Performance of the brand

History

Dialog (a subsidiary of Malaysia based Axiata Group) made a relatively late entrance into the mobile telecommunications market in the late  1990’s. However, its entry was perfectly timed as it used the new digital platform which provided a host of value added services replacing the older analogue platform which the competitors were using.  The competitors had to make significant investments in changing over to the new digital platform, and this was the window of opportunity that Dialog had to gain market leadership.

The Company listed in 2006, and is one of the largest listed companies on the Colombo Stock Exchange in terms of market capitalisation.

 

Marketing

Through its technology advantage Dialog offered “The future today” which it demonstrated through new services that it continued to offer ahead of the competition. In this way Dialog pioneered the short messaging system, web connectivity amongst a host of other services, which fulled the growth of the company.

 

Company operations

A price war in 2009 impacted the financial performance of the company, but since Dialog had the critical mass of consumers under its belt, it was able to trim the operations and weathered this storm.

The Company operates 2.5G, 3G and 3.5G mobile services, supporting the very latest in multimedia and mobile internet services as well as international roaming across over 200 countries.

A part from mobile telephony and data services, Dialog also operates a Direct-to-Home (DTH) Digital Satellite TV service. 

 

Performance

The Company continued to leverage its market leading position within Sri Lanka’s mobile market to deliver strong growth in revenue and profitability. The Company recorded revenue of Rs. 37.95 Bn. for FY 2010 and a profit of Rs. 6.55 Bn., an increase of 14% and 171% relative to 2009 respectively. Core business profitability was driven by the growth in Mobile Voice, VAS, Mobile Broadband, International and Tele-Infrastructure businesses.

League tables

Dialog appears in the following brand league tables:

Rank 3 in the Sri Lanka 100 2012.
Rank 319 in the Top 500 Telecom Brands 2012.
Rank 381 in the Top 500 Telecom Brands 2011.
Rank 6 in the Sri Lanka 100 2011.