BMMK5103 10 Company background CELCOM known as CELCOM AXIATA BERHAD is the

Bmmk5103 10 company background celcom known as celcom

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BMMK5103 1.0 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-900 was started using the prefix “010”. However, in 1995, when the cellular phone market was opened up, CELCOM used dialing 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 fullest. (Dato’ Sri Jamaludin Ibrahim, C.E.O, Celcom) 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 Celcom have mainly products and service geared toward maintaining business voices. This products and services includes business 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, 2013) 4
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BMMK5103 1.1 Celcom Business Mission & Vision To delight the 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, 2014) 5
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BMMK5103 2.0 Situation analysis 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
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