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Malaysian Telcos Told To Rethink Strategies Amid Market Saturation -- Report
BUSINESS
By Anas Abu Hassan
KUALA LUMPUR, June 9 (Bernama) -- 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.
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 today.
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.
