Customer Relationship for Telecommunication

Topics: Customer relationship management, Customer service, Marketing Pages: 22 (6348 words) Published: October 25, 2010
Introduction
The market for telecommunication services in Malaysia is highly competitive. Prior to the liberalization of the telecommunications industry in Malaysia, Telekom Malaysia had a virtual monopoly on telecommunications services in Malaysia. Other than that, there are three major telecommunication companies monopolised the mobile phone service market which are Celcom Berhad (013, 019, 0148), Maxis Communications Berhad (012, 017, 0142) and Digi Telecommunications Sdn. Bhd (016, 010, 0146, 014-30, 014-31, 014-32) while another minor company which is U-mobile (018). Basically the main competitive factors in the mobile services market are network coverage, customer service quality, pricing / promotion and brand popularity. First and foremost, our group is going to show some short briefing to those telecommunications companies: -

Telekom Malaysia Berhad, formerly a government agency, Jabatan Telekom Malaysia, prior to its corporatisation and privatisation in 12 October 1984 and was known as Syarikat Telekom Malaysia Berhad (STMB). It is the largest telecommunication company in Malaysia and also Southeast Asia's second-largest telecommunication company. It has a monopoly on the fixed line network and has a considerable market share of the mobile communications market after its acquisition of Celcom and merging with its mobile operation wing, TMTouch. TM has an internet service provider subsidiary (TM Net) offering narrowband and broadband connectivity. Broadband connectivity is through DSL under TM Net's Streamyx brand. Due to its near monopoly of the last mile connections, TM Net is now the sole DSL broadband provider in the country.

Maxis Communications Berhad is a leading mobile phone service provider in Malaysia since 1995. In 2002, Maxis purchased Timecel (017), a rival mobile service provider, from TimedotCom Berhad. Prior to the purchase, Maxis offered phone numbers beginning with 012, and TimeCell 017. In 1999, Maxis introduced the popular pre-paid brand "Hotlink", which currently has 10 million customers. Obviously, Maxis provides a variety of mobile communication products and services such as they offer prepaid call plans, monthly subscription plans, MMS, WAP (over both GSM and GPRS), residential fixed line services, broadband internet plans, and 3G services to both prepaid and postpaid subscription customers. In addition, they are currently heavily promoting a new IDD 132 service, which offers discounted calls to landlines in selected countries and even cheaper than a local call. Maxis is currently involved in a price war with its competitors (particularly DiGi) in the prepaid SIM market which has driven its Hotlink starter pack prices down to RM6. Currently, Maxis is the default carrier for the iPhone 3G as its currently most profitable offer.

Celcom Berhad is the oldest mobile telecommunications company in Malaysia. As mentioned above, Celcom is one of a member of the TM group of companies. Celcom now uses the dialling prefix identifier of "013" and "019" and offer digital GSM. Celcom claims to have the widest and most extensive coverage nationwide, compared to other mobile phone services in Malaysia. Celcom claims its dual-band GSM (900/1800 MHz) coverage has reached over 97% of Malaysia's populated area in 2006. As of 2006 Celcom is offering both 2.5G and 3G services on its Minutes postpaid and Xpax prepaid brands. Celcom claimed a 95% nationwide mobile service coverage with 3G availability in most of Klang Valley, Johor Bahru, Melaka, Kulim and Penang.

DiGi Telecommunications Sdn. Bhd. is a mobile service provider in Malaysia which is owned in majority by Telenor ASA of Norway with 49%. It uses the native dialling prefix identifier of "010", "016", "0143", "0146" and "0149", although with the implementation of mobile number portability mandated by the government, this does not apply to subscribers who switched from their old mobile service provider over to DiGi. At the moment, switching to...

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