Service Marketing at Maxis
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Group members: Siti Rizky Mardhani and Eka Prassetya Yudhapratama. Maxis is Malaysia's largest integrated communications service provider. It was the first to introduce smartphones and 3G services to Malaysia. Maxis aims to be the nation's premier integrated communications service provider and bring the future to customers' lives and businesses simply. A SWOT analysis identified Maxis' strengths as its large size, network quality, and experienced management. Weaknesses include limited rural coverage and hidden charges. Opportunities lie in underserved broadband and partnerships, while threats include competition and regulations. The document recommends Maxis improve efficiency, quality, and develop new services across
Service Marketing at Maxis
- 1. SERVICE MARKETING Group Assignment GROUP MEMBER’S : 1. SITI RIZKY MARDHANI 2. E K A P R A S E T YA Y U D H A P R ATA M A
- 2. COMPANY OVERVIEW Maxis Sdn Bhd is Malaysia’s biggest integrated communications service provider. Maxis was the first to bring the BlackBerry, Apple iPhone, Galaxy Tab, Windows 7 and Android smart phones to Malaysia. Maxis have been providing a full suite of services on multiple platforms to fulfil the telecommunications needs of individual consumers and large corporations in Malaysia. They were the first to launch 3G services, Maxis 3G in March 2005. In 2006, they were among the first mobile service providers to use HSDPA, a high speed feature of the 3G network. MAXIS employ 3,345 people full time, over 80 per cent of who are graduates and professionals.
- 3. VISION & MISSION MISSION Today Malaysia’s leading mobile communications service provider. Tomorrow The nation's premier integrated communications service provider. VISION To bring the future to our customers lives and business, in a manner that is simple
- 5. SWOT ANALYSIS STRENGTH High network quality and WEAKNESSES • Rural area cannot reach the network. customer service Experience management team. The oldest and biggest in terms • Need to pay for maxis customer service • Have hidden charges for post-paid of size and technology. Strong and effective distribution • network around Malaysia. and broadband Maxis do not offer triple play of mobile, broadband, and pay TV
- 6. SWOT ANALYSIS OPPORTUNITY THREAT Under-served broadband • Digi’s launch of the iPhone last population offers great growth week could put further pressure on opportunities. Maxis. Potential for triple play if tie-up with content provider/broadcaster New mobile devices. Ability to expand their business to overseas. • Under competitive pressures. • Aggressive broadband promotions by wireless competitors • Regulatory hurdles
- 8. PEST ANALYSIS POLITIC ECONOMIC Government policies about • Internet and mobile technology has registration for their SIM CARDS. During the economic downturn, many of employees were retrenched . Mobile and internet is misuse to deliver political views extremely used in business to follow the economic situation. • Economic downturn was a big problem after all, that world faced in 2009
- 9. PEST ANALYSIS SOCIAL TECHNOLOGY Consumer’s tastes changes as • Payment possible to be done on they pay high price for quality kiosk machine which is located at product. hot spots. The family structures in the • Improvement in communication recent day are couple like to technology by Maxis Company. have only 2-4 children only. • TOP-UP for prepaid phones can be Consumers tend to change just to use the latest mobile plans done through internet transaction (M4)
- 10. RECOMENDATION Organizations must continually deliver differentiated products and services that provide high business value. The operator should make the most out of this with the chosen help of the experienced managed service provider. Need to improve operational efficiency, no matter of the operator's competitive strategy. Need to improve quality of services and operations. Maxis should continue to grow their mobile business, as well as develop new life services that are delivered true multiple excess points
- 11. CONCLUSION Each organizational unit of firm must make the decision to pursue one strategy for itself. It is one thing to develop a plan for improving what is already done reasonably well. The iterative nature of organizational learning processes is explicitly recognized in some models, so the presentation of stages should not be seen as a simple linear approach. Going forward, while its eyes are still on the mobile business. Maxis will also grow its broadband business, invest selectively in its own fixed-line footprint and leverage on the HSBB initiative.
- 12. THANK YOU