1.0 Company Background
Maxis
Our Company
We
are the leading communications service provider in Malaysia, enabling both
individual and business customers to connect and communicate anytime, anywhere
and from any device. We are passionate about what we do, and we are committed
to providing an unmatched experience to our customers.
Today,
our customers enjoy an extensive range of data services such as mobile Internet
browsing, social networking, downloading of applications (‘apps’) and a
portfolio of integrated mobile, fixed and enterprise solutions. Their
experience is further enriched with our increasing library of digital content
and entertainment solutions. This is in addition to our voice calls, text and
picture messaging services. 13 million customers choose to be with us as we
stand for the widest coverage, innovative solutions and excellent service. We
want our customers to enjoy access to all the services they need. That is why
we continually work to enhance our high-speed network, which is the largest in
the country. In addition, our super high-speed 4G network in 2013 is already
available in major areas across the country.
The
people of Maxis are the pillars of our Company. We prepare for the future today
by developing the skills and talents of all employees, making Maxis a great
place to work for great people. Underpinning this is the Maxis Way, our
approach to work that champion’s passion, positivity and collaboration.
Beyond
connecting people with our services, we are passionate about making a positive
impact on the community in which we operate. Our Corporate Responsibility
efforts aim to develop and enrich our community, customers and partners,
creating a fun place to work and advocating environmentally friendly practices.
·
Maxis was established and first launched their
service in the year 1995. The founder of Maxis is Dato Ananda Krishnan.
·
The main or the core service is the
communication itself.
·
The communication process is through voice
calls service, messaging, mobile internet, wire and wireless broadband.
· 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 integrated communications service
provider and the first operator to launch 4G Long-Term Evolution (LTE) network
on 1st January 2013.
· It was the first to launch 3G services in Malaysia and it
is known as Maxis3G.
·
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.
2.0
Case Study Analysis Problems
they had:
·
The difficulty to show/display the services
(communication process).
·
The difficulty in pricing the services.
·
Low standardization of service (At the counter
service , different employees treat the customers differently )
·
Sometime the service is low in quality.
·
High demand from the customers during festive seasons.
·
Lower demand from the new customers.
How
they manage the challenge:
·
Increase the customer satisfaction
·
Reduce the waiting time of customer and given
some flexibility for the customers to make the payments
·
Fulfil the different demands and to meet newly
emerging customer needs
·
Solve the problems that have been faced by the
customers
·
The additional values to create new markets and
new customers and having competitive /advantages
How
they manage the solution:
Intangibility
· Use of
tangible items to support the service E.g.: broadband (emphasized on coverage
& speed), manual for sim card.
· Create
strong image of the company
· Create
loyal customers (word of mouth advertising)
Heterogeneity
· Give
training to the employees
· Use of
technology (payment of bills through online and machine )
Perishability
· Always
upgrade the telephone line
· Use of
creative pricing (hotlink youth club)
· Focus
more on target group ( young people – majority have mobile phone & laptop)
How
the manage the solution:
Alternative demand management
USE
PRICE AND NON- MONETARY COSTS
· Maxis
needs to set price by referring to the situation of the demand
· Maxis
need to set the price rate and did not give any promotion to make them are able
to manage it during the festival season.
CHANGE
PRODUCT ELEMENT
· As
Maxis is also providing the internet service, the demand of this service is too
high, Maxis need to change the element of this service by enhance it to make
the users are able to use the internet service better, also what had been done
but the maxis in order to fastest speeds of internet, maxis has extended HSPA +
(42Mbps) coverage of the 5,200 of 3G site and latest tablets and smart phones
run on the fastest speeds at 3,600 sites.
INVITE
CUSTOMERS TO PERFORM SELF-SERVICE
· The
service organization needs to encourage the customers to perform self-service
during peak time to make sure they can get the service faster rather than
waiting for the employees to entertain them
· Maxis
they can encourage the customers to perform self –service when they want to
make bill’s payment by using electronic kiosk and online banking
Publish by : Mark Zergh Alan.