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Maxis essay


Maxis Sales and marketing communications Berhad is actually a leading mobile phone service provider in Malaysia. Maxis Communications Berhad was established inside the early nineties and started mobile telecoms operation that kicks off in august 1995. It absolutely was then shown under the initial board in Kuala Lumpur Stock Exchange (KLSE). At present Maxis Communication Berhad is the biggest telecommunication company in Malaysia. The company provides total clients at 13. 95 million as of Dec 2010.

Maxis Communications Berhad, through its subsidiary, Maxis Berhad, engages in the dotacion of mobile phone, fixed series, and international telecommunications solutions in Malaysia.

It also delivers Internet and broadband solutions; and cellular multimedia related services, along with owns, keeps, builds, and operates radio facilities and associated buttons. The company opened in 1995 and is operating out of Kuala Lumpur, Malaysia. Maxis Communications Berhad is a supplementary of Binariang GSM Sdn Bhd.

By using the dialling prefix designation of “012, “017 and “0142. In 2002, Maxis purchased TimeCell, a compete with mobile provider, from Time dotcom Berhad. Prior to the order, Maxis provided phone numbers you start with 012, and TimeCell 017.

Now, subscribers can choose between the two. Maxis give a variety of cellular communication services and products. They offer pre-paid call ideas, monthly membership plans, global roaming, MMS, WAP (faster than both GSM and GPRS), Residential Fixed Line services, Broadband Internet ideas, and as of early june 2006, 3G services to both prepaid and post-paid registration customers. Maxis Broadband produce consumer can enjoy internet access in outdoor or indoor. It can go online by speed more than 15 times faster than traditional call up and do more, much more over the internet.


Maxis Berhad, with its consolidated subsidiaries (together, ‘Maxis’), is recognized as a prime mobile sales and marketing communications service provider in Malaysia.

Maxis were granted licences to control a countrywide GSM900 mobile phone network, a domestic set network and an international gateway in 1993. It started its portable operations in August 1995 and launched it is fixed range and foreign gateway functions in early 1996.

Since its establishment, Maxis has been providing a total suite of services upon multiple systems to satisfy the telecommunications needs of individual customers, SMEs and enormous corporations in Malaysia.

Maxis’ mobile service is offered on the post-paid basis under the Maxis brand and via a prepaid format beneath the Hotlink brand. The use of those two distinct brands, underpinned by simply synergistic principles, has empowered Maxis to develop its prepaid business successfully while maintaining development in its post-paid segment.

Maxis has also pioneered and led the Malaysian market in delivering innovative mobile services and products. It was the first to launch 3G services in Malaysia ” known as Maxis3G ” in July june 2006, and in September 2006, it has become among the world’s first to use HSDPA, a high-speed upgrade of their 3G network, to provide wifi broadband solutions. It was the first operator to bring the BlackBerry¢ and Apple iPhone¢ smart phones to Malaysia. The company in 04 2009 unveiled the 1st commercial NFC-powered service in Malaysia.

Maxis provide improved post-paid deals to corporate and business and SME customers, depending on its remarkably successful customer post-paid programs. These plans are listing to meet the needs of enterprises, especially improved marketing communications within and beyond their compound. Maxis’ international entrance services include termination of traffic into Malaysia from international telecommunications companies, supporting Maxis’ individual outbound international direct call (IDD) traffic, collecting intercontinental transit traffic and band width leasing providers. Maxis currently maintain bilateralconnections with more than 95 carriers in 38 countries and have capital investments in a number of submarine wire systems to handle its intercontinental voice and data visitors.

Maxis’ significant growth and strong history of bringing innovation, excellent buyer experience and value to stakeholders offers won the business numerous prizes over the years. The most recent awards consist of:

Malaysia’s Top Ten Companies: Ranked 1 ” Asia’s two hundred Most Popular Companies, The Wall Street Journal Asia, 2006 Oriental Mobile Owner of the Year ” Hard anodized cookware Mobile Reports Award, 3 years ago Fourth Most Valuable Brand in Malaysia ” Brand Financial, 2008 and 2009 Provider of the Year (Malaysia) ” Frost & Sullivan, 08 Mobile Info Service Provider of the Year (Malaysia) ” Frost & Sullivan, 2009 Recipient of the Asia Pacific Very Excellent Manufacturer Award ” Asia Pacific International Brands Summit Malaysia, 2009

Maxis’ vision is usually to bring advanced communications providers to enrich the customers’ lives and businesses, in a manner that is simple and customised, by efficiently and artistically harnessing industry leading technology, and delivering a brandname of services experience that is certainly reliable and enchanting.

Analysis of Industry Structure

Market structure classifies some of the essential traits of any market, including:

Number of businesses

Similarity of the products sold

Ease of entry into and exit from the market.

Comparison of Marketplace Structures

Market Framework

Number of Sellers

Types of Item

Entrance Conditions


Perfect Competition



Very Easy

Small crops, Intercontinental commodity markets

Monopolistic Competition




Boutiques, Eating places, motels



Usually differentiated but occasionally homogeneous


Car Making, Tobacco Products, Oil




Extremely hard

General public utilities



Few Competition like DIGI, CELCOM, TUNETALK etc ..

Entry in to Telecommunication can be Difficult.

It requires a large amount of capital.

Perfect Competition

Excellent Competition Marketplace has substantial number of small firms, which in turn acts individually rather co-coordinating decisions on the inside. Perfect Competition is Selling price takers due to Huge Competition. Perfect Competition mainly works with Homogenous Goods.

Homogenous suggest Goods from a single firm may not be differentiated from the other.

Comparing Maxis with Ideal Competition

Ideal Competition


1 . They have very large Quantity of firms.

installment payments on your Entry Requirement is very easy.

three or more. Very much less amount of Capital is sufficient.

1 ) It has couple of Competitors in the Market like


installment payments on your Entry Necessity is Tough.

3. It requires massive amount Capital.

In Comparing Maxis with Ideal Competition market structure. Maxis do not arrive under Ideal Competition.

Monopolistic Competition

Monopolistic Competition Firm has its own Small Retailers.

They involves in differentiated Product.

It truly is free from Price Competition.

It has Easy Entry and Exit.

Comparing Maxis with Monopolistic Competition

Monopolistic Competition


1 ) It has many small vendors.

2 . Entry necessity is easy.

3. Is actually free from Selling price Competition.

1 . It has a few Opponents in the Market.

2 . Admittance requirement is difficult.

3. It has competition in cost with their competitor.

On contrasting Maxis with Monopolistic Competition market structure. Maxis will not come below Monopolistic Competition. Monopoly

Monopoly is actually a Single Seller in the market.

It deals with unique item.

Access Barriers is extremely difficult.

Comparing Maxis with Monopoly



1 . It has One Seller available in the market (free via Competitors). 1 ) It

has their Competitors on the market.

On comparing Maxis with Monopoly marketplace structure. Maxis do not arrive under Monopoly.


It has not many seller (which is focused by a couple of large firms).. It deals with Homogenous along with Differentiated Item.

Admittance Barrier is difficult.

Comparing Maxis with Oligopoly



1 ) It has couple of Sellers on the market.

installment payments on your Entry Buffer is tough.

a few. It requires a large amount of Capital.

1 . Maxis have few Competitors available in the market.

2 . Entry buffer is challenging.

a few. It requires the top amount of Capital.

About Comparing Maxis with Oligopoly market framework. We found know that Maxis is a great Oligopoly.

Behaviour of Maxis

The behaviour of Maxis can be recognized by thinking about the number and size circulation of organizations (market discuss in terms of subscribers and revenue) in the market; the extent that products will be differentiated; how easy it can be for various other firms to enter the market; as well as the extent where firms are integrated or diversified. Yet , as there are only 3 significant cellular connection firms (Maxis, Digi and Celcom), specific market stocks and shares are used to assess market power.

The basic circumstances faced by the cellular interaction firms are:

Demand conditions

¢Price is relatively elastic while seen by simply huge ups and downs in net additions

leadership quarters to quarters as several cellular conversation firms required on price-leadership.


Where the activities and the final results of these actions are interdependent among a lot of agents which interdependence is mutually recognized. Neoclassical economics assume properly rational brokers, perfect data and zero transaction costs under perfect competition. However , due to limited cognitive ability and/or not perfect information, bordered rational real estate agents experience restrictions in formulating and resolving complex concerns and in processing (receiving, keeping, retrieving, transmitting) information. Program standard methods or heuristic approaches to decision-making are employed by bounded rational real estate agents. The sum of the marketplace shares with the n-largest companies.

Maxis customer net addition dropped to a dismal one hundred twenty, 000 users in 3Q10 before regaining to 274, 000 users in 4Q10. The relevant substitutes are provided by fixed-line Telco’s for regional city cell phone calls (fixed-line level of RM0. 04/minute versus cellular level of RM0. 15/minute) and Voice-over-Internet-Protocol (VoIP) providers pertaining to IDD phone calls. However , these are generally not of major problems currently as the mobile phone services will be cannibalizing/substituting fixed-line services even though the VoIP companies are competitive in a value-conscious segment with an inferior merchandise (i. at the. poorer tone quality).

Supply conditions

The cellular technology adopted may be the European GSM standards. However , due to constant technology changes, both Maxis and Celcom have launched 3G companies earlier while Digi got its 2 . 75G (EDGE) services previously and just lately added 3G services in order to be able to compete with both Maxis and Celcom. The market framework analysis synopsis of Maxis is as uses:

Data Findings and/or Measurement


No . of Firms


Regulated Oligopoly

Market Share

Cellular market subscriber business (overall)

Cell industry revenue market share (overall)

Subscriber/Revenue business:

Celcom: 33% & thirty eight. 0%

Digi: 25% & 25. 3%

Maxis: 41% & forty two. 1%

There is no single dominant firm.

However , Maxis is the leading firm in both equally revenue & subscriber market share, followed by Celcom and Digi. Product


Product difference based on contacting plans and pricing structure to appeal in order to customer segments. Value-added companies (ring-tones, and so forth ) are very homogenously given by 3rd party supplier. Minimal product differentiation because airtime is definitely airtime and VAS contents are accessible across every 3 businesses.

Entry limitations

Guard licensing and training and restrictions

Large capital investments & minimum efficient of scale essential First-mover advantages: Network & Lock-in effects

Large entry obstacles mainly due to government restrictions

Because of frequent technology changes, incumbents do get substantial recurring capital costs and encounter the dangers of being “leapfrogged by simply potential entrants Numbers moveability not integrated yet to counter the lock-in associated with personalized cell phone numbers. Exit boundaries

Huge sunk costs

Bulk of capital investments are asset specific to Telco operations. Supply: MALAYSIA TELECOMMUNICATIONS REPORT Q3 2011

Value competition

Employing game theoretic model, Telco’s are thought to provide a homogenous product and possess sufficient ability to serve industry demand. It is just a non-cooperative video game as presently there weren’t any enforceable deals between them because they compete in the industry. It is a repeated one-shot sychronizeds game as they were powered by quarterly performance responsible to investors. As such, they will decide on their pricing strategies independently and aware of rivals’ prices in the market while developing certain expectations about rivals’ pricing tactics. Actions available are Maintain Selling price and Undercut Price.

Payoffs are placed in order of preference (higher number is usually preferred). The most preferred outcome by firms is usually where one particular undercuts cost while its competitors maintains selling price, leading to market share gain with the expense of its opponents. When almost all firms maintain prices, there is not any change in market-share and profitability. When all firms undercut prices, market-share remains with reduced earnings. The strategic-form representation in a simplified 2-player model can be as follows: Telco2


Preserve Price

Undercut Selling price

Maintain Price

three or more, 3

1, 5

Undercut Cost

5, 1

2, 2

Sort of Game Theory

Resolving for Nash equilibrium, both players have got Undercut Selling price as their

dominant technique resulting in a Pareto-inefficient Dominant- Strategy-Equilibrium at (2, 2). This can be a repeated Prisoners’ Problem game and these communications are witnessed in the current industry through an increasing price-war resulting in reduced Average-Revenue-Per-User (ARPU).

Sort of Starter pack price wars involving Maxis and Digi

Launch Date

Maxis Hotlink 017

Digi Beyond Prepaid

Sep almost eight, 2005

RM20 to RM10

Oct 27, 2006

RM18 to RM9. 90

Nov 25, june 2006

RM10 to RM8. 80

December 10, june 2006

RM9. 90 to RM8. 50

Typical Revenue every User

Resource: Articles by 2009 to 2011, Report 2009 to 2011, Maxis reports 2009 to 2011, Digi Reports 2009 to 2011, Celcom Reports 2009 to 2011. If this kind of game is repeated infinitely, collusive conduct through the use of Tit-For-Tat strategy may result in non-competitive/monopolistic-like pricing which usually reduces community welfare. Though Maxis had a higher ARPU previously based on the above info, Maxis always need to be proactive in monitoring firms’ actions to find possible tacit collusion through price-signaling.

Item differentiation

The above game theoretic analysis suggests that if the price-war continues, Maxis and the various other two firms will at some point be forced to price at all their marginal costs ” similar to a perfectly competitive firm. Therefore , it is realistic to expect Maxis or the comparable firms to soften the intensity from the price competition through merchandise differentiation and customer segmentation. It is important to note that classic microeconomic theory treats almost all consumers while homogenous. Actually, this is not the case and these types of firms will be thus providing different dialling plans, pricing structures (ON-Net/Off-Net), pre-bundled moments and companies, etc .

As a result of bounded rationality and heterogeneous consumption, consumers find it difficult to produce head-to brain cost-benefits evaluations and thus make the products look like somewhat non-homogenous and not totally substitutable for starters another.

These kinds of firms are competing and differentiating through demand excitement (‘shifting’ the necessity curve) by simply organizing TEXT MESSAGE contests, selling shows just like ‘Malaysian Idol’ which inspire SMS voting, etc . where the SMS costs are charged much higher than normal TEXT MESSAGE charges to be able to drive bigger non-voice income and profitability as illustrated by Maxis, Celcom and Digi’s 2010 announcements beneath.

Source: DiGi AGM 2011 IRwebsite

Speculate if this trade to take note that the marginal costs are almost negligible relative to the large fixed-cost purchases required. ON-Net refers to cell phone calls within the same provider’s network. OFF-Net refers to calls made out of one service provider to another provider’s network. Decision-making based on not perfect information (uncertainty about future, costly to get perfect information) and/or limited cognitive functionality.

Through product differentiation, every differentiated product is addressing it is relevant marketplace instead of handling a large homogenous market, hence allowing Telco’s to raise selling price above little cost (and reduce customer’s surplus) without losing its whole market share. As a result, product differentiation can ease price competition and make a degree of marketpower. We find to sum up data that Maxis actually have the highest market power and leading business with the highest revenue.

Yet , these type of firms balance between reductions in welfare brought on by product differentiation pricing above marginal costs versus the improved in welfare by enabling disparate customers’ preferences to be closely met. Each organization also make sure proper moral behaviour on the part of the Telco’s to ensure that open public welfare can be protected in SMS tournaments, SMS voting, etc . to stop undesirable negative consumption externalities such as pushing the behavior of ‘gambling’, excessive spending, etc .


Maxis generally use promoting to create manufacturer and/or item differentiation in order to soften the retail price competition. For the extent that persuasive marketing create buyer loyalty through perceived differentiation over essentially identical products, they make market electricity in the sense that consumers can be willing to pay more for desired brands, therefore allowing these kind of firms to raise prices over marginal costs.

Following the prior assumptions with payoffs positioned in order of preference (higher number is preferred), the most accepted outcome by simply firms is where a single advertises while its competitors may, leading to market share and earnings gain in the expense of its competition. When all firms no longer advertise, there is absolutely no change in market-share and earnings. When almost all firms advertise, market-share remains with decreased profitability. Maxis uses comparable strategy by advertising fewer gaining market share and more revenue at price of the rivals which we can see under: Advertising Expense of 2005 by Malaysian cellular sales and marketing communications industry

Sales and marketing communications Sector:

Mobile Line Services



Sales and marketing communications Sector:

Mobile Online Services







52. a few


six. 6

58. 9


thirty seven. 7


5. 1

forty two. 8


47. 8


1 . 9

49. six

Supply:, Reports by Maxis, Celcom and Digi 2006 Customer Satisfaction

Source: SKMM Customer Survey 3 years ago at

The Customer-Satisfaction-Index (CSI) for the three businesses are practically similar. We discover that Maxis’ performance can be satisfactory on the market and can be regarded as a leading oligopoly firm among the list of three.

Bottom line

Maxis is one of the Malaysian oligopoly cellular marketing and sales communications industry with high entrance barriers, primarily due to federal government licensing limitations; and large exit boundaries due to large capital purchases (sunk costs). However , frequent technology changes could potentially let “leapfrogging by simply competitors or perhaps potential traders. The market discuss is with powerful price-competition because the market gets more condensed. Non-price competitionis also strong, mainly through advertising. Nevertheless , as price-competition escalates, additional cellular connection industries will be pricing closer to marginal costs as evidenced by the steady drop in ARPU over the past few years. Buyer satisfaction is definitely high intended for Maxis although consumers are looking for even lower communications expenses and better geographic insurance coverage.

Maxis happens to be doing a good-job and should continue to push ahead with its decide to allow increased customer decision. Maxis must also monitor for deceptive marketing, SMS competitions & voting, etc . and also possible tacit collusive conduct through price-signaling. It is also suggested that Maxis conducts benchmarking against regional and worldwide cellular connection industries upon key areas like success and/or earnings on fairness to determine fair-returns, service quality, technical performance, etc . to look for the success of its procedures in future.



Digi increases market share, The Edge Daily, 5 December 2005

Maxis Quarterly 2009 Statement

Maxis Quarterly 2010 Report

DiGi 2009 Report

DiGi 2010 Report

Celcom Twelve-monthly Report 2010

Maxis Annual Report 2010

DiGi Twelve-monthly Report 2010 Profit_expense_2005

Dixit, A and Skeath, S (2004): Games of Strategy (2nd Ed), T. W. Norton

Rosenberg, E. A. and Clements, M.: “Evolving market composition, conduct and policy in local telecommunications, The Nationwide Regulatory Study Institute. SKMM Consumer Study 2007 in¦/DiGiAGM2011IRwebsite¦/170320-digis-2q-profit-up-187-divide¦¦4¦’s-subscriber-base-to-grow.html pdf axiata. listedcompany. com/misc/axiata_presentation_2Q2011. pdf format¦/Announcement_04_2009_Financial_Result_¦ axiata. listedcompany. com/misc/axiata_presentation_1Q2011. pdf¦/1Q_2011_IR_Pack_(FINAL). pdf file

Maxis_4Q10_Presentation_FINAL_2¦/Announcement_02_2010_Press_Release. pdf¦/Anmt-PressRelease. pdf file or net? fuseaction=press. view¦499¦us/¦/Maxis_4Q10_Presentation_FINAL. pdf intended for MALAYSIA TELECOMMUNICATIONS REPORT Q3 2011


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