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b)Celcom wireless broadband is less attractive with limited data package as in Table 2.1.3 with observation. 2)Longer Contract Period Compared with Competitors Contract a)Celcom wireless broadband is less attractive with 24months contract compared with others just 12 months contract as in Table 2.1.3 with observation. 3)Customer Service is Slow a)In the year 2016 and 2017, many user complaints at an online community forum about Celcom services is unsatisfied and no mobile apps available (Ckyow1, 2016). b)In the year 2018, found online post complaint about Celcom with slow connection and application also working very slow performance. c)In the year 2018 to 2020, the complaints about Celcom found on the website – Complaintsboard.com (Celcom Axiata, n.d.). Total of complaints with a rate of 1 star out from 5 stars. The complaint related to service, staff attitude towards the customer, unauthorised deduction on credit, etc (Celcom Axiata, n.d.). 4)Technical Issue a)In May 2020 that reported by Celcom having the same technical issue with same network infrastructure of Celcom such as Tune Talk and Yoodo (Chapree, May 2020) and the problem not declared on the news after resolved. b)In March 2020, Celcom having network issue on OTP (One Time Password) complaint by the customer which is required to do the online transaction in fast mode. The failure of receiving OTP making customer lost the online transaction. (Dylnyat, 2020).