16
Maxis Berhad
Annual Report 2014
2014 was a critical and exciting year in the
transition towards ‘data being everything’.
The industry was energetically competitive,
yet we were simultaneously transforming
Maxis fundamentally with the clear
goal of revitalising and re-focusing the
company into delivering the very best in
mobile Internet access and an unmatched
customer experience. In such a challenging
environment, we have taken bold and
innovative steps with our transformation
initiatives, fixing many areas of the
company and introducing drastic changes.
We are fully focused on getting Maxis
back on track to being a high-performance
company, moving from good to great and
becoming an organisation that is admired
for excellence.
WHAT WE’VE DONE…
Last year, I mentioned a few priorities
– regaining momentum in the prepaid
segment, increasing data usage by
delivering a worry-free and Unmatched
Customer Experience, enhancing our
enterprise capabilities and developing
highly capable and engaged people. I
am happy to report that we have made
significant progress on each of these.
Firstly, we are turning around in prepaid
and regaining market share. This is led
by a unique prepaid offering - #Hotlink
– which features the industry’s first Free
Basic Internet, as well as strengthening
of our distribution network. In 2014, we
saw good subscriber growth (including
in underserved segments), reduced
churn and increase in the mobile Internet
penetration rate.
Secondly, we launched our MaxisONE
plan for postpaid customers. This plan
was developed with the belief that paying
for calls and SMS is a thing of the past,
so we made a vital change by offering
truly limitless voice and SMS as well as
worry-free data. This game-changing plan
has received very good traction, bringing
in a good balance of new and migrated
subscribers as well as good ARPU impact.
We also did away with Pay-Per-Use (PPU)
charges on both domestic and international
roaming data usage. This decision was
made so that our customers can truly feel
free when they use their phones, either
at home or abroad. We took a hit on our
revenue as a result of this, but it was
certainly the right decision to make.
In Enterprise, we are strengthening our
capabilities to offer new ways of working
and drive businesses towards digital
transformation. We launched innovative
products and services like MaxisONE
Business (offering limitless voice and
SMS, with business grade services), fixed
managed services and cloud solutions.
We also introduced FINDIT, which is now
the largest digital business directory in
Malaysia. Response to our initiatives has
been encouraging, and we have seen
growth in revenues coming from our SME
and fixed line customers.
As we work towards growing our share
of mobile data traffic in Malaysia, we also
have to work on ensuring our users get
the best network experience possible. With
the Internet going increasingly mobile, we
continued to experience high and growing
demand for our data services. We already
have a very competitive network serving
a majority of the population as well as
leading the 4G LTE population coverage in
the country. But we need to have the best
network to build the capabilities that we
require to meet the accelerating demand
for data.
Our data traffic is projected to grow over
five times in the next three years and our
considerable RM1.1 billion investment during
the year now sees a brand new network
covering almost three quarters of the
population, providing significantly improved
voice and data quality. Meanwhile, our
leading 4G LTE network now covers key
market centres and state capitals, offering
four times faster downloads and a better
video streaming experience.
With our improving network as well as
drastic measures taken in removing
PPU charges for data usage, customer
complaints have dramatically reduced
– almost halved compared to 2013. We
certainly want to improve our capabilities
further and ensure we deliver unmatched
experiences to our customers on the best
data network. We are also complementing
our network initiatives by ensuring
touchpoint excellence in our distribution
channel; from our retail stores and call
centres to the way people use mobile
applications to access their information and
conduct transactions.
Last but certainly not least, we have re-
energised our people and organisation
to ensure that they are an important
competitive advantage for us. In 2014, we
rolled out the MaxisWay to promote an
open-minded performance culture focused
on the values; Positive, Passionate and
Collaborative. This is now our company
DNA, where we have put in place a cultural
change to develop highly capable and
engaged people in driving towards a high
performing organisation.
We use our annual survey with
employees, Voice of Maxis (VOM),
to gauge how engaged our people
are. For the last seven years, Maxis
has been in the decline in employee
engagement. Last year we boosted that
score significantly back to 2007 level
again. Our office environment was also
revitalised, resulting in one of the most
modern workspaces in Malaysia, enabling
new ways of working for our people.
CEO’S
Statement
