MAXIX-Annual Report 2011 Part 1

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ANNUAL REPORT 2011
ENRICHING
LIVES
EXPANDING
HORIZONS
Maxis Berhad (867573-A)
Level 18, Menara Maxis
Kuala Lumpur City Centre
Off Jalan Ampang
50088 Kuala Lumpur
maxis.com.my
M axisisall about enriching livesand expanding horizonsfor our customers. By pioneering the
convergence of mobile telephony and the internet. By introducing new devicesand delivery systems.
Expanding wirelessand xed solutionsfor businessand for the home. Expanding content, access,
storage, and on-demand servicesfor a richer internet experience. And more importantly, enriching
livesand bringing people closer.
CONTENTS
Introduction
2 Our Company
3 Our M ission, Vision and Values
6 Corporate Structure
7 Corporate Information
8 Investor Relations
12 Awardsand Recognition
14 M ilestones
The Board of Directors and
Senior Management
22 Board of Directors
24 Board of DirectorsProles
30 Organisation Structure
32 Senior M anagement
34 Senior M anagement Proles
Perf ormance Highlights
40 Performance at a Glance
42 Financial Highlights
44 Value Added Statement
45 Quarterly Financial Performance
46 Summarised Statement of
Financial Position
47 Segmental Analysis
48 Operating Performance
Indicators
49 Financial Calendar
Business Review
50 ChairmansStatement
56 CEOsStatement
65 Segments, Productsand Services
78 CustomersFirst
84 Inspiring People
87 Corporate Responsibility
96 Outlook
Financial Statements 2011
100 Directors Report
Financial Statements
106 Income Statements
107 Statementsof
Comprehensive Income
108 Statementsof
Financial Position
110 Statementsof
Changesin Equity
113 Statementsof Cash Flows
116 Notesto the Financial
Statements
197 Supplementary Information
198 Statement by Directors
199 Statutory Declaration
200 Independent Auditors Report to
the M embersof M axisBerhad
Corporate Governance
204 Audit Committee Report
211 Statement on Corporate
Governance
230 Internal Control Statement
235 Directors Responsibility
Statement
236 Risk M anagement
239 Ethical BusinessPractices
Analysis of Shareholdings
241 Size of Shareholdings
242 Distribution Table According to
Category of Shareholders
243 Directors Interest in Shares
244 30 Largest Shareholders
246 Information on Substantial
Shareholders
Other Inf ormation
248 List of PropertiesHeld by
M axisBerhad
250 Disclosure of Recurrent Related
Party Transactions
279 Additional Disclosures
280 M aterial Contracts
286 Glossary
289 M axisCentres
290 M axisExclusive Partners
Annual General Meeting
301 Notice of Annual
General M eeting
Form of Proxy
Request Form
2
OUR
COMPANY
Introduction
M axishasthe largest high-speed network
footprint in the country with 95%
2G coverage and 81% 3G coverage.
Thismeansour customersare able to
thread their livesfrom work to home
seamlessly. Since our inception in 1995,
we have alwaysbeen at the forefront
of technology. We were the rst to
launch high-speed networksin M alaysia
including 3G, 3.5G, 3.5G+ and the rst
to conclude LTE (Long Term Evolution)
trials. We have taken the lead in active
network sharing in the country. In
October 2011, M axisand U M obile Sdn
Bhd entered into a landmark agreement
to share M axis 3G radio accessnetworks
(RAN), making the partnership the rst
active 3G RAN sharing arrangement to be
deployed in M alaysia.
Being simply the best meanswe have to
push boundaries, making our products
and service offeringshard to beat. M axis
wasthe rst to bring the BlackBerry,
Apple iPhone, Galaxy Tab, Windows7
and Android smartphonesto M alaysia.
We were also rst to launch innovative
serviceswhich were world-rsts; M axis-
PayPal partnership, myDEALsand
M axis@ Formula1. Regionally, M axis
created milestonesby being a front-
runner with M axis1Store, ONEM usic,
M axisGamesand M axisM ovies. In
M alaysia, FINDER301, Unity Solutions
and Fashionista set fresh benchmarksin
mobile communicationsexperiences.
We actively pursue partnershipsfor
life-enriching servicessuch asonline
payment, remittance, social networking,
music, gamesand movies. We continue
to nurture our customer relationships
with the launch of M axisHome. Thisfull
suite of integrated servicesencompasses
high-speed internet via bre, mobile
and xed wirelessaccess, voice, value-
added servicesand content, which can
be experienced acrossmultiple screens
mobile, tablet and personal computer.
Not surprisingly, M axis non-voice revenue
earningsspotlightsusasone of the top
performersin the Asian region with
45.3% of mobile revenue being non-
voice revenue and with over 7.5 million
of our customer base being active mobile
internet usersasat Q4 2011.
First Among Equals
M axis growth and strong track record of
enabling innovation, excellent customer
experience and value to stakeholders
have won the company numerousawards
including FinanceAsiasBest M anaged
Company Award 2011 (Top 3), AsiasBest
Employer Award 2010 and 2011 from
SingaporesEmployer Branding Institute;
Frost & SullivansM alaysia Excellence
Awards2011 for M obile Service Provider
of the Year; and the Brand of the Year
Award at the Putra Brand Awards2011.
M axisalso swept 15 awardsat the 12th
Customer Relationship M anagement
and Contact Centre Association (CCAM )
Annual Awards, including the prestigious
Gold Award for the Best In-house
Inbound Contact Centre above 100 seats.
Thismarksthe second consecutive year
that M axishaswon thisaward. M axis
also won the Corporate Nationhood
InitiativesAward in recognition of its
contribution to national unity, integration
and 1M alaysia.
Reciprocity with the community isan
integral part of M axis. M axis Corporate
Responsibility (CR) effortsfocuson
making a Positive Impact , harnessing
leading-edge technology and innovation
to create value for the economy, society
and the environment. M axishasbeen
dedicated to working alongside the
M inistry of Information Communication
and Culture M alaysia (KPKK) and
the M alaysian Communicationsand
M ultimedia Commission (SKM M ) on
community investment programmes
namely M axisCyberkidsand M axis
M obile Content Challenge to increase
peoplesaccessto the digital platform.
Additionally, M axiscontributestowards
the nationscapacity-building by providing
scholarshipsto outstanding and deserving
M alaysiansto pursue their education in
leading local and overseasuniversities.
M axiswaslisted on the M ain M arket
of Bursa M alaysia SecuritiesBerhad in
November 2009.
For more information, please visit:
www.maxis.com.my
Maxis Up Close and Personal
At Maxis we take the idea of being
up close and personal to a whole
new level. We are Malaysias biggest
integrated communications service
provider but we keep our customer
relationships intimate, sustaining
close ties over great lengths of time.
Both businesses and individuals
realise that the ubiquitous reach of
our services has enabled a rich
customer experience.
Our commitment to taking the
technology and innovation high
ground for mobile and xed voice,
messaging, mobile internet and wired
and wireless broadband has allowed
our almost 14 million subscribers to
embrace 24/7 lifestyles. This means
easy interfaces between work and
leisure, education and entertainment
and most importantly business-to
business communications and social
interaction. At Maxis we are building a
brave new world where the virtual and
real meet seamlessly.
Front Runners with a Cause
On a day-to-day basiswe push the
frontiersof available technology as
well asthe mobile experience for our
customers. How can we deliver more
to our customersby harnessing the
technologiesof the future? How can
we increase data speedsand embellish
communicationsexponentially? We
are condent that the quality of our
people and their drive to stay the course
will result in clever and exciting ideas
to enhance the waysin which our
customerscommunicate. We thrive on
the unexpectednessof making these
discoveries. We like to keep our game
fresh. We are the biggest in the business
but also the most nimble.
3 ANNUAL REPORT 2011 M AXIS BERHAD
SIMPLE
TRUSTWORTHY
CREATIVE
BRAVE
To bring the future to our customers lives
and businesses, in a manner that is simple,
personalised and enriching, by ef ciently and
creatively harnessing leading-edge technology
and delivering a brand of service experience
that is reliable and enchanting.
Introduction
OUR MISSION,
VISION
AND VALUES
To become the nations premier integrated
communications service provider.
4
FARTHER. FASTER
EEn Enjo joy the scenery y wh whil ileeyo you enjoy the coveerage. No matter how
re remo mo m te te. Today, wweeha have ve the fastest, most advanced high-speed
netw wwor or ork. k. We are al lre read ady ywo w rking on what next?. The Maxis
next gggen en eneeration 4G net two work rk is coming soon to a phone (and
el el elddd) near you.
NETWORK M OBILE INTERNET ROAM ING HOM E
DISTRIBUTION CLOUD LIFE SERVICES CUSTOM ERS FIRST
6
CORPORATE
STRUCTURE
MAXIS
BERHAD
100%
Maxis Mobile
Sdn Bhd
100%
Maxis Broadband
Sdn Bhd
100%
Maxis International
Sdn Bhd
100%
Maxis Mobile
Services Sdn Bhd
75%
Advanced Wireless
Technologies Sdn Bhd
100%
Maxis Collections
Sdn Bhd
100%
Maxis Multimedia
Sdn Bhd
100%
Maxis Mobile
(L) Ltd
100%
Maxis Online
Sdn Bhd
100%
Maxis Asia
Access Pte Ltd
100%
UMTS (Malaysia)
Sdn Bhd
NOTE:
The above structure representsM axis
Berhad and itssubsidiaries. Please refer
to pages155 and 156 of thisAnnual
Report for principal activitiesof the
subsidiaries.
Introduction
CORPORATE
INFORMATION
Board of Directors
Raja Tan Sri Dato Seri Arshad
bin Raja Tun Uda
Chairman/
Independent Non-Executive Director
Robert William Boyle
Dato Mokhzani bin Mahathir
Asgari bin Mohd Fuad Stephens
Ghassan Hasbani
Non-Executive Director
Dr Zeyad Thamer H. AlEtaibi
Dr Fahad Hussain S. Mushayt
Augustus Ralph Marshall
Chan Chee Beng
Sandip Das
Chief Executive Ofcer/Executive Director
Senior Independent Director
Dato Mohkzani bin Mahathir
e-mail : mmokhza@ maxis.com.my
Company Secretary
Dipak Kaur
(LS 5204)
Auditors
PricewaterhouseCoopers
Level 10, 1 Sentral
Jalan Travers
Kuala Lumpur Sentral
50470 Kuala Lumpur
M alaysia
Tel : + 603 2173 1188
Fax : + 603 2173 1288
Head of Internal Audit
Chow Chee Yan
(Prole asdisclosed on page 36
of thisAnnual Report)
General Counsel
Stephen John Mead
(Prole asdisclosed on page 36
of thisAnnual Report)
Head of Regulatory
Yap Chong Ping
Investor Relations
Roselina Khong
Tel : + 603 2330 7000
Fax : + 603 2330 0555
e-mail : ir@ maxis.com.my
Registered Of ce
Maxis Berhad
(Company No 867573-A)
Level 18, M enara M axis
Kuala Lumpur City Centre
Off Jalan Ampang
50088 Kuala Lumpur
M alaysia
Tel : + 603 2330 7000
Fax : + 603 2330 0590
Website : www.maxis.com.my
Share Registrar
Symphony Share Registrars Sdn Bhd
Level 6, Symphony House
Block D13, Pusat Dagangan Dana 1
Jalan PJU 1A/46
47301 Petaling Jaya
Selangor
Tel : + 603 7841 8000
Fax : + 603 7841 8008
Stock Exchange Listing
Main Market of Bursa Malaysia
Securities Berhad
Listed since 19 November 2009
Stock Code : 6012
Enquiries/Assistance pertaining
to matters relating to the
Third Annual General Meeting
Toll Free Number : 1800 828 001
e-mail : agm2012@ maxis.com.my
(valid from 2 M ay 2012 to 8 June 2012)
Introduction
8
INVESTOR
RELATIONS
Introduction
Commitment to Shareholders
Asa leading communicationsservice
provider in M alaysia, M axisiscommitted
to creating value for itsshareholders,
and itsstrategic achievementsand
directionsfor value creation are outlined
in the CEOsstatement. In addition,
M axisiscommitted to returning value
to shareholdersvia a dividend policy of
active capital management (see section
on Dividend Policy).
Since itslisting in November 2009, M axis
hasdeclared interim dividendson a
quarterly basis, and a nal dividend in
each nancial year, thusproviding cash
returnsto shareholderson a regular basis.
For 2011, M axishasdeclared/
recommended dividendstotaling
RM 3.0 billion (40.0 sen/share) to our
shareholders, comprising:
four interim dividendsof RM 600
million (8.0 sen/share) per quarter
totaling RM 2.4 billion (32.0 sen/
share) for the year; and
a recommended nal dividend of
RM 600 million (8.0 sen/share) subject
to shareholders approval.
The total representsa dividend yield
of 7.3% based on the closing price of
RM 5.48 asat end of 2011.
Maxis Share Price Performance 1 January 2011 to 31 December 2011
5.48
5.53
5.395
5.19
Last Price
High on 03/04/11
Low on 10/10/11
A
5.55
5.50
5.48
5.45
5.40
5.35
5.30
5.25
5.20
10M
5M
20
Dec Nov Oct Sep Aug Jul Jun M ay Apr M ar Feb
Volume 2.665M
Jan
2011
0
Average
2.665M
2011 2010 2009
Dividends(RM m) Interims 2,400 2, 400 900
Final 600 600 225
Total 3,000 3, 000 1, 125
Dividend Per Share (sen) Interims 32.0 32.0 12.0
Final 8.0 8.0 3.0
Total 40.0 40.0 15.0
EarningsPer Share (sen) 33.7 30.6 n/m
Payout Ratio 118.7% 130.7% n/m
Dividend Yield 7.3% 7.5% n/m
Dividend Policy
Our full dividend policy, asstated in our
IPO Prospectusdated 28 October 2009, is
reproduced below for your reference:
The declaration of interim dividendsand
the recommendation of nal dividends
are subject to the discretion of the Board
and any nal dividend for the year is
subject to shareholders approval. It isthe
Companysintention to pay dividendsto
shareholdersin the future. However, such
paymentswill depend upon a number
of factors, including M axis earnings,
capital requirements, general nancial
conditions, the Companysdistributable
reservesand other factorsconsidered
relevant by the Board.
The Company hasproposed to adopt
a dividend policy of active capital
management, and proposesto pay
dividendsout of cash generated by its
operationsafter setting aside necessary
funding for network expansion and
improvement and working capital needs.
Aspart of thispolicy, the Company
targetsa payout ratio of not lessthan
75% of itsconsolidated Prot After Tax
under M alaysian GAAP in each calendar
year beginning nancial year ending
31 December 2010, subject to the
conrmation of the Board and to any
applicable law, licence and contractual
obligationsand provided that such
distribution would not be detrimental to
itscash needsor to any plansapproved
by itsBoard. Investorsshould note that
thisdividend policy merely describes
the Companyspresent intention and
shall not constitute legally binding
statementsin respect of the Companys
future dividendswhich are subject to
modication (including reduction or
non-declaration thereof) at the Boards
discretion.

Asthe Company isa holding company,
itsincome, and therefore itsability
to pay dividends, isdependent upon
the dividendsand other distributions
that it receivesfrom itssubsidiaries.
The payment of dividendsor other
distributionsby the Companys
subsidiarieswill depend upon their
operating results, nancial condition,
capital expenditure plansand other
factorsthat either respective boardsof
directorsdeem relevant. Dividendsmay
only be paid out of distributable reserves.
In addition, covenantsin the loan
agreements, if any, for the Companys
subsidiariesmay limit their ability to
declare or pay cash dividends.
Notwithstanding the above, the payout
ratiosfor 2010 and 2011 were 131%
and 119% respectively.
10
INVESTOR
RELATIONS
Introduction
Continued
Investor Engagement
M axisengagesproactively and regularly
with the investment community to share
our strategy and vision and to discuss
our operations, businessand nancial
performance, whilst ensuring timely and
fair dissemination of information. We
value the relationship we have with our
investorsand communication with them
isof primary importance to us.
The key spokespersonsand representatives
for Investor Relationsof the Company are
the Chief Executive Ofcer and the Chief
Financial Ofcer (see Board of Directors
Prole and Senior M anagement Prole
for their biographies) who engage with
research analystsand institutional investors
directly. From time to time, the Joint Chief
Operating Ofcersalso participate in these
discussions. Such interaction isfacilitated
by an Investor Relationsunit.
We maintain ongoing dialogue with
the investment community through
a programme of Investor Relations
activities. Some of these activitiesare
described below.
Announcement of Quarterly
Financial Results
Each quarter, our nancial resultsare
released publicly through announcements
to Bursa Securities. These announcements
contain detailed nancial statements,
summary of nancial and operational
indicatorsand an analysisof performance.
Following thisrelease, a media brieng is
held to update membersof the pressand
other media and to provide clarication
on questionswhich they may have. In
addition to this, a conference call isheld
for analystswho are based in M alaysia or
abroad.
The media brieng isusually led by the
Chairman and analyst conference call
by the CEO. For both events, the Joint
COOs, CFO and other membersof
senior management are in attendance,
reecting the commitment to providing
a high degree of clarity to the public and
investment community.
The presentation material for the
media brie ng and analyst call
issimultaneously made available
publicly on the M axiswebsite. In the
presentation material, nancial and
operational indicatorsrelating to the
quarterly resultsare depicted primarily in
graphical form, with messagesin point
form, to facilitate ease of understanding
and analysis.
Meetings, Conf erences and
Roadshows
M axiscontinuesto attract strong interest
from both the local and international
investment communities.
In order to maintain regular contact
and interaction with these parties, we
engage in a variety of investor relations
activitiesin addition to meetingswith
investorsand analystsat our ofces.
These activitiesinclude participation
in major investment conferences, both
locally and in the region. In 2011, M axis
attended the annual Credit Suisse
Asian Investment Conference in Hong
Kong and the annual Invest M alaysia
conference in Kuala Lumpur. We also
held group brie ngsfor local fund
managers, and undertook a non-deal
roadshow covering the major nancial
market centresof Singapore, Hong Kong
and London. These eventsprovide an
excellent opportunity to maintain regular
contact with shareholders, to reach
potential investorsand to build rapport
with international investors.
Website
Our corporate website hasa section on
Investor Relationswhich providesrelevant
information of interest to investorssuch
asannouncementsto Bursa Securities,
nancial results, presentation materials
and annual reports. In addition, a list
of pressreleasesmay be found in the
adjacent M edia Centre section of the
website.
Feedback and Enquiries
Aspart of our continuing improvement
process, we welcome feedback on our
Investor Relationsendeavours
and information provided, in order
to further improve our interaction
with the investment community.
In thisrespect investorswith useful
suggestions, requestsor clarication
required are encouraged to contact
usat ir@ maxis.com.my. We look
forward to the continued engagement.
WE VALUE THE
RELATIONSHIP
WE HAVE
WITH OUR
INVESTORS AND
COMMUNICATION
WITH THEM IS
OF PRIMARY
IMPORTANCE
TO US
12
AWARDS AND
RECOGNITION
Introduction
Awards and Recognition (2011)
Frost & Sullivan
Malaysia Excellence Awards 2011
M obile Service Provider of the Year
FinanceAsias Best Companies
2011 (Malaysia)
Best M anaged Company 3rd
Best Corporate Governance 4th
Best Investor Relations 3rd
Best Corporate Social Responsibility 3rd
M ost Committed to a Strong Dividend
Policy 4th
UDC Business Awards 2011
UDC Asia Best Telecommunications
Company of the Year 2011 (M alaysia)
Malaysia 1000
Certicate of Excellence
Industry Excellence Awards
TelecommunicationsSector
2010/2011
BASIS PublicationsHouse and Bernama
Putra Brand Awards 2011
The PeoplesChoice (all categories)
Brand of the Year
Gold Award
Communication NetworksCategory
PC.com Product Awards 2010
Best Postpaid Telco
Best CSR
PIKOM
ICT Leadership Awards 2011
M ember Excellence Award
Global Telecoms Business (GTB)
Power 100 List
Sandip Das, Chief Executive Ofcer,
M axisBerhad
BCI Asia
Business Continuity Awards
Group Excellence in BusinessContinuity
M anagement 2011
BusinessContinuity Planning Asia Pte Ltd
2nd Top Team 50 Enterprise
Awards Malaysia 2011
Honorary Award
M alaysia Entrepreneurs Association
(Persatuan Usahawan M aju M alaysia-
PUM M )
12th CCAM Excellence Awards 2011
Gold Awards
Best In-House Inbound Contact Centre
(above 100 seats) in M alaysia
Best In-House Outbound Contact Centre
(below 100 seats) in M alaysia
Best CRM Programme
Best Social M edia Programme in
Contact Centre
Prestige Award in Corporate Social
Responsibility
Best M anager (above 100 seats)
Silver Awards
Best People Contact Centre
Best M anager (above 100 seats)
Best Contact Centre Support Professional
Best Telemarketer
Bronze Awards
Best Green Contact Centre
M ost Creative Contact Centre
Best ProcessExcellence
Best Telemarketer
Best Contact Centre Professional
Global Telecoms Business (GTB)
Innovation Awards 2011
SM S Network Innovation
Winner: M axiswith Acision
M issed SM S Notication Service
Game Axis Malaysia Survey 2010
Editors Choice Awards
Favourite M obile Game
TelecommunicationsProvider
Asias Best Employer Brand Awards
By Employer Branding Institute of
Singapore
Malaysias 100 Leading Graduate
Employers 2011
M ost Popular Graduate Employer Finalist
Telecommunications
(L) Nasution M ohamed,
M axisChief Financial
Ofcer receiving the Best
CFO Award (2nd Runner-
Up) at FinanceAsiasBest
CompaniesAward 2011.
World Communications
Awards 2010
Top Five Best M obile Operators
Corporate Nationhood Initiatives
Award 2010
By The New StraitsTimes
Readers Digest Trusted
Brand Awards
Phone Service (Fixed Line/M obile)
KLIFF Islamic Finance Awards 2010
M ost Outstanding Islamic Finance Product
M axisIslamic IPO US$3.3 billion
CMO Asia Awards f or Excellence
in Branding and Marketing
AsiasBest Brand 2010
thebrandlaureate The Grammy
Awards f or Branding
Specialty AwardsBest Brandsin Brand
Communications2009 2010
11th CCAM Excellence
Awards 2010
Gold Awards
Best In-House Contact Centre
(above 100 seats) in M alaysia
Best CRM Programme Implementation
in M alaysia
Silver Awards
M ystery Shopper Results, In-House
Contact Centre
(above 100 seats)
Bronze Awards
Best Contact Centre Team Leader
(over 100 seats)
Best Contact Centre Support Professional
(over 100 seats)
11th CCAM Prestige Awards 2010
Corporate Social Responsibility Award
Computerworld Malaysias 4th
Customer Care Awards 2010
TelecommunicationsServices
South East Asia HR
Excellence Awards
Employer of the Year 2010
Malaysian HR Awards 2010
Gold Award HR Innovation Category
Malaysias 100 Leading Graduate
Employers 2010
M ost Popular Graduate Employer
(Telecommunications)
Asia HRD Congress 2010
Contribution to HR Community Award
for Outstanding Contribution Towards
Human Capital Development
2009 FinanceAsia
Achievement Awards
Deal of the Year
Best M alaysia Deal
Best Equity Deal
IFR Asia 2009 Roll of Honour
M alaysia Capital M arketsDeal
M axis RM 11.2 billion IPO
Frost & Sullivan Malaysia
Telecoms Awards 2009
M obile Data Service Provider of the Year
PC.com Power Brand 2009
Top Ten Tech Brands
10th PC.com Product Awards 2009
Best Postpaid Telco
Best M obile Content
Special CSR Award
Brand Finance Awards 2009
No 4 Brand in M alaysia
Readers Digest Trusted Brand
Awards 2009
Brand of Choice Phone Service (Fixed
Line/M obile)
The companywasalso
awarded the coveted
M obile Service Provider of
the Year award at the 2011
Frost & Sullivan M alaysia
Excellence Awards. It was
the third time that M axis
had been conferred the
prestigiousaward.
14
MILESTONES
Introduction
13 January 2011
Maxis honoured with Corporate
Nationhood Initiatives Award
M axiswasconferred the Corporate
Nationhood InitiativesAward for 2010, in
recognition of itscontribution to national
unity, integration and 1M alaysia.
17 January 2011
Maxis was Presenting Sponsor of
MRCA 8TV 2011 Entrepreneur Awards
The 2011 M RCA 8TV Entrepreneur
Awardswelcomed M axisaspresenting
sponsor at the awardsnight graced
by Yang Berhormat Dato Saifuddin
Abdullah, Deputy M inister of Higher
Education.
25 January 2011
Maxis celebrated Mobile Content
Challenge Entrepreneurs
M axishosted M obile Content Challenge
entrepreneurswho had successfully
commercialised their content,
applications, or services, or who had
started new businessventures.
YB Dato Joseph Salang, Deputy M inister
of Information Communication and
Culture ofciated at the event.
7 February 2011
Maxis launched Managed M2M
M axisintroduced M axis M anaged M 2M
(M achine-to-M achine), the countrys
rst managed wirelessM 2M service. The
launch wasofciated by M sNg Wan
Peng, Chief Operating Ofcer of the
M ultimedia Development Corporation
(M DeC).
11 February 2011
Maxis launched new Movies
Applications and Maxis Movie Day
M axislaunched a new M axisM ovies
Application that isintegrated with
PayPalsmobile payment service, and the
Buy-1-Get-1 Free movie ticket offer every
M axisM ovie Day (every Tuesday), on
moviesscreened after 6.00pm.
25 February 2011
Maxis won Best Postpaid Telco and
Best CSR Award at PC.com Awards
2011
M axiswalked away with the Best
Postpaid Telco and Best CSR awardsat
the PC.com AwardsNight 2011. Thisis
the sixth year in a row that M axishas
been named Best Postpaid Telco by the
awardsorganiser.
11 March 2011
Maxis won top awards at the 2011
Putra Brand Awards
M axiswasnamed the Putra Brand of the
Year at the 2011 Putra Brand Awards.
M axisalso received the Gold award in the
CommunicationsNetwork Category for
the second year in a row.
15 March 2011
Maxis rst to introduce GPRS Data
Roaming Service for prepaid users
M axisHotlink customerswere the rst
prepaid customersin M alaysia to enjoy
GPRS Data Roaming. The service allowed
outbound prepaid usersto use mobile
data while roaming internationally.
16 March 2011
Easy Top-Ups and Easy Rewards
Anywhere, Anytime
M axis new self-service Hotlink iChannels
wasintroduced for customerslooking
for an easier way to top up their Hotlink
prepaid accounts. M axis M obile2Top-Up
enablescustomersto use any M alaysian-
issued Visa or M astercard, prepaid, credit
and debit cardsto pay for top-ups.
18 March 2011
Maxis customers rst to enjoy the
Google Nexus S
M axiscustomerswere the rst to enjoy
the revolutionary Android device, the
Google NexusS, also known asthe
Google Phone .
31 March 2011
Maxis scored a rst in multiple-play
M axislaunched the rst multiple-play
service in M alaysia with M axisHome
Services. Dato Joseph Salang, Deputy
M inister of Information Communication
and Culture, ofciated at the launch.
1 April 2011
Maxis kicked off new decade of
Golf Rewards
M axislaunched the M axisTeam Golf
Tour (M TGT) 2011, M alaysiasbiggest
and most prestigiousamateur team
golf event. The grand nal washeld in
Thailand at two of the top golf courses
in the country - the well-known Siam
Country Club and the Jack Nicklaus-
designed Laem Chabang International
Country Club.
5 April 2011
Malaysian Universities chose Maxis
as their Integrated Communications
Service Partner
M axislaunched the M axisIntegrated
Partner in Education (M IPE) programme,
a fully-integrated communications
suite of solutionsto enrich campus
life by providing quality broadband
connectivity and services; internship and
entrepreneurial opportunities; aswell as
preferential ratesfor smart devices.
8 April 2011
Dunia Internetmu from Maxis
empowered Malaysians with Internet
offerings across multiple screens
M axislaunched Dunia Internetmu, an
initiative empowering M alaysiansthrough
accessto relevant, reliable and secure
local content that isaggregated on a
single URL via myLaunchpad on their
mobile devicesand the web.
14 April 2011
Maxis won coveted Mobile Service
Provider of The Year award at the
2011 Frost & Sullivan Malaysia
Excellence Awards
M axiswasdeclared the M obile Service
Provider of the Year at the 2011 Frost
& Sullivan M alaysia Excellence Awards.
Sandip Das, Chief Executive Ofcer of
M axis, received the award from the
Secretary-General of the M inistry of
International Trade and Industry, Datuk
Dr Rebecca Fatima Sta M aria.
14 April 2011
Maxis extended 3G leadership to
80% of the countrys population
M axisannounced a major milestone in
the M alaysian broadband industry when
it became the rst service provider to
surpass5, 000 sitesspanning Peninsular
M alaysia, Sabah and Sarawak.
19 April 2011
Maxis presented Maxis Scholarship
for Excellence Awards
M axispresented 21 brilliant young
M alaysianswith the M axisScholarship
for Excellence Awards(M SEA). These
studentswill pursue undergraduate
programmeslocally and abroad.
27 April 2011
KSL Properties and Maxis to provide
Integrated End-to-End High-Speed
Broadband Solutions in Johor
M ore customersin Johor Bahru will be
able to experience high-speed internet
in 2012 following an agreement signed
between M axisand KSL Properties.
TOP
M axisreceived the
Corporate Nationhood
InitiativesAward for its
contribution to national
unityand integration.
BELOW
M axiscelebrated
technopreneursfrom its
M obile Content Challenge
programme who had
successfullycommercialised
their content, applications
and services. Dato
Joseph Salang, Deputy
M inister of Information
Communication and
Culture graced the event.
16
MILESTONES
Introduction
11 May 2011
Maxis customers benet from
Data and Device Protection with
Maxis Secure
M axislaunched itsM axisSecure initiative
which offersa suite of servicesincluding
M axisAnti-Theft, Complete Phone Back
Up, Anti-Virus, Internet Security and
Remote Surveillance services.
19 May 2011
Maxis Employees benet from
Wellness Programme
M axislaunched a complete, customised
wellnessprogramme entitled M y
Wellness, M y Choice to ensure a
sustainable lifestyle for over 3, 400 of its
employeesnationwide.
7 June 2011
Maxis won 2011 Global Telecoms
Business Innovation Award
M axisBerhad received the prestigious
2011 Global TelecomsBusiness(GTB)
Innovation Award for itsM issed SM S
Notication Service, developed with its
partner Acision.
14 June 2011
Maxis Customers in Kuantan enjoy
fastest Wireless Broadband speed
M axiswasdeclared the speed king
by leading publication M obile World for
itsbroadband speed. Road testswere
carried out in three different locationsin
Kuantan and resultsshowed that M axis
broadband usersin Kuantan enjoyed
download speedsof up to 4 to 5 M bps
on the M axisnetwork.
21 June 2011
Maxis Customers in Johor Bahru
enjoy Fastest Wireless Broadband
Speed
M obile World conrmed that Johor
Bahru customersenjoyed the fastest
broadband speedswith M axis. Road tests
were carried out in different locationsin
Johor Bahru and resultsshowed M axis
customersexperienced browsing speeds
of between 2 M bpsand 3 M bps.
28 June 2011
Maxis Cyberkids Camp reached
out to the Sabah community with
Sustainable E-education
M axistook itsaward-winning M axis
Cyberkidscorporate responsibility
programme to Kampung M oyog in
Sabah, training children and parentson
the use of internet applications.
2 July 2011
Maxis Community Training
Programmes
M axisreinforced itscommitment to local
communitiesby organising technology-
based training programmesin Kampung
Chennah and Kuala Klawang in Negeri
Sembilan to complement the WiFi
service in the area. YB Dato Seri Utama
Dr RaisYatim, M inister of Information
Communication and Culture, presented
certicatesto participantsand launched
blogswhich they created aspart of the
programme.
6 July 2011
Maxis nurtures a new generation of
world-class Malaysian athletes
M axissigned up seven M alaysian Sports
Ambassadorsaspart of itscontinued
commitment to nurturing the countrys
best and most dedicated athletes.
15 July 2011
Maxis introduced the BlackBerry
Playbook
M axislaunched the most powerful ultra-
portable tablet to hit M alaysian shoresat
an exclusive by invitation only event for
300 membersof the media and selected
customers.
27 July 2011
Maxis mZakat Services for Muslim
customers during Ramadhan
M axis M uslim customersenjoyed the
convenience of being able to pay Zakat
Fitrah via SM S in Selangor, M elaka,
Sabah, Kedah, Perlis, Pahang and
Terengganu thanksto M axis mZakat
services. M axismZakat service isopen to
both postpaid and prepaid customers.
2 August 2011
Maxis won Asias Best Employer
Brand Award for the second time
M axiswasdeclared AsiasBest Employer
at the second AsiasBest Employer
Brand Awards, hosted by the Employer
Branding Institute of Singapore.
Continued
9 August 2011
Maxis and Alcatel-Lucent deployed
First 100G Core Transmission Network
in Asia Pacic
M axiswith Alcatel-Lucent undertook
a major transformation of M axis
core transmission network to cope
with increased data trafc, simplify
itsnetwork, and reduce costswhile
providing higher efciency and
robustness.
22 August 2011
Maxis launched Malaysias most
advanced Cloud Computing Services
M axislaunched M axisCloud, the most
advanced on-demand, real-time, fully
managed cloud service in M alaysia,
accessible via the countryshighest-speed
businessbroadband.
23 August 2011
Maxis reinforced its commitment to
nurturing Malaysian talent
M axispresented M axisScholarship
for Excellence Awards(M SEA) to 30
outstanding young M alaysiansfor
postgraduate and undergraduate studies
at universitiesof their choice, locally and
overseas.
8 September 2011
Easy connectivity for
Malaysian pilgrims
M axisintroduced a special Saudi Telecom
Company (STC) SIM card which enabled
pilgrimsperforming the Haj to make
or receive callsand SM S within Saudi
Arabia at local rates. With assistance
from Tabung Haji, 17, 000 SIM cardswere
distributed free of charge.
9 September 2011
Maxis enhanced distribution
channels in Sabah
About 150, 000 residentsin the East
Coast of Sabah were able to enjoy the
full suite of M axisserviceswith the
opening of the new M axisCentre in
Sandakan, the rst store built to serve
customersin the East Coast of Sabah.
22 September 2011
Maxis swept seven awards at
FinanceAsias Best Managed
Companies Awards Ceremony
M axisChief Executive Ofcer, Sandip
Dasand Chief Financial Ofcer, Nasution
M ohamed, each ranked amongst the
top three in the Best CEO and Best CFO
categoriesin the 2011 awards. The
Companywasalso voted into the top ranks
of M alaysiasBest M anaged Companies;
and won awardsfor M ost Committed
to Dividend Policy, Best Corporate
Governance, Best Investor Relationsand
Best Corporate Social Responsibility.
TOP
M ark Dioguardi, M axis
Joint Chief Operating
Ofcer, and M ohd Fazlin
Shah Bin M ohd Salleh,
President and M anaging
Director of Alcatel-Lucent
M alaysia, marked the
roll-out of the M axisoptical
backbone network, the rst
100G single carrier with
optical coherent technology
system commercially
deployed in Asia-Pacic.
BELOW
M axisreached out to East
M alaysian communitieswith
sustainable e-education
programmes. Children and
parentswere trained in the
use of Internet applications,
at Kampung M oyog in Sabah.
18
MILESTONES
Introduction
23 September 2011
Maxis employees celebrated Hari
Raya with over 180 children and
senior citizens
M ore than 180 underprivileged children
and senior citizenswere given a special
Hari Raya treat by employeesof M axis
at the KLCC Convention Centre, Kuala
Lumpur.
25 September 2011
Maxis staff planted 7,500 trees
Aspart of an initiative to offset itscarbon
footprint, M axisstaff took part in a
tree-planting programme at the Sungai
Renggam River Bank in Shah Alam,
organised by M ajlisBandaraya Shah Alam
(M BSA), Jabatan Pengairan dan Saliran
(JPS), Sathya Sai Organisation, Forest
Research Institute M alaysia (FRIM ) and
the Forestry Department of Selangor.
18 October 2011
Battle of The Sexes makes it to the
worlds top Five
M axisrevealed that membership to its
homegrown social networking initiative,
Battle of the Sexes, hasspiralled to 1.5
million M alaysianssince itsinception in
2009. The social networking programme
also gained accoladesfrom two global
innovation awardsbodiesin 2011,
ranking in each case within the top ve,
and wasselected asa Finalist for Best
Social M edia service at the M effysmobile
content awards2011.
19 October 2011
Maxis recognised for Exceptional
Customer Service
M axisswept 15 awardsat the 12th
and Contact Centre Association (CCAM )
Annual Awards. It won Gold in the
biggest and most coveted award of
the night - the Best In-house Inbound
Contact Centre above 100 seats, aswell
asin Best In-House Outbound Contact
Centre below 100 seats(Sales), Best
CRM Programme, Best Social M edia
Programme in Contact Centre and the
Prestige Award for Corporate Social
Responsibility (CSR).
20 October 2011
Maxis launched its Home Wireless
Internet service
M axislaunched itsHome Wireless
Internet service on its3G/HSPA network.
The Home WirelessInternet service
enablescustomersto set up a WiFi
spot anywhere in their home for family
sharing, allowing for seamlessinternet
connectivity.
21 October 2011
Maxis and U Mobile in Malaysias
First Active 3G Radio Access Network
Sharing Agreement
M axisand U M obile entered into a
landmark agreement to share M axis 3G
radio accessnetworks(RAN), the rst
active 3G RAN sharing arrangement to
be deployed in M alaysia. The agreement
incorporatesLTE sharing which will
deliver even better benetsto customers.
27 October 2011
Maxis and KiddyTrack to bring
Malaysian parents a Unique Child
Locator Solution
M axisannounced itsofcial partnership
with KiddyTrack in the launch of the
rst-of-its-kind child locator solution.
Thisinnovative GPS/GSM application is
powered by M axis M anaged M achine-
to-M achine (M 2M ) technology, allowing
usersto locate their children or loved
onesby sending a simple SM S.
16 November 2011
Maxis partnered MEASAT to provide
High-Speed, Satellite Broadband
Connectivity to customers across
Malaysia
M axissigned on asanchor partner for
the M EASAT-5 satellite that isdesigned
for high-speed communicationsover an
Internet Protocol platform, facilitating
two-way broadband connectivity,
productsand solutions. Thiswill give
M axiscustomersa better broadband
experience in termsof higher data
rate, faster service deployment time
and lower costsversusC-band satellite
services.
Continued
17 November 2011
Residents in Bandar Utama to enjoy
seamless communication experiences
with Maxis Home Services
M axiscontinued to strengthen itsservice
offeringson the home front following
a strategic alliance agreement signed
between M axisand BU One M anagement
to provide Fibre-to-the-Home (FTTH)
solutionsfor residents.
21 November 2011
Free online education service for
2,300 secondary schools in Malaysia
M axisand the M inistry of Education
(M OE) embarked on a smart partnership
to increase ICT usage in schoolsthrough
creative learning. M axisprovidesfree
accessto M axis agship education
service leveraging on readily available
school ICT infrastructure.
23 November 2011
Maxis celebrated Christmas with
an underprivileged community
in Sarawak
M axisemployeestreated 80 membersof
Sarawaksunderprivileged community to
a special ChristmasParty at the Sheraton
Hotel in Kuching.
25 November 2011
Maxis Christmas Party for
underprivileged in Sabah
Christmascame early thisyear for about
100 underprivileged people in Sabah who
were given a special ChristmasParty treat
by M axisemployeesat Sutera Harbour
Resort in Kota Kinabalu.
8 December 2011
Brand new experiences at
revamped Maxis Concept Store
M axisofcially unveiled itsconcept store
at The GardensM id Valley, incorporating
a new touch and feel experience for its
customers, including a new home and
device corner, and the use of iPadsto
assist with customer enquiriesor requests.
16 December 2011
Maxis brought the eagerly
anticipated iPhone 4S to customers
M axisintroduced the eagerly anticipated
iPhone 4S to itscustomersin Kuala
Lumpur, Johor Bahru, Penang, Kuantan,
Kota Kinabalu and Kuching at the stroke
of midnight, with a special launch event
at the Kuala Lumpur Convention Centre.
TOP
M axiswasa partner of
the Sahabat Korporat
Tabung Haji programme,
distributing 17, 000 special
STC SIM cardsto pilgrims.
At the partnership event
were (L to R) M ariam Bevi
binti Batcha, M axisHead
of Corporate Affairs;
YBhg. Datuk Ismee Ismail,
Chief Executive Ofcer
of Lembaga Tabung Haji;
YB M ejar Jeneral Dato
Seri Haji Jamil Khir bin
Haji Baharom (B), M inister
in the Prime M inisters
Department; and YBhg.
Tan Sri Dato Sri Abi M usa
Asa ari bin M ohamed Nor,
Chairman of Lembaga
Tabung Haji.
BELOW
M axismanagement
membersdressed up in
their home attire to launch
itsHome WirelessInternet
Service. (L to R) M ichael
Raj M urty, M axisHead of
Northern Region; Harold
Quek, M axisHead of Home
Products; Jeff Chong, M axis
Head of M obilityProducts
and International Services.
20
LITTLE MIRACLES
Weve brought the internet home as never before. Because
thats where connectivity truly belongs. As in sharing.
Bridging generations. Building understanding. Seeing the joy
on grandpas face when he created his rst Facebook page.
Reconnecting to a sense of wonder.
M OBILE INTERNET ROAM ING NETWORK HOME
22
BOARD OF
DIRECTORS
The Board of Directors and Senior Management
1
2
3 4
1 Raja Tan Sri Dato Seri Arshad
bin Raja Tun Uda
Chairman/Independent
2 Robert William Boyle
Independent
3 Dato Mokhzani bin Mahathir
Independent
4 Asgari bin Mohd
Fuad Stephens
Independent
5 Ghassan Hasbani
6 Dr Zeyad Thamer H. AlEtaibi
7 Dr Fahad Hussain S. Mushayt
8 Augustus Ralph Marshall
9 Chan Chee Beng
10 Sandip Das
Executive Director
5
8
6 7
9 10
24
BOARD OF
DIRECTORS
PROFILES
Raja Tan Sri Dato Seri Arshad bin Raja Tun Uda
Chairman/Independent Non-Executive Director
Raja Tan Sri Dato Seri Arshad bin Raja Tun Uda, aged 65,
a Malaysian, was appointed as Chairman and Director of
Maxis on 16 October 2009.
He ispresently a director of Khazanah Nasional Berhad,
Yayasan DayaDiri and ACR Retakaful SEA Berhad. Raja Arshad
isthe chairman of Binariang GSM Sdn Bhd, Ekuiti Nasional
Berhad, Yayasan Raja M uda Selangor and Yayasan Amir. He is
also the Chancellor of University Selangor.
He wasformerly executive chairman and senior partner of
PricewaterhouseCoopers(PwC), M alaysia, chairman of the
Leadership Team of PwC Asia 7, and chairman of the M alaysian
Accounting StandardsBoard and Danamodal Nasional Berhad.
Hispreviousinternational appointmentsinclude being a member
of the PwC Global Leadership Team, the PwC Global IFRS
Board and the StandardsAdvisory Council of the International
Accounting StandardsBoard. Hispreviouspublic appointments
include being a member of the SecuritiesCommission, the
M alaysian Communicationsand M ultimedia Commission, the
Investment Panel of the EmployeesProvident Fund and the
board of trusteesof the National Art Gallery.
He isa Fellow of the Institute of Chartered Accountantsin
England and Wales, and a member of the M alaysian Institute
of Accountants. He isalso a member of the M alaysian Institute
of Certied Public Accountantsand served on itscouncil for 24
years, including three yearsasitspresident.
He sitsasChairman of the Nomination Committee.
Robert William Boyle
Robert William Boyle, aged 64, a British citizen, was
appointed as a Director of Maxis on 17 September 2009.
He isa non-executive director of Witan Investment Trust plc,
Centaur M edia plc, Schroder AsiaPacic Fund plc and Prosperity
Voskhod Limited, all London listed companies. Previously he
wasa senior partner of PwC in London, with experience in
leading and participating in global teamson client and PwC
projects, including chairing the PwC European Entertainment
and M edia and UK TelecommunicationsGroups. Hisexpertise
includesnancial reporting, shareholder communications, risk
management and corporate governance. During hiscareer he
hasworked in France and Africa and been seconded to the UK
civil service.
He holdsa M aster of Artsin Law from Oxford and isa Fellow of
the Institute of Chartered Accountantsof England and Wales.
He sitsasChairman of the Audit Committee and isa member of
the Remuneration and Nomination Committees.
Dato Mokhzani bin Mahathir
Dato Mokhzani bin Mahathir, aged 51, a Malaysian, was
appointed as a Director of Maxis on 16 October 2009.
He began work in 1987 asa wellsite operationsengineer with
Sarawak Shell Berhad and resigned in 1989 to pursue business
opportunitiesin Kuala Lumpur. By investing in Tongkah Holdings
Berhad (listed on the then Kuala Lumpur Stock Exchange),
he ventured into the component manufacturing, oil and gas,
nance and healthcare sectors. He held positionsasthe group
chief executive ofcer of Pantai HoldingsBerhad (healthcare),
chairman of THB IndustriesBerhad (electronics) and group
executive chairman of Tongkah HoldingsBerhad (oil and gas,
nance). A divestment exercise in 2001 saw him relinquish all
positionsand equity in these companies. Presently hisportfolio
of investmentsincludesbusinessesin IT, oil and gassupport
services, structural steel engineering and fabrication, automotive
sector and property development. He isa director and group
chief executive ofcer of Kencana Petroleum Berhad (Kencana),
ranked asone of M alaysiastop Oil & Gassupport services
companies. He sitson all Kencana main subsidiaries. Through
hisprivate holding company, Kencana Capital Sdn Bhd, he has
investmentsin IT, property and other businesses. He also holds
dealershipsfor Porsche automobilesin M alaysia. He iscurrently
the chairman of Sepang International Circuit Sdn Bhd, which
hoststhe FIA Formula One World Championship and isa regular
GT race car driver. He also servesasnon-executive director on
the Board of Opcom HoldingsBerhad and a director of Royal
Automotive Club of M alaysia.
He isa qualied Petroleum Engineer. He pursued histertiary
education at the University of Tulsa, Oklahoma in the USA,
where he graduated with a Bachelor of Science in Petroleum
Engineering.
He sitsasChairman of the Remuneration and Employee Share
Option Scheme (ESOS) Committeesand isa member of the
Audit and Nomination Committees.
26
BOARD OF
DIRECTORS
PROFILES
Continued
Asgari bin Mohd Fuad Stephens
Asgari bin Mohd Fuad Stephens, aged 51, a Malaysian,
was appointed as a Director of Maxis on 16 October 2009.
He isa director and founding member of Intelligent Capital
Sdn Bhd (Intelligent Capital) and an independent non-executive
director of M udajaya Group Berhad. He also servesasnon-
executive director on the boardsof JayCorp Berhad and Privasia
Technology Berhad. He hasextensive experience in both public
and private equity investing in M alaysia. He hasbeen involved
in several start-up companiesasan angel investor and hasbeen
actively involved in building their businessesasmentor.
Several of these companieshave gone public. He started his
career working in general management in companiesinvolved
in a wide range of industries. He joined Usaha TegasSdn Bhd
(UTSB) in 1988 where he worked in variouscapacities. He
left in 1990 to join the stockbroking industry. He returned to
UTSB in 1992 before leaving in 1995 to co-found Kumpulan
Sentiasa Cemerlang Sdn Bhd (KSC), an investment advisory
and fund management group. He took a year off to work with
the National Economic Action Council (NEAC) in 1998. After
hisperiod at the NEAC, he started two venture capital rms,
Intelligent Capital and iSpring Venture M anagement Sdn Bhd,
while continuing to work with KSC. He waspreviously the
chairman of the M alaysian Venture Capital Association.
He holdsa Bachelor of Commerce (Honours) from the
University of M elbourne in Australia and a M astersof Business
Administration from Craneld University in the UK.
He isa member of the Audit, Remuneration and ESOS
Committees.
Ghassan Hasbani
Ghassan Hasbani, aged 39, a British citizen, was appointed
as a Director of Maxis on 25 September 2009.
He isthe chief executive ofcer of the International Operations
group of Saudi Telecom Company (STC). He joined STC from the
global management consulting rm, Booz & Company, where
he led the rmsM iddle East Communicationsand Technology
practice. He hasmore than 17 yearsexperience with telecom
operatorsin the M iddle East, Asia, Europe and Africa. He brings
a wide spectrum of capabilitiescovering all aspectsof the
telecommunicationsindustry including investment strategies,
mergersand acquisitions, post-merger integration, marketing,
product and service development, organisational restructuring
and governance, technology plans, retail and distribution,
channel strategy and management, customer care, business
development and chief nancial ofcer and chief executive
ofcer agendas. He hasworked with leading organisationsin
the telecommunication and technology industries, including
Nortel Networksand Cable & Wirelessand spent the past ten
yearsoperating within the M iddle East Region. In addition to the
M iddle East, hisglobal experience also includesmarketssuch
asEurope, South East Asia, Africa and Latin America. He isthe
President Commissioner of PT AXIS Telekom Indonesia (formerly
known as PT Natrindo Telepon Seluler) in Indonesia and vice
chairman of Viva Bahrain BSC (C) in Bahrain. He also serveson
variousboardsof directors, including M axisCommunications
Berhad (the holding company of M axis), Binariang GSM Sdn
Bhd, BGSM Capital Sdn Bhd, Kuwait Telecom Company in
Kuwait, Turk Telecom and OJER TELEKOM NKASYON ANONM
RKET in Turkey.
He holdsa M aster of BusinessAdministration from Hull
University in the UK and a Bachelor of Engineering with rst
classhonoursfrom the University of Westminster in the UK. He
isalso a Chartered Engineer and a member of the Institution of
Engineering and Technology in the UK.
He isa member of the Nomination and Remuneration
Committees.
Please refer to Note 7.
Dr Zeyad Thamer H. AlEtaibi
Dr Zeyad Thamer H. AlEtaibi, aged 50, a Saudi citizen, was
appointed as a Director of Maxis on 10 February 2011.
Dr Zeyad isthe STC Group chief technology ofcer (CTO). In
hiscurrent position, he providescontinuousleadership and
direction to three major STC unitsbeing Network Sector, IT
Sector and the Wholesale BusinessUnit. In hisrole asGroup
CTO, Dr Zeyad also providestechnology and infrastructure
guidance to the subsidiarieswithin the STC Group of companies
such asViva Bahrain, Viva Kuwait and AXIS-Indonesia. AsGroup
CTO he providesoverall strategies, coaching of direct reports,
setting of aggressive goalsand objectivesfor hisvariousSTC
units. The Group CTO isalso a permanent member of STCs
General M anagement Committee.
Dr Zeyad hasmore than 20 yearsexperience in the
telecommunicationsservice provider industry and isprocient
in all major aspectsof a Telecom Service Provider, through
progressive promotionsfrom Director to General M anager to
Vice-President Network Sector and nally asSTC Group CTO.
He hasexpanded and modernised STCsNetwork Broadband
Networksinto the largest in the M iddle East.
He servesasa director on variousboardsof directors, including
M axisCommunicationsBerhad (the holding company of M axis),
PT AXIS Telekom Indonesia (formerly known as PT Natrindo
Telepon Seluler) and Viva Bahrain BSC (C) in Bahrain. In addition,
he isvice-chairman of Viva Kuwait where he also servesasthe
chairman of the Executive Committee and a member of the
Audit Committee.
He holdsa Bachelor of Science in Engineering in year 1985
and a M astersDegree in Engineering in year 1992 from King
Saud University, Riyadh KSA, and obtained hisDoctorate in
M obile Communicationsfrom the University of Bradford in the
UK in 1996. He hasalso completed a variety of management
programmesfrom Japan, Project M anagement Development
at Harvard University and attended multiple forumsand
International conferencessuch asITU, TM -Forum and GSM
M obile World.
Dr Fahad Hussain S. Mushayt
Dr Fahad Hussain S. Mushayt, aged 43, a Saudi citizen, was
appointed as a Director of Maxis on 25 September 2009.
He isthe vice president Corporate Strategy and head of
the Strategic Investment Unit at Saudi Telecom Company
(STC). He joined STC in October 2000 asa senior business
analyst in corporate planning and hasheld the positionsof
capital allocation project manager, balanced scorecard project
manager and concept controlling manager. Before assuming
hiscurrent position at STC in June 2011, he washead of the
Strategic Investment Unit, the strategic planning director and
businessdevelopment director at STC. He hasserved asa vice
president of the Telecom Development Advisor Group of the
International TelecommunicationsUnion. He serveson various
boardsof directors, including M axisCommunicationsBerhad
(holding company of M axis), PT AXIS Telekom Indonesia
(formerly known as PT Natrindo Telepon Seluler) in Indonesia
and Telecom Commercial Investment Company, Arabian Internet
& CommunicationsServicesProvider Co. Ltd, Contact Center
Company and Sale for Distribution and Communication Co. Ltd
in Saudi Arabia, Aircel Limited, Aircel Cellular Limited and Dishnet
WirelessLimited in India, Gulf Digital M edia Holding BSC (C) and
STC Bahrain BSC (C) and Gulf Allied Digital M edia FZ LLC in Dubai
and STC Turkey Holding Ltd in the British Virgin Islands.
He holdsa Bachelor of Science degree in OperationsResearch
from King Saud University, Riyadh in Saudi Arabia. He holds
a M aster of Science Degree in Economicsfrom California
State Polytechnic University, Pomona in the USA and obtained
hisDoctorate of Philosophy in Political Economy and Public
Policy from the University of Southern California LosAngeles
in the USA. He hasalso completed a variety of management
programmesfrom INSEAD in France, London BusinessSchool in
the UK and Stanford University in the USA.
He isa member of the Audit Committee.
28
BOARD OF
DIRECTORS
PROFILES
Continued
Augustus Ralph Marshall
Augustus Ralph Marshall, aged 60, a Malaysian, was
appointed as a Director of Maxis on 7 August 2009.
He hasmore than 30 yearsof experience in nancial and
general management. He isan executive director of Usaha Tegas
Sdn Bhd (UTSB), the executive deputy chairman and group
chief executive ofcer of Astro HoldingsSdn Bhd group and
an executive director of Tanjong Public Limited Company, in
which UTSB hassignicant interests. He also servesasa non-
executive director on the boardsof several other companies
in which UTSB also hassignicant interestssuch asM axis
CommunicationsBerhad and Johnston Pressplc (listed on the
London Stock Exchange plc). In addition, he isalso a director
in an independent non-executive capacity and the chairman of
the Audit Committee of KLCC Property HoldingsBerhad (listed
on the Bursa M alaysia SecuritiesBerhad) and a non-executive
director of M EASAT Global Berhad.
He isan Associate of the Institute of Chartered Accountantsin
England and Walesand a member of the M alaysian Institute of
Certied Public Accountants.
He isa member of the Remuneration Committee.
Chan Chee Beng
Chan Chee Beng, aged 56, a Malaysian, was appointed as
a Director of Maxis on 7 August 2009.
He hasmore than 30 yearsexperience in investment banking,
nancial management and accounting including stintswith
Ernst & Young and M organ Grenfell & Co. Ltd prior to joining
the Usaha TegasSdn Bhd (UTSB) Group in 1992 ashead of
corporate nance. He ispresently an executive director of UTSB
and serveson the boardsof several other companiesin which
UTSB hassigni cant interestssuch asM axisCommunications
Berhad and Binariang GSM Sdn Bhd, having an operational
base in M alaysia; Bumi Armada Berhad (BAB) (listed on Bursa
M alaysia SecuritiesBerhad), a M alaysia-based international
offshore oil eld servicescompany serving itsclientsin over
10 countriesacrossAsia, Africa and Latin America; Sri Lanka
Telecom PLC (listed on the Colombo Stock Exchange) and
M obitel (Pvt) Ltd, having an operational base in Sri Lanka; and
Aircel Limited, Aircel Cellular Limited and Dishnet Wireless
Limited having an operational base in India. He isa director
of Yu Cai Foundation and also a director in a non-executive
capacity and a member of the Audit Committee of M EASAT
Global Berhad and a member of the Audit and Nomination
Committeesof BAB.
He holdsa degree in Economicsand Accounting from the
University of Newcastle-upon-Tyne in the UK and isa Fellow of
the Institute of Chartered Accountantsin England and Wales.
He isa member of the Audit and Nomination Committees.
Sandip Das
Sandip Das, aged 54, an Indian citizen, joined Maxis
Communications Berhad (MCB) group in January 2007 and
upon listing of Maxis Berhad (Malaysia), was appointed
as an Executive Director of the Company on 17 September
2009 and as its Chief Executive Ofcer on 1 October 2009.
He iscurrently also the Chief Executive Ofcer and Executive
Director on the Board of M axisCommunicationsBerhad and
a Director on the Board of itssubsidiariesin India. In addition,
he serveson the Board of Directorsof Sri Lanka Telecom PLC,
M obitel (Pvt) Ltd in Sri Lanka and Bridge M obile Pte Ltd, a
strategic alliance of regional telecommunication providers. He
hasbeen listed asone of the 100 most powerful people in the
telecomsindustry worldwide in Global TelecomsBusinessfor
two yearsrunning in the 2011 and 2010 GTB Power100 list.
In 2011, he waspolled asone of the Best CEOsin M alaysia by
FinanceAsiasBest M anaged Companiescountry listings.
He hasmore than 33 yearsof work experience in the consumer
durable, automobile and telecommunicationsindustries. Prior to
joining the Company, he wasDeputy M anaging Director and a
Director on the Board of Hutchison Essar Limited (now known
asVodafone Essar Limited, India), one of Indiaslargest mobile
operators. He joined Hutchison Essar, then known asHutchison
M ax Telecom and started that companysoperationsin India
with itspaging businessin 1994. Before working at Hutchison
Essar Limited, he spent ve yearsasfranchise head of Al
Futtaim M otors, the Toyota franchise of the Al Futtaim Group,
in Dubai, UAE, and 10 yearswith Indian consumer durable
giant Usha International, Shriram Group, where he started asa
management trainee and left asjoint divisional manager.
He holdsa M astersof BusinessAdministration degree from
the Faculty of M anagement Studies, University of Delhi, and a
Bachelorsdegree in M echanical Engineering from the Regional
Engineering College (now the National Institute of Technology),
Rourkela, India.
He isa member of the ESOS Committee.
NOTES:
1. The total number of Board meetingsheld during the nancial year ended
31 December 2011 wasseven. The number of Board M eetingsattended by
the Directorsin the nancial year are set out on page 213 of thisAnnual
Report.
2. None of the Directorshave anyfamilyrelationshipswith anydirectorsand/or
major shareholdersof the Company.
3. None of the Directorshave anyconict of interest with the Company.
4. None of the Directorshave anyconvictionsfor offenceswithin the past
10 years.
5. None of the Directorshave anysanctionsand/or penaltiesimposed on them
byanyregulatorybodiesduring the nancial year ended 31 December 2011.
6. For information on other directorship of public companies, please refer to
their respective proles.
7. The Directors, Ghassan Hasbani, Dr Fahad Hussain S. M ushayt and Sandip
Dasare standing for re-election asDirectorsof the Company. The Board has
considered the assessment of the three Directorsand collectivelyagree that
theymeet the criteria of character, experience, integrity, competence and
time to effectivelydischarge their respective rolesasDirectors, asprescribed
byPara 2.20A of the M M LR.
30
ORGANISATION
STRUCTURE
Chairman
Board of Directors
Chief Executive Of cer
Sandip Das
Chief Financial Of cer
Nasution bin Mohamed
Of cer
Suren J. Amarasekera
Of cer
Mark Dioguardi
Human Resources
Azmi bin Ujang
Internal Audit
Chow Chee Yan*
Talent and Organisation
Development
Kala Kularajah Sundram
Corporate Aff airs
Mariam Bevi binti Batcha
Corporate Strategy
Ebru Dorman
Company Secretary
Dipak Kaur
M anagement Accounting
Financial Accounting
Treasury
Corporate Finance
Investor Relations
Sales, Distribution and
Customer Services
Integrated M arketing and
Customer M anagement
Products, Devices,
Innovation and Roaming
Network
Technology
Information Technology
Legal
Procurement
Regulatory
Administration and Security
M obility Productsand
International Services
M arketing Strategy
Brand
Enterprise and
Government Business
Home Products
Customer Development
Security
nd
es
ess
ment
* Reporting to the Audit Committee
31 ANNUAL REPORT 2011 M AXIS BERHAD 31 ANNUAL REPORT 2011 M AXIS BERHAD
32
SENIOR
MANAGEMENT
1
4 3
2
1 Sandip Das
Chief Executive Ofcer/
Executive Director
2 Nasution bin Mohamed
Chief Financial Ofcer
3 Suren J. Amarasekera
Joint Chief Operating Ofcer
4 Mark Dioguardi
5 Mohamed Fitri bin Abdullah
Enterprise and
Government Business
6 Sophia Lim
Sales, Distribution and
Customer Services
7 Harold Quek
Home Products
8 Azmi bin Ujang
Human Resources
9 Chow Chee Yan
Internal Audit
10 Stephen Mead
General Counsel
11 Kala Kularajah Sundram
Talent and Organisation Development
12 Mariam Bevi binti Batcha
Corporate Affairs
13 Dipak Kaur
Company Secretary
8
5
11
10
7
13
9
6
12
34
SENIOR
MANAGEMENT
PROFILES
Sandip Das
Sandip Das, aged 54, an Indian citizen, joined Maxis
Communications Berhad (MCB) group in January 2007 and
upon listing of Maxis Berhad (Malaysia), was appointed
as an Executive Director of the Company on 17 September
2009 and as its Chief Executive Ofcer on 1 October 2009.
Sandip Das prole iscontained in the Board of Directors
section asset out on page 29 of thisAnnual Report.
Nasution bin Mohamed
Chief Financial Ofcer
Nasution joined Maxis in January 2011 and was
appointed Chief Financial Ofcer on 15 April 2011.
He plays a strategic role in understanding the relative
economics of different parts of the operations, and
integrating resources across business functions, to
deliver high performance across Maxis. Concurrently,
he is responsible for nancial reporting, governance
and compliance, treasury, corporate nance, investor
relations, legal, procurement, regulatory, administration
and security.
Nasution has18 yearsof wide businessexperience in M alaysia
and overseas. Prior to joining M axis, Nasution wasthe
M anaging Director/CEO of Penerbangan M alaysia Berhad (PM B).
Prior to PM B, he wasan Executive Director at UDA Holdings
Berhad. Nasution started hiscareer with KPM G in Australia and
subsequently joined the Corporate Finance Division of Amanah
M erchant Bank Berhad. He then moved on to Pengurusan
Danaharta Nasional Berhad (Danaharta). Subsequent to
Danaharta, Nasution joined KPM G M alaysia where he wasHead
of an Audit Department.
Nasution holdsa Bachelor of Commerce degree from University
of New South Wales, Australia and isa member of the Institute
of Chartered Accountantsin Australia (ICAA).
Suren J. Amarasekera
Suren is responsible for the overall consumer mobile
telephony business that includes postpaid, prepaid and
broadband product development, product innovation,
marketing strategy, brand and marketing management,
sales, distribution, customer service, integrated products,
Go-To-Market and customer management. He is jointly
responsible for the operations of the business alongside
Mark Dioguardi, Joint COO.
Suren joined M axisin July 2011. He bringswith him over
20 yearsof experience in the telecommunicationsindustry.
In the most recent six yearsprior to joining M axis, he was
the Chief Executive Ofcer of M obitel, the mobile arm of
telecommunicationsoperator Sri Lanka Telecom. During
histenure, he reshaped the M obitel businessand made
it a powerful mobile player in Sri Lanka through a potent
combination of value-innovation and customer-centricity.
Prior to assuming hisrole asthe CEO of M obitel, he had
acquired over 13 yearsof experience working for Singapore
Telecommunications(SingTel) with the initial half in Sri Lanka
and the latter half at itshead ofce in Singapore. While with
SingTel, Suren served in varioussenior management capacities.
Suren holdsa M astersof BusinessAdministration from
University of Chicago, Booth School of Business, Illinois, USA
and M aster of Science and Bachelor of Science in Computer
SystemsEngineering from Syracuse University, New York, USA.
Mark Dioguardi
Mark is responsible for the Companys network and
information technology strategy and operations, the
development, sales and growth of the SME, Enterprise,
Government and Home business. He is jointly responsible
for the operations of the business alongside Suren J.
Amarasekera, Joint COO.
M ark wasM axis Chief Technology Ofcer prior to his
promotion to Joint COO and in that role, led M axisto be the
only Integrated Telco in M alaysia with the largest footprint of
2G, 3G, High-Speed Fibre Broadband, and Satellite Broadband
capability.
M ark hasover 19 yearsof telecommunicationsexperience across
Australia, UK and Asia with companiessuch asTelstra and O2,
and prior to joining M axisin August 2009, he waswith Telstra in
Australia asthe Executive Project Director for Ultra High-Speed
Internet, and also asGeneral M anager of Architecture for Next
Generation Networks.
M ark holdsa M astersof BusinessAdministration from the
M elbourne BusinessSchool and a Bachelor of Engineering
(Honours) in Electronic and Electrical Engineering from the
University of M elbourne, Australia.
Mohamed Fitri bin Abdullah
Enterprise and Government Business
Fitri is responsible for the business segments of
corporate, government, Small and Medium Enterprise
(SME) and wholesale, encompassing both xed and
mobile products.
Fitri joined M axisasHead of Enterprise Businessin January
2006; hisrole wassubsequently enlarged to include Carrier
Businessfrom January 2009 to October 2011. Fitri hasover
20 yearsof experience and prior to joining M axis, he waswith
Hewlett-Packard M alaysia (HP) for over nine yearsand held
variousrolesand positionsin the Consulting and Systems
Integration division. Prior to joining HP, he wasa Consulting
M anager with Ernst & Young. He started hiscareer with BULL
Worldwide Information Systems, USA asa Principal Software
Engineer in 1989.
Fitri holdsa Bachelor of Science in Computer Science from
Indiana State University, USA and a M aster of Science in
Computer Science from Arizona State University, USA. He also
attended the Advanced M anagement Program at Harvard
University, USA in 2011.
Sophia Lim
Sales, Distribution and Customer Services
Sophia is responsible for leading and managing sales,
operations and services functions through all channels,
developing new customer touch-points, and raising the
overall threshold of the Maxis brand of service.
Sophia joined M axisin January 2011 with more than 25 yearsof
M NC, FM CG and consumer/pharmaceutical experience, coupled
with in-depth understanding of consumer retail marketsacross
Asia. Prior to M axis, she waswith the IDS Group, where she was
the Country M anaging Director for Singapore. Sophia hasalso
held senior positionsin M NCs, including BootsHealthcare Far
East, PhilipsM alaysia, Bausch & Lomb M alaysia, Jordan AS and
Diethelm M alaysia.
Sophia holdsa Bachelor of Economicsdegree (Honours) from
the University of M alaya, M alaysia.
36
SENIOR
MANAGEMENT
PROFILES
Continued
Harold Quek
Home Products
Harold is responsible for leading Home Products to
develop, market and sell products and services that will
transform the home environment into a hub from which
subscribers can experience next generation broadband,
IPTV and family-oriented voice, data, multi-screen content
distribution, new media and applications packages.
Harold joi ned M axi s i n August 2010 and has over 30 years of
experi ence i n all aspects of the telecommuni cati ons i ndustry,
and has led the launch of xed, mobi le, global managed
and convergent servi ces for the consumer, enterpri se and
wholesale markets. He has held seni or commerci al posi ti ons
i n GO Eti had Atheeb Telecom i n Saudi Arabi a, du
Emi rates Integrated Telecom i n the Uni ted Arab Emi rates,
StarHub i n Si ngapore, Concert Communi cati ons (BT & M CI)
i n the Asi a Paci c regi on as well as M acquari e Telecom and
Telstra i n Australi a.
Harold holdsa M aster of BusinessAdministration degree and a
Bachelor of Electronics& Electrical Engineering (Honours) degree
from the University of Western Australia.
Azmi Bin Ujang
Human Resources
Azmi was appointed Head of Human Resources in
February 2002 and is responsible for the overall
management of human capital, internal communications
and corporate occupational safety and health.
Azmi hasover 24 yearsof experience and joined M axisin
1992, after having spent seven yearsat Standard Chartered
Bank Berhad asa Covenanted O f cer/National O f cer in
banking operationsand human resources. Prior to this, he
wasa Dealer Representative at stock broking rm Seagrott &
Campbell for a year.
Azmi holdsa Bachelor of Science degree in Finance and a
M aster of BusinessAdministration degree from Indiana State
University, USA. He also attended the Advanced M anagement
Program at Harvard University, USA.
Chow Chee Yan
Internal Audit
Chee Yan is responsible for managing the Internal Audit
functions and the development and execution of the audit
process from a strategic perspective.
Chee Yan hasover 30 yearsof experience which includes13
yearswith the Schlumberger Group asInternational Financial
Controller in Singapore, Indonesia and the USA. Prior to joining
M axisin June 2002, he wasthe Director of Risk M anagement
of M EASAT Broadcast Network SystemsSdn Bhd. He was
previously with Ernst & Whinney in Singapore from 1981 to
1982 and TurquandsBarton M ayhew in M anchester, UK from
1977 to 1981.
Chee Yan holdsa M aster of BusinessAdministration degree
from Craneld Institute of Science and Technology in the UK
and isa Chartered Accountant (England & Wales).
Stephen John Mead
General Counsel
Stephen is responsible for managing the legal requirements
of Maxis which include litigation, developing legal
strategies, overseeing due diligence activities, corporate
governance, major nancings and supervision of our in-
house legal function.
Stephen hasover 21 yearsof experience and prior to joining
M axisin June 2009, he waswith M allesonsStephen Jaques
(M SJ), a leading legal rm in Australia, where he wasa mergers
and acquisitionspartner. He hasextensive general commercial
legal experience, having acted for clientsin a wide variety
of legal issues. While at M SJ, he wasseconded to Telstra
Corporation Limited in Australia where he held several positions
including that of Deputy General Counsel and Competition
Counsel.
Stephen holdsa LLB (Honours) qualication from the
Queensland University of Technology in Australia.
Kala Kularajah Sundram
Talent and Organisation Development
Kala is responsible for driving talent management,
leadership development and effective organisation
development.
Kala joined M axisin August 2010, bringing over 19 yearsof
experience with her. She spent 14 yearswith Hay Group, where
her last position wasRegional Director of Reward Practice
Businessfor Asia Pacic Africa. Aspart of thisrole, she also
served in the Regional Leadership Team. Prior to joining the Hay
Group, Kala worked for the Kuala Lumpur Stock Exchange (now
known asBursa M alaysia).
Kala holdsa M aster of BusinessAdministration (Summa Cum
Laude) degree from Boston University, USA, a CPA from the
Australian Society of CPAs, and a Bachelor of Economics
(Accounting) degree from M onash University, Australia.
Mariam Bevi binti Batcha
Corporate Affairs
Mariam joined Maxis in September 2010. She is
responsible for the overall planning and implementation
of corporate communications activities, providing
strategic Public Relations (PR) counsel to the senior
management team, formulating communication policies
and procedures, as well as developing and driving
sustainable corporate responsibility activities.
M ariam hasover 20 yearsof experience gained from a
number of positionswith listed companiesin M alaysia. She
waspreviously from Telekom M alaysia Berhad where she
wasVice President, Group Corporate Communications,
with key responsibilitiesin providing strategic PR counsel
to the management team and the overall planning and
implementation of corporate communicationsand corporate
responsibility activities. Prior to that, she served asthe Head
of Group Corporate Communicationsand Investor Relations
in Amanah Capital PartnersBerhad, and later asthe General
M anager of Group Corporate Communicationsin United
Engineers(M alaysia) Berhad/UEM World Berhad.
M ariam holdsa Bachelor of Businessin BusinessAdministration
degree with Distinction from RM IT University in M elbourne,
Australia and a Diploma in Public Relationsfrom the Institute of
Public RelationsM alaysia (IPRM ).
Dipak Kaur
Company Secretary
Dipa joined Maxis in 2001 and was appointed as Company
Secretary in August 2009. Dipa provides corporate
secretarial support to Maxis and her duties as Company
Secretary includes, among other things supporting
the Board by ensuring adherence to Board policies
and procedures, facilitating compliance with statutory
obligations, monitoring and ensuring that the Groups
governance framework complies with the Malaysian
Code of Corporate Governance, Main Market Listing
Requirements and other relevant laws and regulations.
Dipa hasover 20 years experience and prior to 2001, she spent
six yearsat DM IB Berhad ascompany secretary/legal advisor and
two yearsat Arab M alaysian Corporation Berhad.
Dipa earned her Bachelor of Lawsdegree from the University
of Leicester, UK and a M astersin Law from the University of
M alaya. She also obtained a Certicate of Legal Practice from
the Legal Profession Qualifying Board, a Certied Diploma in
Accounting and Finance from the Association of Chartered
Certied Accountantsand isa Graduate ICSA from the
M alaysian Institute of Chartered Secretariesand Administrators.
She wasadmitted to the High Court of M alaya asan Advocate
and Solicitor in 1993.
38
ROAM FAR. STRESS FREE
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M OBILE INTERNET NETWORK HOM E ROAMING
40
PERFORMANCE
AT A GLANCE
Performance Highlights
39.0% revenue share
(1)
in 2011
Comparable revenue (excluding international hubbing business) grew by 2.1% yoy
M obile revenuesgrew by RM 167 million to RM 8.4 billion primarily driven by increase in
non-voice revenues
Enterprise Fixed revenuesincreased by 7.7% or RM 13 million to RM 181 million
Revenue in International Gateway segment decreased by 61.5% or RM 249 million to
RM 156 million due to rationalisation of the hubbing businessvia scale-down of low-
margin routes
New revenue streamsadded (Home services, Cloud, M 2M , M anaged Services,
U M obile network sharing); however with limited revenue impact in 2011
Non-voice revenuesgrew by 16.7% yoy to RM 3.7 billion. Non-voice as% of mobile
revenue went up by 5.4% pointsto 43.5%
Growth in non-voice driven by mobile internet, wirelessbroadband, content services
and outright device sales. SM S revenuesremained largely stable. Internet and data
services(non-SM S) now contribute 59.2% of non-voice revenue for the year
Robust WirelessBroadband revenue growth of 41.5% yoy to RM 501 million
myLaunchpad ranked asthe 2nd most visited local site in M alaysia asof
December 2011
Continued leadership in both postpaid and prepaid subscriptionsand ARPU (Average
Revenue Per User)
14.0 million subscriptionsasof December 2011 of which 12.7 million were revenue
generating subscriptions
(3)
WirelessBroadband revenue generating postpaid subscriptionsat 668 thousand; with
ARPU largely stable despite price pressuresin the market
(3)
M obile internet usershit 7.5 million in Q4 to achieve data penetration of 62% . Over ve
million 3G handset usersin our base. Smartphonesused by 31% of base of which 11%
use super smartphones(iPhone, BlackBerry, Android and WindowsM obile phones)
EBITDA (EarningsBefore Interest, Tax, Depreciation and Amortisation) increased by
RM 7 million to RM 4.4 billion
42.5% EBITDA market share
(1)
EBITDA margin increased by 0.5% to 50.3% , among the highest globally
M argin improvement achieved on the back of cost management discipline and
rationalisation of the hubbing business
Revenue
RM8.8 b

Non-Voice
(2)
43.5% OF
MOBILE
REVENUE
Subscriptions
(3)
14.0 m
EBITDA
RM4.4 b
Outstanding PAT (Prot After Tax) margin of 28.8%
Recognition of last-mile broadband tax incentive of RM 352 million (comprising RM 223
million in respect of prior yearsand RM 129 million for 2011) resulted in the 10.3% yoy
growth in PAT to RM 2, 531 million
Network expansion and modernisation continued to provide the best mobile internet
and wirelessbroadband experience. Fastest and largest 3G HSPA (High Speed Packet
Access) network with 81% coverage asat 31 December 2011
> 5, 000 HSPA sites, of which 1, 100 sitesupgraded to support speedsof up to 42M bps
High Speed Broadband Agreement with Telekom M alaysia Berhad contributed to lower
Capex spend compared to last yearsRM 1.4 billion
Landmark agreement with U M obile for active 3G radio accessnetwork sharing which
will bring forward return on investment for Capex
LTE readiness- trialscompleted; detailed businessplan submitted to regulatorsfor
LTE spectrum
Data Centre and Cloud Computing launched
Net debt to EBITDA ratio at 1.24x
Net debt to Equity ratio at 0.68x
Closing cash balance of RM 838 million
Dividendsof RM 3.0 billion declared/proposed for 2011
Payout ratio of 118.7%
Dividend per share of 40 sen. Dividend yield of 7.3% on RM 5.48 (2011 closing price)
PAT
RM2.5 b
CAPEX
RM1.0 b
Free Cash Flow
RM2.2 b
Dividends
RM3.0 b
NOTES:
(1) Among top three operatorsin M alaysia based
on published results.
(2) Non-voice revenuesinclude SM S, ADS, Wireless
Broadband, VAS and outright device sales.
(3) Prepaid WirelessBroadband subscriptionsare
not included in the reported subscription base.
42
FINANCIAL
HIGHLIGHTS
The ve-year nancial highlights, segmental analysisand operating performance indicatorsset out on pages42 to 48 are prepared
on the assumption that the businesscombination comprising the acquisitionsof the M alaysian businessesby the Company from
itsimmediate holding company which took place on 1 October 2009 had been effected on 1 January 2007. Thisisto provide a
meaningful comparison of the nancial and operational performance of the Group between the reported periods.
2010-2011
YOY
2011 2010 2009 change
FINANCIAL RESULTS
Financial Indicators (RMm)
Revenue 8,800 8, 869 8, 611 (0.8% )
Comparable revenue
(1)
8,644 8, 464 8, 192 2.1%
EBITDA 4,423 4, 416 4, 337 0.2%
Prot from operations 3,232 3, 343 3, 055
(3)
(3.3% )
PBT 3,004 3, 132 3, 007
(3)
(4.1% )
PAT 2,531 2, 295 2, 232
(3)
10.3%
Prot attributable to equity holdersof the Company 2,527 2, 295 2, 232
(3)
10.1%
Financial Ratios
EBITDA margin (% ) 50.3% 49.8% 50.4%
PBT margin (% ) 34.1% 35.3% 34.9%
PAT margin (% ) 28.8% 25.9% 25.9%
Interest cover ratio 12.1 13.9 39.7
Earningsper share (sen)
- basic 33.7 30.6 29.8
- fully diluted 33.7 na na
Dividendsper share (sen)
(2)
40.0 40.0 15.0
FINANCIAL POSITIONS
Financial Indicators (RMm)
Equity attributable to equity holdersof the Company 8,084 8, 667 8, 945
Total assets 17,991 18, 225 17, 798
Total borrowings 6,331 5, 497 5, 067
Financial Ratios
Return on Invested Capital (% ) 20.5% 19.2% na
Return on Average Equity (% ) 30.2% 26.1% na
Return on Average Assets(% ) 15.4% 14.0% na
Gearing ratio 0.68 0.53 0.43
Net assetsper share (RM ) 1.08 1.16 1.19
NOTES:
(1) Excluding International Gatewayservicessegment.
(2) Dividendsper share consistsof interim and nal
dividendsdeclared and proposed in respect of the
designated nancial years.
(3) Includesone time costsof RM 103 million
comprising (i) the discount for sharesissued to
retail investorsin relation to M axisListing of RM 53
million and (ii) M axisListing and related expenses
of RM 50 million.
Revenue
RM m
Prot attributable to equity
holdersof the Company
RM m
EBITDA and EBITDA margin
RM m
Basic Earnings per share
Sen
10, 000
8, 000
6, 000
4, 000
2, 000
3, 000
2, 500
2, 000
1, 500
1, 000
500
5, 000
4, 000
3, 000
2, 000
1, 000
35
30
25
20
15
10
5
46.7%
52.1%
50.4%
49.8%
50.3%
07 08 09 10 11
07
(1)
08 09
(2)
10 11
07
(1)
08 09 10 11
07
(1)
08 09
(2)
10 11
7
,
6
9
0
8
,
4
5
0
8
,
6
1
1
8
,
8
6
9
8
,
8
0
0
4
,
4
2
3
4
,
4
1
6
4
,
3
3
7
4
,
4
0
2
3
,
5
9
0
3
3
.
7
2
6
.
4
3
2
.
0
2
9
.
8
3
0
.
6
1
,
9
8
0
2
,
4
0
0
2
,
2
3
2
2
,
2
9
5
2
,
5
2
7
NOTES:
(1) Includesa one-off Equivalent Cash
Consideration charge of RM 505 million,
being optionssettlement cost arising from
the privatisation and delisting of M axis
CommunicationsBerhad.
(2) Includesone-time costsof RM 103 million
retail investorsin relation to the M axisListing
of RM 53 million and (ii) the M axisListing and
related expensesof RM 50 million.
STEADY
FINANCIAL
PERFORMANCE
AND STRONG
SHAREHOLDER
RETURNS
44
VALUE ADDED
STATEMENT
2011 2010
RMm RMm
VALUE ADDED
Revenue 8,800 8, 869
Direct and operating expenses (3,193) (3, 394)
Other operating income 54 70
Total Value Added 5,661 5, 545

Reconciliation:
Prot for the year 2,527 2, 295
Add : Depreciation and amortisation 1,149 1, 050
Finance costs 268 240
Staff costs 443 389
Government 1,270 1, 571
Non-controlling interest 4 -
Total value added 5,661 5, 545
VALUE DISTRIBUTED
Employees
Staff costs 443 389
Government
Corporate tax 473 837
Service tax 222 201
USP contributions 437 409
Regulatory fees 138 124
Providers of capital
Dividends
(1)
2,189 2, 295
Finance costs 268 240
Non-controlling interest 4 -
Reinvestment and future growth
Depreciation and amortisation 1,149 1, 050
Retained earnings 338 -
Total Distributed 5,661 5, 545
NOTE:
(1) The dividendsfor 2010 and 2011 were RM 3.0
billion each year. The amountsdisclosed above
represent dividendsthat were declared and paid
in those years. Such dividendswere declared
rst out of current year protsand then
retained protsbrought forward and/or merger
relief reserve if the current year protswere
insufcient.
VALUE DISTRIBUTED
Employees
Government
Providersof capital
Reinvestment and
future growth
7.8%
2
2
.
4
%
43.5%
2
6
.
3
%
2011
7.0%
2
8
.
3
%
45.7%
1
9
.
0
%
2010
QUARTERLY
FINANCIAL
PERFORMANCE
2011
First Second Third Fourth Year
Quarter Quarter Quarter Quarter 2011
2011 FINANCIAL PERFORMANCE
RMm
Revenue 2,133 2,158 2,244 2,265 8,800
EBITDA 1,090 1,106 1,123 1,104 4,423
Prot from operations 805 818 814 795 3,232
PBT 741 757 746 760 3,004
PAT 540 552 538 901 2,531
Prot attributable to equity holders
of the Company 539 551 537 900 2,527
Earningsper share - basic (sen) 7.2 7.3 7.2 12.0 33.7
Dividendsper share (sen) 8.0 8.0 8.0 16.0 40.0
2010
First Second Third Fourth Year
Quarter Quarter Quarter Quarter 2010
2010 FINANCIAL PERFORMANCE
RMm
Revenue 2, 152 2, 191 2, 216 2, 310 8, 869
EBITDA 1, 082 1, 028 1, 138 1, 168 4, 416
Prot from operations 815 775 866 887 3, 343
PBT 765 720 815 832 3, 132
PAT 552 532 601 610 2, 295
Prot attributable to equity holders
of the Company 552 532 601 610 2, 295
Earningsper share - basic (sen) 7.4 7.1 8.0 8.1 30.6
Dividendsper share (sen) 8.0 8.0 8.0 16.0 40.0

46
SUMMARISED STATEMENT
OF FINANCIAL POSITION
Property, plant and equipment
Intangible assets
Inventories
Receivables, depositsand prepayments
Cash and cash equivalents
Deferred tax assetsand tax recoverable
Other assets
Share capital
Reserves
Payablesand accruals
Taxation and deferred tax liabilities
Borrowings
Derivative nancial liabilities
Other liabilitiesand non-controlling interest
2011
2011
2010
2010
27.6%
40.8% 43.4%
3.1%
4.0%
32.8% 28.0%
2.0% 1.9%
1.0% 1.3%
4.2% 4.1%
16.1% 17.3%
27.5%
61.5% 60.5%
0.6% 1.2%
4.8% 5.1%
4.7% 4.9%
0.7% 0.7%
0.1% 0.1%
TOTAL ASSETS
TOTAL EQUITY
AND LIABILITIES
2011 2010
RMm RMm
4, 971 5, 007
11, 060 11, 019
110 214
858 936
838 898
134 137
20 14
17, 991 18, 225
2011 2010
RMm RMm
750 750
7, 334 7, 917
2, 889 3, 152
557 720
5, 909 5, 107
366 348
186 231
17, 991 18, 225
SEGMENTAL
ANALYSIS
2010 2009
2011 restated restated
RMm RMm RMm
SEGMENT REVENUE
(1)
M obile services 8,446 8, 279 8, 005
Enterprise xed services
(2)
181 168 168
International gateway services 156 405 419
Home services
(2)
17 17 19
Other operations - - -
Total 8,800 8, 869 8, 611
SEGMENT RESULTS
(3)
M obile services 3,235 3, 282 3, 070
(4)
Enterprise xed services
(2)
25 35 23
International gateway services 22 9 28
Home services
(2)
(57) 13 -
Other operations 7 4 (66)
(4)
Total 3,232 3, 343 3, 055
(4)
NOTES:
(1) Denition of each segment isdetailed on pages
65 to 75 in the Segments, Productsand Services
section of the Annual Report.
(2) Prior to 2011, Home services wasreported
together with Enterprise xed services under
the Fixed services segment. The comparative
segment revenue and resultsprior to year 2011
have been restated to conform with segment
reporting in 2011.
(3) Segment resultsrepresent prot before interest
and taxation.
(4) Includesone-time costsof RM 103 million
retail investorsin relation to M axisListing of
RM 53 million and (ii) M axisListing and related
expensesof RM 50 million.
48
OPERATING
PERFORMANCE
INDICATORS
MOBILE PERFORMANCE INDICATORS
2011 new 2011 old 2010 old 2009 old
denition
(1)
denition denition denition
Number of mobile subscriptions( 000)
Postpaid 2,638 2,676 2, 673 2, 711
Prepaid 9,429 10,602 10, 687 9, 316
WirelessBroadband
(2)
668 712 594 264
Total 12,735 13,990 13, 954 12, 291
2011 new 2010 old 2009 old
denition
(1)
denition denition
Monthly ARPU (RM )
(1)
Postpaid 108 104 104
Prepaid 36 36 41
WirelessBroadband 63 68 97
Blended 52 50 56
Average monthly MOU per subscription (minutes)
(1) (3)
Postpaid 350 357 372
Prepaid 139 124 117
Blended 183 172 175
CAPITAL EXPENDITURE
2010-2011
YOY
2011 2010 2009 change
Total capital expenditure (RM m)
Telecommunicationsnetwork 903 1, 289 1, 133 (29.9% )
Others 112 155 110 (27.7% )
Total 1,015 1, 444 1, 243 (29.7% )
NOTES:
(1) With effect from 1 January2011, in parallel
to the old denition, M axisadopted a stricter
denition of subscriptionsfor reporting purposes
that ismore reective of the revenue generating
base. The denitionsof mobile subscriptionsfor
Postpaid, Prepaid and WirelessBroadband are
now asfollows:
- Postpaid and WirelessBroadband: subscriptions
on the register excluding subscriptionsthat have
been barred for more than 50 days
- Prepaid: subscriptionson the register excluding
subscriptionsthat do not have anyrevenue
contribution for more than 50 days.

Accordingly, the numbersof mobile
subscriptions, monthlyARPU and average
monthlyM OU per subscription for the year
2011 have been computed based on the new
denitions.
(2) Dened ascustomerswho have subscribed to
data plansvia a modem.
(3) Average monthlyM OU per subscription excludes
roaming partner minutesbut includesfree
minuteseffective June 2007.
FINANCIAL
CALENDAR
31 M ay 2011
Announcement of the unaudited
consolidated resultsfor the rst quarter
and three monthsended 31 M arch 2011.
Announcement of the rst interim
single-tier tax-exempt dividend of 8.0 sen
per ordinary share in respect of the
nancial year ended 31 December 2011.
15 June 2011
Entitlement date for the rst interim
per ordinary share for the nancial year
ended 31 December 2011.
22 June 2011
Entitlement date for the nal single-tier
tax-exempt dividend of 8.0 sen per
ordinary share for the nancial year
30 June 2011
Payment date for the rst interim
6 July 2011
Payment of nal single-tier tax-exempt
dividend of 8.0 sen per ordinary share in
respect of the nancial year ended
31 December 2010.
25 August 2011
consolidated resultsfor the second quarter
and six monthsended 30 June 2011.
Announcement of the second interim
15 September 2011
Entitlement date for the second interim
30 September 2011
Payment date for the second interim
30 November 2011
consolidated resultsfor the third
quarter and nine monthsended
30 September 2011.
Announcement of the third interim
15 December 2011
Entitlement date for the third interim
single-tier tax-exempt dividend
of 8.0 sen per ordinary share for the
30 December 2011
Payment date for the third interim
24 February 2012
consolidated resultsfor the fourth
quarter and for the nancial year
Announcement of the fourth interim
per ordinary share and proposed nal
single-tier tax-exempt dividend of
8.0 sen per ordinary share in respect of the
15 M arch 2012
Entitlement date for the fourth interim
30 M arch 2012
Payment date for the fourth interim
2 M ay 2012
Notice of Annual General M eeting
and issuance of Annual Report for the
31 M ay 2012
Third Annual General M eeting.
50
CHAIRMANS
STATEMENT
Business Review
DEAR SHAREHOLDERS,
I AM PLEASED TO REPORT
THAT MAXIS HAD ANOTHER
SUCCESSFUL YEAR IN
2011. WE TURNED IN
A STEADY FINANCIAL
PERFORMANCE AND MADE
SIGNIFICANT STRIDES
TOWARDS BECOMING THE
LEADING INTEGRATED
COMMUNICATIONS SERVICE
PROVIDER IN MALAYSIA.
Importantly, we took major stepsto increase customer
satisfaction, create new innovative servicesand revenue
streamsto ensure our long-term growth and success. This
would not have been possible without the ability and
dedication of our people and I would like to thank every
member of the staff for their contributionsand commitment
in what hasbeen a very challenging year.
Steady Financial Perf ormance and Dividends
M axis principal businessisproviding telecommunications
services. In the year under review, itsmain activitieswere
in providing mobile, enterprise xed, international gateway
and home services.
O ur total revenue for the year stood at RM 8. 8 billion with
comparable revenue (excluding international gateway
services) growing 2. 1% year-on-year. M axisdelivered
an outstanding EBITDA margin at 50. 3% , among the
highest globally; while maintaining leadership position
with 39. 0% revenue market share among the top three
mobile operatorsin M alaysia. Pro t for the year wasRM 2. 5
billion, including recognition of the RM 352 million last-mile
broadband tax incentive.
The Board of Directorsispleased to recommend for
shareholders approval at the forthcoming Annual
General M eeting a single-tier tax-exempt nal dividend of
8.0 sen per share in respect of the nancial year ended
31 December 2011. The four interim dividendspaid and the
recommended nal dividend will bring the total dividend
for 2011 to 40.0 sen per share. If approved, the Company
would have declared and delivered a total of 95.0 sen per
share in cumulative dividendssince the IPO, amounting to a
net payout of RM 7.1 billion to shareholders.
The Company hasproposed to adopt a dividend policy
that seeksto pay out no lessthan 75% of consolidated
net prot for each nancial year provided such distribution
would not be detrimental to itscash needs. Notwithstanding
this, the payout ratiosfor 2010 and 2011 were 131%
and 119% respectively. The Company will continue to
adopt a progressive dividend policy through active capital
management.
bin Raja Tun Uda
Chairman
ment
52
Enriching Peoples Lives Everyday
I believe our successand leadership position have been achieved by our rm focus
on putting the needsof our customersat the heart of all our businessdecisions. This
isreected in the theme of thisyearsAnnual Report: Leading the way in enriching
peoplesliveseveryday. We are leveraging on our high-performance wirelessand xed
network to deliver a seamlessset of servicesacrossa wide range of platformsto help
our customersand our people improve the way they do businessand the way they live.
M axishastaken the businessof communicationsto a new and much more engaging level
by extending and deepening the communicationsexperience for all our users. We did
thisby employing leading-edge technology; we did thisby becoming much more nimble
in our response to the customer. But most importantly we made it a point to understand
our customers frame of reference and feelings. Essentially our people were trained to
listen with ears, eyesand heart. The Board felt that both customersand staff needed to
be afrmed, validated and appreciated if we were to deliver on our brand promise of
enriching peoplesliveseveryday. We made a deliberate and concerted effort to make
every transactional opportunity a transformational experience for our customers.
Last year our focuscontinued to be on expanding the range of broadband-based
servicesto generate new revenue streamsand drive shareholder value. The growing
appetite for end-to-end communicationsoffersa signicant growth opportunity for
M axis. The launch of M axisHome and M axisCloud wasan important step towards
providing customerswith integrated servicesand greater exibility.
Supporting Malaysias Economic Transf ormation Agenda
High-speed broadband hasa direct impact on M alaysiaslong-term economic
competitivenessand future growth. We have been working closely with the
Government to create a fully networked society by expanding our network coverage,
increasing our network speed and improving broadband accessand affordability.
The Government aimsto increase broadband penetration to 75% of the population by
2015. We are delighted to be able to help turn thisaspiration to reality, by providing
a best-in-classcommunicationsinfrastructure to provide connectivity and internet
accessfor personal and businessuse acrossPeninsular M alaysia, Sabah and Sarawak.
Our agreement with M EASAT Broadband (International) Ltd, signed late last year,
will improve connectivity to all partsof the country, particularly for underserved
communitiesin remote areas.
Our 3G coverage isnow the widest in M alaysia, reaching out to more than 81% of
the population. In 2011, we upgraded our core transmission network to 100Gbps.
Thismeansthat our usersnow get the best of xed and mobile internet with higher
network efciency, speed and protection. We have also been aggressively modernising
and upgrading our core, transmission and radio network.
CHAIRMANS
STATEMENT
Continued
M axisHome was
launched byDato
Joseph Salang, Deputy
M inister of Information
Communication and
Culture (middle); Sandip
Das(right) and Jean-
Pascal van Overbeke,
then M axisChief
Operating Ofcer (left).
Maxis Customer Service staff went the
extra mile by treating my problems as if
they were theirs.
Goh Hwee Leng
Maxis customer
Business Review
We see education asone of the building blocksof excellence and a more competitive
economy and have partnered with the M inistry of Education and the M alaysian
Communicationsand M ultimedia Commission in a number of initiativesto bridge the
digital divide and nurture a spirit of innovation and technopreneurship among young
M alaysians. In 2011, we embarked on a partnership with the M inistry of Education to
provide secondary schoolswith free accessto our agship online education service.
The long-term objective of thisinitiative isto develop a society that istechnologically
literate, dynamic and innovative.
Making a Positive Impact
The Board iscommitted to upholding and implementing the highest standardsof
corporate governance and international best practicesthroughout the length and
breadth of our business. Detailsof our corporate governance initiativesand the internal
control policieswe employ are detailed in the relevant sectionsof thisAnnual Report.
Asan integrated communicationsservice provider, we are in the unique position
of having the meansto enrich every aspect of peopleslives. It isof paramount
importance to usthat we operate responsibly and with a clear focuson making
a positive impact on the economy, society and the environment. Corporate
Responsibility (CR) istherefore a vital part of good governance at M axisand
linked closely to our main businessobjectives.
I am happy to report that in 2011, we undertook a thorough re-evaluation of our CR
approach and priorities. We developed a CR framework which providesa clear direction
and ensuresthat all CR effortsare aligned with the overall strategy and mission to
create value for all our stakeholdersand the nation. We produced our rst Sustainability
Report which reectsour CR strategy and framework based on three pillars: Developing
and Enriching Lives Community, Customers, Partners; Creating a Great Place to Work;
and Advocating Environmentally Friendly Practices.
WE HAVE THE
WIDEST 3G
NETWORK IN
MALAYSIA,
WITH OVER 81%
POPULATION
COVERAGE
M axisCorporate Responsibility
initiativesinclude providing
ICT training to underserved
communitiesin Kg Chennah,
Negeri Sembilan. (L to R)
The previousChairman of
SKM M , Y Bhg Tan Sri Khalid
Ramli; SecretaryGeneral of
the M inistryof Information
Communication and Culture,
Y Bhg Datuk Wira Kamaruddin
Siaraf; M axisChairman, YM
bin Raja Tun Uda; and M inister
of Information Communication
and Culture, YB Dato Seri
Utama Dr RaisYatim graced
the event.
54
CHAIRMANS
STATEMENT
A Passion f or Excellence
One of our key principlesisto stay ahead of the curve by embedding excellence in
everything we do, particularly every system that our businessisbuilt on. It isnot
enough to be the rst to launch a HSDPA network. Itsabout making sure that we
are the rst to do it well so that we deliver a superior customer experience and add
value that exceedsexpectations. We have developed a corporate culture that demands
quality in every aspect of our service. An important part of thisiscreating a workplace
environment that supportsand promotesa spirit of achievement and success.
Thisdedication to excellence isevident in our strong performance and the recognition
we have achieved. In 2011, M axiswasdeclared M obile Service Provider of the Year at
the Frost & Sullivan M alaysia Excellence Awards. We also won several other prestigious
awardsincluding Best Postpaid Telco and Best CSR Award at the PC.com Awards, the
Brand of the Year Award in the Putra Brand Awardsand the Global TelecomsBusiness
Innovation Award.
Well-Positioned f or the Future
The M alaysian telecommunicationsindustry hasbecome extremely competitive and
challenging with an increase in new playersand more aggressive pricing. At the same
time, telecommunications, internet and media industriesare converging rapidly,
resulting in an increased demand for data servicesthat are new and innovative and can
be accessed on a variety of devices.
Despite these challenges, we see exciting new opportunitiesfor M axis. We are well-
positioned for strong and sustainable growth with a best-in-classhigh-speed network,
a deep knowledge of our customers, a strong management team, talented and
innovative people and a sound nancial foundation. We plan to continue generating
value by bundling wirelessand xed line connectivity with compelling servicesto grow
our revenues.
Continued
M axisbusinesspartners
are an integral part of our
success. We feted dealersat
a Chinese New Year dinner
in appreciation of their
contributions.
M axissigned on seven
sportsambassadorswho
have achieved excellence
in their game.
Business Review
Collaboration isbecoming increasingly important in the fast-moving world of
telecommunicationsand we have forged partnershipson several frontsto enhance
efciency and market reach. In October 2011, we entered into a landmark multi-billion
ringgit agreement with U M obile for active sharing of our 3G Radio AccessNetwork
(RAN), the rst partnership of itskind in M alaysia.
Looking ahead, we will continue to leverage our unique capabilitiesto enhance growth
and protability. We plan to invest prudently in strengthening and modernising our
networkswhile building on the extensive passive infrastructure sharing that we have
already begun.
Acknowledgements
On behalf of the Board of Directors, may I take thisopportunity to thank all those who
have contributed to the Companysprogressand performance.
We are grateful to our shareholdersand customersfor their trust and condence.
Our businesspartnershave been an integral part of our successand we thank them for
their cooperation and support.
We also deeply appreciate the opportunity to work with the M inistry of Information
Communication and Culture, the M inistry of Education and the M alaysian
Communicationsand M ultimedia Commission in building a vibrant telecommunications
and multimedia environment in M alaysia.
Once again, I would like to commend the management and staff of M axisfor their
professionalism, enthusiasm and unwavering commitment to the successof the
Company.
I would also like to thank my fellow Directorsfor their valuable inputsand wise counsel
throughout the year.
Raja Tan Sri Dato Seri Arshad bin Raja Tun Uda
Chairman
LOOKING
AHEAD, WE
WILL CONTINUE
TO LEVERAGE
OUR UNIQUE
CAPABILITIES
TO ENHANCE
GROWTH AND
PROFITABILITY
M axisand U M obile
partnered on active sharing
of M axis3G Radio Access
Network (RAN). Present at
the partnership ceremony
were (L to R) M ark
Dioguardi, M axisJoint Chief
Operating Ofcer; Sandip
Das, M axisChief Executive
Ofcer; Dr Kaizad Heerjee,
U M obile Chief Executive
Ofcer; and Too Tian Jen,
U M obile CTO.
56
CEOS
STATEMENT
Sandip Das
DEAR SHAREHOLDERS,
MALAYSIA STANDS AT THE CUSP OF THE
TELECOM INDUSTRYS TRANSITION FROM
VOICE TO DATA. THE DEMAND FOR DATA AND
BROADBAND HAS GATHERED CONSIDERABLE
MOMENTUM AND AS A COMPANY WE ARE
PLEASED TO BE AT THE LEADING EDGE OF THIS
TRANSFORMATION.
Globally, the change that the telecom world isseeing wasunimaginable even a few
yearsago. High-speed networksare proliferating, mobile terminal devicesare getting
richer in featuresand form at a startling pace and the world isprogressively getting
consumed by social networking. M ore people are surng the internet, downloading
movies, uploading videos, making online purchasesand watching television on their
laptopsand mobile devices. Telecom operatorsare being constantly challenged to
optimise returnson their traditional voice businesses, while having to prudently invest
in data networks, the scale of demand for which will far exceed what we have ever
seen. The consumer today enjoysa wide choice of operators, products, devicesand the
lead-time between generational changeshasbecome astoundingly short. Asa result,
consumersno longer marvel at the joysof technology, but now make a conscious
demand for what they want and when they want it.
In M alaysia thischange ispalpable, stirred by a growing population of technology-
savvy youth, the need for wirelessbroadband accessin rural communitiesand a
nationsdetermination to fast-track economic development.
At M axis, we are excited about these opportunities. Two yearsago, in anticipation of
these trends, we took a strategic view to transform ourselvesfrom being a pure-play
mobile operator to an integrated communicationsservice provider. We pursued this
vision relentlessly, identifying our customers growing needs, modernising our data
networks, forming critical alliancesand partnerships, bringing to our customer a wide
range of smart devices, applicationsand enriched content, reskilling ourselvesand
restructuring the organisation.
In 2011, we stepped up our wirelessbroadband business, commercialised our Home
broadband businesson the back of a historic tie-up with Telekom M alaysia to access
itsHigh Speed Broadband (HSBB) backbone, completed building M alaysiaslargest
high-speed wirelessnetwork, struck a ground-breaking active RAN sharing partnership
for 3G and LTE networkswith U M obile and launched M anaged M achine-to-M achine
(M 2M ), Cloud Computing and Data Centre Services.
Business Review
58
CEOS
STATEMENT
Intensive Competition in a Maturing Market
In 2011, the operating environment in mobile voice businesswas ercely competitive
with an increasing number of playersin a highly-penetrated voice market. M alaysias
penetration levelsare now over 128% of the population which underlinesthe shift
to multiple SIM use. The incremental number of new userscame from the youth,
travellers, under-penetrated rural communitiesand a sizeable migrant worker
segment. The high-volume acquisition schemeshave therefore revolved around
attracting existing subscribers, leading to tariff warsand an increase in churn. In the
area of wirelessbroadband (WBB), consumer offeringswere broadly similar among
operatorsand subscriber additionswere a reection of the size of data network
footprints.
Overall mobile revenue growth for the top three listed operatorsstood at 5.4% driven
largely by mobile internet and device revenues. Subscription growth in the mobile
market wasat 8.3% versus12% the year before. It isestimated that subscriber
penetration i.e. unique customersin a multi-SIM market, isaround 80% . Asof end of
2011, acrossM alaysia, 81% of the subscriptionswason prepaid.
The nation achieved itstarget of 50% penetration on broadband asa whole, although
the wirelessbroadband market growth waslower than expected at 32.5% for the year
versus89.2% in 2010. In 2009 and 2010, due to inadequaciesin the performance
of ADSL offeringsin the market, wirelessbroadband wastaken up asa substitute for
xed internet. However in 2011 with the introduction of higher-grade xed broadband
and the successof mobile internet comparatively, the market witnessed a slower
uptake for WBB dongles.
Sustaining Protability in the Mobile Market
In 2011, M axishad a steady year despite severe competition. The Companys
performance wasparticularly strong in the areasof non-voice businesses, network
performance and customer service. The Company intensied operational efciencies
and with itscustomary nancial discipline achieved the following results:
Turnover of RM 8.8 billion
M obile revenue share of 39.0% overall; 46.1% for postpaid, 35.0% for prepaid
and 34.8% for WBB. Non-voice revenue market share of 43.1%
14.0 million subscriptionsof which 12.7 million were revenue generating
subscriptions(RGS)
EBITDA of RM 4.4 billion at 50.3% margin. EBITDA market share of 42.5%
Asof Q4 2011, highest blended mobile ARPU in the market at RM 54 per month
per subscription
Continued
Sandip Dasbrieng the media
on the Companysnancial
results. M axiskept a rm grip on
protabilityduring the year.

Business Review
On a comparable basis(i.e. excluding the international gateway services) our revenues
grew by 2.1% year on year. Growth wasdriven by mobile internet, wirelessbroadband
and device sales, more than compensating for a regulatory reduction in interconnect
revenue, yielding a net revenue increase of RM 167 million for the mobile business.
O ur non-voice revenuesasa percentage of mobile revenueswere at 43. 5% in
2011 versus38. 1% in 2010, among the highest recorded by operatorsin Asia.
Thiscame on the back of strong smartphone penetration in our base, superior
network experience and a wide suite of innovative mobile content and applications
from M axisaswell asour content ecosystem partners. Asof December 2011, our
base of smartphone usersgrew to 3. 7 million of which over a third use super
smartphones , i. e. iPhone, BlackBerry, Android or WindowsM obile phones. Aswe
exited the year, non-voice revenuesreached 45. 3% of mobile revenues.
Following our decision to rationalise our hubbing businessby cutting back on low-
margin routes, we have scaled down thisbusinesssignicantly from RM 405 million
revenue in 2010 to RM 156 million in 2011 with an improved EBITDA margin from
5.3% to 11.5% for the international gateway services. Asa result, our reported
total revenueswere RM 8.8 billion for the year, a reduction of RM 69 million or 0.8%
compared to last year.
During the year, two signicant regulatory policy changestook place reduction
in Singapore roaming ratesand in domestic interconnect rates which inevitably
impacted M axisthe most, being the largest operator. Normalising these factors
our annual revenue growth rate on a comparable basiswould have been 3.5% .
In termsof our subscription numbers, in parallel to the existing reporting, we
introduced a stricter subscription denition to move away from inated numbers
reported in the market given the use and throw nature of a signicant portion of
the prepaid SIM business . We now dene customersusing the networksactively as
revenue generating subscriptions, which demonstratesa better measure that reects
real active customers. We are now reporting both the grossnumbersbased on industry
practice and the RGS gureswhich are used internally.
Our EBITDA margin increased by 0.5% point to 50.3% , which isone of the highest in
the industry globally, through cost management discipline and rationalisation of our
hubbing businessby scaling down of low-margin routes.
Prot After Tax wasat RM 2, 531 million compared to RM 2, 295 million in the preceding
year a 10.3% increase asa result of the recognition of tax creditsof RM 352 million
arising from the investment allowance under the last-mile broadband tax incentive
granted by the M inistry of Finance.
NATIONS
PREMIER
INTEGRATED
COMMUNICATIONS
SERVICE
PROVIDER
Our customers are our barometers for service and product
excellence. We constantly work towards giving them the
best value through innovative collaboration. Naturally, we
are building a greater presence in Cyberspace, where our
core customer base spends a lot of time.
T Kugan
Head of Products, Devices, Innovation and Roaming
60
CEOS
STATEMENT
Strategic Achievements and Directions f or Value Creation
Our mission to become the nationspremier integrated communicationsservice
provider isunderpinned by a transformation from a voice-centric businessmodel to one
that extendsinto data accessleadership and new revenue streamsbeyond telecoms,
supported by a customer-centric mindset and innovation culture.
We put customersrst and at the heart of everything we do. In M arch 2011, M axis
received the prestigiousPutra Brand Award for Brand of the Year acrossall
categoriesbased on consumer preference. We are delighted with thisclear afrmation
of our customers trust in us.
During the year, M axiswasagain recognised ashaving the best customer service
team acrossall industriesin M alaysia by the Customer Relationship M anagement
and Contact Centre Association of M alaysia (CCAM ) by winning Gold Award in the
top categoriesincluding the biggest and most coveted award - the Best In-house
Inbound Contact Centre above 100 seats. Thismarksthe second consecutive year that
M axishaswon thisaward. M axisalso received Gold Awardsin other top categories
such asBest In-House Outbound Contact Centre below 100 seats(Sales), Best CRM
Programme, Best Social M edia Programme in Contact Centre and the Prestige Award
for Corporate Social Responsibility (CSR).
Our capacity for innovation isone of our strongest differentiators. It hasenabled
usto stay ahead of the game. We continued to be rst-to-market with several new
applicationsand services. Among the most important of these wasthe rst M anaged
M achine-to-M achine (M 2M ) platform in M alaysia. Since launch, we have won new
dealsfrom variousbusinesscustomersaspart of solutionsin payphone management,
ATM connectivity management, location-based servicesand eet management.
O ur 3G Fixed WirelessBroadband product for the Home segment, launched in
O ctober, wasanother rst-to-market and hasbeen very well received. Thisproduct
will be one of our key growth-driversin the broadband market, especially for over
three million householdsthat do not have accessto xed line and can get home
broadband only through wirelesstechnology. We also made good progressin
preparation for the introduction of our multi-screen IPTV service which will come to
market mid 2012. Thisisa very exciting development which will bring interactive
Video O n Demand (VO D) servicesand more to M alaysia.
In view of the growing digitisation of content and need for storage and our strategy
to provide our customersfrom varioussegmentswith multiple servicesfrom M axis,
we launched our Data Centre in January and our Cloud Computing servicesin August
initially targeting the businesssegment.
We also launched new life services including E-Kelasand Health Portal which are the
foundation of our effortsin the education and health space, the two critical sectorsfor
NKEA and our beyond telecom strategy.
Continued
WE PUT
CUSTOMERS
FIRST AND AT
THE HEART OF
EVERYTHING
WE DO
M axiswasconferred the
prestigious Brand of the
Year award at the Putra Brand
Awards, being selected based on
consumer preference.
Despite their size, Maxis remains personal
through their helpful and dedicated
relationship managers. We never feel lost,
and our voice is always heard.
Dato Frieda Pilus
Founding Principal,
Cempaka International Ladies College
Business Review
Asof December 2011, myLaunchpad, our internet portal targeted at the youth
segment, had 2.2 million unique browsersand ranked asthe 2nd most visited local
website, up from 6th place in December 2010. Thisplacesour portal among the top
10 most visited websitesincluding international sitesin M alaysia. myLaunchpad hasa
number of content and application verticalsincluding Entertainment, Games, Sports,
Finance and News. It isan important platform for the delivery of our multi-screen
content strategy acrossmobile, PC and TV.
In addition to market-facing innovation, we continue to innovate our systemsand
the way we operate internally. One such example isour world-classgeomarketing
capability that providescustomer analyticsat street level and enablestargeted
investmentsin our network and distribution channels. We continuously improve our
IT and Customer Relationship M anagement (CRM ) systemsfor greater impact with
micro-segmentation, real-time billing and experience-based data pricing.
Recognition for our commitment to innovation wasreected in M axisbeing awarded
the prestigiousGlobal TelecomsBusiness(GTB) Innovation Award in November. M axis
wasthe only M alaysian company to be recognised at the awards.
Network Inf rastructure Ready f or Medium-Term Internet and
Data Demand
In 2009, we embarked on a plan to modernise and augment our nationwide network
particularly for high-speed data. M axishasbuilt a high-performance data network,
rated by independent agenciesasthe best broadband network in M alaysia. In 2011
our capex spend wasat RM 1.02 billion supporting RM 1.44 billion invested in 2010
and RM 1.24 billion in 2009. Asa result, we are now ready to roll out 4G-LTE services.
Our 5, 146 HSPA sitesare now serving over 81% of the population with high-speed 3G
network coverage, while our 2G network covers95% of the population. Consequently,
our capex investment 2012 onwardswill not be required at the scale incurred over the
last three years.
Agreementswith Telekom M alaysia Berhad and Tenaga Nasional Berhad which were
signed in 2010, have been instrumental in expanding our xed and wirelesshigh-speed
broadband footprint to meet the growing demand for data and broadband services
acrossthe country while rationalising our capex spend.
Future consumer demandsfor data, geographical coverage and licence obligationswill
call for further investment in data networks, which will affect returnsasecosystems
will take time to scale up. Sharing of networksbetween operatorsisessential to
optimise resources, improve speed-to-market and expedite return on investment.
M axisdemonstrated a long-term view on thisphilosophy during the year by entering
into an active RAN sharing agreement with U M obile for 3G and LTE, paving the way
for cooperation between operatorsand taking infrastructure sharing to a whole new
level beyond the passive sharing arrangementscurrently practised by operatorsin the
industry. Our agreement also encompassesLTE sharing which will deliver even greater
benetsto customers. We expect infrastructure sharing to continue at the industry
level asnetworksapproach low-yielding rural geographiesand aswe embark on a
multi-player LTE journey.
We are able to continuously provide
and roll out leading edge high speed
broadband infrastructure that enables
Malaysians to receive the full benets
of next generation services. Quality and
good customer experiences are core to
our network design and services.
Yap Chee Sun
Head of Network
62
CEOS
STATEMENT
Our People
People have been at the core of M axis strength asan organisation. A performance-
oriented work culture, an amalgamation of varied skills, high-quality work standards,
strong international Human Resources(HR) best practicesand governance have made
it one of the most preferred work destinationsin the country. In turn it hasbeen a
nursery for strong managerial talent built over the years. M axisisa consummate mix of
home-grown talent and a combination of local and international senior talent, which
make it a globally contemporary telco.
During the year, we strengthened our induction scheme for new recruitsand our
management trainee programme for talented graduates. We continue to invest in
the M axisAcademy which hasbeen the backbone for the training and development
of our entire employee base and consolidate the Leadership Development Engine
programme which coversover 200 high-performance managers. We also capped the
year by sending our top executivesto Harvard and Stanford Advanced M anagement
Programmesand investing in leadership succession planning.
On 1 November 2011, M axisreorganised itsmanagement team to support the
Companysconcerted effort since November 2009 to transform itself from being a
mobile player to becoming M alaysiaspremier integrated communicationsplayer. We
have introduced a Joint Chief Operating Ofcer structure, with one Joint COO leading
our core mobile businessand the other building our new businesses, to make M axis
more agile and focused in delivering itsrange of serviceswith an integrated and
unied view of the customers.
For the second year in succession, in recognition of creating a culture of innovation at
work and in the HR industry, we received AsiasBest Employer Award at the second
AsiasBest Employer Awards.
Corporate Responsibility in Our DNA
M axiswasfounded asan organisation with itsbusinessmission enshrined in service
to the nation and itspeople. Over the years, it hasworked hard at harmonising the
enormousimpact of the telecommunication industry in helping to bridge the digital
divide. Cyberkids, our agship community programme providing ICT training to more
than 8, 500 studentsand teachersin over 1, 500 schoolsisnow entering its10th year.
We continue to provide scholarshipsfor education at leading international universities
to a vast section of the community acrossour postpaid customersand our employees.
We have spent RM 16 million over the last two decadeson thiseffort.
M axishasalso initiated a content developer programme, the M axisM obile Content
Challenge, to encourage home-grown creative talent and help them take ideasto
commercial launch. The programme hassuccessfully generated over 450 new ideas.
Continued
Azmi Ujang, M axisHead of
Human Resourcesaccepted Asias
Best Employer Brand Award on
behalf of the Company.
Business Review
The Company has focused on resource ef ci ency and carbon management,
achi evi ng a 13. 7% i mprovement i n the energy ef ci ency of our operati ons and
avoi di ng four tonnes of CO
2
emi ssi on. We also planted over 7, 000 M ahang
seedli ngs at a one-for-one rati o for every base transmi ssi on stati on as part of our
efforts to reduce our carbon footpri nt.
Last year, we undertook an exercise in Uplifting M axisCorporate Responsibility (CR)
Practiceswhere we assessed our CR practices, dened a high-level CR strategy and
formalised the reporting of our CR performance. We now have a framework and
governance structure that alignsour CR practicesto create value and impact in
the environment in which we operate. We view our role in itsentirety end-to-end,
covering aspectsthat go beyond just social contributionsto encompassour practices
in the marketplace, workplace, community and the environment. Our CR pledge isto
make a Positive Impact . Asan organisation and market leader, we are committed
to harnessing the power of telecommunicationstechnology to addressthe needsof
society and enrich lives. We are already making a positive impact on so many lives
through our services.
Positive Outlook
The current outlook for the M alaysian economy remainssteady despite uncertaintiesin
the global markets. The overall demand for telecommunicationsservicesisexpected to
remain strong.
The future growth of the industry isunderpinned by the ever-growing demand for
advanced data and broadband services, particularly among the M alaysian youth
with their pronounced appetite for social networking, content and applicationsand
the growing need to be alwaysconnected: on-the-go, at home and at work.
Smartphone penetration in M alaysia isalready at 23% asat end of 2011 and will
continue to increase driven by technology-savvy Gen Y consumersand declining
smartphone prices. Simultaneously, asthe digital divide isbeing rapidly bridged,
new subscriptionswill emerge from underserved geographiesand segments.
In termsof key risksfor the industry, mobile operatorsacrossthe world are considering
the ramicationsarising from non-traditional players. Already in some western markets,
social messaging and over-the-top voice over IP and instant messaging applicationsare
starting to cause shiftsin communication patternsresulting in some cannibalisation of
SM S, IDD and roaming revenues. So far we have seen limited impact, if any, of social
messaging on usage levels. While SM S messaging could slow down over time, mobile
internet remainsone of the key revenue growth driversfor the industry and should
compensate for the decline in traditional revenues.
We expect the operating environment to remain competitive with sustained pressure
on revenue growth and protability. AsM axis, we will continue to focuson innovative
product offerings, integrated propositions, delivering a superior customer experience as
well asdriving operational efciency and network utilisation.
M axis Corporate Responsibility
programmesaim to make a
positive impact. At the Hari
Raya Open House, M axishosted
underprivileged children and
senior citizensand presented
contributionsto needyhomes.
64
CEOS
STATEMENT
Continued
Acknowledgements
O ur customersare central to our being and we have close to 14 million relationships.
We thank our customersfor their trust, their continued support and for inspiring us
to innovate and improve our standards. We are committed to helping them realise
their dreams.
The M axisteam hasworked relentlessly to keep the Company at the cutting-edge
of our industry and helped usmeet our customers expectations. Their ability and
diligence isreected in our continued market leadership. Industry awardsand
international recognition bear testimony to the prociency of the team. I am privileged
to lead them and thank them for their dedication, resilience and the quality they bring
to their work.
The M axisfamily isnot complete without our dealersand distributorswhom I would
like to thank in particular for their strong belief in the Company. M any of them have
been steadfast in their support for yearsand have helped build our equity across
M alaysia. Their close partnership, intimate knowledge of the consumer and hard work
at the market place are the building blocksof M axisleadership.
I would like to thank SRG Asia Pacic for their contribution over the last 10 years,
complementing our customer service and tele-channel architecture so efciently in
doing salesand service for our Hotlink and WirelessBroadband customers. I wish to
also acknowledge the partnership we enjoy with our contractors, content developers
and support agencies.
We recognise the immense value that strategic partnershipshave brought to our
business. We would like to acknowledge the pivotal role that Telekom M alaysia Berhad
and Tenaga Nasional Berhad have played in helping uscreate a vibrant broadband
market. We would also like to welcome U M obile asa valued partner.
We wish to expressour sincere appreciation for the continued support, guidance and
encouragement from the M inistry of Information Communication and Culture of
M alaysia and the M alaysian Communicationsand M ultimedia Commission.
On behalf of M axis, I thank Jean-Pascal Van Overbeke for hiscontributionsto the
Company asChief Operating Ofcer and wish him well in hisnew appointment as
COO of M axisCommunicationsBerhad. I would also like to take thisopportunity to
welcome on board Suren J. Amarasekera and M ark Dioguardi asJoint COO and other
executiveswho joined the team in 2011.
I am grateful to my fellow Board membersfor their guidance and support at all times
through the year. I would like to thank in particular, our Chairman Tan Sri Raja Arshad
Uda who spent an enormousamount of time close to our organisation through a
challenging year and continuously offered uswise counsel.
Sandip Das
OUR
CUSTOMERS
ARE CENTRAL
TO OUR BEING
AND WE HAVE
CLOSE TO
14 MILLION
RELATIONSHIPS
We would like to thank Maxis Customer
Service staff for their efforts and patience.
Special thanks to Faizal Yunos for his
outstanding service, promptly following
up on and resolving our issues. He did his
best to serve us, with excellence.
Aleya Razak
Maxis customer
Business Review
I
N
T
E
R
N
A
T
I
O
N
A
L

G
A
T
E
W
A
Y
E
N
T
E
R
P
R
I
S
E

F
I
X
E
D
M
O
B
I
L
E
H
O
M
E
Voice
Messaging
Mobile Internet
International Roaming
Wireless Broadband
VAS and ADS
Wholesale
Broadband access
Fibre Broadband
Fixed Wireless Broadband
ADSL
Voice
Content and
Applications
Incoming IDD
Outgoing IDD
Hubbing/Transit
Wholesale Bandwidth
Voice
Data
Broadband
Data Centre
Managed Services
Cloud Computing
SEGMENTS, PRODUCTS
AND SERVICES
Asan integrated communicationsservice
provider, M axisoffersa wide range
of services, from xed and wireless
voice, data and broadband services
to interactive life services. Customers
are able to enjoy the servicesoffered
over a wide range of devicesincluding
mobile phones, tablets, data-centric
devices, wired and wirelessmodemsand
personal computers. Working through
partnershipswith premier content
providersand aggregators, M axisis
able to provide a customised slew of
innovative productsand servicessuited
for workplace, home and lifestyle needs.
By combining the Companysmobile
network, xed accessacrossTelekom
M alaysia Berhad and Tenaga Nasional
Berhad infrastructure aswell asM axis
own targeted FTTH deployment,
we have now created the nations
most comprehensive integrated
telecommunication footprint. Thisallows
for the delivery of seamlessvalue-added
servicesto customersirrespective of their
location in their home, workplace or
when they are on-the-go.
M axisproductsand servicesare
categorised under four segments:
M obile, Enterprise Fixed, International
Gateway and Home.
Business Review
66
MOBILE SERVICES
M axis wide range of mobile services
includesvoice (both domestic and
international), SM S, voice mail,
multimedia messaging, itemised billing
and advanced data servicessuch as
music downloads, games, sports, caller
ring-tonesand variousother content
and applications.
Data servi ces are deli vered vi a
mobi le devi ces, tablets and wi reless
broadband dongles.
M axisisM alaysiaslargest international
roaming service provider for voice and
data with over 530 mobile operators
in more than 190 countries. Roaming
agreementswith operatorsin other
countriesenable both postpaid and
prepaid mobile customersto connect and
roam when they are on-the-go. M axis
offerspreferential data ratesto countries
covered by the Bridge Alliance via its
Bridge DataRoam Unlimited package.
In addition to the core mobile service
mentioned above, M axisalso offersa
number of value-added services(VAS),
advanced data services(ADS) and business
solutions. A select list of these services
can be found on pages70 to 73 of this
section.
M axishad another rst-to-market in
January 2011 with the launch of the rst
M anaged M achine-to-M achine (M 2M )
platform in M alaysia, which allows
customersto manage remote terminals
and systemsover a wirelessconnection in
a more controlled manner.
Postpaid Mobile
M axis postpaid service waslaunched in
August 1995 and ismarketed under the
M axisbrand name. Customersare charged
a monthlyfee depending on the rate plan
chosen upon subscription. Additional fees
are charged once the monthlyfee usage
amount isexceeded or for serviceswhich
are not included in the respective rate plan.
Customersare generallynot bound to
anyminimum subscription period unless
it ispart of a promotional marketing
programme which mayinclude reduced
feesfor an initial period or if the contract
involvessubsidised or free devices.
To cater for the diverse needsof
customers, several different plansare
offered:
Value Plus Plans A range of exible
monthly commitment-based plans. The
committed value can be used for the core
mobile servicescomprising voice, SM S,
M M S, International Direct Dial (IDD) and
International Roaming. Customerscan
enhance their experience by purchasing
additional value-added servicesand
advanced data services.
Value Plus Family A range of exible
monthly commitment-based plansfor
userslinked to a Value Plusplan. The
committed amount can be used for the
core mobile services. Linked Value Plus
and Value PlusFamily usersalso get to
enjoy a generouspredened bundle of
free voice, SM S and video callsfor use
among members.
Value Extras Value Plususerscan
purchase additional voice and/or SM S
mini-packagesto extend and enhance
the value of their existing plan.

Internet Value Plans A monthly
mobile plan that isgeared towards
internet mobile users. Thisplan offers
the exibility of pay-per-use on voice and
SM S serviceswhile enjoying worry-free
internet surng from smartphoneson
data bundlesof up to 1.5GB.
Value Plus Internet Plans An
enhanced variant of the Value PlusPlans
in which an attractive mobile internet
quota ispre-bundled with the plans.
Mobile Internet Packages Standard
and Value Plususerscan have access
to the internet via their mobile phones.
They can either use the pay-per-use
option or choose from a wide range of
mobile internet packages. Hourly, daily
and monthly passesare available with
predened usage limits. Customerscan
also opt for dedicated Facebook passes.
Wireless Broadband Packages
Customerscan choose from a wide
range of attractive WirelessBroadband
planssupported by M axis superior 3G/
HSPA network while they are on-the-go.
The HSPA modem comesbundled with
the plans. There isalso a range of plans
tailor-made for data-centric tablets.
International Roaming Packages
M axisoffersa number of international
voice and data roaming packagesto
make roaming more affordable. The
Roam * 120* and Easy Call Back services
allow customersto call back to M alaysia
from over 25 countriesat a signicant
discount to standard roaming rates. With
the increasing popularity of smartphones,
M axisalso offersvery reasonably priced
day-based passesfor unlimited data usage
with 16 major mobile operatorsglobally.
SEGMENTS, PRODUCTS
AND SERVICES
Continued
Business Review
Device Related Plans We offer a
number of attractive customised plans
to complement the smartphonessold by
M axisincluding iPhone and BlackBerry.
Such plansrequire customersto sign a
contract for a specied period of time.
Prepaid Mobile
Launched in O ctober 1999, thisservice is
sold under the Hotlink brand name and
requiresthe customersto pay in advance
before the service isactivated with the
option for top-up. Thisservice provides
customersthe freedom, without having
to sign-up to a contract, to subscribe to
monthly billing servicesand the ability
to control their spending. Customers
can increase their credit line by topping
up at an authorised outlet and via many
alternative cash and non-cash-based
channels.
Hotlink offersa suite of basic voice,
value-added servicesand advanced data
servicessimilar to those available to
postpaid mobile customers. Some of the
plansenjoyed are asfollows:
Hotlink Starter Pack Thisisa standard
plan with competitive rates. Customers
can enjoy many featuressuch asvoice,
data, video, IDD servicesand additional
bene tsby signing up for other services
that are available.
Hotlink Top-Ups Customershave the
option for top-up at any time within
the relevant applicable validity period.
Top-up optionsare detailed on page
81 in the CustomersFirst section of the
Annual Report. Hotlink top-up isalso
available overseasat Bridge Alliance
Partners outlets.
Activ10 When customerssign up for
Activ10, they get to enjoy preferential
calling and SM S ratesto their pre-
assigned 10 favourite M axisand Hotlink
numbers. Customerscan register for
Activ10 easily via HotlinksEasy M enu by
dialing * 100#.
Hot Ticket Thisisone of the new and
innovative waysin which customerscan
top-up their Hotlink account. Hot Tickets
are available at authorised outlets. A Hot
Ticket consistsof a bundle of our core
mobile servicesthat could offer better
value than our standard Hotlink plan and
each Hot Ticket hasassociated bonuses,
rewardsand real world promotional
activities. There are many typesof Hot
Ticketsand they are designed to appeal
to speci c segments. Promotional
activitiescan be seasonal.
Prepaid Data Pass Like our postpaid
customers, Hotlink subscriberscan
accessthe mobile internet on their
devicesand choose daily or weekly
passestailored for our smartphone
users. Customerscan also opt for
dedicated Facebook passes. BlackBerry
userscan choose from our range of
prepaid BlackBerry BIS plans.
Wireless Broadband We offer a wide
range of attractive prepaid broadband
starter packsfor laptop and tablet
users. Additionally, customerscan take
advantage of the Internet Hot Ticket for
casual usage of broadband.
International Roaming O ur prepaid
customerscan roam internationally
in 190 countries. Like our postpaid
customers, they can roam and call
directly to selected countriesfrom the
addressbook on their device without
any setting changes. To enjoy better
savings, they can use our Roam * 120*
feature which providessignicantly
better rates. Since April 2011 our
prepaid customershave been given data
serviceswhile roaming in 150 countries.
Roaming data chargesare charged on a
pay-per-use basis.
International Direct Dial (IDD) In
addition to the standard premium
prepaid IDD service, customerscan also
opt to use our IDD 132 service which
offersbudget IDD calling. They can also
purchase our Hot Ticket and IDD Super
Saversthat feature specially priced IDD
calling to speci c destinations. These
IDD Hot Ticket consist of IDD minutes,
IDD SM S, i-share (international airtime
transfer), newsand content from
selected home countries.
At Maxis, we are constantly evolving
the solutions that cater to our
customers. This has translated into
integrated bundles; building on Maxis
product portfolio as well as extending
our relationships.
Tan Lay Han
Head of Integrated Marketing
and Customer Management
68
NEVER MISS A BEAT
68
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ROAM ING NETWORK HOM E MOBILE INTERNET
69 ANNUAL REPORT 2011 M AXIS BERHAD 69 ANNUAL REPORT 2011 M AXIS BERHAD
70
Value-Added Services (VAS)
Below isa select listing of value-added
servicesthat M axiscustomerscan enjoy:
Call Forwarding
Call Waiting
3-Way Calling
Call Barring
M issed Call Notication
Enhanced Voicemail
Dynamic Voicemail
Call M e Back
Voice Portal
Voice Portal Celebrity Chat
Video Call
Push-to-talk
Ask M axis
Bulk SM S
Bulk M M S
M issed SM S Notication
M essage Plus
Flash SM S
Voice SM S
International Roaming for
voice and data
International Direct Dial (IDD)
Caller Line Identication (CLIP)
Caller Line Restriction (CLIR)
M ulti-SIM 1 Line
M ulti-Line 1 SIM
Activ10
Notify M e (M AA)
M axisWAP Portal
Easy Access
EasyM enu (* 100#)
Fax and Data
Itemised Billing
Extended Warranty
Advanced Data Services
Maxis 1Store
M axis1Store isthe rst M alaysian
application store that enablesM axisand
Hotlink customersto select and purchase
applicationsfor their feature phonesas
well asAndroid, Blackberry and Symbian
smartphones. Customerscan access
M axis1Store and choose applications
ranging from lifestyle and utilitiesto
games. Thisinitiative also enables
international and local developersto
accessthe M axissubscription base of
14 million and providestoolsto assist
them in developing applications.
Infotainment Services
myLaunchpad M axis infotainment
portal that offerscontent through
focused channelsfeaturing news, movies,
sports, games, property, education and
dedicated M alay and Chinese lifestyle-
based news. Currently the 2nd most
visited site based on rankingsby Effective
M easures, it receivestrafc of 2.2 million
unique visitorsper month.
Music M axisoffersmany waysfor
customersto enjoy music on their
mobile device. The users interaction
with their devicescan be enhanced with
Caller Ringtone, Background M usic and
Ringtones. Customerscan also enjoy
full music trackson their devicesby
purchasing individual tracksfrom usor
by subscribing to our OneM usic service.
These servicescan be purchased or
subscribed to via our M usic Unlimited
portal www.musicunlimited.com.my
TV and Video On 3G phones, M axis
currently offerscustomersthe ability to
subscribe to television and video content
from popular sourceslike BBC World,
Bloomberg, CNN, Discovery, Disney, TV3,
TV9, Stadium ASTRO M obile and other
popular ASTRO channels.
Multi-Device Video Service
Thisservice enablescustomersto access
multiple channelsvia their mobile and
Android tablet devices. With 18 different
channels, thissubscription-based service
enablescustomersto stream videos
without any data chargesand hasa
community of 400, 000 users.
Games Via the gamesportals
www.mplanet.com.my and
www.gamesunlimited.com.my, the M axis
gamerscommunity now comprises2
million M alaysians. M axishasexpanded
the gamesproposition beyond mobile
into online gamesand social networking
games. M axiswasalso voted the M ost
Favourite M obile Game Provider in 2011
by GameAxismagazine.
Downloads M axisand itspartners
offer a number of downloadssuch as
wallpapers, themes, operator logosand
applicationsfor mobile devices.
Business, Sports and Entertainment
News M axiscustomerscan
subscribe to business, sportsand
entertainment newsvia SM S or M M S
for instant delivery from major local and
international newsproviders, including
Reuters, Bloomberg, The Edge, The Star,
The New StraitsTime, Nanyang Siang
Pau, Bernama and Berita Harian.
MMS Content Through our partners,
customerscan also subscribe to a full
range of lifestyle-based content delivered
via M M S directly to their mobile devices,
e.g., Chinese horoscope, greetings, funny
jokes, dating tips, recipes, etc.
Lifestyle Content Through our
partners, our customershave accessto
lifestyle-based content on their mobile
phones. These include Her M axis, M en
M atters, Trafc Check, etc.
SEGMENTS, PRODUCTS
AND SERVICES
Continued
Business Review
Social Networking M axisand its
partnershost a number of virtual
communitieswhere our customers
can interact and have fun with other
membersbased on their interests. One
of the largest communitiesisBattle of
the Sexes(BOTS) where there are over
2 million M alaysian members. In 2011,
BOTS received global recognition when
it wasselected asFinalist for Best Social
M edia Service in the UK-based M effys
mobile content awards2011 and as
Finalist for Best Content Service at the
World Communication Awards2011.
Other communitiesof note are M axis
Connect, Friend Finder, FB2M obile,
mLife and mTwitter.
FINDER301 The rst localised SM S-
based directory service in M alaysia,
FINDER301 enablesM axiscustomersto
send a request to a short code to nd
restaurants, ATM s, clinics, police stations,
M axisservice centres, etc. around them.
The service hasover 2.2 million users.
Maxis Movies With M axisM ovies,
customerscan read movie reviews,
watch trailers, view show timesand
book and pay for movie ticketsacrossall
major cinema chainson their personal
computersor mobile phones. The M axis
M oviesapplication isalso the most
popular downloaded M axisapplication in
the App Store.
Advertising Services
M axisoffersa variety of targeted mobile
and online advertising opportunities
on the propertieswe own that enable
brands, advertising agenciesand
marketersthe opportunity to reach
our subscription base of 14 million
for marketing campaignsand brand
building activities.
Text Alert Advertisements Our text
alert advertisementsare unobtrusive
asthey are appended to missed call
alertsthat our customersreceive and
read. These advertisementscan also
be interactive with a link to accessthe
advertisers product or service website,
call a number or even undertake an
interactive questionnaire session.
WEB and WAP Display Banners The
M axisWAP portal isvisited by over 1
million unique browsersper month
and myLaunchpad by over 2.2 million
unique browsersper month. These
portalsprovide an avenue to reach a
wide audience and are good for brand-
building activities.
myDeals Thisisa mobile advertising
platform that providesuserswith up-
to-the-minute brand and product news,
offersand promotions. M axishasover
4.7 million customerswho have opted
for the service while over 30 brands
including BM W, Nestl and M AS have
come on board.
Education Services
M axisand the M inistry of Education
formed a smart partnership to provide
a free online education service to 2, 300
secondary schoolsacrossthe country.
Through thispartnership, M axiswill
provide free accessto itsagship
education service, eKelas, by leveraging
readily available school ICT infrastructure.
Thissupplementary online learning
service enrichesthe learning experience
for studentsby encouraging different
learning styles.
Financial Services
M axisnancial servicesenable our
customersto perform nancial
transactionswherever they are.
Maxis M-money M -money isan
electronic wallet with a maximum stored
value of RM 1, 500. Customerscan
transfer in cash at M axis-owned retail
storesand selected e-Pay outletsby using
M EPS (M alaysian Electronic Payment
System) and also online via M EPS FPX
and HSBC bank. Customerscan cash-out
from M -money at M axis-owned retail
storesand directly back to their pre-
registered bank account.
M -money can be used to perform
Hotlink prepaid top-ups, pay M axis
postpaid bills, make purchasesat
participating merchants, transfer
money to family and friendsand
perform international remittances.
Maxis International Remittance
With M -money, all M axiscustomers
can perform international remittances
directly to Globe GCash subscribersin the
Philippines, to any registered usersin ve
major banksin Indonesia and also to any
recipientsglobally through the Western
Union network in a pilot initiative.
i-Share Hotlink prepaid customers
can send mobile prepaid airtime credits
to subscriberson a number of mobile
networksin nine countriesby debiting
their own Hotlink airtime credits.
Maxis-PayPal Through our
collaboration with PayPal, M axisand
Hotlink customerscan now use their
M axis-PayPal accountsto make purchases
online and on their mobile and also pay
their M axispostpaid bills.
Maxis Insurance Sachet-sized personal
accident, travel and device insurance
can be bought by customersto cover
any unforeseen circumstanceswhenever
the need arisesasfullment via SM S is
extremely easy and convenient.
A cost control regime that works on a
cost-to-serve basis enables us to offer
value-for-money product offerings and
be responsive to market needs.
Lai Choon Foong
Head of Mobility Finance, Procurement
and Enterprise Risk Management
72
SEGMENTS, PRODUCTS
AND SERVICES
Continued
Business Review
Maxis FastTap M axisFastTap makes
face-to-face payment a breeze at over
30 retail merchantsincluding Touch n
Go touchpointsand at M aybank Visa
payWave merchants. M axisFastTap
employsnear eld communication
technology (NFC) in conjunction with
established systemsand technologies
to allow nancial transactionsto be
performed by simply tapping suitably
enabled devicestogether.
Security Services
M axisSecure offersa suite of security
servicesfor mobile devicesand PCs
that includesdata protection to mobile
surveillance services.
Antitheft Antitheft can lock, wipe
and track the customersmobile device
remotely over the internet or via SM S in
case of lossor theft.
Complete Phone Backup Complete
Phone Backup safeguardsmobile phone
data, including Addressbook, Tasks,
Photos, Events, Ringtones, Videos, SM S
and other multimedia les.
Anti-virus Anti-virusprotectsthe
mobile phone from security threatslike
virusesand worms, trojansand spyware.
Internet Security Internet Security
protectsPCsfrom virusattacks, lters
spam and phishing attemptsand installs
a parental control feature to block access
to inappropriate content.
Remote Surveillance A true M obile
M onitoring Service which streamslive
video imagesfrom installed camerasand
closed circuit televisions(CCTV) to the
mobile device anywhere and anytime.
Health Services
M axisprovidesa number of health-
related services.
Health-related SMS Tips M axis
customerscan subscribe to SM S-based
health-related tipson their mobile phone.
These include tipsfor pregnancy, baby
care and diet.
Health Portal myLaunchpad userscan
visit our health portal for informative
health-related newsand articles.
Business Solutions
M axisalso providesa number of
compelling mobile solutionsfor the
businesssegments.
BlackBerry from Maxis M axiswas
the rst to launch the BlackBerry service
in M alaysia in 2004. Businessescan
subscribe to our BlackBerry Enterprise
Server (BES) solution.
Unity Solutions A suite of ve
mobile businesssolutionsto enhance
communication productivity and
efciency of SM Eswith almost no setup
costs. Unity Conference allowsfor
easy call-conferencing setup via WAP
or online for up to 10 mobile and xed
linesanytime and anywhere. Unity
OneNumber, Unity Hotline and Unity
Reception are virtual PABX solutions
for SM Es. Businessescan use a single
professional easy-to-remember 1700
number to front their businessand all
incoming callscan be redirected based on
preset rules. Unity Hotline providesline-
hunting capability while Unity Reception
hasIVR capabilities. Unity Messaging
allowsdelivery of all your incoming SM S,
M M S and faxesto your email address
based on preset rules.
Business Partner Solutions In
collaboration with itspartners, M axis
offersa range of businesssolutionsto
enhance the operational efciency and
productivity of SM Esand enterprises.
These include eld force automation,
salesforce automation, mobile
information on demand, mobile
marketing, mobile banking, mobile
telematics, mobile enforcement, mobile
reservation, mobile CRM , mobile
assurance and mobile trading.
Enterprise SMS and MMS Tools
Our solutionsbring the ubiquity of this
communication medium to businesses,
allowing them to use it for internal
communication aswell asdeveloping
relationshipswith their customers. We
offer stand-alone desktop solutions
aswell asthose that can be tightly
integrated with enterprise applications
to enable automated SM S/M M S
communication.
Maxis M2M M axisoffersa
comprehensive suite of wirelessM achine-
to-M achine (M 2M ) solutionsfor
businessesto enhance the performance
of their operations. In addition, a
M anaged M 2M platform allows
developersto create M 2M solutionsand
deploy, operate and maintain all of their
devicesin real-time.
CobraConnex CobraConnex is
a remote vehicle security system
with a host of comfort features. The
CobraConnex device enablesyou to
communicate directly with your vehicle
and locate and/or immobilise the vehicle
in real-time thanksto the on-board GPS
and GSM technologies.
Maxis Mail M axisM ail providesall the
benetsof a personalised corporate email
service. It comescomplete with Push
M ail services, so you receive your emails
on your mobile device automatically
with no delays. Asit ishosted on our
M icrosoft Exchange server, there are no
maintenance and upgrade hasslesfor the
customers.
Wholesale/Network Sharing
U Mobile Agreement
On 21 October 2011, M axisBroadband
and U M obile entered into an agreement
to share the Companys3G radio access
networks(RAN), making the partnership
the rst active 3G RAN sharing
arrangement to be deployed in M alaysia.
The agreement will be for an initial
period of 10 yearsand will encompass
LTE sharing when the spectrum becomes
available.
Thiscollaboration allowsthe sharing of
active telecommunication systemsand
operating frequency spectrum and goes
beyond the existing physical (passive)
infrastructure sharing which hasbeen
practised for a long time between
operatorsin the industry. It givesM axis
a new revenue source while enhancing
utilisation of itsnetwork in areasthat are
currently underutilised.
MVNO Partners
Hosting M VNOsand selling accessto the
Companysnetwork on a wholesale level
are additional channelsto reach customers.
For instance, the Companysreseller
partner IM Etel (formerlyknown asOKTel)
addressesthe migrant segmentsfrom India,
Bangladesh, Nepal and Pakistan.
Salamfone Sdn Bhd isthe Companys
latest M VNO partner targeting the
M uslim population mainly in the East
Coast and northern statesof M alaysia.
Salamfone wasofcially launched on
6 April 2011 during the World Halal
Research Summit.
M axiswill continue to work with
resellersand M VNO partnerswith
specic competenciesthat complement
M axisto improve the Companys
share in segmentsand regionswith
low penetration (e.g. migrants, price-
conscious, East Coast, northern states,
Sabah and Sarawak).
ENTERPRISE FIXED SERVICES
M axishasoperated xed servicessince
January 1996. The enterprise xed
servicesinclude a full suite of voice,
data and broadband servicesfor various
businesssegmentsincluding SM E,
corporate, government and wholesale.
M axishasthe ability to roll out xed
servicesto enterprise customers
nationwide. In September 2011, M axis
launched itsBusinessFibre product which
leveragesthe HSBA agreement with
Telekom M alaysia aswell asour own-
built bre network.
BELOW
Fitri Abdullah, M axis
Head of Enterprise and
Government Businessat
the launch of M axisM 2M
solutions. These solutions
help businessesstreamline
their operational processes
in order to boost their
businessbottom lines.

TOP
M axislaunched convenient
accessto the Cloud and
better software solutions
for exible business
management. (L to R)
Chong Pow M in, M axis
Head of Fixed and Voice
Services; Fitri Abdullah,
M axisHead of Enterprise
and Government Business;
YBhg Datuk Badlisham
Ghazali, Chief Executive
Ofcer of M DeC; and Ng
Wan Peng, Chief Operating
Ofcer of M DeC.
74
Enterprise xed servicesprovided by
M axisinclude:
Voice Services Our wide range
of xed voice service for businesses
includessingle or multi-line business
telephone and voice trunk services
for larger businessesand Hosted
Voice Over Internet Protocol for local
domestic long-distance and international
calls. Customerscan choose from a
comprehensive selection of voice plans.
M axisalso offerstoll-free number service
to businessfor local (1300), national
(1800) and international ITFS/UIFN
applications. A comprehensive set of call
management servicescan be included to
enhance M axisxed voice service.
Data Services Basic data services
such asDomestic Private Leased Circuit,
International Private Lease Circuit,
M etro Ethernet and VSAT are offered
to corporate customersfor their point-
to-point and/or point-to-multipoint
connectivity needs. M axisprovidesthe
most comprehensive range of VSAT
solutionsin M alaysia.
Broadband Services M axisoffers
businessesa number of waysto access
the internet ranging from dedicated
leased lines, ADSL, bre and satellite
technologies.
Data Centre and Managed Services
The M axisData Centre allows
customersto deploy IT infrastructure
based on their network requirements
and budgets. Servicesinclude space in a
controlled environment, regulated power
supply, dedicated and shared network
connections, state-of-the-art security,
re detection and suppression and much
more. In addition to itsmany leading-
edge features, the M axisData Centre also
offersa suite of managed service options
such asmanaged hosting, managed
security service and managed unied
communication.
Cloud Computing Services M axis
Cloud providesan on-demand, real-
time, fully-managed cloud computing
service to both SM Esand enterprises.
With M axisCloud, both large and small
businessescan implement a exible
secure IT infrastructure that can grow
with their businesswhile easily meeting
their peak demand needsat much lower
costs. Businessescan connect their ofces
to M axisCloud via many of the access
technologiesoffered, including our M axis
BusinessFibre Internet with download
speedsup to 32 M bps. Through our
collaboration with Telekom M alaysia,
M axisCloud isalso available in all HSBB
coverage areas.
INTERNATIONAL GATEWAY
SERVICES
M axisInternational offersinternational
communicationsservicesmainly to
international telecommunications
carriersand domestic wholesale
companiesfor termination of trafc
into and out of M alaysia and for
the Companysown outbound
international traf c. All IDD traf c
from the Companysmobile and xed
line operationspassesthrough M axis
Internationalsgateway. O ver the course
of the past year, the portion of the
businesswhich pro tsfrom arbitrage in
rateshasbeen scaled down by focusing
only on the most pro table routes
and the Companysown outbound
international traf c. M axisInternational
currently hasbilateral connections
with 67 carriersin 31 countries. It has
invested in a number of submarine cable
systemsto carry itsinternational voice
and data trafc.
THE ENTERPRISE
FIXED SERVICES
INCLUDE A FULL
SUITE OF VOICE,
DATA AND
BROADBAND
SERVICES FOR
VARIOUS BUSINESS
SEGMENTS
INCLUDING SME,
CORPORATE,
GOVERNMENT
AND WHOLESALE.
SEGMENTS, PRODUCTS
AND SERVICES
Continued
Business Review
M axisInternational derivesrevenues
from outgoing international calls
made by the Companyscustomersin
M alaysia and from settlementsfrom
overseastelecommunicationsoperators
for incoming callswhich use the
Companysfacilities. M axisInternational
in turn, incurscoststo overseas
telecommunicationsoperatorsfor the use
of itsfacilitieswhen outgoing callsare
made from M alaysia.
HOME SERVICES
M axisHome isa full suite of integrated
servicesincluding high-speed internet via
bre, wirelessand xed wirelessaccess,
voice, aswell asvalue-added services
and content. M axishaslaunched HSPA
or 3.5G servicesfor large-scale wireless
residential areas. In addition, M axis
also providesADSL services, for both
residential aswell asbusinessusers.
O n 14 December 2010, M axis
Broadband signed an agreement
with Telekom M alaysia to accelerate
broadband penetration acrossthe
country. With thisin place, M axiswill
be able to provide bundled services
integrating IP-based offeringsto more
than 1. 3 million homesby 2012. The
signing of the service pact givesM axis
last-mile accessto homescovered by
the national HSBB project, to add to its
existing 10, 000 km of optic bre and
over 7, 000 mobile base station sites.
In addition, M axisalso entered into an
agreement with Tenaga National Berhad
to provide the Company with last-mile
accessto householdsand base stations
over outdoor electric polesacross
itsnationwide power infrastructure.
M axishasitself rolled out FTTH to key
propertiesand multi-dwelling units.
Home Fibre Internet The current
service offersa comprehensive
communication solution for homesin the
Klang Valley, Johor Bahru and Penang.
Thisincludesreliable and consistent high-
speed internet access, a voice service and
soon entertainment services.
Current packagesprovide a selection of
internet accessspeedswith generous
usage quotas, bundled free minutes(to
M axisxed line, M axismobile and IDD),
additional free minuteson M axispostpaid
mobile, free accessto M axisOneM usic
for unlimited music and video downloads
and internet security software. The starter
pack also includesfree installation and
devices, a network termination unit
(NTU), WiFi router and a DECT phone.
Home Wireless Internet Customers
can also subscribe to our home wireless
internet service which providesinternet
accessand voice solutionsover our 3G/
HSPA network.
Current packagesoffer internet access
with a selection of quotasand bundled
free minutesfor callsto all networks.
Customerscan extend their quota by
purchasing additional units. A powered
wirelessmodem for better indoor
reception than donglesand a DECT
phone come free with the subscription.
Home Wired Internet In selected
areasin the Klang Valley, Nilai,
Seremban, Ipoh and Johor Bahru
where we have xed line coverage,
we also offer ADSL broadband
and xed line telephony services.
Current packagesoffer competitively
priced ADSL broadband at speedsup to
2 M bpsand some bundle in free M axis
wirelessbroadband and M axisOneM usic
for unlimited music and video downloads.
In addition, these customerscan add
xed line telephony which provides
local, national, mobile and international
calling. A range of call management
servicesisavailable that allowsfor caller
line identication presentation (CLIP),
voicemail, call waiting, call forwarding,
three-way calling and call barring.
Market segmentation based on in-depth insights into
the needs of customers, remains the bedrock of our
marketing strategy.
Shanti Johari
Head of Marketing Strategy
76
CUSTOMERS. FIRST.
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M OBILE INTERNET NETWORK HOM E ROAM ING
77 ANNUAL REPORT 2011 MAXIS BERHAD
DISTRIBUTION CLOUD LIFE SERVICES CUSTOMERS FIRST
78
CUSTOMERS
FIRST
At M axiswe put customersat the heart
of everything we do. During 2011,
we undertook wide-ranging initiatives
to make our customer experience
memorable and meaningful:
Continuing to provide the best
family plans with free talk time
and SM S to share
Introducing M axisPersonal
Relationship M anagersfor our
24, 000 Elite customers
Introducing stricter controlsfor
external content providersdespite
negative revenue impact in the
short term
Continuing to invest in our networks
to provide the best coverage and
quality to our customers
Protecting high usage data
customersagainst bill shock by
introducing alertsand capping their
bill charges
Launching new unlimited data
roaming bundlesto over 16 countries
from aslow asRM 33/day
Introducing new low IDD rates
to improve affordability of calling
internationally
Expanding the number of authorised
payment pointsand giving customers
a variety of optionsto choose from
to pay their M axisbillsor top-up
their Hotlink credits
Continuing to expand the number of
salesand service touch pointsso our
customerscan reach usmore easily
Introducing new waysof working to
reduce the need to queue in service
centres
Expanding our dynamic SIM allocation
capability to 423 dealersnationwide
to enable new Hotlink customersto
choose their preferred numbers
Introducing new self-service channels
like the M axisCustomer Service
application which empowersM axis
and Hotlink iPhone customersto
manage their accountseasily
Providing a number of content and
applicationsto enrich the livesand
businessesof our customersincluding
M axisM oviesand M axisSecure
Continuing the M axisScholarship
for Excellence programme for our
Postpaid customers children
Business Review
Maxis Rewards
Delighting our customersthrough
our reward, loyalty and sponsorship
programmescontinuesto be one of our
differentiators.
Our postpaid customersreceive M axis
Rewardspointsfor special privilegesfrom
close to 100 reputable merchants. During
2011, theycould also take advantage of
variouspromotional schemessuch asthe
Buy-1-Get-1-Free movie ticket promotion
for those who made a ticket purchase
using M axis-PayPal.
M axiscontinued to organise the M axis
Team Golf Tour (M TGT) tournament
in 2011, M alaysiaslargest and most
prestigiousamateur team golf challenge
for postpaid customerswhich isin its
11th year. The all-expensespaid grand
nal washeld in Pattaya, Thailand at two
of the top golf coursesin the country.

M embership to the exclusive M axisOne
Club isavailable to postpaid customers
by invitation. M embersget additional
privileges. On their birthday they can
make free callsto other M axisand
Hotlink customers. They are given priority
for the purchase of highly sought-after
newly-released devicesand invited
to special device sales. They also get
to enjoy ticket discountsfor premier
entertainment events, concertsand
musicals. In 2011, such eventsincluded
M aroon 5 and Bruno M arsconcertsand
the Sound of M usic musical.
Hotlink customersare rewarded each
time theytop-up. Up to three pointsare
credited for everyringgit when the monthly
cumulative top up of RM 30 or more is
achieved. Customerscan redeem their
Rewardspointsfor free airtime and SM S.
They can also exchange the reward points
for special giftsat regional carnivalssuch
asShowdown Dance-Off competition
and Karnival Jom Heboh.
On their birthday, Hotlink customers
can make unlimited free callsto other
Hotlink and M axisnumbersand they
receive surprise treatson the anniversary
of their stay with usevery year. Our
Hotlink customersalso enjoy special
privilegesfrom a wide range of reputable
merchantsassociated with Hotlink.
O ur Hot Ti cket customers are
rewarded i n many ways. In addi ti on
to the attracti vely pri ced bundle of
core mobi le servi ces, they also get to
parti ci pate i n many competi ti ons to
wi n attracti ve pri zes. For example i n
2011, we had a competi ti on for our
Hot Ti cket customers to wi n a tri p for
two to attend the nal of the Barclays
Premi er League i n the UK . In many
i nstances, they can redeem attracti ve
Hotli nk merchandi ses and parti ci pate i n
speci al promoti onal acti vi ti es wi th our
partners. In 2011, our Pi zza Hut and
K FC promoti ons were overwhelmi ngly
popular.
At M axi s we acknowledge that our
customers are di verse and have a
vari ety of i nterests. They have bene ted
from our sponsorshi p of many sought-
after events such as the Barclays
Premi er League as well as local carni vals
and festi ve concerts.
Barclays Premier League on ASTRO Football is
byfar the most popular sport in the countrywith
over 60% of M alaysianswatching it. M axisisone of
the ofcial keybroadcast sponsorsof the prestigious
BarclaysPremier League (BPL) in M alaysia since 2008.
Sports Ambassadors M axishasbeen supporting
top performing athletesin M alaysia since 2009. In
2011, M axissportsambassadorsincluded badminton
playersDato Lee Chong Wei, Koo Kien Kiat and
Tan Boon Heong. M ohamad Azlan bin Iskandar
a professional squash player, M ohd Azizulhasni
bin Awang, a professional track cyclist, and divers
Pandelela Rinong anak Pamg and Leong M un Yee.
Karnival Jom Heboh Thisisthe largest on-ground
carnival in M alaysia that attractsover 2.8 million
people from primarilythe massM alaymarket with
eventsheld at eight venuesacrossthe country.
Carnival-goersenjoyspecial entertainment at Hotlink
booths, experience M axisand Hotlink productsand
servicesand enjoyspecial discountson purchases.
Karnival Jom Heboh wascreated byTV3 and M axis,
through Hotlink, wasthe main sponsor for the last six
yearsand we will continue thisin 2012.
Thaipusam Kondattam Our involvement in
religiousfestivalsreectsour appreciation for different
cultureswithin our community. Hotlink hasbeen the
main sponsor of the Thaipusam festival at Batu Caves
over the last few years. Festival-goersenjoyspecial
concertsorganised byHotlink over the two nights. At
Hotlink booths, theycan experience M axisand Hotlink
productsand servicesand purchase them at special
discounts.
Showdown Thisisan urban hip-hop dance
realityshow organised by8TV asa form of creative
expression for the urban youth. M axis, through
Hotlink, isthe main sponsor of Showdown.
Contestants, who are M axisor Hotlink customers
enjoya prioritylane during auditionsand receive a gift
bag from us. M axisand Hotlink customersthrough
our M yDealsservice are able to accesslimited seats
available on the weeklylive shows.
Select Sponsorships
Customers are at the heart of
our strategy. Their satisfaction and
advocacy are the key motivators for
everything we do.
Ebru Dorman
Head of Corporate Strategy
80
CUSTOMERS
FIRST
Continued
Maxis f or Business
M axisservesover 600 business
customersfrom the corporate and
government segmentsand 33, 000
SM Es. We provide relevant and
innovative mobile, xed, satellite and IP
solutionsand managed servicesto meet
their current and future businessneeds.
M axisalso introduced three new services
in 2011, Cloud Computing, Data Centre,
and M anaged M achine-to-M achine
(M 2M ), to enrich our overall products
and servicesportfolio and differentiate
ourselvesfrom our competitors.
We believe in forging long-term
partnershipswith our businesscustomers.
Our goal isto provide signicant
businessvalue through our innovative
communicationssolutionsand to help
strengthen our customers relationships
with their constituents. One of the most
outstanding examplesof thisisthe
M axisIntegrated Partner in Education
(M IPE) programme. Thisisa partnership
platform to provide, not only a suite of
integrated communicationssolutionsto
customersin the education segment,
but also internship and entrepreneurial
opportunitiesto their end customers-
the student population. With 15 higher
learning institutionssigned up, we have
enriched campuslife for more than
158, 000 studentsnationwide.
In the same spirit, M axishassponsored
communication servicesin international
eventshosted in M alaysia such as
Formula 1 and world golf tourslike
LadiesProfessional Golf Association
(LPGA) and the M alaysia Open organised
by our key businesscustomers. Thishas
enabled them to deliver a world-class
experience to their end customersvia free
WiFi and mobile applicationsto stay up-
to-date with the latest results, scoresand
schedules. We have also hosted several
nationwide seminarsand showcase
sessionsto share the latest technology
updates, solutionsand industry trends.
There are many other initiativesin the
pipeline. A new enterprise mobility
solutionsportfolio will allow our
customersto accesskey businessassets
and information on-the-go; advanced
capabilitiesin managed serviceswill
help to facilitate management of
customers complex networks; an always-
on enterprise online store will offer
convenient accessto our productsand
services; and an advanced reporting tool
will enable customisable billing reports.
Widest and Fastest Data Network
M axishasbuilt a world-classhigh-
performance data network, rated
by independent agenciesasthe best
broadband network in M alaysia. In 2011
our capex spend wasRM 1.02 billion on
the back of RM 1.44 billion invested in
2010 and RM 1.24 billion in 2009.
Maxis Postpaid Bill Payment Options
1. Over the counter at M axiscentres,
M axisExclusive Partner outlets, Pos
M alaysia, and at selected e-payoutlets
2. Direct Debit through major credit
cardsand HSBC bank account
3. Online through a M axisOnline
Account and via online banking
facility of major banks
4. Via SMSwith a linked credit card,
bank account or M axisM -M oney
electronic wallet
5. ATM terminalsof major banksand
M axisPayment Kiosksat M axiscentres
6. Pay by phone bycalling M axisand on
phone banking facilityof major banks
7. Cheque deposit boxesat M axis
centresand HSBC branches
8. Mail in to the nearest M axis
CollectionsPO Box
Network Coverage*
95%
2G Coverage
81%
3G Coverage
2G
2G, 3G/HSPA
* population coverage asof 4Q 2011
Business Review
We continued to expand and upgrade
our network for enhanced customer
experience, with 5, 146 HSPA sites
serving over 81% of the population,
augmenting a 2G network covering 95%
of the population. We are committed to
the future of HSPA and will continue to
expand our coverage in 2012. We will roll
out an additional 1, 800 HSPA+ (21 M bps)
sitesnationwide and deploy an additional
2, 170 HSPA+ dual-carrier (42 M bps) sites
in all key areasamounting to over 70% of
our 3G network. 95% of the trafc in our
network today isdata, having grown 54%
year-on-year.
We have been aggressively modernising
and upgrading our core, transmission and
radio networksto continue to give the
best experience to our customersand for
LTE readiness. M axiswill roll out its4G LTE
network according to itsDetailed Business
Plan submitted to SKM M aspart of the
application for 2.6GHz spectrum in Klang
Valley, Penang, Johor Bahru, all state
capitalsand key secondary townsplus
other strategic areasin the next ve years
with initial servicesto be launched in mid
2013. We will be providing LTE coverage
with seamlessfallback to our extensive
3G network.
In addition, M axishasbeen implementing
WiFi technology to complement our
mobile network. Combined with the
already launched Cloud Computing,
M achine-to-M achine and Business
Solutions, thiswill reinforce M axis
leadership position asthe only integrated
network player in M alaysia.
1 July 2011 marked another milestone
for M axis; we signed an agreement with
M EASAT5 (IP Star) to signicantly extend
the capacity of our IP satellite bandwidth.
Thispositionsusasthe largest provider
of data via satellite in M alaysia and is
another step towardsachieving our
integrated telco mission.

M axi s has moved to acti ve shari ng of
i ts network i nfrastructure to moneti se
our assets and to avoi d dupli cati on
of resources. We are already shari ng
54% of our si tes wi th the i ndustry. The
recent multi -bi lli on ri nggi t agreement
wi th U M obi le commi ts both players
to extensi ve acti ve RAN shari ng. Thi s
wi ll become fully operati onal for 3G i n
2012 and we expect over 25% of our
3G network to be shared wi thi n the
rst year.
In November 2010, M axissigned an
agreement with Telekom M alaysia (TM )
to buy wholesale HSBB access. In 2011
thislast-mile accesswasfully integrated
into the M axiscore systemsand M axis
Home waslaunched. Currently M axis
hasaccessto one million homesvia
HSBB and thiswill grow in tandem with
the expansion of TM sHSBB network
coverage. Thisiscomplemented by M axis
own FTTH accessinfrastructure which
currently coversover 500 condominium
developments.
Extending Reach and Convenience
The ability to effectively reach our
customersisof prime importance
to our success. M axishasthe most
comprehensive retail reach among
telecommunicationsprovidersin M alaysia
with over 21, 000 outletsnationwide.
Of these retail outlets, 33 are company-
owned storesand another 583 are M axis
Exclusive Partners and Hotlink Exclusive
Dealers outletsthat have exclusive
arrangementswith M axisto offer a broad
range of productsand services.
We have also grown our non-traditional
touchpoints, such asATM s, online
banking and self-serve kiosks, to nearly
15, 000 to provide wider and more
convenient payment options.
Hotlink Prepaid Top-up Options
1. Top-Up Ticketswidely available
at M axiscentres, Hotlink dealers,
retail outletsand neighbourhood
convenience stores
2. Hot Ticketsat authorised Hotlink
outlets
3. Easy Top-Up at participating Hotlink
dealers
4. Online banking facility of major
banksand at www.hotlink.com.my
5. ATM and CDM terminalsof major
banksand M axisPayment Kiosksat
M axiscentres
6. Credit card, debit card, bank
accounts and Maxis-PayPal
through M obile2Top-Up service
7. Maxis postpaid account upon
request or billed to on a regular basis
8. Transfer airtime from another Hotlink
account byusing Share-a-Top-Up
9. SMS banking with Public Bank and
Bank Islam
10. M-Money userscan use their
electronic wallet to top-up
11. e-pay or OnePay terminalsat many
convenience storesand petrol marts
12. SOS Top-Up can provide RM 2
emergency credit when usersactive
account fallsbelow 20 sen. The
credit will be debited on their next
top-up
13. Call-Me-Back service allowsinactive
account holdersto request other
M axisor Hotlink usersto call them
up to three timesa month
I would like to express my appreciation to the Maxis account
management team for their excellent customer service. They always
attend to our requests and issues promptly. The same applies to the
Corporate Customer Service team (BizCare) who always resolved all
our after-sales related issues without much effort from our end.
Allen Yap
Procurement Analyst, Global Supply Management, American Express
82
CUSTOMERS
FIRST
Continued
Asan opportunity to test new concepts
with our customers, in December 2011,
we unveiled our rst concept store at
The GardensM id Valley that will allow
our customersto experience the wide
range of productsand servicesM axis
offers, including our Home services. It is
our rst outlet to use tabletsto enhance
interactivity and expedite the customer
request fulllment process.
In 2011, M axisstrengthened its
distribution network further in the
underserved marketsof Sabah and
Sarawak where two new prepaid
distribution partnerswere appointed
to provide support for our expanded
territory in these regions.
Award-Winning Customer Service
Contact Centre
In 2011, M axiswasagain recognised as
having the best customer service team
acrossall industriesin M alaysia by the
and Contact Centre Association of
M alaysia (CCAM ), winning Gold in the
top heavyweight categoriesincluding the
biggest and most coveted award - the
Best In-house Inbound Contact Centre
above 100 seats.
Thismarksthe second consecutive year
that M axishaswon thisaward. M axis
also received Gold Awardsin other
top categoriessuch asBest In-House
Outbound Contact Centre below 100
seats(Sales), Best CRM Programme and
the Prestige Award for Corporate Social
Responsibility (CSR).
Thisyearswin of an unprecedented 15
awardsalmost doubled the eight awards
M axiswon at last yearsCCAM awards.
It reected industry recognition of
strategic initiativesto ensure consistent
best-in-classcustomer service and actual
day-to-day accomplishmentsof the
operations.
In 2011, we embarked on Next
Generation Customer Service initiatives
that focuson multi-channel options,
proactive service management with
initiativessuch as New JoinersJourney ,
Proactive Bill Education and enhancing
our service differentiation proposition
to high-value customersthrough the
introduction of Relationship M anagers.
We constantly look for waysto improve
our servicesand have introduced the
net promoter score and other customer
experience indicatorsto track customer
satisfaction trends. Overall, we continue
to evolve to serve our customers
seamlessly through traditional and new
channels.
We made our largest nancial
commitment to customer service
in upgrading and introducing new
technology and improvementsin people
skills. Thiscommitment to be spread
over the next ve yearssupportsthe
service position of our Company and our
focuson delivering a superior customer
experience.
I would like to compliment Jegadesh
Maniam of Maxis Customer Service for
his assistance. I learned that it was his
off day but he took the time to solve
my problem. I am really amazed by his
level of service and dedication towards
a customers request.
Kunasellaan Kathigesan
Maxis customer
Business Review
M axiswasrecognised
for itscustomer
engagement initiatives
when it swept 15
awardsat the 12
th

Customer Relationship
M anagement and
Contact Centre
Association (CCAM )
Annual Awards.
Interactive Online Platf orm
Our interactive online platform and
contact centre isavailable to postpaid,
broadband and prepaid customers
24 hoursa day, 7 daysa week. M axis
received almost 18 million visitorsto
our main websitesM axis.com.my and
Hotlink.com.my throughout 2011.
To serve our online community,
M axishascreated M axisForum at
https://forum.maxis.com.my/ where
people can share and exchange
information and accesshelpful solutions
and tipsincluding current promotions,
mobile devicesand rate plansand network
coverage updates.
M axisConnectsofferspersonalised
customer service through Twitter
(@ M axisListens) which issupported by
M axis employees. Thisservice which
operatesfrom 9 am to 12 midnight
daily, allowsour customer to tweet their
questionsand our M axisemployeeswill
revert with helpful answers. M axishad
an online community of over 700, 000
on Twitter and Facebook asat the end
of 2011.
The introduction of thissocial platform
won M axisthe Gold Award for Best
Social M edia Programme in Contact
Centre, at the 12th CCAM Excellence
Award 2011.
On 1 July 2011, Hotlink re-launched
itself with a fresh new look and campaign
themed Now You Can aimed at
making life better for customersthrough
innovative productsand servicesand
unique experiences. Several initiatives
were introduced for customerswho
spend a great deal of their time in
cyberspace.
In the Bloggerswithout Borders
online contest, Hotlink customers
voted for their favourite blogger on
www.nowyoucan.my. Three bloggers
with the most voteswere packed off
on an adventure of a lifetime and sent
tweets, blogsand video updatesof
their experiencesvia Hotlink prepaid
data roaming and a Hotlink prepaid
smartphone.
In 2011, we introduced the rst Hotlink
People Powered Concert featuring Yuna,
a popular M alaysian singer-songwriter.
She wrote a song which Hotlink
customerswere asked to name. It was
performed live to an online audience
of 10, 000 customerson 14 December,
powered by M axisCloud Computing
services. A total of 2, 348 submissions
were sent in and the Hotlink-Yuna page
received 220, 336 hitsin the following
two weeks.
The online channel isbecoming
increasingly popular asa way to engage
with our customersand will continue to
be an area of strategic focusfor M axisin
2012 and beyond.
The Yuna music box
allowed our customers
to record themselves
singing for a chance to
be featured in her new
music video.
At Maxis, we are eager to respond to the seismic shift in consumer behavior,
providing solutions to promote the rapid adoption of social and digital media as
a primary means of connection and communication. Internally we are investing
heavily in leading-edge information systems to enable us to serve our customers
in the most convenient and quickest manner - be it through a phone call to our
contact centre, a visit to our stores or while they are at home communicating with
us via a multitude of social channels available on the internet today.
Lee Chuan Yew
Chief Information Ofcer
84
INSPIRING
PEOPLE
OUR GROWTH AND
SUCCESS IS FIRMLY
HINGED ON OUR
PEOPLE, MAKING IT
IMPERATIVE FOR US
TO ATTRACT, DEVELOP
AND RETAIN THE BEST.
OUR PEOPLE PROVIDE
US WITH OUR STRONG
COMPETITIVE EDGE
AND KEEP US AT THE
FOREFRONT OF THE
RAPIDLY EVOLVING
TELECOMMUNICATIONS
INDUSTRY
Our valuesrevolve around being Simple,
Trustworthy, Creative and Brave. We
strive for a close-knit M axisfamily
through building work relationships
based on trust, mutual respect and
teamwork, making M axisa great place
to work.
Our workforce of more than 3, 400
employeesisprovided extensive
opportunitiesto learn and develop
themselvesboth professionally and
personally. We endeavour to provide our
employeeswith the right environment,
competitive rewardsand recognition
programmesand benetstailored to
individual needs, all of which contribute
to a highly engaged and committed
workforce.
Attracting the Best People
The M axisteam operatesat the forefront
of technology. We hire the most talented
people from diverse backgroundssourced
both locally and abroad. We value
diversity asthe wealth of experience and
perspectivesit bringsstrengthensour
ability to connect with a wide cross-
section of customersand buildsa richer
environment for creativity and innovation.

In li ne wi th the governments
aspi rati ons, we launched our global
M alaysi an talent programme whi ch
enabled us to i denti fy and hi re top
M alaysi an talents worki ng abroad
to further strengthen our seni or
leadershi p team.
In developing local talent, we are
especially dedicated to bringing into our
fold fresh M alaysian graduatesstudying
at top-ranked global universitiesthrough
our M axisM anagement Associate
Programme (M -M AP).
Creating a Pool of Future Leaders
In our journey to becoming an integrated
communicationsservice provider,
our high performance culture and
strengthened leadership capabilities
equipped usto rapidly move beyond
mobile into the future of integrated play.
Nurturing leadership qualitiesbegins
right from the day our employeesjoin
the Company. Our induction programme,
On-Board with M axis, givesnew recruits
the opportunity to interact with senior
leadersto allow uninhibited sharing
of ideasand experiencesearly in their
career with M axis. The induction
programme includesan introduction to
M axis operationsaswell asa unique
opportunity for a hands-on experience
in serving customersat call centres
and retail centres. Thisisalso the time
when we inculcate M axisvaluesto help
new hiresfulll their rolesasbrand
ambassadors.
The M -M AP, a young talent development
initiative, sourceslocal talent from
top ranking global universities. The
programme isdesigned to develop and
groom graduatesinto high potential
leaderswho will succeed in the future in
senior management positions. The two-
year programme isdesigned to develop
the agility and strategic leadership skills
that will enable them to fast-track their
progressinto leadership roles. In 2011,
we recruited 20 M anagement Associates
who are now part of the feeder pool
for future senior leaders.
The Stanford Executive Programme was an extraordinary
experience. The combination of terri c professors, well-
known guest speakers and the participation of over 120
distinguished global business leaders was hugely enriching
professionally and personally, very empowering.
Jeff Chong
Head of Mobility Products and International Services
Business Review
The M axisLeadership Development
Engine (LDE) programme isdesigned to
ensure that we have the right calibre of
leaders, in the right rolesand at the right
time to meet current and future business
needs. The LDE ispart of our strategy
for building management capability and
inspirational leadership.
Lif elong Learning
We are part of a fast-moving,
knowledge-intensive industry and we see
learning asa lifetime processto help our
employeesstay abreast of technology
and embrace the inevitability of change.
In 2011, we spent more than RM 7 million
on training and learning opportunitiesfor
our people.
The M axisAcademy wasset up in
2001 and hasbecome an outstanding
centre of excellence for Information,
Communicationsand Technology (ICT)
training and development. It offersour
employeesa unique and stimulating
learning environment in which to raise
their talent and capability levels. Last year,
more than 3, 000 employeesparticipated
in a diverse range of programmes.
The M axisInternship Programme
providesundergraduateswith the
opportunity to gain exposure in a high
performance organisation which operates
at the cutting-edge of the fast moving
telecommunicationsindustry. In 2011, we
were proud to support over 100 interns.
We also encourage employeeswho wish
to pursue opportunitiesin institutions
of higher learning. The Continuous
Development Partnership Programme
isdesigned for employeesinterested
in pursuing part-time undergraduate
or postgraduate degreeswhile the
Further Education Scheme givesselected
employeesthe benet of sabbatical leave
to obtain professional post-graduate
degreesat top-tier global universities.
Aspart of our extended welfare
to employees families, we provide
scholarshipsto the children of our
employeesfor undergraduate studies
through the M axisScholarship for
Excellence Awards. Since inception
up to the end of 2011, M axishas
invested RM 2.9 million in scholarships
to employees children. The M axis
Young Achievers AwardsProgramme
recognisesemployees children who have
achieved outstanding resultsin key public
examinations.
Leadership
We are committed to further
strengthening the leadership effectiveness
of our Senior Leadership Team (SLT)
membersthrough our executive
development programmes. Since 2011,
we have provided SLT memberswith an
Executive Coach to strengthen personal
and leadership effectiveness.
NURTURING
LEADERSHIP
QUALITIES
BEGINS RIGHT
FROM THE DAY
OUR EMPLOYEES
JOIN THE
COMPANY
M axismanagement
associatesare put
through comprehensive
mentoring and training
programmesto develop
their leadership skills.
As the CFO of Maxis Communications Berhads rst overseas joint
venture in Indonesia, we built the company from ground up within a very
competitive telco market. I believe the experience gained from working
abroad in such a business environment helps us plan for the right resources,
to invigorate an integrated communications enterprise such as Maxis.
Tan Hoon San
Head of Planning, Finance and Tax
86
To ensure that our senior leadersare
upskilled in contemporary thinking on
executive management, we sent three
SLT membersto the Stanford Executive
Programme and two to the Harvard
Advanced M anagement programme.
In order to ensure role t at seni or
management, we i ntroduced
Leadershi p Pro li ng Assessment for
new recrui tments as well as promoti ons
to these levels.
Customised Benets and Sharing
Our Growth
In addition to paying competitive salaries
benchmarked against the market, M axis
offersemployeesa comprehensive
benetspackage. We allow employees
to customise their own benetspackage
using a benet pointssystem. This
allowsemployeesto tailor benetsto
their needsasthey go through different
stagesand prioritiesin their lives. Being
our brand ambassadors, employeesare
eligible to purchase a range of the latest
devicesoffered by M axisat a preferred
price and also receive voice and data
rebatesfor their M axislines.
We launched our performance-based
Employee Share Option Scheme (ESOS)
in 2011. Our ESOS isdesigned for eight
yearswith ve grantsawarded from
2011 to 2015. To reinforce the right
behaviour and culture, we link this
reward programme to both the Company
and individual performance. Our
scheme enablesthe employee to jointly
participate in long-term wealth creation
via sustained performance.
Engaging Employees Through
Continuous Communications
We have created a workplace which
providesa balance between a meaningful
and challenging career path and learning
opportunitiesand an energising work
environment. We have made a concerted
effort to unlock the highest levelsof
performance and productivity and
ensured that our employeesunderstand
and are aligned to the Companys
aspirationsand committed to itssuccess.
Our employee engagement isabout
creating opportunitiesfor our employees
to connect with the management. Our
senior leadersengage with employees
regularly to share information and build
camaraderie acrossthe organisation
through variouseventssuch astown
hallsand M anagers Communication
Sessions. An electronic newsletter keeps
our people in all cornersof the country
updated on M axisactivitiesand events.
Engagement levelsand employee
satisfaction are measured through the
Voice of M axissurvey. Conducted annually
by a leading independent consultant,
the survey providesvaluable feedback
about what our employeesneed, what
motivatesthem and how best we can
addresscritical issuesand gaps. Asa
result, we have maintained high levelsof
engagement each year compared to both
local M alaysian companiesand global
telecommunication companies.
The health and well-being of our
employeesare important to us, and we
encourage them to participate in the
companysorganised sportsand recreation
activities. We host regular recreational
activitiesincluding nature walks, white
water rafting, shing excursions, and
even cooking classes. In 2011, wellness
initiativesincluded a nationwide health
screening and risk assessment for
employees, which isthe kick-off to our
newly unveiled wellnessprogramme.
Every year we organise nationwide events
such asthe M axisGot Talent! singing
competition and the M axisV-Challenge
Regional Competition , to encourage
teamwork and nurture a conducive and
vibrant working environment. In honour
of the supportive spousesand children of
our employees, Family Day and Treasure
Huntsare just a sample of activities
organised specially for employeesto
enjoy with their families.
TOP
Sandip Das, Chief Executive
Ofcer of M axis, sharesthe
Companysplanswith staff at
an offsite meeting.
BELOW
M axisstaff and their
familiesget together for
fun recreational activities
at the M axisFamilyDay.
INSPIRING
PEOPLE
Continued
Business Review
CORPORATE
RESPONSIBILITY
DEVELOPING AND ENRICHING
OUR COMMUNITY, CUSTOMERS
AND PARTNERS
In providing integrated communications
services, we are committed to enriching
the livesof our customers, partnersand
the community through innovation,
better productsand servicesand the
development of the communitiesin
which we operate.
Responsible Conduct in the
Marketplace
We believe in conducting businessfairly,
impartially and in full compliance with
all lawsand regulations. Corporate
governance at M axisissteered by its
Board of Directors, hence the emphasis
on the Boardsintegrity, accountability
and independence.
Honesty and integrity underlie all of
our relationships, including those
with customers, vendors, suppliers,
contractors, the businesscommunity
at large and among employees. Our
comprehensive Ethical BusinessPractices
appliesequally to Board members,
management and employees. We have
set up the Ofce of BusinessPractice
to provide policy guidance and assist
employeesand people doing business
with usin meeting our expectations.
We see Corporate Responsibility (CR)
asintegral to the sustainability of
our business. It isat the heart of our
relationshipswith our stakeholdersand
society, underpinning everything we do
to enrich the livesof these communities.
In 2011, we undertook an exercise to
identify and articulate our long-term CR
priorities. We introduced a CR Framework
which providesa clear direction for our
initiativesand ensuresthese are aligned
to our corporate strategy and CR mission
to create value for all our stakeholders
and the nation.
Our CR strategy cutsacrossthe
marketplace, workplace, community and
environment to focuson three strategic
pillars: Developing and Enriching our
Community, Customersand Partners;
Creating a Great Place to Work and
Advocating Environmentally Friendly
Practices.
Corporate Responsibility Framework
Our CR mission:
Harnessing leading-edge
technologyand innovation
to create value for the
economy, societyand the
environment in which
we operate.

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Scholarships,
sponsorships
and community
development
Sustainable supply
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Inclusive workplace
Training and
development
Health and safety
Benetsand rights
Resource efciency
Carbon management
Waste management
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CR Philosophies
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Business Review
88
CORPORATE
RESPONSIBILITY
Continued
Providing Access to Underserved
Communities in Geographically
Remote Areas
In 2011, we continued to improve
network coverage, speed and capacity in
Peninsular M alaysia, Sabah and Sarawak.
HSPA coverage wasexpanded to over
5, 000 sitesin total and we continued
deployment of 3G on 900M Hz to extend
indoor coverage and increase speed.
Asat end of December 2011, our 3G
coverage wasat 81% of the population.
M axisalso actively supportsthe
GovernmentsUniversal Service
Provision (USP) initiative to promote
the widespread availability and usage
of network servicesand applicationsto
underserved areas. One such project
under the USP isthe Community
Broadband Centre (CBC). M axishasbeen
awarded eight sitesin Sarawak and two
in Kedah which are fully utilised to meet
the aspirationsof the Government.
Stakeholder Engagement
In 2011, we conducted an extensive face-
to-face Brand and Customer Satisfaction
Tracker survey aspart of our ongoing
effortsto gauge customer feedback.
Focusgroupsand advisory panelshelped
discern customers changing wants
and needs. We constantly upgrade
and expand online servicesand other
interactive channelsto offer better and
faster service.
M axismaintainsconstant dialogue
with itsshareholdersand the investing
community. In addition to the quarterly
announcement of nancial results, key
investor relationsinitiativesinclude
one-on-one meetings, conference calls
and investor conferences. Information
on the Groupsnancial performance is
available on itswebsite; and feedback is
encouraged via ir@ maxis.com.my.
We have addressed the communitys
concernsabout the health impactsof
proximity to radio frequency (RF) signals
through a combination of dialogue,
scientic evidence and awareness-
raising, often with the inclusion of local
authorities. We also actively participated
in ve SKM M RF awarenessprogrammes.
Independent reviewsby panelsof experts
commissioned by recognised health
agenciesare made available on our
website to aid public understanding on
tower safety.
Customer Privacy
We continuously review our ICT Policy to
ensure it providesadequate and effective
safeguardsfor information condentiality,
integrity and availability. A structured
ranking system for data condentiality
outlinesthe care that must be taken with
sensitive information and ensuresthat all
customer and employee information is
strictly private and condential.
OUR CR MISSION IS
HARNESSING LEADING-
EDGE TECHNOLOGY AND
INNOVATION TO CREATE VALUE
FOR THE ECONOMY, SOCIETY
AND THE ENVIRONMENT IN
WHICH WE OPERATE.
Business Review
M axisand M OE embarked on a
smart partnership to provide free
online education servicesfor over
2, 300 secondaryschoolsnationwide.
Product and Service Labeling and
Marketing Communications
Since 2008, M axishasbeen a
signatory to the Content Code of
the Communicationsand M ultimedia
Content Forum of M alaysia. The Code
setsout guidelinesand proceduresfor
good practice and standardsof content
disseminated to audiencesby service
providersin our industry in M alaysia.
Established Procurement Policies
We have established policiesand
standard operating proceduresto
manage the procurement processand
ensure we secure the best price and
quality and appropriate technology
to support the business. We build
strong partnershipswith the objective
of reducing the cost-to-serve our
customers. At the same time, we conduct
competitive tendersand bidsto ensure
transparency and open competition.
Vendor Development Programme
We introduced a Vendor Development
Programme in 2004 to ensure that local
contractorshave the requisite capacity
and capability to deliver and succeed in a
competitive environment. From only 18
vendorsat the outset, we now have 150
vendorswho have beneted from this
programme.
Enriching and Responsible
Products and Services
Today, our businesshasa unique
opportunity to enrich our customers
livesin a more impactful way than ever
before. We want to make sure that
we continue to bring the full benets
and excitement of communications
technology and interactivity into everyday
life. In doing this, we are particularly
aware of the need to focuson areas
where we can make a real difference.
Innovative Solutions with Social
Benets to the Community
Dunia Internetmu expandsInternet
penetration through mobile devices
that are more affordable. It empowers
M alaysianswith accessto relevant,
reliable and secure local content on a
single URL via myLaunchpad on their
mobile devicesand the web. With
Dunia Internetmu, M axishopesto enjoy
penetration ratesbreaching 100% , far
exceeding PC penetration ratesin the
country.
Free online education service for
Secondary Schools in Malaysia M axis
and the M inistry of Education, embarked
on a smart partnership to increase ICT
usage in schools. We will provide 2, 300
secondary schoolswith free accessto
our agship online education service
which enrichesthe learning experience
for studentsby encouraging different
learning styles.
90
CORPORATE
RESPONSIBILITY
Continued
TOP
Under the Cyberkids
with Communitytraining
programme, M axis
reached out to
participantsof all ages.
BELOW
The M axisScholarship
for Excellence Awards
nurturesM alaysian talent.
In 2011, 51 scholarships
were awarded to
deserving students.
Business Review
Under the Maxis Secure umbrella,
we offer a suite of servicesenabling
customersto protect their data and
devices. M axisisthe rst communications
provider in M alaysia to offer customers
protection against key security threats
which can potentially affect them, such
asthe lossor theft of their devices,
the lossof personal data and threats
from malicioussoftware (malware) and
trojans(destructive programmesthat
masquerade asbenign applications).
mZakat The giving of almsto charity
fallsunder one of the ve pillarsof Islam;
thisisknown asZakat. M axishasenabled
thisdonation to be made via SM S in
selected statesfor Zakat Fitrah, during
the Ramadan month.
Support for pilgrims M axis
collaborated with Saudi Telecom Prepaid
during the Haj period to offer cheaper call
packagesand International Direct Dialing
(IDD) to pilgrimsperforming the Haj.
Supporting the Development of
Community and Changing Lives
Through Technology
Maxis Cyberkids Programme
Our community agship programme,
the M axisCyberkids, creates
awarenessof computer skills, improves
understanding and usage of the
internet and buildsan appreciation for
technology. Since itslaunch in 2002,
we have trained over 8, 500 teachers
and studentsin more than 1, 500
schoolsacrossM alaysia at a cost of
well over RM 25 million. In 2011, we
spent RM 600, 000 to train studentsand
teachersfrom 15 secondary schools.
The long-term sustainability of the
programme isensured through the
ecosystem that we have built around
the M axisCyberkidsprogramme.
Thisincludes:
The Maxis Cyberkids National
Challenge Schoolsthat participate in
the M axisCyberkidsCamp compete to
develop projectswhich have the potential
to change the way the studentslearn. In
2011, 12 projectswere submitted. These
schoolsalso get to set up CyberkidsClub
for their schoolsand participate in the
Train the Trainer programme. In 2011,
1, 860 studentswere trained through 52
ICT training classes.
Maxis Cyberkids Portal Thisportal
(http://maxiscyberkids.my) isexclusively for
CyberkidsAlumni to keep in touch with
each other, and abreast of the latest ICT
developments. Participantshave access
to a rich store of educational resources
and other engaging e-learning materials.
The portal had 1, 761 members, 47 group
pagesand 31, 130 guest viewsasat
December 2011.
Maxis Cyberkids with Community
These campsserve under-privileged
communities. Four such campsinvolving
120 participantsfrom all ageswere held
in 2011.
Maxis Mobile Content Challenge
Thisisan exciting platform for students
from institutionsof higher learning to
design, develop and deliver creative
mobile content applications. Over 460
new ideashave been generated so far. In
2010 and 2011, we enabled past winners
to fast-track their innovation into new
businesses. Thirty-two teamsparticipated
and ve teamswere recognised asnew
entrepreneurs.
TOP
M axisvolunteerswere
given training in the
Cyberkidsprogramme
to equip them with the
necessaryskillsto carryout
their taskswith enjoyment
and condence.
BELOW
M axislaunched a wellness
campaign for over 3, 400
employeesnationwide.
Maxis Scholarships for
Excellence Awards
M axisScholarshipsfor Excellence
Awardssupportsthe M inistry of Higher
Educationsobjective of producing
globally competitive graduates.
In 2011, 51 scholarshipswere awarded:
M axisScholarship for Excellence
Award for Post-Graduate Studies
(ve recipients);
M axisUndergraduate Scholarship
Programme for Postpaid Customers,
a scholarship tenable at local and
foreign institutionsof learning
(43 recipients);
M axisUndergraduate Scholarship
Programme for children of M axis
employees(three recipients).
Employee Volunteerism
We encourage employeesto make a
positive difference in the communities
around them. Asat end of 2011, 574
M axis volunteersclocked in 9, 610
volunteer hours, a 284% increase
from 2, 500 hoursin 2010. Twenty-two
staff participated in a special training
programme to equip them to be
facilitatorsfor M axisCyberkidsCamp.
CREATING A GREAT PLACE TO
WORK
Consistent with our effortsto be a
high-performing organisation, we offer
employeesaccessto a wide range of
learning opportunitiesto help them
achieve their full potential and strengthen
their ability to respond to change and
innovation.
Creating a More Inclusive
Workplace
We value diversity, because thisensures
that we are enriched by a wide variety
of skills, experiencesand perspectives.
Our goal isto create a working culture
that isinclusive, one in which our people
share a deep sense of belonging and
understanding, and where talent is
appreciated. We believe thisispivotal
to boosting innovation, increasing
productivity and sharpening our
competitive edge. At the same time,
we promote employment of the local
workforce. Asof 31 December 2011,
M axishad 3, 437 staff with 26 expatriates
and 3, 411 M alaysian staff.
Communications and Engagement
We use a range of communications
channelsto keep our people informed
and to understand how they feel
about how we can do thingsbetter.
These include eNEWS, our web-based
newsletter, the Idea Post forum and
face-to-face townhall sessions. M ail
Expressand HR Expressoffer up-to-the-
minute newsupdates. Voice of M axis
isan annual survey to nd out what
employeesfeel about their job, their
colleaguesand level of engagement.
Learning and Capability
Development
We know that the only way to stay at the
forefront of innovation and service quality
isto improve the skillsof our people.
Our people development programmes
are therefore targeted at developing
talent and raising capability levelsacross
the company and building skillsthat
will support our growth. We offer both
structured classroom training aswell as
an e-Learning platform.
92
CORPORATE
RESPONSIBILITY
The M axisAcademy isan outstanding
centre for learning which builds
knowledge and skills. Other initiatives
include Leadership Development
Programmes, customised senior
management programmes, partnerships
with leading universitiesin the world
such asHarvard, and a successful
M anagement Training programme for
fresh graduates.
Workplace Saf ety and Health
The health and safety of our staff are
very important to us. We encourage
all employeesand contractorsto take
advantage of the extensive training
and management processesand other
Occupational Safety and Health resources
that we have put in place to maintain a
safe and healthy working environment.
Saf eguarding employee welf are
Our employeesenjoy a comprehensive
and competitive package of benets.
Apart from the standard benetsof
annual leave, medical and insurance
coverage, employeesare also offered
special staff packageson M axisproducts
and services.
Work-Lif e Balance
We launched a wellnessprogramme,
M y Wellness, M y Choice in 2011 to
encourage employeesto lead a healthy
lifestyle both at work and at home. It
incorporatesa three-year plan to raise
their understanding about wellnessand
disease-prevention. M ore than 60%
of M axisemployeesnationwide have
completed their biometric screening. An
online health risk assessment application,
HealthDrive, evaluated their health risks
and quality of life.
We also offer exible work hours, a Flexi
Benetsprogramme and other initiatives
that involve and benet our employees
and their families.
ADVOCATING ENVIRONMENTALLY
FRIENDLY PRACTICES
Part of what we do involvesthe physical
construction of data networks. We
want to do thisin a way that limitsour
impact on the environment. Beyond this,
we have taken a proactive approach to
constructively rehabilitate and rebuild
the landscape. Over the past two years,
we have placed extra emphasison
addressing our direct operational impacts
on the environment. Our strategic
plan identiesthree major focusareas:
resource efciency; carbon management
and energy and waste management.
Resource Ef ciency and Carbon
Management
Over the past two years, we achieved
a 13.7% improvement in the energy
efciency of our operations avoiding
over four tonnesof CO
2
emission for
each base transmitter station and saving
almost RM 10 million in avoided cost.
We have replaced key network elements
with best-in-classtechnologieswhich are
energy-efcient. We have also replaced
diesel power with solar power at remote
base stations, and advocated sharing
of networksso that resourcesare not
duplicated. Approximately 54% of our
base station sitesare shared with other
operators. In 2011, M axisentered into
a landmark agreement to share our 3G
radio accessnetworks(RAN), the rst
active 3G RAN sharing arrangement to be
deployed in M alaysia.
Continued
WE ACHIEVED
A 13.7%
IMPROVEMENT
IN ENERGY
EFFICIENCY
Business Review
Although we do not place base
transmission stationsin high biodiversity
areas, we recognise that some of
our base stationswill replace natural
vegetation which actsasa carbon
sink and supportsbiodiversity. We are
currently exploring guidelinesfor site
acquisition assessmentsto ensure that we
do not impose on high biodiversity areas.
We planted over 7, 000 M ahang seedlings
at a one-for-one ratio for every base
transmission station to contribute towards
minimising our carbon footprint. The
scheme wasimplemented in partnership
with the Selangor Forestry Department,
Sathya Sai Council of M alaysia and the
Global Environment Centre.
Energy and Waste Management
We are working hard to bring down our
energy consumption and reduce waste
throughout our operations. We also
encourage our suppliersand customers
to minimise wastage and use recyclable
green materials.
Key initiativesinclude:
Installing energy saving light bulbs,
reducing the number of visitsto
sites, introducing heat management
solutionsand better air conditioning,
and installing dynamic radio control
power during off peak periods.
Encouraging all ofcesto turn off
air conditionersafter 6 pm, and
introducing recycling for papersand
tonersacrossthe business.
We have introduced e-billing and
continue to promote thisto increase
uptake.
Further Inf ormation
We have produced our inaugural
Sustainability Report 2010/2011. This
disclosure showcasesour sustainable
businesspracticesin the marketplace,
workplace, community and environment.
The Report coversan 18-month
reporting period from January 2010
to June 2011 and followsthe Global
Reporting Initiative (GRI) framework,
an internationally recognised standard
for sustainability reporting. M axis
Sustainability Report 2010/2011 is
available on our website.
BELOW
M axisproduced its
inaugural Sustainability
Report to ensure
transparencyin its
approach to CR.
TOP
M axisstaff, working
with partners, planted
over 7, 000 M ahang
seedlingsin our efforts
towardsthe reduction
of CO
2
emissions.
94
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M OBILE INTERNET NETWORK HOM E ROAM ING
DISTRIBUTION CLOUD CUSTOM ERS FIRST LIFE SERVICES
96
Economic outlook
The government sti mulus package and
i ncreased consumer spendi ng resulted
i n the M alaysi an economy growi ng at a
steady pace despi te scal uncertai nti es
i n global markets. The country
recorded a GDP growth rate of 5% i n
2011. A strong and resi li ent domesti c
economy coupled wi th sustai ned
pri vate consumpti on and i nvestment
helped the M alaysi an economy remai n
i n a posi ti ve growth trajectory. The
2012 Budget i s a conti nuati on of the
efforts bei ng undertaken to secure
a strong future for the nati on. The
Budget addresses fundamental areas of
rai si ng i nvestment, developi ng human
capi tal, upli fti ng rural areas, spreadi ng
economi c development and rai si ng
admi ni strati ve ef ci ency as key pi llars.
The Economic Transformation Programme
(ETP) designed to spur growth across
many industriesby harnessing digital
infrastructure effectively certainly augurs
well for the telecommunicationsindustry
asa whole. At M axis, we are keen to play
a decisive role in the ETP by providing
a technological plank to fast-track the
process.
Demand
We are in a period of continuous
change and disruption in the
telecommunicationsindustry with a
shift from a voice-centric businessto
a data-centric business. The future
growth of the industry isunderpinned
by the steadily growing demand for
advanced data and broadband services,
particularly among M alaysian youth with
their pronounced appetite for social
networking, content and applications.
Traditional businessmodelsare being
challenged by newer playersleveraging
shiftsin consumer behaviour, increasing
ubiquity in connectivity and a proliferation
of smart mobile devices. Consumersare
more empowered through the digital
revolution and they want more speed,
mobility, simplicity and choice.
We believe the overall demand for
telecommunicationsserviceswill remain
strong. M obile internet and broadband
will be the biggest growth driversin line
with the growing need to be always
connected: on-the-go, at home and
at work. Smartphone penetration in
M alaysia isalready at 23% asat end of
2011 and will continue to increase driven
by technology-savvy Gen Y consumers
and declining smartphone prices. Tablets
are expected to drive the future of the
PC category and lead to a higher level
of multi-screen usage. However, internet
accesswill be increasingly mobile in
nature, with smartphonesbeing the rst
and only personal internet accessscreen
for a signicant portion of the mass
market.
There are already over 17 million internet
usersin M alaysia and M alaysiansspend
more time online and consume more
digital content compared to Asian peers.
Social media iscentral to the M alaysian
digital experience, and promisesto
be one of the fastest-growing mobile
activities. Smart deviceswill also become
central for content and service discovery
and consumption.
The increase in smart device penetration
will also drive customer service and
support needs, both for new adopters
and asthe current smartphone usersstart
to use more sophisticated devicesand
applications.
Cloud storage servicesare expected
to gain traction with the explosion
in personal and enterprise content.
Consumersand businesseswill need
storage of and accessto content across
any device. In addition, a greater
emphasison cost and cash management
for enterprises, capex-light and
exible businessmodelsthrough cloud
computing and data centre services
for SM Esand corporateswill provide
attractive solutionsand represent new
revenue streamsfor telecommunications
service providers.
M achine-to-M achine will be another
trend to watch in the future. It hasmany
applicationsfrom vending machines
to eet management, security and
consumer electronics.
Competition
The operating environment remains
competitive with sustained pressure on
revenue growth and protability. 2011
saw the resurgence of smaller mobile
and Wimax playersand ve new M obile
Virtual Network Operators(M VNOs)
coming to market, taking the total
number of M VNOsto 11 asof end of
December. These new playersaim to gain
market share through aggressive pricing
in voice and SM S services, and now even
in data services.
In 2011, the M alaysian mobile market
saw continued rivalry among key
mobile playersespecially in the wireless
broadband, mobile internet and device
bundling offers. Asa result, wireless
broadband pricing hasbecome very
affordable in M alaysia. There wasa
resurgence of playerslike U M obile, P1,
and the rst full-year operation of Yes.
The governmentsLTE plan announced
in December 2011 indicatesthat an
additional player could potentially be
introduced.
OUTLOOK
Business Review
The year under review saw increasing
availability of FTTH in selected urban
areasin M alaysia. Thishigher quality
broadband connectivity could potentially
put pressure on the wirelessbroadband
market by curtailing some of the xed
broadband substitution currently
practised by some segments. The launch
of M axisHome in 2011 and potentially
othersentering the FTTH market in
2012, will increase competition and give
consumersa wider choice in the xed
broadband market.
Risks
Acrossthe world the mobile industry
isconsidering the ramicationsarising
from the entry of non-traditional players.
Already in some western markets, social
messaging and over-the-top voice over
IP and instant messaging applicationsare
starting to cause shiftsin communication
patternsresulting in some cannibalisation
of SM S, IDD and roaming revenues.
So far we have seen limited impact, if
any, of social messaging on usage levels.
While SM S messaging could slow down
over time, mobile internet remainsone
of the key revenue growth driversfor the
industry and should compensate for the
decline in traditional revenues.
While the telecommunicationsindustry is
generally resilient in the face of economic
recessions, certain segmentsof the market
are sensitive to the health of the economy.
Thisisparticularly so for the smaller
businessesand those at the bottom of
the pyramid. Being large in customer
volumes, these segmentscan adversely
affect industry revenuesin the event of an
economic slowdown or downturn.
Prospects f or 2012
The operating environment isexpected
to remain competitive and challenging.
The Company will continue itsfocus
on innovative and consumer relevant
product offeringsaswell asintensify
itsemphasison operational efciency.
Innovative measuresto optimise network
utilisation are also underway. The outlook
for the key operating segmentsare as
detailed below:
Mobile Services
Revenue growth isexpected to come
from the rising demand for data from
mobile internet, wirelessbroadband and
other non-voice services. To encourage
data uptake, we will strengthen the
network to offer enhanced customer
experience with mobile data usage as
well asseed smart devices. Loyalty and
retention programmeswill be instituted
to reward customerswith plansthat
provide greater value.

Growth isalso expected from more
focused initiativesin under-penetrated
market segmentsto increase M axis share
in these segments.
Enterprise Fixed Services
The growth of Enterprise Fixed business
will be driven by four key segments,
namely Corporate, Government and Public
Sector, Small and M edium Enterprise
(SM E) and Wholesale. These segments
are expected to see growth in demand
for managed services, outsourcing of key
ICT infrastructure, VSAT offerings, Digital
SM E solution bundling and international
terrestrial services.
International Gateway Services
The operating environment for
International Gateway Servicesis
expected to continue to be challenging
asa result of competition from other
carriers. The Company will continue to
capture good value in thisbusinesswith
itsfocuson protability.
Home Services
Demand for Broadband service in 2012
isexpected to be stronger. The total
number of homeswith accessto the
bre network isprojected to expand
to 1. 3 million by end 2012, thereby
expanding subscription potential. Industry-
wide, new subscriptionsare estimated to
reach 400 thousand in 2012.

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