind the sponsorship, Chin explained that sports is one of main criterias when it comes to its marketing pillar. The company had previously sponsored clubs and events related to other sports such as badminton and squash. “Coincidentally, the Kelantan Football Club’s nickname is ‘Red Warrior’ and we took the opportunity to sponsor them when the opportunity arises,” he added.
To target the younger user segment, redONE has also tied up with selected retailers in public universities to offer tertiary students a complimentary #ONEkampus pack, under its #ONEkampus programme.
“We understand that most students have limited allowances and it can be a chore for students on prepaid plans to constantly have to reload their accounts in order to stay connected with their friends,” Chin said. Students who subscribed to its #ONEkampus programme’s redONE prepaid plan will be to call one another even when they have run out of credit.
The company also came up with another marketing campaign called “Power Bank Bundle 70″ to target users who are generally worried of the expiry of their credit validity and want to be constantly connected, especially to the internet.
“We came up with a campaign that offers monthly auto reload of RM10 credit for a period of six months. What this means is that a customer on this bundle plan, will receive an auto reload worth RM10 every 30 days without having to worry about needing to frantically search for a reload centre,” he said.
Founded in 2012, redONE started off in Malaysia with postpaid plan as its main product before it introduced its first prepaid plan late last year. Having Celcom Axiata as its network provider, the company said it now has about 1 million subscribers today as compared to only 140,000 subscribers in 2012.