Their mission and vision are to delight our customers

Their mission and vision are 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 and 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). Celcom has been in
the telecommunication business with the primary objective to keep people connected and helping
companies to market their goods and services as well as keeping them close to their customers.
Besides formulating a market-orientated and customer-focused mission statement, celcom has
established and objective to achieve cumulative growth in the next five years with a 50 per cent
net profit for the newly launched U-verse. To accomplish these objectives, celcom has developed
a benchmark for progress in three different categories. Firstly, through using a market penetration
pricing, the service will be brought to the customers at affordable and reasonable prices.
Secondly, by gaining a better understanding of the need and satisfaction of the current customers,
they will improve the service to encourage re-orders. Finally, the service is to be able to utilize
it’s current technology and knowledge base, and research as well would be conduct on similar
products with an eye towards developing the services to a speciality advertising product.
(Williams & Ferrell 1997, p. 364)

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 Tajudin Ramli. Fleet Group's share was
transferred to the Time Engineering group which was later sold to TRI. In the initial years
Celcom experienced a tremendous growth in subscriber 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. Man 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 set in,
and several digital mobile carriers competed for market dominance of the cellular phone
industry.
During the 1997 Asian financial crisis, 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.