Maxis Berhad is the largest mobile network operator in Malaysia, providing mobile, broadband, and TV services to over 12.9 million subscribers. It was the first operator to launch 3G and 4G networks in Malaysia. However, Maxis has seen its market share drop in recent years due to increased competition from other operators and changing customer preferences. To address this, Maxis plans to strengthen its network, improve customer service, and offer innovative bundled products and services. It must also prepare for new threats from emerging technologies and competitors.

1. OPERATIONS MANAGEMENT
Case Study

2. I. ABOUT COMPANY
 Maxis Berhad was founded in 1993, headquartered in Kuala Lumpur,
Malaysia provides a variety of communication products, applications
and value added services for consumers, large enterprises and small &
medium business owners. Maxis Berhad is the leading mobile
communications service provider in Malaysia with over 12.9 million
subscribers as of 4th quarter 2013. The Group generated stable revenue
of RM9.1 billion, up 1.3% over the previous year, on the back of growth
in mobile Internet and data.
 Maxis Berhad is the only
 It was the first to launch 3G
integrated communications
services in Malaysia and it
service provider and the first
is known as Maxis3G.
operator to launch 4G Long-Term
Evolution (LTE) network on 1st
January 2013.

3.  Maxis mobile service is offered on a postpaid basis under the
Maxis brand and via a prepaid format under the Hotlink brand.
The use of these two distinct brands, underpinned by synergistic
values, has enabled Maxis to develop its prepaid business
successfully while maintaining growth in its postpaid segment.
 It was the first operator to bring the Blackberry, Apple iPhone
and Samsung to Malaysia.
 Through their partnership with Astro, Maxis now offers fibre
internet packages bundled with entertainment. This is made
available to customers at home and on mobile devices.

5. II. DROP IN MAXIS’ MARKET SHARE : ANALYSIS
Sales Growth

6. II. DROP IN MAXIS’ MARKET SHARE : ANALYSIS
II. DROP IN MAXIS’ MARKET SHARE : ANALYSIS Quarterly Result for 2011 & 2010
1Q 10
(2,152)
2Q 10
(2,191)
3Q 10
(2,216)
decrease

7. II. DROP IN MAXIS’ MARKET SHARE : ANALYSIS
International Gateway Segment in Revenue
REVENUE
(Group) :
2010
RM’000
2011
RM’000
2012
RM’000
International
Gateway Services 404,921 155,841 195,420

8. III. TELCO COMPANY ANALYSIS

9. III. TELCO COMPANY ANALYSIS

10. IV. STRATEGIES

11. V. IMPLEMENTATIONS

12. VI. COMPETITORS ANALYSIS
INTER-TYPE COMPETITION
Competitions among firms in different
type of businesses but which both firms
selling the same product.
Example: iPhone sales between Maxis
and other mobile shops
Competition among firms in the same type
of business.
Example: Maxis and Digi from the same
business field that selling the same
product and services.
INTRA-TYPE COMPETITION

13. VII. SWOT ANALYSIS
Strengths Weaknesses
 Good network coverage around Malaysia
 Have strong brand image and as merge as the
market leader in Malaysia
 Good deals and special offers for different age
groups and also target groups
 The oldest and biggest in terms of size and
technology.
 Provides reasonable plans and packages for
all users
 Always the first to introduce new mobile plans
 All type of telecommunication and internet
technology services.
 Interruption of the line at certain areas
 Bad customer services
 Deals and offers are limited to certain time and
area only
 Users tend to switch to other telco with the
existing number remains with no extra cost.
 Lack of MAXIS centers to enquire information
or to pay bills.
 For broadband, speed is good during the first 7
days after activation, then the speed goes
slower later on.

14. Opportunities Threats
 New technology is developing like mushrooms,
so when there are new telecommunication
gadgets, there will be opportunities to explore
in.
 Growth of people using hand phones and
internet services provides more market
opportunities.
 Expanding their business to overseas
 Building more MAXIS centers especially
suburban areas
 New events and occasions to be sponsored
 Growing market where many exiting telco
company plus new emerging telco company
are competing with MAXIS.
 Maxis customer switch to different telco in
terms to enjoy the service and benefits by their
competitor
 New rules stating that all the hand phone
users must register their number to their own
respected telco centre
 Financial crisis, economical issues or natural
disaster

15. VIII. CONCLUSION
With technology constantly evolving, Maxis is
focusing on delivering outstanding network
quality, an unmatched customer experience
and innovative products, positioning itself for
high performance and growth.