2.2.4 Threats  Management reengineering, correct size and outsourcing trends may change traditional channel relationships with brokers, distributors and distributors, and may even lead to elimination channel.  Professional advertising through promotional items relies on new and different gadgets and ideas. Therefore, the product life cycle can be very short.  The completion of other telecommunications service providers is strong.  By implementing low-cost quality products and services, high-cost products and services will become a competitive advantage for competitors.  There are no barriers to entry, which can be a huge threat because it allows new fast-production companies to enter the market and try to gain their position. Page 8 of 21

 Rapid technological advancements will result in faster product life cycles, increased demand for improvement, and products that may result in lower sales or less technical features of low quality products. 2.2.5 Matching Strength to Opportunities & Converting Weakness and Threats  The acceptance of technological advancement and the desire to control time have created a potential need for technology-rich products with a variety of functions.  Celcom must revise its management level to empower employees through a more fragmented marketing organization.  Celcom should consider diversifying its product line to meet new market demands and developing seasonal products to drive sales.  Celcom should consider investigating its existing customers and their customers' customers to better understand their needs and change their dreams.  In cooperation with Vodafone, Celcom should consider companies in its neighbouring countries, especially those with advanced technology such as Vietnam, Laos and Myanmar. Page 9 of 21

2.3 Competition Analysis Competitors: The main competitors are the threat levels of Maxis, Digi and U-Mobile. 2.3.1 Matching Strength to Opportunities & Converting Weakness and Threats Digi's main goal is to become a major market leader in the Malaysian market. They convince customers by implementing many marketing strategies. This strategy includes Digi family and friends, each local phone 18 cents, based on reloading rewards and large- scale ads reloaded within a month. 2.3.2 Strength of Digi The main advantage of Digi is the market size they occupy through a wide range of marketing strategies and promotions. This has made them one of the market leaders, and their services are in great demand in the Malaysian market. 2.3.3 Weakness of Digi Their main weakness is limited reporting in Malaysia and around the world. For example, sometimes when you use Digi to send a message to the continent, the message will not be delivered to the recipient. 2.3.4 Size and Trend of Digi in the Market Shares Digi is currently the second largest market share in Malaysia.