It has, always continued to spread its wings and is undeterred by the dynamic nature of the mobile communication industry. Celcom business Vision and Mission is: - • To delight our customers. • To build a profitable enterprise that maximizes investors return. • To empower, develop and reward our people, to become Malaysia’s preferred employer. • To build win-win relationship with all our business partners, based on mutual trust, respect and support • To work to bridge the digital divide, to build our nation and to enhance its standing abroad. • To maintain the highest levels of transparency, integrity and professionalism. Together with all our stakeholders, we will make Celcom Malaysia a premium brand: a brand that symbolizes the spirit of freedom, aspiration, confidence, dynamism, timelessness, universality and globalism. (Celcom Official Website, 2009). Setting up a team of quality directors and staffs, has transited Celcom from first-generations to second-generation market leaders. For Celcom, communication is a serious business. This is why they have mainly products and service geared toward maintaining business voices. This products and services includes business 5
prepaid plan, business supplementary plan, business post-paid plan and business satellite. A major challenge facing Celcom is how to increase profit and maintain their competitive advantage in the Malaysian market. (Celcom Official Website, 2009). 6
i- Company Background Celcom started its operation as STM Cellular Communications in 1988 with Fleet Group and Telekom Malaysia as shareholders. Subsequently Telekom Malaysia sold its 51% shareholding to the TRI group which was controlled by Tajuddin Ramli. Fleet Group's share meanwhile was transferred to the Time Engineering group which was later sold to TRI. In the initial years Celcom experienced a tremendous growth in subcriber base and network coverage under the stewardship of Rosli Man, the President of the company. It was during his tenure that Celcom turned into the leading cellular companies in Malaysia. He left Celcom in 1996. When the cellular phone market was opened up in 1995, Celcom upgraded to the GSM900 service and quickly grew to become the largest mobile phone company in Malaysia. Competition soon sets in, and several digital mobile telcos compete for market dominance. It was the age of the phenomenal growth of mobile services. During the Asian financial crisis in 1997, Celcom's owner, Tan Sri Tajudin Ramli suffered a debt crunch, and his shareholding in Celcom was seized by Danaharta, the national asset restructuring company. Failure to resolve his debts resulted in the controlling stake in Celcom being sold to Telekom Malaysia, the government-owned incumbent fixed line operator in 2003. Telekom Malaysia proceeded to merge Celcom with its own mobile- operator subsidiary TMTouch through a reverse takeover of TMTouch.
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