KUALA LUMPUR: Celcom Axiata Bhd aims to strengthen its market penetration in the middle to high-end customers segment in urban areas this year via a number of Internet-centric products it has been launching since October last year.
This initiative came about following its effort in solving most of its technical glitches it faced in the area of customer phasing system last year.
The wholly-owned company of Axiatia Group Bhd and the second largest mobile operator in the country by revenue, is said to be back on track in the industry’s competitive race skewed towards data-based products and services and long-term evolution (LTE) or 4G technology.
Banking on its strong network that explained its strong market penetration in most rural areas, Celcom chief marketing and sales officer Zalman Aefendy Zainal Abidin said the company aimed to capture more middle to high spenders of Internet in the urban areas.
“We are banking our existing strong network where we are the champion in the voice segment and now we are leveraging on that to offer new highly accessible and high-speed data-based packages to ensure the best customer experience in their daily Internet usage.
“It is apparent that these types of customers are most based in the urban areas,” he told StarBiz.Since last October, Celcom’s prominent products that are expected to strengthen its urban presence are in the postpaid segment namely First Basic 85 with monthly commitment plan of RM85 for five gigabit (GB) plus another GB Wi-Fi for data, with 700mins and 700SMS with call and SMS and also the First Elite with a monthly commitment plan of RM235 for 8GB with 8GB Wi-Fi for data with and a second SIM, unlimited calls and SMS to all networks with call and SMS.
It has also ramped up it prepaid segment under Xpax, with better data offerings and another introductory postpaid package called the First Basic 38.
Zalman said their competitive edge was based on the accessibility of Internet via innovative data packages at affordable pricing.
“In a couple of weeks we are expected to announce our expansion plan for the LTE that would focus on metro transit areas such as shoppping malls, other market centres and strategic areas, including Sabah and Sarawak.