Happy says they are the prepaid mobile plan that’s just nice. We say: barely

Happy was launched sometime in December 2007 and it had created some buzz in the telco industry.

Who is this Happy? By now, most of you should have seen its multi coloured advertisements on TV, Internet and newspaper. While Happy is a part of DiGi, it tries to disassociates itself from the big yellow where its advertisements and promotional materials do not carry the DiGi brand. Even their sales channel are limited to their website and selected Giant hypermarkets. We’re wondering why they are not making use of DiGi’s already established dealer channels nationwide.

It is only after you looked closely, you will know that Happy comes from DiGi. In fact, Morten Lundal, the former CEO of DiGi said that Happy is formed by a rebel group in DiGi’s headquarters itself.

The next question is why did they create Happy when DiGi is already a strong prepaid-centric brand? It could be possible that Happy is a limited time experiment by DiGi. In an event where the outcome is not desirable, they could easily pull the plug on Happy without affecting DiGi as a whole.

So what’s the deal with Happy?

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