Limitations Our group members managed to find what we need to complete this assignment but frankly we did encounter quite a number of limitations during the process of accomplishing it. A few limitations that we face include: 1. Lack of available and reliable data - Even though we try our best to search for data
regarding Celcom through pathways like websites but we gained not much information. We weren’t able to gain much access to the data and information. We believe this is because of their company policy and most of their data is private and confidential. 2. Not being able to experience its services – We have no group members that are using Celcom therefore we are not able to get feedback of the services first hand. On the other hand, we also have no close friends or family members that are using Celcom. And because we cannot experience the service ourselves, we could only ask around and hope to find as many people who use Celcom as possible. 3. Not being able to gather feedback – Since there were not many people who uses Celcom these days, we weren’t able to gather much feedback regarding the services. We were not able to hand out surveys or ask around to gather feedback regarding the services and customer’s expectations and so on. Company Background 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-900was 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. Celcom brand vision is about pleasing our customers and exceeding their expectation. It is the company’s goal to empower the customers with choices and innovative solutions that will give them greater control and freedom to live it to the holds a strong suite of digital products and services, including close to 3500 4G LTE sites and provides prepaid and post paid mobile services to 12 million subscribers in Malaysia. Celcom also has the widest network in Malaysia, covering 95% and 88.1% of the population with its 2G and 3G networks respectively.
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