82141942-Marketing-Assigment-2011-Final-Work.docx - Background of Celcom CELCOM known as CELCOM AXIATA BERHAD is the oldest telecommunication company in

82141942-Marketing-Assigment-2011-Final-Work.docx -...

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Background of Celcom CELCOM, known as CELCOM AXIATA BERHAD, is the oldest telecommunication company in the mobile telecommunication services industry in Malaysia currently. CELCOM is one of a member of the Axiata group of companies, which is one of the leading telecommunication companies in Asia. In 1988, CELCOM started its operation as STM Cellular Communications with Fleet Group and Telekom Malaysia as shareholders. As one of the telecommunication companies in Malaysia, to originally obtain a cellular phone license, it introduced mobile telephony in Malaysia through ART-900 (Automatic Radio Telephone) services successfully. The ETACS (Extended Total Access Communication System) ART-900 was started using the prefix “010”. However, in 1995, when the cellular phone market was opened up, CELCOM used dialling prefix identifier of “013” and “019” and offer digital GSM (Group Special Mobile), an originally European standard, now largely a world standard for mobile communications. Then, CELCOM upgraded to the GSM900 service and quickly grew to become the largest mobile phone company in Malaysia. Brands Product Celcom has provided several brand products. The first product is postpaid services which is the Celcom Exec. This product has divided into a few packages which is Celcom Exec 20, 50, 250 and also 1+5 plan that targeted different categories of people and also fulfill different customer needs. Besides, customer also can choose Celcom Exec plan that comes with the Blackberry Smartphone. These plans offer the customer several features which allows the customer connected to the internet and chat by using the Blackberry Messenger, Window Live Messenger and so on. It also enables the customer to view their e-mail and attachment. The second product is the prepaid services. There are two packages under this service which are Xpax and Celcom Blue. Xpax more focus on the teenagers who are between the ages of 12 to 25, while the Celcom Blue focus on the user above age of 25 and offer longer credit validity period. 1
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Lastly is the broadband services provided by the Celcom Company which is the No.1 mobile broadband in Malaysia and offer the widest coverage that over 71% Malaysia’s populated area. There are a few plan under this services which is you can either paid daily, weekly or monthly. This services also has the plan with device which is offer the customer a special price for the device if purchase their broadband services. Brand Identity The brand identity of the Celcom broadband is "you’ll have nothing but peace of mind from the moment you sign up". Celcom broadband offer you the widest coverage, affordable price and a dedicated customer services. However, the brand identity for Celcom Biz Intelligent is “Maximize the reach of your business with Celcom, Malaysia’s leading mobile network service provider with the widest nationwide coverage”. Celcom Biz Intelligent is to fulfill needs and wants of businesses in today’s demanding landscape, such as workforce mobility and connectivity, cost effective solutions, and intelligent operation and management systems.
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  • Spring '18
  • Brand, Celcom, celcom axiata berhad, Celcom broadband

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