
Telcos must rethink tactics
Published on: Tuesday, June 10, 2025
Published on: Tue, Jun 10, 2025
By: Bernama Text Size: 'No provider currently excels as a 'rewards champion', and most compete by matching features such as unlimited data and 5G access - providers that combine strong network quality, value pricing, innovative features, and compelling rewards stand to gain significant market share,' it said. Kuala Lumpur: Malaysian telecommunication companies (telcos) are advised to move beyond traditional tactics and design bold, digital-first strategies that resonate with today's discerning consumers to win in the mature and evolving domestic market, according to a study. A report from GrowthOps Asia noted that the nation's telecommunications industry is undergoing a profound transformation, driven by market convergence, the nationwide 5G rollout, regulatory shifts, and major infrastructure investments.
Advertisement The report, entitled 'Winning in Malaysia's Mature Telco Market', revealed that the country's telco market is now highly saturated and competitive, with mobile connections exceeding 129 per cent of the population. 'We are at a pivotal moment in the telco market, where consumers are no longer just looking for connectivity - they want a single, inclusive provider that delivers a suite of services and meaningful value-adds. 'The players who pair innovative products with sharp, relevant go-to-market strategies will be the ones that win,' said GrowthOps Malaysia general manager Chris Greenough in a statement to Bernama. The report also stated that the market is polarised with CelcomDigi Bhd emerging as the dominant leader, holding an estimated 40 per cent market share following its 2022 merger, while Maxis Bhd is positioned as a premium provider, emphasising network quality and loyalty perks. In addition, a cluster of challengers like U Mobile Sdn Bhd and Unifi by Telekom Malaysia Bhd are competing aggressively on value and plan innovation. 'Consumer perceptions revealed that while network quality and price remain key decision factors, sentiment towards loyalty rewards programs could create an industry-wide opportunity for differentiation. 'No provider currently excels as a 'rewards champion', and most compete by matching features such as unlimited data and 5G access - providers that combine strong network quality, value pricing, innovative features, and compelling rewards stand to gain significant market share,' it said. The report further emphasised strategic white spaces for growth, including targeting underserved urban and rural segments, capturing younger digital-first consumers, leveraging multi-channel engagement, and embracing emerging subscription models. 'It also underscores the strong correlation between brand awareness, share of voice, and market share, emphasising the importance of digital presence and customer engagement in maintaining competitive advantage. 'Telco brands that understand these shifting preferences, act on regional and generational nuances, and double down on clarity, convenience, and credible communication will be the ones to lead Malaysia's next wave of mobile loyalty and growth,' said the report. * Follow us on our official WhatsApp channel and Telegram for breaking news alerts and key updates! * Do you have access to the Daily Express e-paper and online exclusive news? Check out subscription plans available.
Stay up-to-date by following Daily Express's Telegram channel. Daily Express Malaysia

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles


Malaysia Sun
2 hours ago
- Malaysia Sun
Malaysia, Poland seek strengthened economic, trade ties
KUALA LUMPUR, June 10 (Xinhua) -- Malaysia is seeking strengthened economic and trade ties with Poland while reaffirming the importance of free and open trade, Malaysian Prime Minister Anwar Ibrahim and Polish President Andrzej Duda said here on Tuesday. They reaffirmed the importance of adhering to internationally accepted trade norms and multilateral engagement and cooperation, as this would be mutually beneficial, the leaders said in a joint statement during Duda's official visit to Malaysia from June 9 to 11. "The leaders reiterated their unwavering commitment to open and inclusive trade and a fair, rules-based international trading system. They strongly reaffirmed their support for the swift advancement of the Malaysia-EU Free Trade Agreement (MEUFTA) negotiations and stressed the importance of concluding the agreement at the earliest opportunity," they said. "Both sides agreed to promote balanced trade by reducing economic barriers, enhancing consultation mechanisms between relevant ministries, and fostering collaboration amongst business communities," they said, adding that friendly bilateral cooperation will facilitate cooperation in a number of new and emerging fields such as the digitalization of public services, green transition, particularly the hydrogen economy and renewable energy and the maritime economy. Anwar and Duda also agreed to cooperate on security matters, including enhancing the exchange of experiences and coordination in combating crime, including organized and international crime. Poland is Malaysia's important trading partner among EU member states. Malaysia's main exports to Poland include electrical and electronic products, rubber products and machinery, while main imports from Poland consist of machinery, equipment and spare parts, electrical and electronic products, and transport equipment.


New Straits Times
4 hours ago
- New Straits Times
Syndicate using courier services to transport subsidised cooking oil busted
BUTTERWORTH: The Domestic Trade and Cost of Living Ministry has exposed a new tactic in misappropriating subsidised cooking oil packs using courier services following a raid on a warehouse in Kampung Sungai Puyu here today. Its Penang branch director S. Jegan said 14,380 packets of 1kg subsidised cooking oil packs were seized from the warehouse, along with a lorry and other documents, with a total value of RM204,500. "Preliminary investigations found that the wholesaler used courier services to send the packs in large quantities to an address in Perlis while the packs were brought to the courier warehouse in a lorry in deliveries of twice a month," he told reporters at a media conference at the location of the raid. A man, 60, who was the driver of the lorry was arrested after he failed to provide any license, permit or documents to conduct business, to store or use the controlled item. The case is being investigated under the Control of Supplies Act 1961, he added. – Bernama


Focus Malaysia
4 hours ago
- Focus Malaysia
ESG reporting gains ground while social disclosures lag behind
Letter to Editor PUBLIC-LISTED companies are now required to include sustainability statements in their annual reports. This means they must share how they're handling risks and opportunities related to environmental, social, and governance (ESG) issues. While these reports are mandatory, there's no one-size-fits-all template for how companies should report their ESG efforts. A company doing well on environmental goals might not be performing as strongly in social areas, and that's fine. Each company needs to set its own priorities based on its business. Non-financial reporting namely CSR, ESG, Integrated, Biodiversity reports etc. has grown significantly and contributing to the nation's economic development. Though not profit-driven, these reports can indirectly enhance returns on investment. As a result, more companies are now publishing standalone sustainability reports to showcase their initiatives. Still, many businesses are holding back. Due to limited understanding of ESG payoff over the time, many business players remain hesitant. Yet globally, ESG reporting is gaining ground. Investors expect companies to be open and honest about how they handle environmental and social challenges. But in practice, most ESG reports still lean heavily on environmental issues especially in high impact industries like oil, gas, steel etc, where the environmental scrutiny is more intense. Sustainability reporting is on the rise, driven partly by mandatory requirements in some regions. However, many companies limit their reports to legally required material issues, often providing a narrow view of their overall performance in Environmental, Social, and Governance (ESG) areas. This leaves stakeholders with an incomplete picture of how well a company is managing its broader sustainability commitments, said Shaogi Chuah, a sustainability consultant. Disclosures on the social side, are advancing at slower pace. Issues around human resources, employment practices, and workplace culture have come under the spotlight. The 'S' pillar is becoming a key way to measure a company's values and internal culture, though there's still room for growth. The recent allegations of forced labour practices involving Malaysian glove manufacturers have intensified scrutiny on the 'S' in ESG, highlights the urgency for stronger social disclosures and ethical labour practices within corporate sustainability frameworks. In March 2025, the Malaysian glove manufacturer YTY Group announced an investigation into its supplier, Mediceram, following claims of chronic forced labour practices affecting nearly 200 Bangladeshi migrant workers, including wage fraud, passport retention, and terrible housing circumstances. Shaogi added that this situation highlights the complexity of social sustainability. While child labour is universally discouraged, understanding its root causes such as poverty and limited access to education is essential to craft solutions that balances economic necessity with ethical standards. Such nuanced challenges require companies and policymakers to adopt a more inclusive approach to social reporting, considering both the immediate and systemic factors at play. Despite these hurdles, advancements in social sustainability reporting are fostering better practices. Transparency in workplace standards and community engagement efforts is increasingly seen as a competitive advantage, influencing consumer choices and investor confidence. Research shows that companies do better in ESG efforts and overall performance when their board of directors have more independent members. More independent voices mean more oversight, accountability, and pressure on management to do the right thing, not just in the short term, but for long-term growth. This aligns perfectly with the Malaysian Code on Corporate Governance (MCCG 2021), which encourages a more inclusive composition of board members. One of the notable updates is the use of a two-tier voting process when reappointing independent directors who have served for more than nine years. This approach helps ensure that long-serving directors continue to bring independent and unbiased judgment to the board. The MCCG 2021 also discourages the appointment of active politicians as board members, supporting a more neutral and professional governance structure in line with global best practices. According to the SC Corporate Governance Monitor 2024, as of 1 October 2024, 67% of public listed companies (PLCs) have at least 50% independent non-executive directors. This represents 673 companies, an increase from 659 companies in 2022. Having independent directors means the board can make decisions without external interference. This independence helps ensure the company remains fair, transparent, and focused on its long-term goals. However, it's important to note that board independence alone is not a panacea. Businesses also need strong internal governance and risk management to effectively execute ESG strategies and boost financial returns. —June 10, 2025 Dr Jeya Santhini Appannan and Dr Suhaily Shahimi are Senior Lecturers at the Faculty of Business and Economics, Universiti Malaya. The views expressed are solely of the author and do not necessarily reflect those of Focus Malaysia. Main image: Lythouse