• Celcom: Capitalising on changing consumer behaviours • Maxis: Mark-up in strength and service • Digi: Drive for further digitisation

Celcom’s chief executive officer Michael Kuehner observed that the proliferation of smartphone or smart devices, increased adoption of over-the-top (OTT) and Internet has changed consumer behaviours and the services they consume.

“Their voice and SMS demands are now superseded by data needs and usage,” he said.

“Therefore, we have taken the opportunity to launch data-led products and services data.”

Celcom expected growth in data usage to continue and the operator will continue to focus on delivering superior network quality and customer experience to support these evolving consumer behaviours.

As with other operators, Celcom introduced several new products and services over the past year to cater to this demand.

Kuehner highlighted in an email interview with The BizHive Weekly that these included Celcom postpaid and prepaid products such as Xpax Turbo, New FIRST Gold, FIRST Gold Plus, FIRST Platinum plans, and the Celcom Passport which offers data, calls and SMS for between one and seven days when on roaming.

Celcom’s most recent product, the All New Xpax offers customers the choice of four new simplified and affordable internet plans, and the Internet

Their voice and SMS demands are now superseded by data needs and usage. Michael Kuehner, Celcom’s chief executive officer

quota can be used for anything, on any day, whether on 3G or 4G networks with no quota splits.

“The plans include the daily plan at RM3 (1GB), the weekly plan at RM10 ( 2GB) and the monthly internet plans at RM30 (5GB) and RM50 (10GB).

“All Xpax Internet Plans include FREE unlimited music with Yonder Music,” Kuehner enthused, adding that there are simplified Add-ons with Unlimited Calls, Late Night Quota, and Youtube from as low as RM1.

In Affin Hwang’s view, postpaid packages that offer shared plans (especially amongst family members and hence a cheaper second or third line) are also encouraging better take-up for this segment.

“The postpaid segment nevertheless is still a small fraction (23 per cent) of overall sub base,” the research firm said.

As there is increased competitive pressures in the industry, Celcom’s near term revenue focus is on stabilising its market share and return to growth.

Kuehner stressed that Celcom will emphasise on delivering excellence in customer experience, supported by a strong network capability.

“There will be continued focus on our network modernisation programme to deliver the best data network and video experience.

“We will also simplify our processes and the way we work, combined with the digitalisation of our core.

“Additionally, we are delayering our organisation structure to become more agile,” Kuehner said.

Celcom saw an improvement in the service revenue for the third quarter and a recovery in its postpaid segment, despite operational challenges.

Celcom also remained positive on regaining market confidence with a stronger performance.

“Our new leadership team is already implementing the company’s turnaround plans and will ensure that the company embraces digitisation and a performance-driven culture.

“The team is part of an organisational refresh under the group- wide cost optimisation plan,” he added.

Moving forward, Celcom is geared towards a progressive opening for the year, and shall unveil its latest products and services soon.