Maxis Launches New Brand Purpose To Become Converged Solutions Company

KUALA LUMPUR (Aug 18): Bhd has launched a new brand purpose as part of its long-term strategy to turn itself into a leading converged company.

The company said the new brand purpose “Always be Ahead” was launched in conjunction with Maxis’ 25th anniversary, and the upcoming Merdeka celebrations, to signify the intertwining of Maxis’ and Malaysia’s past, present and future journey together in this rapidly evolving digital age.

“The brand refresh that you have seen is in line with our goal of reaching more Malaysians, be it young, old, with or without families, behind two main brands: Maxis and Hotlink, that are housed under the umbrella of Maxis,” Maxis chief executive officer Gokhan Ogut told a virtual press conference following the launch.

The initiative is in line with Maxis’ goal of moving beyond connectivity and go for solutions, said Ogut.

“Helping Malaysians always being ahead through solutions. It is not always the ability to connect, but what you do with that connection,” he said, adding that the new brand vision will help Maxis achieve its long-term goals and produce better results for Maxis.

Asked how the new brand purpose would translate into earnings for the financial year ending Dec 31, 2020 (FY20), Ogut said it was difficult to say in light of Covid-19 and the overall economic uncertainty.

He said the company has, since the implementation of the Movement Control Order in March, been managing day by day, focusing on providing its customers solutions and looking at its broader goals beyond the pandemic.

On achieving a higher subscriber base, the CEO said: Our objective is to reach all Malaysians in all areas, and this brand purpose will definitely help because we are looking forward to taking all Malaysians ahead, helping them to always be ahead and connect with them.”

Ogut said part of the new brand purpose also involves digitalisation programmes for both individuals and groups.

This includes cyber safety and virtual learning programmes for eKelas students at schools and 82 internet centres nationwide.

Additionally, Maxis will be providing new courses from Maxis Business to assist micro-small-medium-enterprises to master digital marketing and e-commerce through workshops.

Ogut said Maxis has also set up the SME Digitalisation Grant, where SMEs can claim up to RM5,000 for digitalisation. It also will provide its Business Insights Hub — which is a repository of information for businesses. In the same vein, it will also provide a Digital Readiness Index, which helps businesses assess their digital readiness.

Furthermore, the Maxis Internet of Things (IoT) Challenge 2020 will help develop 5G IoT solutions for real business challenges, with the company also working with Samsung, Huawei and Apple to upskill families and tech enthusiasts on how to do more with their devices, he said.

At 4.25pm, shares in Maxis were down 13 sen or 2.55% at RM4.97, valuing the company at RM38.88 billion. The counter saw 576,700 shares done.

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