OUR TEAM

EWE YEE PHING WONG WEI YEE

HEMALATHA KONG MENG YEOW
(ESTHER) (MAEVE)
PBS21201172 PBS22201103 PBS21301210 PBS22101027

LIM QI HAN CHIN HUI LING SARA TOH LAU KAI LAN
PBS22201110 PBS22201142 PBS22201134 PBS22201136
 TABLE OF CONTENTS

SWOT
01 Analysis Strategic
03 Business
02 CPM Decisions
01
SWOT Analysis

SWOT
Analysis
O1: Strong government driven initiatives
O2: High digital adoption
O3: 5G-driven business opportunity and S2O3: FIRST 5.5G (5G-Advanced) in Malaysia and Southeast
Opport revenue streams
unities
O4: New generation that is focused on
ESG
O5: Rise of e-Commerce
T1: Cybersecurity risk
T2: Strict law & regulations
Threat T3: Climate change
T4: Strong bargaining
consumers
T5: Intensive rivalry
Strength Weaknesses
S1: Growth across segments and subscribers despite challenging
W1: High expenses
environment
S2: Focused on building new B2B customers W2: Non-compliance to law & regulations
S3: Organized and professional internal processes integrated
W3: High turnover rate
with MIS
S4: Leader of digital transformation in telco industry W4: Recent cyber attack exposed MIS vulnerabilities
S5: Strong and organized customer satisfaction management W5: Low confidence from investors
- -
W3O2: Restructuring for streamlined processes
-
through digital adoption
-
Asia
W5O4: Focusing on enhancing ESG efforts to attract
- new generation customers and increase confidence
from investors
S2O5: Be one of the Peppol-Ready Solution Provider on
-
e-Invoicing
S1T5: Enhance the evolution of network architecture and power
W4T1: Improving cybersecurity system
of cloud - cloud gaming industry
S3T2: Develop regulatory detection system -
- -
power of
- -
- -
Strength-Opportunities

FIRST MOVER = 1st 5.5G (5G-Advanced)

in Malaysia and Southeast Asia
Provide power intelligent solutions across industries and economies

S2 : Focused on building new B2B customers O3 : 5G driven business opportunity and revenue stream
Strength-Opportunities

Be one of the Peppol-Ready Solution Provider on e-Invoicing

Mandatory on the use of electronic invoicing in July 2025 for all taxpayers

● Based on the CCM-Company and Business Registered Statistics for 2020, there are a total of
1,388,907 companies registered in Malaysia.

● Based on the Malaysia Digital Economy Corporation (MDEC), total of 42 solutions providers
(published on 23 February 2024)

1 solution provider = 33,069 companies

S2 : Focused on building new B2B customers O5 : Rise of e-Commerce

Strength-Threat

Enhance the evolution of network architecture and

power of cloud - cloud gaming industry

● Leveraging cloud technology in the

Cloud gaming industry is Booming gaming market will improve the demand
and engagement of various players,
especially the young generation for
different game.

● The global cloud gaming market size

was valued at $3.37 billion in 2022 & is
projected to grow from $5.76 billion in
2023 to $84.97 billion by 2030.

S1 : Growth across segments and subscribers despite challenging environment T5 : Intensive rivalry
Strength-Threat

Develop regulatory compliance detection system - 1 of 2

Detect on any non-compliance of rules & regulations

Early identification of compliance issues

● Check and monitor legal compliance in a real time.

Automated Notifications
● Receive a breach notification when the system has detected a set
non-compliances.
Compliance
Detection System Incident Management Module
● Document the non-compliance incidents, for preventive measurement.

S3 : Organised and professional internal processes integrated with MIS T2 : Strict law and regulations
Strength-Threat

Develop regulatory compliance detection systems - 2 of 2

3 best software for compliance management:-

S3 : Organised and professional internal processes integrated with MIS T2 : Strict law and regulations
Weaknesses-Opportunities

Restructuring for streamlined processes

through digital adoption

Resource allocation Establishing

Automation of tasks
management tools cross-functional teams
● Leverage data analytics ● Rematching talents to ● Using digital
tools to identify meaningful work collaboration and
inefficiencies ● Prevent redundancies communication tools
● Streamlining process and consolidate ● More supportive work
resources environment

O2 : High digital adoption W3 : High turnover rate

Weaknesses-Opportunities

Focusing on enhancing ESG efforts to attract new generation customers

and increase confidence from investors - 1 of 2
Maxis’s Sustainability Steering Committee
Sustainalytics
Providing ESG-related
training through Maxis Hiring third-party verifiers
Academy
● Validate ESG metrics
● Employees align with and targets, ensuring
direction of Maxis’s accuracy and reliability
ESG-related ISO standards sustainability strategy, of ESG data
that have yet to be obtained
by Maxis
MAX+
Stock Company ESG
● ISO 50001 Energy Code Name Grading
Improving ESG ratings Band
Management
Securing certifications of ● Sustainalytics: From
● ISO 14064 6012 Maxis
ESG-related ISO standards Medium to Low
Greenhouse Gases Berhad
● ISO 26000 Social ● Demonstrate and ● FTSE FTSE4Good
Responsibility prove ESG Bursa Malaysia F4GBM Index
● ISO 20121 commitments (F4GBM) Index: From (Bursa Malaysia 2023; Sustainalytics, 2023)
Sustainable Events 2 stars to 3 stars

O4 : New generation that is focused on ESG W5 : Low confidence from investors

Weaknesses-Opportunities

Focusing on enhancing ESG efforts to attract new generation customers and

increase confidence from investors - 2 of 2

(PwC, 2023; Submittable, 2020)

O4 : New generation that is focused on ESG W5 : Low confidence from investors

Weaknesses-Threats

Improving cybersecurity system

Stricter vendor Stronger

Regular review & Sharing threat Data
selection cybersecurity
updates intelligence minimization
process clauses
● Comprehensive ● Outline clear ● Vendor risk ● Improve ● Only share
evaluations of expectations and management detection and necessary
cybersecurity consequences for policies and response to information to
posture, non-compliance procedures potential attacks vendors in
compliance ● Adapting to ● Clear fulfilling duties
certifications and evolving communication
past security cyberthreats and channels to
incidents industry best report
practices vulnerabilities

W4 : Recent cyberattack exposed MIS vulnerabilities T1 : Cybersecurity risk

02
Competitive Profile Matrix (CPM)
[Market Performance] CelcomDigi is the market leader in terms of market performance.

CelcomDigi

Critical Weight Rating Score Rating Score Rating Score Justification

Success (1-4) (1-4) (1-4)
Factors

1. Market 0.10 3 0.30 4🏆 0.40 2 0.20 The CelcomDigi merger solidified

share their position as the market share
leader in the Malaysian
telecommunications market.

2. 0.10 3 0.30 4🏆 0.40 2 0.20 The merger catapulted CelcomDigi

Financial
Justification to the leading financial position.
position
[Customer] Maxis is performing better in terms of customer service and loyalty.

CelcomDigi

Critical Weight Rating Score Rating Score Rating Score Justification

Success (1-4) (1-4) (1-4)
Factors

3. 0.05 4🏆 0.20 3 0.15 2 0.20 Maxis has robust customer

Customer management process and won 3 gold
service awards in 2022 for their contact
center.

4. 0.15 4🏆 0.60 3 0.45 2 0.30 Despite the merger of Celcom and

Customer Digi, Maxis' subscriber base
loyalty remained largely unaffected.
[Operations] Maxis tops competitors in digital innovation and MIS.

Critical Weight Rating Score Rating Score Rating Score Justification

Success (1-4) (1-4) (1-4)
Factors

5. 0.10 4🏆 0.40 3 0.30 2 0.20 Maxis utilised automation and

Digitalisation technology in areas such as workforce
and and field operations.
innovation

6. 0.05 4🏆 0.20 3 0.15 2 0.10 Maxis leverage industry leading

Management technology to support their
Information management decisions and daily
System (MIS) operations - Further certified with
ISO standards.
[Product] CelcomDigi is the best choice for network coverage and experience.

CelcomDigi

Critical Weight Rating Score Rating Score Rating Score Justification

Success (1-4) (1-4) (1-4)
Factors

7. Business-to- 0.10 4🏆 0.40 3 0.30 2 0.20 Maxis launched Maxis Business

business (B2B) Innovation Centre to foster innovation
and drive digital transformation for
businesses.

8. Network 0.15 3 0.20 4🏆 0.15 2 0.10 The CelcomDigi merger has propelled
coverage their combined network coverage to
become the most extensive among
telco companies.

9. Network 0.10 3 0.30 4🏆 0.40 2 0.20 The CelcomDigi merger has

experience culminated in an unparalleled network
experience for Malaysian mobile users.

10. Price 0.10 2 0.20 3 0.30 4🏆 0.40 U Mobile's plan is the cheapest among
competitiveness the three telco companies.
Critical Success Factor Weight Rating Score Rating Score Rating Score

1. Market Share 0.10 3 0.30 4 0.40 2 0.20

2. Financial Position 0.10 3 0.30 4 0.40 2 0.20

3. Customer Service 0.05 4 0.20 3 0.15 2 0.10

4. Customer Loyalty 0.15 4 0.60 3 0.45 2 0.30

5. Digitalisation and 0.10 4 0.40 3 0.30 2 0.20

Innovation

6. MIS 0.05 4 0.20 3 0.15 2 0.10

7. Price Competitiveness 0.10 2 0.20 3 0.30 4 0.40

8. B2B 0.10 4 0.40 3 0.30 2 0.20

9. Network Coverage 0.15 3 0.45 4 0.60 2 0.30

10. Network Experience 0.10 3 0.30 4 0.40 2 0.20

Total 1.00 3.35 3.45🏆 2.20

 Based on CPM analysis, we recommend Maxis to focus on
improving their market performance and products segments.

Total score:
Maxis: 3.35/4.00
CelcomDigi: 3.45/4.00
U Mobile: 2.20/4.00

Maxis’ strengths are in

operations and customer
segments.

Maxis is recommended to
focus on market
performance and product
segments.
Strategic
Business
Decisions

03
Summary of Strategies

Bank

Diversification into First mover for New product offering

Financial Services
6G Technology Klik package
Maxis Bank
Strategy #1
Diversification into Financial Services

Bank
S3 : Organized and professional internal processes integrated with MIS T5 : Intensive rivalry
Strength-Threat

Framework for Diversification Strategies

S3 : Organized and professional internal processes integrated with MIS T5 : Intensive rivalry
Strength-Threat

Telecoms giant Orange has launched its own mobile-based bank

S3 : Organized and professional internal processes integrated with MIS T5 : Intensive rivalry
Strength-Threat

Maxis Diversification into Financial Services

Bank

S3 : Organized and professional internal processes integrated with MIS T5 : Intensive rivalry
Strength-Threat

Diversification into Financial Services

Bank regulations Cost ROI

● BNM approved 5 new digital ● Orange bank invested ● Orange bank had 3.3mil
bank in 2022 but these digital EUR230mil to strengthen customers (+6% Y-o-Y) with
banks will remain small in the development of Orange net banking income of
next 4-7 years Bank EUR150mil (+30% Y-o-Y) as
of Dec 2023.
● Positive view on the potential ● Money and staff investment
of bank setup in Malaysia to is required to set up Maxis ● Positive outlook based on
promote payment efficiency Bank, upskill existing staff Orange bank performance

S3 : Organized and professional internal processes integrated with MIS T5 : Intensive rivalry
Strategy #2
First Mover of 6G Technology

S4 : Leader of digital transformation in telco industry O2 : High digital adoption

Strength-Opportunities

Framework for Infrastructure Strategies

S4 : Leader of digital transformation in telco industry O2 : High digital adoption

Strength-Opportunities

Maxis is too late to 5G party

It is time to move ahead of competition

5G is already on rollout phase - no

Maxis is the last to sign up for 5G
unique selling point and drastic
access agreement revenue to be generated

Maxis needs to become the

FIRST MOVER
for 6G Technology

S4 : Leader of digital transformation in telco industry O2 : High digital adoption

Strength-Opportunities

First Mover for 6G: This is how we see life in 10 years

Extended Reality (XR) Haptic feedback

Holographic display Augmented reality teleconferencing

Strength-Opportunities

Heavy R&D Investments by Countries to Develop 6G

6G Technology 5 year R&D on 6G wireless

R&D 6G Technology communications R&D

US$481.7mil US$193mil US$482mil

The Malaysian Institute of Economic Research found that 5G could contribute an additional
MYR12.7bil ($3.1 billion/ 0.95% of 2020) to GDP between 2021 and 2025.

ROI for 6G = Long term investment but high barrier, beneficial to the world in long run
Strength-Opportunities

6G Roadmap: Standardization of 6G in ~2030

Strength-Opportunities

Positive Impression of ROI of 6G in Future

Maxis launched new 5G plans for all Consumer and Enterprise segments and gained a breakthrough,
achieving the highest service revenue in 5 years above RM7 billion mark,
contributed by fastest 5G launch and new high-speed fibre plans.
Strategy #3
New Product Offering - Klik Package by using internal fund
& existing resources

W1: High expenses T5 : Intensive rivalry

Weaknesses-Opportunities

Customization & App-Based Data Roaming & Community

No Contract
Flexibility Management International Call Rewards

● Customize plan ● No tied down to ● Provides intuitive ● At affordable rate ● Vendor risk
according to long-term interface to management
specific needs commitment manage account policies and
● Data amount, ● Switch & modify ● Track usage, procedures
voice minutes & as needed purchase ● Adapting to
SMS add-ons & evolving
● Pay according to changes via cyberthreats and
features smartphone industry best
required. practices

W1: High expenses T5 : Intensive rivalry

Weaknesses-Opportunities

Opportunity to Maxis due to MCMC

Restriction to CelcomDigi Merger

Opportunity
● MCMC instructed
separation Yoodo within
18 mths (2023-2024)
● Or shut down within 3
mths after expiry date.
● No Yoodo brand revival
Post-Divestment No Customer
Restrictions Transition
● Can’t acquire Yoodo again ● CelcomDigi cannot
for 3 yrs to prevent absorb customers for
reintegration and maintain 3 yrs
market competition

W1: High expenses T5 : Intensive rivalry

Maxis Strategies Timeline

2024-2025 2026-2027 2028-2029 2030 onwards

2024 2025 2026 2027 2028 2029 2030 onwards

Klik package Klik advertising

brainstorm and launching

Application of banking license Preparation and launching of Maxis Bank

6G research and development 6G proposal and evaluation 6G launching and improvement

Summary of Strategies

Bank

Diversification into First Mover for Product Development

Financial Services Strategy
6G Technology
Maxis Bank Klik package
Thanks!
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