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Celcom Axiata Berhad (Celcom) is the largest and oldest mobile telecommunicationscompany in Malaysia. It was founded in 1988 and is headquartered in Kuala Lumpur,Malaysia and also operates as a subsidiary of Telekom Malaysia Berhad. Celcom wasoriginally listed on the Bursa Malaysia but Celcom is change to the private company aftermerger with Telekom Malaysia Berhad. Celcom provides mobile telecommunication relatedservices in Malaysia which including cellular and fiber optic transmission network service,voice and transmission network services, short messaging service as well as offers mobilepostpaid and prepaid services. Celcom is a company operates with 2G GSM/GPRS/EDGE,3G WCDMA/HSPA+, AND 4G LTE network. In addition, Celcom’s business mission andvision is to delight their customers, build a profitable enterprise that maximizes investorsreturn and build win-win relationship with all business partners based on mutual trust, respectand support as well to maintain the highest levels of transparency, integrity andprofessionalism. Thus, Celcom Axiata Berhad Malaysia will become a premium brand locallyand abroad as well.9-13 What was the problem at Celcom that was described this case? What people,organization, and technology factors contributed to this problem?There are some of the problems that can be identified by Celcom company in thiscase. In the early days, business online was not available in Celcom which means thecustomers must go to the physical Celcom store to obtain the services such as switch thebusiness plans and pay for the monthly statement. Therefore, the customers are feel quiteinconvenient in this part especially for the sophisticated young urban users who are prefer todo business online because they though that it is difficult to take time out to go to the physicalCelcom store deals with the business and it is wasteful of time. However, older customersprefer go to the Celcom dealers and retail outlets for obtaining the in-person service. As aresult, Celcom is losses many customers. This is because they are unable to compete with thecompanies that provide a variety of networks and devices services such as Skype, Google andNetflix which can disrupt the traditional telecommunications billing models. For example,Google is providing communication tools such as Gmail, Google Docs, Google Forms andGoogle Inbox and map-related products such as Google Maps that provide directions andlocal business search. This kind of networks and devices service can influence the traditionaltelecommunications company differently because it is difficult to compete with the bigcompany that are offering a variety of networks and devices services.
The other problem is in order to be number one in data services in the market, theywould have to build enterprise systems that would be able to collaborate with the newplayers. Enterprise systems is the overall combination of computer hardware and softwarethat a business uses to organize and operate its business. It allows companies to handle more