Telenextech Objective:

To analyze the Malaysian market in order to identify Telenextech

potential opportunities in Malaysias telecommunication industry.

Understanding the current perception of gift giving in Malaysia and
consumer behavior regarding purchase of online gift giving in
Malaysia.

Provide suitable recommendation for Telenextech marketing
strategy in entering Malaysia with new concept of brand positioning
and communication channels for target market.

Overall landscape of telecommunication industry in Malaysia
LOW
Threat to new entrants High infrastructure cost
High initial investment

LOW
Threat of substitute product 4 other major service provider exist
providing similar service
HIGH
Industry Rivalry Intense rivalry therefore the need
for product differentiation and
superior service quality
HIGH
Bargaining Power of Suppliers High build up by switching cost
Suppliers not only control service
but also business processes
HIGH
Bargaining Power of Customers Competition among each other
allow consumer to enjoy lower
price for it service
Other substitution available
Opportunities

There is room to grow in the
telecommunication industry in Malaysia.

There is need for Innovative value
propositions, simplicity and excellent
execution in telecommunication
businesses.

There is only few barriers to entry so it
serve as a great opportunity
Threats

Competitors has market knowledge and
existing loyal customers

Need to continuously offer new products
and service package due to short product
life cycle

High switching cost for suppliers

High consumer bargaining power where
customer will go for service provider with
lowest price and highest quality switch

Expensive to continue technology
advancement in wired and wireless
telecommunication to compete with the
strong existing competitors
Threats and Opportunities

Competitive Landscape
Celcom
21%
Maxis
41%
DiGi
27%
U Mobile
11%
Competitors Market Share in Malaysia
Telecommunication Service Provider
Industry
Maxis and DiGi are the two
most strongest competitors

1. Brand
2. Network coverage
3. Plans that designed to
a different target
markets
4. Pricing
5. Service quality

CHANNELS FOR TELENEXTECHS
MARKETING STRATEGIES
Methods Of Communication
YES! 70%
Most Preferred MIM
73%
Send and Received
54%
Why MIM?
Upcoming demand for fast pace
communication.
Being up to date with the current social
uptake.
Fit in with social statuses of having new
technology in their lives.

ADDRESSABLE MARKET AND
OPERATING SYSTEM FOR TELENEXTECH
Type of Phones
Network Providers
Operating System
Why Android?
Smoothness of integration between other
social networks and online services.
Able to customize the home screen and having
excellent multitasking activity.
Android is a high competition for other
operating systems.

CONSUMERS PATTERN ON ONLINE AND
MOBILE SHOPPING VIA PHONES
C
o
p
y
r
i
g
h
t

2
0
1
2

T
h
e

N
i
e
l
s
e
n

C
o
m
p
a
n
y
.

C
o
n
f
i
d
e
n
t
i
a
l

a
n
d

p
r
o
p
r
i
e
t
a
r
y
.

16
Frequency of online & mobile shopper
within the past 3months
C
o
p
y
r
i
g
h
t

2
0
1
2

T
h
e

N
i
e
l
s
e
n

C
o
m
p
a
n
y
.

C
o
n
f
i
d
e
n
t
i
a
l

a
n
d

p
r
o
p
r
i
e
t
a
r
y
.

17
Total online shopper & mobile
shopper expenses
purchased items
Payment methods
CURRENT PERCEPTION OF GIFT GIVING
AMONG MALAYSIANS & THE CURRENT
UPTAKE AND USAGE PATTERN OF VIRTUAL
GIFTS
C
o
p
y
r
i
g
h
t

2
0
1
2

T
h
e

N
i
e
l
s
e
n

C
o
m
p
a
n
y
.

C
o
n
f
i
d
e
n
t
i
a
l

a
n
d

p
r
o
p
r
i
e
t
a
r
y
.

21
Occasion to buy gifts
C
o
p
y
r
i
g
h
t

2
0
1
2

T
h
e

N
i
e
l
s
e
n

C
o
m
p
a
n
y
.

C
o
n
f
i
d
e
n
t
i
a
l

a
n
d

p
r
o
p
r
i
e
t
a
r
y
.

22
Frequency of gift buying
C
o
p
y
r
i
g
h
t

2
0
1
2

T
h
e

N
i
e
l
s
e
n

C
o
m
p
a
n
y
.

C
o
n
f
i
d
e
n
t
i
a
l

a
n
d

p
r
o
p
r
i
e
t
a
r
y
.

23
Spending for gifts
C
o
p
y
r
i
g
h
t

2
0
1
2

T
h
e

N
i
e
l
s
e
n

C
o
m
p
a
n
y
.

C
o
n
f
i
d
e
n
t
i
a
l

a
n
d

p
r
o
p
r
i
e
t
a
r
y
.

24
Reasons to buy gifts
C
o
p
y
r
i
g
h
t

2
0
1
2

T
h
e

N
i
e
l
s
e
n

C
o
m
p
a
n
y
.

C
o
n
f
i
d
e
n
t
i
a
l

a
n
d

p
r
o
p
r
i
e
t
a
r
y
.

25
Gift purchasing methods
REVENUE OF VIRTUAL GIFTS FOR
TELENEXTECH
The total population in Malaysia is 28.1
million according to the Department of
Statistics Malaysia (2014). Assuming
Telenextech will be able to gain 10% market
share if it able to penetrate the market, a
total revenue of RM 5,199,264,320 will be
projected from the virtual gifts sales.
RECOMMENDATIONS
Start up booths
throughout Malaysia.
Colleges, Universities and
Shopping Malls.

Newspapers and
magazines.

Creating word of mouth is
crucial.
Social media channels.

Create a contest.
The most creative picture.
#readyfortelenextech

Brand Positioning
Who are Telenextech?

ultimate favorite brand amongst the Generation Y
smart phones users in Malaysia.
Telenextech offers new innovative products to cater to
its young growing market.

innovation quality and unique
product with fun unique and bright
marketing concept.