Maxis was established in 1995 and provides communication services like voice calls, messaging, and mobile internet. As a service company, Maxis faces challenges like intangibility, heterogeneity, and perishability. To manage demand and capacity, Maxis encourages self-service during peaks, uses pricing strategies, and upgrades infrastructure. When promoting its Hotlink Campus package, Maxis targets university students through TV, celebrities, and social media near colleges. Maxis innovates through e-billing, network upgrades, insurance products, and health applications to increase customer satisfaction and meet new needs.