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ITM Report

ITM Report

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Published by Sarmela Damotheran

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Published by: Sarmela Damotheran on Jul 28, 2011
Copyright:Attribution Non-commercial


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a) Executive summary
This is a summary explaining the elements which will be presented in this report ontelecommunication service provider, Celcom. Firstly, we will be discussing about the impact of IT/IS systems used in the telecommunication industry. Next, we will be presenting a value chaindiagram and discussing how Celcom Aircash (M-commerce), CRM, ERP, Celcom website andtransaction processing cycle is used by Celcom in their daily business processes. This report willalso be discussing on the impact of Porter’s five competitive forces (The threat of entry of newcompetitors, the bargaining power of suppliers, the bargaining power of customers (buyers), thethreat of substitute products or services, and the rivalry among existing firms in the industry)onCelcom and how Celcom uses Porter’s five forces and competitive strategies in terms of IT/ISsystems. In the later part of this report, we will be explaining how the company uses knowledgemanagement system in order to gain the competitive advantage.
b) Discuss the impact of IT/IS on your selected industry
As we all know, our world is moving towards the era of information age and this has made thetelecommunication industry to be expanded to support the growth of technological advancementfor better services demanded by any particular nation. In Malaysia, telecommunication industryalso plays an important role in the development of the country.By using IT/IS systems such as CRM systems which is known as the customer relationshipmanagement, an enterprise can build a database about its customers that describes relationshipsin sufficient detail so that management, salespeople, people providing service, and perhaps thecustomer directly could access information, match customer needs with product plans andofferings, remind customers of service requirements, and know what other products a customer had purchased, and so on. By using this technology, the telecommunication industry can alwayskeep track on how to improve their customer satisfaction .For example, if there is no coverage of Celcom network in a particular area, the management can try to diagnose the problemencountered in that area as soon as possible to show that we do care about our customers. Byusing this technology, we can reduce customer complaints, increase customer satisfaction andhave a good relationship between our customers.Besides that, the other famous IT/IS systems applied or used in the telecommunication industryis the ERM (enterprise resource management) system which describes software that lets anenterprise to manage user access to its network resources efficiently. ERM software generallylets a user sign on to different enterprise systems and applications using the same password.ERM software makes it easy for the enterprise to control and keep track of which systems andresources each user has access to, and provides consistent standards for creating and changing passwords. One system administrator can usually manage user access to all platforms - UNIX,mainframe, Windows NT, and so forth - and to the applications on these platforms that requirecontrolled access. For example, in a telecommunication industry, it will be very convenient touse this software because we can analyze what is the customer demand and how they want a product to be, so we can use this analysis to come up with a new software or package to attractour customers’ attention.The other IT/IS systems used in the telecommunication industry is the ERP (Enterprise resource planner)system which is used to describe a broad set of activities supported by multi-moduleapplication software that helps a manufacturer or other business manage the important parts of its
 business. The benefit of using this system in the telecommunication industry is that it can sustaincoordination with complicated, multifaceted operations.Since the enterprise resource planning system contains numerous software modules that work tocombine fundamental activities across operating departments, this system would allow the possibility of checking upon different departments using an incorporated database. This would promote efficiency of the whole organization since various divisions of the company areefficiently unified.A good enterprise resource planning system facilitates easier access and work flow, which areimportant aspects that could ensure better work efficiency. Since different departments of thecompany share a unified database, proper and faster business communication is implementedwithin the workplace. Thus, this would avoid wasting much time in coordinating each and everychanges made by employees and eventually ensuring that all the updates are always been able to be accessed by all involved departments and employees.
c) Introduction
Celcom Axiata Berhad is a subsidiary of one of the major players in the Malaysian mobiletelecommunications market, Telkom Malaysia. It already becomes one of the most successful 3Gnetworks in Malaysia with over 7 million subscribers and 2 million 3G subscribers. Celcom has become the leader of the telecommunication for 3 continuing years. Celcom consists of the best

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