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Maxis could be observed that offers the fastest download speeds in southern, northern,eastern, Sarawak and Sabah region with an average speed of 22.89Mbit/s. Moreover, Maxiscan be considered as the lowest packet loss provider. Maxis has approximately 0.49% inaverage compared with other service providers, such as UMobile which is 3.95%. These willbe shown in Figure 1[Net17].Besides that, MCMC also conducted voice call performance test in order to assess thedelivery of voice services. The key performance indicator was the Dropped Call Rate (DCR)and Call Setup Successful Rate (CSSR). In the first half of 2016, in terms of DCRperformance in Figure 2, Maxis scored the lowest results which ranging from 0.00% to2.45%, producing an average DCR of 0.68%. As for CSSR performance in Figure 3, Maxisscored the highest among other service providers with overall CSSR of 99.53%[Net17].Moreover, based on Borneo Post Online, Maxis has retained its market leadership inthe telecommunication post-paid segment. In a report, AllianceDBS Research Sdn. Bhd.(AllianceDBS Research) noted that Maxis’ strong post-paid performance helped servicerevenue to record a 2.5 per cent quarter-on-quarter (q-o-q) improvement in 4Q16 (ahead offlat service revenue growth for DiGi)[Tua17]. This is because Maxis is relatively more activeon mobile phone subsidies compared to Celcom and DiGi, thereby helping it to attract andretain premium customers.Resource based-valueFor Maxis, it has both tangible and intangible resources to compete with other company.1.Tangible resourcesTangible resource is anything that can be sensed by our five sensors and it is easilyaccessed by the community. Maxis provides 2G and 3G services by installation wiring inunderserved communities which is rural area such as Sabah and Sarawak. Therefore, the21
maxis’ mobile services can provide connectivity surrounded the area and bringconvenience to the community. It received the Computerworld Malaysia Customer CareAwards which is awarded for the best customer care for telecommunication services in2015. Maxis has technological resources to update its internet services frequently in orderto fulfill the customers’ expectation and satisfaction. 2.Intangible resourcesMaxis had 10-years privilege access to the High-Speed Broadband (HSBB) serviceprovided by Telekom Malaysia Berhad since 2010. By having the HSBB service, Maxisenables to enjoy the high-speed access connectivity and it can be the leading integratedinternet services provider. It has achieved awards of MCMC Wireless & WiredBroadband Services 2016. Thus, the broadband speed will be faster and attract more usersto subscribe. Maxis Tracking system is also one of the intangible resources. It can trackand monitor network assets for example Remote Radio Unit (RRU), batteries and cables.The system can improve the network efficiency and thus help to build up company imagein order to have great network security. Maxis has modernised and resilient networkwhich is widest 4G LTE network. 4G LTE network has been covering 88% of thepopulation. The customers are able to always connected and interactive world(Sustainability Report 2015/2016). Furthermore, a cloud-based Human Resource system