MMI3033 MEDIA INNOVATION

SITUATION ANALYSIS
NAME
ID PROJECT CATEGORY

: NUR ATIQAH BT KHASIM

: 1092700400 : CLIXSTER : TELECOMMUNICATION

TABLE OF CONTENTS
CHAPTER 1 PROJECT OVERVIEW

1.1 Introduction 1.2 Problem Statement & Issues 1.3 Objectives and Aims

CHAPTER 2

PROJECT PROFILE

2.1 Product Name 2.2 Product Classification 2.3 Product Characteristic 2.4 Product Range 2.5 Distribution 2.6 Product Life Cycle 2.7 The Brand 2.8 Brand Image and Implication 2.9 Strength and Weakness 2.10 Advantages and Disadvantages 2.11 Unique Selling Proposition (USP) 2.12 Promotional History and Advertising Schedule 2.13 Positioning Statement

CHAPTER 3

THE COMPANY

3.1 Company Overview 3.2 Business Description 3.3 Company History 3.4 Key People 3.5 Location and Subsidiaries 3.6 Brands, Major Products and Services 3.7 Corporate Vision 3.8 Corporate Mission 3.9 Companys Current Promotional Strategy 3.10 Products Sales History 3.11 Current Marketing Objective 3.12 Media Expenditure

CHAPTER 4

CONSUMER AND STAKEHOLDERS

4.1 Current Consumers Characteristics 4.1.1 Demographics 4.1.2 Psychographics

4.2 Stakeholders Characteristics 4.2.1 Primary 4.2.2 Secondary

CHAPTER 5

INDUSTRY AND MARKETPLACE

5.1 The Industry 5.1.1 Definition of the Industry 5.1.2 Shape of the Industry 5.1.3 Development of the Industry 5.2 The Marketplace 5.2.1 Current Condition of the Marketplace 5.2.2 Changes in Marketplace

CHAPTER 6

COMPETITIVE SITUATION

6.1 Direct Competitors 6.2 Indirect Competitors

CHAPTER 7
7.1 Strength 7.2 Weakness 7.3 Opportunity 7.4 Threats

SWOT ANALYSIS

CHAPTER 8

STRATEGY TARGET AUDIENCE

8.1 Proposed Primary Target Audience 8.2 Proposed Secondary and Observation

CHAPTER 9

RESEARCH DEVELOPMENT

9.1 Marketplace Research and Observation 9.2 Online survey

Chapter 10

PRECEDENT STUDIES

CHAPTER 11 REFERENCES CHAPTER 12 APPENDICES

PROJECT OVERVIEW

Project Overview 1.1 Introduction

Communication is one of the integral parts of science that has always been a focus point for exchanging information among parties at locations physically apart. After its discovery, telephones have replaced the telegrams and letters. Similarly, the term `mobile' has completely revolutionized the communication by opening up innovative applications that are limited to one's imagination. Today, mobile communication has become the backbone of the society. All the mobile system technologies have improved the way of living. Because of this, there are so many mobile communication company that we can find and use in our country. For example Maxis, Celcom, and Digi. Clixster also is one of the mobile communication company that has been established in this country. It

was established in response to both need and opportunity present in the cooperative sectors. The need is to create a sustainable business on mobile and Internet platforms to meet the unique requirements of cooperative members. The opportunity is in the form of the large community of cooperative market with specific social lifestyle and economic interests.

1.2 Problem Statement and Issues

Clixster has been established at 2011, but unfortunately the exposure of this mobile communication company towards our local community is quite low. Not many Malaysian knows about Clixster because Malaysian will always prefer to use the same mobile communication company without trying the new one. Thus, this situation analysis will focus on how to maximize advertising and promotion as the best approach in marketing strategy to boost sales of Clixster in Malaysias mobile communication companies market. The investigation will include studies on the target audience and its issues, in depth research of the industry and the respected mobile communication company (Clixster), their competitors and SWOT analysis.

1.3 Objectives and Aims

Objectives: Aim: To study the market situation of Clixster and to come out with strategic approach using advertising and promotion To study the development and the issues in the mobile communication company industry. To analyze the target audience. To understand the market, company and competitors of Clixster. To maximize advertising and promotion as part of marketing strategy.

PROJECT PROFILE

Project Profile 2.1 Product Name 2.2 Product Classification 2.3 Product Characteristic : : : Clixster Mobile Services

Figure 2.0 : Package Plan

2.4 Product Range

Figure 2.1 : Data Plan

Figure 2.2 : Data Plan

2.5 Distribution

Figure 2.3 : Distribution Places

CLIXSTER vast network of distribution channels is spread throughout the country, not only serving highpopulated areas but also in under-served rural and sub-rural areas with reasonable numbers of population. We are working with several government agencies including the Ministry of Consumer and Cooperative Development and a state government, to add their retail outlets as part of our distribution network.

The product is distributed throughout Malaysia at supermarket like Giant, Tesco, DMart, The Store, Aeon Big, Ayamas, H&L Supermarket and Happy Mart. Also can find it at Caltex, Shell, Petronas and Petron.

2.6 Product Life Cycle

Figure 2.4 : Graph of Product Life Cycle

2.7 The Brand CLIXSTER MOBILE Sdn. Bhd. was established in response to both need and opportunity present in the cooperative sectors. The need is to create a sustainable business on mobile and Internet platforms to meet the unique requirements of cooperative members. The opportunity is in the form of the large community of cooperative market with specific social lifestyle and economic interests.

2.9 Brand Image and Implication

Figure 2.5 : Corporate Logo of Clixster

Clixster has been known for its mobile services. In order to give the best package plan to their customers, Clixster carries out market and target audience research to identify the customer needs, wants and expectations. Results of the research helps Clixster to obtain more ideas on how to make improvement on their existing package plan, and also to make this telecommunication company become more well-known by doing more of promotional activities and also media exposure. 2.10 Strength and Weakness Strength New Concept to approach to the public Weakness There is so many competitors that are much stronger than this mobile communication company Lack of promotional activities

The package of the plan is cheaper than others

2.10 Advantages and Disadvantages Advantages Cheap Variety of package plan Disadvantages Lack of promotional Not well known

2.11 Unique selling Propositions (USP) Clixster give a very good plan package and cheaper than other mobile communication company 2.12 Promotional History and Advertising Schedule Enjoy RM200 off smartphones with the Youth Communication Package
With Pakej Komunikasi Belia, 1.5 million Malaysian youths are now entitled to a RM200 rebate for selected 3G smartphone purchases. Therefore, Clixster offers youths nationwide the chance to own their favourite smartphones with prepaid and postpaid plans from the best network.

2.13 Positioning Statement Clixster give the best package plan and rate. Cheaper than others

THE COMPANY

3.1 Company Overview CLIXSTER MOBILE Sdn. Bhd. (Reg No 762282W) is a Malaysian based company, with its headquarters in Sri Hartamas, Kuala Lumpur. It was established in response to both need and opportunity present in the cooperative sectors. The need is to create a sustainable business on mobile and Internet platforms to meet the unique requirements of cooperative members. The opportunity is in the form of the large community of cooperative market with specific social lifestyle and economic interests.

3.2 Business Description National Cooperative Organisation of Malaysia) to provide a mobile communication service under the brand CLIXSTER to In May 2011, Samata Communications entered into a collaboration agreement with ANGKASA (the ANGKASAs cooperative members).

ANGKASA is an apex cooperative organisation recognized by the Government of Malaysia as de facto body cooperative movement in the country with over 9,000 cooperatives with 8.4 million members under its wing. It is by far the largest community based group, representing over 30% of the total Malaysian population and about 57.5% of the total work force in Malaysia.

3.3 Company History CLIXSTER MOBILE Sdn. Bhd. (Reg No 762282W) is a Malaysian based company, with its headquarters in Sri Hartamas, Kuala Lumpur. It was established in response to both need and opportunity present in the cooperative sectors. The need is to create a sustainable business on mobile and Internet platforms to meet the unique requirements of cooperative members. The opportunity is in the form of the large community of cooperative market with specific social lifestyle and economic interests.

In May 2011, Samata Communications entered into a collaboration agreement with ANGKASA (the National Cooperative Organisation of Malaysia) to provide a mobile communication service under the brand CLIXSTER to ANGKASAs cooperative members.

ANGKASA is an apex cooperative organisation recognized by the Government of Malaysia as de facto body cooperative movement in the country with over 9,000 cooperatives with 8.4 million members under its wing. It is by far the largest community based group, representing over 30% of the total Malaysian population and about 57.5% of the total work force in Malaysia.

3.4 Key People Board of Directors

Dato Dr. Ir. Megat Radzman Megat Khairuddin Co-founder & Executive Chairman

Noor Azlan Khamis Co-Founder & Chief Executive Officer

Azrinaz Mazhar Hakim Director

Board of Management

Mahadzer Arshad Deputy CEO

Syed Ahmad Fuad Syed Abdullah Al Kharid Chief Commercial & Business Development

Hazran Mohamed Chief of Media

Asrul Nahar Razak Chief Invesment Officer

Muhamad Zaki Abdul Karim Head Of Corporate Business

Aidel Abdul Ghaffar Director of Brand & Event

Amar Ali Head of Mobile Content

Abdul Rahman Khong Head of Merchant Sales

3.5 Location and Subsidiaries Headquarter Clixster Mobile Sdn Bhd No. 3, Jalan Sri Hartamas 7, Taman Sri Hartamas, 50480, Kuala Lumpur Contact Tel : +60.11.2211.2211 Fax : +603.2726.2640 Email : support@clixster.net Website : clixster.net

Figure 3.0 : Touch Points

CLIXSTER can reach the targeted communities through our distribution network of over 600 cooperatives, and 5000 retail resellers and 33 service centre across the country to sell and manage all CLIXSTER products, services and customers.

3.6 Brands, Major Products and Services

Figure 3.1 : Corporate Logo Of Clixster

CLIXSTER MOBILE Sdn. Bhd. (Reg No 762282W) is a Malaysian based company, with its headquarters in Sri Hartamas, Kuala Lumpur. It was established in response to both need and opportunity present in the cooperative sectors. The need is to create a sustainable business on mobile and Internet platforms to

meet the unique requirements of cooperative members. The opportunity is in the form of the large community of cooperative market with specific social lifestyle and economic interests.

In May 2011, Samata Communications entered into a collaboration agreement with ANGKASA (the National Cooperative Organisation of Malaysia) to provide a mobile communication service under the brand CLIXSTER to ANGKASAs cooperative members.

ANGKASA is an apex cooperative organisation recognized by the Government of Malaysia as de factor body cooperative movement in the country with over 9,000 cooperatives with 8.4 million members under its wing. It is by far the largest community based group, representing over 30% of the total Malaysian population and about 57.5% of the total work force in Malaysia.

Clixster Major Products & Services

Clixster Package Plan

Figure 3.2 : Package Data

Data Weekly Plan

Description PREPAID SUBSCRIPTION MOBILE INTERNET SERVICE FOR CLIXSTER USERS Key Features 1. CLIXSTER PELAN DATA MINGGUAN is a weekly subscription service with a fee of RM4.90 per week. 2. The amount RM4.90 is deducted on the day of activation. 3. The subscription is valid for 7 days and will be automatically renew on the 7-day cycle. 4. User can use up to 100MB of data capacity. Voice call, voice mail and SMS standard rates apply throughout the subscription period Register through UMB To Subsribe Step 1 : Dial *129# Step 2 : Choose 3 ( Promotion) Step 3 : Choose 3 (WEEKLY DATA RM4.90) Step 4 : Choose 1 (Subscribe) You will receive an SMS that your subscription has been successful:Thank you, youve successfully subscribed PELAN DATA MINGGUAN RM4.90. You can start surfing the internet for 7 days. To Unsubsribe Step 1 : Dial *129# Step 2 : Choose 3 (Promotion) Step 3 : Choose 3 ( WEEKLY DATA RM4.90 ) Step 4 : Choose 1 (Unsubscribe) You will receive an SMS that your subscription has been successful : Thank you, youve successfully unsubscribe WEEKLY DATA RM4.90. Any balance will be forfeited.

Data Plan 27
Description PREPAID SUBSCRIPTION MOBILE INTERNET SERVICE FOR CLIXSTER USERS Key Features

1. 2. 3. 4. 5.

CLIXSTER PELAN DATA 27 is a monthly subscription service with a fee of RM27.00 per month. The amount RM27.00 is deducted on the day of activation. The subscription is valid for 30 days and will be automatically renew on the 30-day cycle. User can use up to 1GB of data capacity Upon reaching the 1GB usage, users continue using the service at RM0.05 PER 1MB.

Voice call, voice mail and SMS standard rates apply throughout the subscription period Register through UMB To Subsribe Step 1 : Dial *129# Step 2 : Choose 3 ( Promotion) Step 3 : Choose 1 (PELAN DATA 27) Step 4 : Choose 1 (Subscribe) You will receive an SMS that your subscription has been successful: Thank you, youve successfully subscribed PELAN DATA 27 Package. You can start surfing the internet for 30 days. To Unsubsribe Step 1 : Dial *129# Step 2 : Choose 3 (Promotion) Step 3 : Choose 1 (PELAN DATA 27) Step 4 : Choose 1 (Unsubscribe) You will receive an SMS that your subscription has been successful : Thank you, youve have successfully unsubsribe PELAN DATA 27 Package. Any balance will be forfeited.

Data Plan Ameen 38

Description PREPAID SUBSCRIPTION MOBILE INTERNET SERVICE FOR CLIXSTER USERS Key Features 1. CLIXSTER PELAN DATA AMEEN 38 is a monthly subscription service with a fee of RM38.50 per month. 2. The amount RM38.50 is deducted on the day of activation. 3. The subscription is valid for 30 days and will be automatically renew on the 30-day cycle. 4. User can use up to 500MB of data capacity 5. Upon reaching the 500MB usage, users continue using the service at RM0.07 PER 1MB.

Voice call, voice mail and SMS standard rates apply throughout the subscription period Register through UMB To Register/Subscribe Description Step 1 : Dial *129# Step 2 : Choose 3 ( Promotion) Step 3 : Choose 2 (Ameen) Step 4 : Choose 1 (Subscribe) You will receive an SMS that your subscription has been successful: Welcome! Thank you for being our customer. This mobile number is now activated. To Unsubsribe Step 1 : Dial *129# Step 2 : Choose 3 ( Promotion) Step 3 : Choose 2 (Ameen) Step 4: Choose 1 (Unsubscribe) You will receive an SMS that your subscription has been successful: You have unsubscribe to Ameen. Any remaining subscription period is forfeited. Thank you.

Clixster Voice Plan

Figure 3.3 : Clixster Voice Plan

Free Call For Every Reload

Figure 3.4 : Clixster Free CaLL For Every Reload

Comparison with Other Telcos

Figure 3.5 : Comparison with Other Telcos

3.7 Corporate Vision To delight our customers. To build a profitable enterprise that maximizes investor returns. To empower, develop and reward our people, to become Malaysia's preferred employer. To build win-win relationships with all our business partners, based on mutual trust, respect and support. To work to bridge the digital divide, to build our nation and to enhance its standing abroad.

3.8 Corporate Mission Our brand vision is about pleasing our customers and exceeding their expectations. It is our goal to empower them with choices and innovative solutions that will give them greater control and freedom to live it to the fullest.

3.9 Companys Current Promotional Strategy

Figure 3.6 : Pakej Komunikasi Belia

Collaborate with telecommunications company from UK. Besides that, Clixster also has been collaborated with government by doing the Pakej Komunikasi Belia (PKB). So whoever gets the voucher RM200, they can redeem a phone from Clixster

3.10 Product Sales History Clixster already has 100,00 subscribers within two years. It is because, Clixster introduced new package plan called AMEEN. Also, all the subscribers will automatically be the subscriber for MY KIFAALAH (only for Muslim) and will get the Islamic Funeral Services includimg money (RM5,000) to give to the subscribers family.

3.11 Current Marketing Objective Attract people to subscribe to this telecommunication company. Target will be 500,000 for this year. All the cooperative members will become the subscriber for this telco. Clixster will be the main line for the cooperative sector and members.

3.12 Media Expenditure For now, there is no media expenditure for this telecommunication company.

CONSUMERS & STAKEHOLDERS

4.1 Current Consumers Characteristics 4.1.1 Demographics Age Gender Education Occupation Income range Race & ethnicity : 18-40 : Male & Female : Secondary Education : Student & Blue Collar : RM1,000 - RM3,000 : All

Geographical location : Urban & Sub Urban in Malaysia

4.1.2 Psychographics Perception Learning Motivation & needs Attitude & Personality Lifestyle : Wanting a good package plan and followed their need : By future promotional ads & past products launches : Good package plan with a cheaper price : wanting a good package plan with a good price : Student and Prepaid users who believe that RM1,000-RM3,000 spend on buying the prepaid for their phone is waste of money

4.2 Stakeholders Characteristics 4.2.1 Primary

Board of Director

Directs the company affairs, whilst meeting the appropriate interests of its shareholders and stakeholder to achieve company goal Employees

Work of the organization and contributing to the company in cooperation with director in other to achieve company goal Consumers Spends in exchange for the product produced by the company and contributes revenue for the company

4.2.2 Secondary Distributors Provide service and good produced to consumers to generate revenue to the company Media Helps marketing department to advertise the brand and create awareness among consumers Bank Provide financial service, loans, as capital to the company

INDUSTRY & MARKETPLACE

5.1 The Industry 5.1.1 Definition of the Industry Mobile telecommunications services were first introduced in Malaysia in 1985, with the first mobile systems using analogue technology. In the 1980s, Telekom Malaysia used the Nordic system NMT450 for wide area coverage. In 1989, Celcom became the second Malaysian mobile operator, using its ETACS 900 analogue network to provide mobile services. The mobile sector is one of the fastest growing sectors within the telecommunications industry in Malaysia. The mobile penetration rate in Malaysia remains relatively low compared to the mobile penetration rates in some of the more developed markets in Asia. 5.1.2 Shape of the Industry The telecommunications industry in Malaysia has experienced significant growth in recent years. According to the Commission, the total number of mobile subscribers increased from 2.7 million at the end of 1999 to 7.5 million at the end of 2001 while mobile penetration increased from 12.0 per cent. to 31.4 per cent. during the same period. Over the same period, fixed line subscribers increased from 4.4 million to 4.7 million. The following table sets out certain information relating to the telecommunications industry in Malaysia as at 31 December 1999, 2000 and 2001. Growth in demand for mobile services has far exceeded that for fixed line services according to the Commission, with mobile penetration rates increasing from 7.1 per cent. in 1996 to 31.4 per cent. as at 31 December 2001. Mobile penetration overtook fixed line penetration levels during 2000 and this trend continued to increase in 2001. Maxis believes this trend has been largely driven by the favourable regulatory environment, declining entry cost for subscribers, lower tarrifs and the commoditisation of mobile services through the introduction of prepaid services

5.1.3 Development of the Industry

Prior to 1946 the Post and Telegraph Department was responsible for providing all telecommunications services throughout Malaysia. In 1946, the postal service was segregated with the formation of the Telecommunications Department in Peninsular Malaysia. This department was subsequently merged in 1968 with the Telecommunications Department in Sabah and Sarawak to form the Department of Telecommunications Malaysia (or Jabatan Telekomunikasi Malaysia (""JTM'')). In 1987, the operation of Malaysia's telecommunication services was transferred from JTM to Syarikat Telekom Malaysia Berhad, which became a publicly listed company in 1990. It assumed its present name, Telekom Malaysia Berhad, in 1991. The Government retained a majority shareholding in Telekom Malaysia Berhad as well as a ""special share'', to ensure that Telekom Malaysia's important operational decisions are consistent with Government policy. Telekom Malaysia introduced mobile services into Malaysia in 1985. Since then, the Government granted a number of licenses to private sector telecommunication operators in an effort to develop the country's telecommunications industry and infrastructure. In 1999, the Government established the Commission as the regulatory body charged with overseeing the communications and multimedia industry under the direction of the Minister. The Minister is responsible for planning and formulating national policy on the communications and multimedia industry in Malaysia and for licensing telecommunications operators. The industry has transformed from a monopolistic regime with Telekom Malaysia's monopoly over mobile, fixed line and international telephony services to the current more transparent, more liberalised structure promoting increased competition. In 1999, the Government introduced its ""equal access'' policy, firstly to allow Malaysian consumers to choose their long-distance and international telephone carriers and, secondly to provide Malaysian operators having fixed line licenses the ability to supply trunk services to consumers directly connected to another network operator. The Government introduced this policy to facilitate improvement in the quality of telecommunications services and to facilitate price reductions as a

result of enhanced operating efficiency. The Government also encouraged foreign investors to provide the necessary capital investment and technological know-how and experience to promote the rapid development of the telecommunications market in Malaysia. The Government also indicated that it will allow foreign ownership in Malaysian telecommunications companies of up to 61 per cent., subject to the conditions that the Government may impose, provided that the ownership percentage of foreign investors is reduced to 49 per cent. within five years of achieving the 61 per cent. threshold. Refer to Section 16 of this Prospectus.

5.2 The Marketplace 5.2.1 Current Condition of the Marketplace The figure below shows the forecast total telco line users in Malaysia

Figure 5.0 : Forecast Total Telco Line Users

Figure 5.1 :Table Comparison between Lines

Figure 5.2 : Graph of Total Handphone Users in Malaysia

Figure 5.3 : Graph of Demographics Handphone Users in Malaysia

5.2.2 Changes in Marketplace Positive Changes Prefer cheaper plan More of package plan Negative Changes Stick with the same telco Other telcos also have their own great package plan

COMPETITIVE SITUATION

6.1 Direct Competitors

Celcom

Figure 6.0 : Celcom Logo

Celcom is Malaysia's premier and most experienced mobile telecommunications company with the widest coverage in the country. It provides both prepaid and postpaid mobile services to more than 12.7 million subscribers and is the leading mobile broadband service provider in the country with over 1 million subscribers.

Celcom is also growing its position in content and value-added services (VAS), enterprise solutions, bulk wholesale services, digital services and machine-to-machine (M2M) solutions in line with evolving technologies and the changing consumer behaviour in Malaysia.

With the country's widest network, Celcom covers 95.2% and 83.7% of the Malaysian population with its 2G and 3G networks respectively. Celcom continues to invest in network coverage, capacity and performance. Its aim is to maintain its technology leadership and position as the country's best mobile service provider.

Celcom has also been a pioneer in industry leading partnerships which include MVNOs, domestic and international roaming, and infrastructure sharing. Currently, Celcom has five MVNO partners riding on

its mobile network. These partnerships provide Celcom with additional channels to reach niche segments with strong growth potential.

Its long-standing partnerships with local as well as leading global operators have resulted in economies of scale, optimised network coverage, and unrivalled mobile experience for its customers. As an Axiata company, and through its collaboration with Vodafone, Celcom customers enjoy great rates and consistent coverage while roaming. Today, Celcom subscribers enjoy roaming services in 193 countries with over 550 partner networks.

Through initiatives such as its industry-leading consumer lab, Celcom has a firm focus on customer needs that has led to higher levels of product and service innovation, customer service excellence, and industry accolades at both local and regional levels.

Figure 6.1 : Celcom Logo

Figure 6.2 : Celcom Logo

Figure 6.3 : Celcom Logo

Maxis

Figure 6.4 : Maxis Logo

Maxis Communications Berhad, DBA Maxis, is a Malaysian mobile network operator headquartered at Kuala Lumpur, Malaysia. It was started in the year 1993. It uses the dialing prefixes of "012", "017", "014-2" and "011-12". Their mobile services are provided over the 900 & 1800 MHz GSM band, in the 2100 MHz UMTS band on July 2005 and the first to lanuch 4G LTE in Malaysia in January 2013. Majority of the company's stake is owned by billionaire Ananda Krishnan. The company has total subscribers at 13.95 million as of December 2010. The company primarily operates across Asia-pacific. The company is in preliminary negotiations for selling its Indian unit, Aircel because of alleged regulatory uncertainty and probe against its founder.

Maxis provides a variety of mobile communication products and services. They offer prepaid call plans, monthly subscription plans, International Roaming, MMS, WAP (over both GSM and GPRS), Residential Fixed Line services, Broadband Internet plans, and as of early 2005, 3G services to both prepaid and postpaid subscription customers.

Figure 6.5 : Maxis Data plan

Figure 6.6 : Hotlink Logo

Figure 6.7 : Hotlink Data Plan

DiGi

Figure 6.8 : DiGi Logo

DiGi Telecommunications Sdn. Bhd., DBA DiGi, is a mobile service provider in Malaysia. It is owned in majority by Telenor ASA of Norway with 49%. On 24 May 1995 DiGi became the first telco in Malaysia to launch and operate a fully digital cellular network.

They were also the first to offer GPRS (2.5G) and later EDGE (2.75G) in Malaysia in 14 May 2004. DiGi primarily uses the 1800 MHz band for GSM with the network code of 50216.

DiGi is listed on the Bursa Malaysia under the Infrastructure category act.

It uses the native dialling prefix identifier of "010", "016", "0143", "0146" and "0149", although with the implementation of Mobile number portability mandated by the Malaysian government this does not apply to subscribers who switched from their old mobile service provider over to DiGi. At the moment, switching to DiGi is free.

DiGi Telecommunications Sdn. Bhd. provides a variety of mobile communication services. These services include voice under their prepaid plans & postpaid plans, SMS, data plans and services, international roaming, international calling card and WAP services.

DiGi Telecommunications Sdn. Bhd. started a project called 'Happy'. A group of DiGi Telecommunications Sdn. Bhd. staff handle this special project and provide a new brand of Mobile Virtual Network Operators (MVNO) called Happy Prepaid.

DiGi is also the second operator in Malaysia to offer the iPhone on April 1, 2010.

DiGi is the first Telco in Malaysia to introduce Mobile Number Selection service which was implemented in 2008. This service enable the subscriber to choose their own number instead of following the traditional way of purchasing a new SIM that has been pre-assign with fix mobile number.

Since December 2011, DiGi began upgrading its network of 5,000 network sites to LTE. The upgrade is to allow expanding its EDGE and 3G services (into using dual-channel HSPA+) to 95.8% of Malaysians and having a greener and energy-efficient environment. DiGi aims to be the first fully LTE-equipped network in Malaysia upon completion in 2013.(But the first LTE network has been lanuched by Maxis Communications in January 2013) DiGi brands the network as "The Tomorrow Network".

Figure 6.9 : DiGi Data Plan

6.2 Indirect Competitors

Streamyx

Figure 6.10 : Streamyx Logo

TM Broadband (Streamyx) is a broadband Internet access service which provides 'always on' connection to the Internet with speed/bandwidth from 384kbps up to 4Mbps. With the high-speed connectivity/bandwidth, the service is ideal to support most broadband applications such as web hosting, video streaming, e-commerce, distance learning, play regular online games, and many others.

UniFi

Figure 6.11 : UniFi Logo

UniFi is a triple-play service offering of VoIP, Broadband Internet and IPTV which is provided to residential and business customers in Malaysia through an Optical Fiber core network via FTTH for individual housing units and VDSL2 for multi-story buildings depending on the customer premises. UniFi is an amalgamation of Uni which denotes togetherness and camaraderie, while Fi symbolises fibre optics.

P1

Figure 6.12 : P1 Logo

P1 is the preferred solution provider for mobile broadband networks with the incentives for:

cost effective data; voice; and value added services.

SWOT ANALYSIS

7.1 Strength

New Concept to approach to the public. The package of the plan is cheaper than others.

7.2 Weakness There is so many competitors that are much stronger than this mobile communication company. Lack of promotional activities.

7.3 Opportunity More promotional for the mobile communication company. Will attract more subscriber . Will improve the package plan. 7.4 Threats Being unable to unsuccessfully tap into the mobile communication services. It could lead to social problems and loss of identity as Malaysian with pervasively and uncontrollable use of Social Networks.

STRATEGIC TARGET AUDIENCE

8.1 Proposed Primary Target Audience

Demographics Age Gender Education Occupation Income range Race & ethnicity : 18-25 : Male & Female : Secondary & Above : Students : RM 1,500 RM3,000 : All

Geographical location : Urban & Sub Urban Malaysia

Psychographics Perception Learning Motivation & needs Attitude & Personality Lifestyle : Wanting a good package plan and followed their need : By future promotional ads & past products launches : Good package plan with a cheaper price : wanting a good package plan with a good price : Student and Prepaid users who believe that RM1,000-RM3,000 spend on buying the prepaid for their phone is waste of money

8.2 Proposed Secondary Target Audience Demographics Age Gender Education Occupation Income range Race & ethnicity : 18-25 : Male & Female : Secondary & Above : Blue Collar : RM 1,500 RM3,000 : All

Geographical location : Urban & Sub Urban Malaysia

Psychographics Perception Learning Motivation & needs Attitude & Personality Lifestyle : Wanting a good package plan and followed their need : By future promotional ads & past products launches : Good package plan with a cheaper price : wanting a good package plan with a good price : Student and Prepaid users who believe that RM1,000-RM3,000 spend on buying the prepaid for their phone is waste of money

RESEARCH DEVELOPMENT

9.1 Marketplace Research

Figure 9.0 : Graph of Total Handphone Users in Malaysia

Figure 9.1 : Graph of Demographics Handphone Users in Malaysia

Figure 9.2: Forecast Total Telco Line Users

Figure 9.3 :Table Comparison between Lines

9.2 Market Observation Still under Research 9.3 Online Survey The survey was created online via google docs and with 20 unique responses.

Figure 9.4 : The percentage of respondents gender

Figure 9.5 : The percentage of respondents age group

Figure 9.6 : The percentage of respondents ethnic group

Figure 9.7 : The percentage of respondents monthly income

Figure 9.8 : The percentage of respondents educational level

Figure 9.9 : The percentage of respondents chooses of service

Figure 9.10 : The percentage of respondents chooses that service

Figure 9.11 : The percentage of respondents about Clixster

Figure 9.12 : The percentage of respondents wanted to try a new telco

Figure 9.13 : The percentage of respondents to pay less but get more from the services

9.4 Interview Personal Interview with Mr Hazran Mohamed, Chief of Media

Mr hazran gave great insight on Clixster and their services. This company has been launched on July 2012 during Hari Koperasi at Bukit Jalil. Cilxster Telecommunication Company also already collaborated with telecommunications company from UK (Hutchinson). The name for that new collaboration is Clixster UK. Clixster also known as Mobile Virtual Network Operator (MVNO). Besides that, during Hari Belia on May 2013, Clixster joined the event to promote their services. Also , Clixster is the first telecommunication companyin Malaysia that offer Islamic Funeral Services.

PRECEDENT STUDIES

10.1 Advertising Strategy

Figure 10.0 : Promotion from Clixster Clixster hasnt officially started advertising their services.

10.2 Precedent Studies Past Direct Competitors A&P&B

Celcom

Figure 10.1 : Celcom Logo

Figure 10.2 : Celcom Logo

Figure 10.3 : Celcom Logo

Figure 10.4 : Celcom Logo

Celcom is Malaysia's premier and most experienced mobile telecommunications company with the widest coverage in the country. It provides both prepaid and postpaid mobile services to more than 12.7 million subscribers and is the leading mobile broadband service provider in the country with over 1 million subscribers.

Maxis

Figure 10.5 : Maxis Logo Maxis Communications Berhad, DBA Maxis, is a Malaysian mobile network operator headquartered at Kuala Lumpur, Malaysia. It was started in the year 1993. It uses the dialing prefixes of "012", "017", "014-2" and "011-12". Their mobile services are provided over the 900 & 1800 MHz GSM band, in the

2100 MHz UMTS band on July 2005 and the first to lanuch 4G LTE in Malaysia in January 2013. Majority of the company's stake is owned by billionaire Ananda Krishnan. The company has total subscribers at 13.95 million as of December 2010. The company primarily operates across Asia-pacific. The company is in preliminary negotiations for selling its Indian unit, Aircel because of alleged regulatory uncertainty and probe against its founder.

DiGi

Figure 10.6 : DiGi Logo DiGi Telecommunications Sdn. Bhd., DBA DiGi, is a mobile service provider in Malaysia. It is owned in majority by Telenor ASA of Norway with 49%. On 24 May 1995 DiGi became the first telco in Malaysia to launch and operate a fully digital cellular network.

They were also the first to offer GPRS (2.5G) and later EDGE (2.75G) in Malaysia in 14 May 2004. DiGi primarily uses the 1800 MHz band for GSM with the network code of 50216.

DiGi is listed on the Bursa Malaysia under the Infrastructure category act.

Past Indirect Competitors A&P&B

Streamyx

Figure 6.10 : Streamyx Logo

TM Broadband (Streamyx) is a broadband Internet access service which provides 'always on' connection to the Internet with speed/bandwidth from 384kbps up to 4Mbps. With the high-speed connectivity/bandwidth, the service is ideal to support most broadband applications such as web hosting, video streaming, e-commerce, distance learning, play regular online games, and many others.

UniFi

Figure 6.11 : UniFi Logo

UniFi is a triple-play service offering of VoIP, Broadband Internet and IPTV which is provided to residential and business customers in Malaysia through an Optical Fiber core network via FTTH for individual housing units and VDSL2 for multi-story buildings depending on the customer premises. UniFi is an amalgamation of Uni which denotes togetherness and camaraderie, while Fi symbolises fibre optics.

P1

Figure 6.12 : P1 Logo

P1 is the preferred solution provider for mobile broadband networks with the incentives for:

cost effective data; voice; and value added services.

REFERENCES

http://www.clixster.net/ http://clixster2u.com/ https://www.celcom.com.my/personal http://www.axiata.com/operating-company/malaysia.htm http://en.wikipedia.org/wiki/DiGi_Telecommunications http://new.hotlink.com.my/content/hotlink/en/whats-new.html http://en.wikipedia.org/wiki/Maxis maxis.com.my

APPENDICES

Research Development Questionnaire Questions :