Multimedia Marketing
Maxis Communications Berhad Background
The Maxis Group currently operates in three key Asian markets – Malaysia, India and Indonesia – with a 5,000 strong workforce collectively serving over 30 million customers and offering a comprehensive range of communications services, including mobile and fixed line telecommunications, value-added data and content services, wireless and fixed line broadband services and international gateway services.
In Malaysia, Maxis Communications Berhad (“Maxis”) is the country’s premier mobile telecommunications operator, with the lead in post paid and prepaid (Hotlink) subscriber base. The Maxis Group operates in India through subsidiary Air cell Limited and in Indonesia through PT Natrindo Telephone cellular.
Since it began operations in 1995, Maxis has won numerous awards. Recently, the company was recognised as “Malaysian Mobile Operator of the Year” by Asian Mobile News at the 2008 Asian Mobile News Awards and “Malaysia`s Service Provider of the Year” by Frost & Sullivan at the 2008 Malaysia Telecoms Awards, due to its clear demonstration of leadership in business performance, brand value, sustained service excellence, network quality and product innovation.
TECHNICAL HIGHLIGHTS
Maxis Communications Berhad (Maxis) has selected NetCracker Technology to manage its next-generation converged infrastructure and enhance overall operational efficiency. Maxis is the leading converged services provider in Malaysia with more than 11 million mobile subscribers. It also has significant investments in India and Indonesia, via Aircel Limited (Aircel) and PT Natrindo Telephone cellular (NTS). Maxis is among the world`s first to use HSDPA for 3G to deliver residential broadband services. NetCracker`s solution will enable Maxis to consolidate and manage diverse systems across its fixed and mobile infrastructure to obtain a more unified view of the network. This will result in higher network optimization and utilization, increased operational efficiencies, and improved cost savings. These efficiencies will be felt most strongly in wire line and mobile planning, provisioning, and reconciliation of infrastructure assets. The solution being provided for Maxis includes the following NetCracker modules: Service Inventory, Resource Inventory, Discovery & Reconciliation, Design & Planning, Service Provisioning & Activation, Asset Management, and Outside Plant. The NetCracker solution will manage the core network (including 3G and IP switches), the transport network (including fiber, microwave, and UMTS networks), and the radio access network (including GSM/GPRS and UMTS). In addition, the solution will manage value-added services including MMS, video streaming, and BlackBerry, as well as location-based services. It will also be used for enterprise-wide asset management. The NetCracker solution will provide Maxis with a number of additional benefits including:* Reduced fault detection time * Increased accuracy of asset and capacity management * Reduced number of OSS applications maintained * Discovery and re-allocation of unused network assets * Reduced number of dropped calls, resulting in increased customer satisfaction Maxis have achieved remarkable success in Asia. We are very proud to be part of their next stage of innovation and growth and are pleased to be delivering the capabilities that will enable them to achieve their business goals,” said Andrew Feinberg, President and CEO of NetCracker. “This win also validates NetCracker`s position as a global market leader by adding Southeast Asia to our geographic footprint.
E-payment model
The launch of Maxis Fast Tap marks a few ‘first-in-the-world’ milestones for contactless mobile payments using NFC:
- Maxis Fast Tap is the first global commercial service that integrates multiple NFC applications for contactless credit card payment (in collaboration with Maybank and Visa) and Touch ‘n Go electronic payment for transit, toll and parking payment on the same device;
- Maxis Fast Tap is the first global commercial service using Visa payWave over NFC-enabled mobile phones;
- Maxis Fast Tap is the first global commercial launch for integrated credit card and transit payment applications on a Nokia 6212 classic device;
- Maxis Fast Tap is the first commercial NFC service in the world that features over-the-air personalisation of credit card information over a mobile service operator’s network using a Trusted Service Manager interface.
Maxis is also the only mobile operator in Malaysia to have developed and trailed NFC technology.
With this launch, customers who sign up for Maxis Fast Tap are now able to use their Nokia 6212 classic phones to purchase goods and services at more than 1,800 Visa pay Wave merchant locations as well as pay for toll, transit, parking and theme park charges at over 3,000 Touch ‘n Go points nationwide.
For Maxis, the launch of Maxis Fast Tap is a landmark achievement in their efforts to constantly bring innovation that can positively impact the lives of Malaysian mobile users. The success of any new technology depends on having a solid ecosystem in place at launch. In this regard, Maxis was fortunate to work with Nokia, Visa, Maybank and Touch ‘n Go – all leaders in their fields – in developing this, from concept, trials and now, to commercial rollout of the world’s first integrated service that incorporates credit card and transport payment features.
Malaysia was the first place in the world where Visa trailed its Visa pay Wave technology, so it is only fitting that it is now the first country in the world to offer Visa pay Wave on an NFC-enabled mobile phone on a commercial basis. Malaysian customers continue to enjoy the same benefits of speed and convenience, similar to their Visa pay Wave cards, on their mobile phones. This innovation, born out of the strength of the alliance between Visa, Maxis and Maybank, bodes well for the future of payment innovation in Malaysia.
With this advent in technology and payment convenience, customers can now conveniently shop with their mobile phone. They can use it at any Visa pay Wave retail outlet and will earn Treats Points when performing a payment transaction. As the May bankcard Visa pay Wave mobile service works exactly as a Visa payWave credit card, no signature is required on the receipt giving them quick payment convenience for small item purchases up to a maximum of RM150 per transaction.
NFC is a short-range wireless technology that allows communications between devices at close range. As an open platform technology, NFC offers high levels of interoperability between devices and readers and is now the global standard for contactless mobile payments, with a wide range of features that allows credit card, debit card, ticketing and transportation payments to be integrated into a mobile phone. The appeal of contactless mobile payments for consumers is especially apparent in high-speed transaction environments like car parks, toll gates, bus and train terminals, cafes and fast food outlets, newsagents, supermarkets and petrol stations.
Interface Design
- Easy on the eyes: The first impact of a maxis website is that is pleasing to look at. The choice of colours, images and media is such that viewers find it easy to read and understand the material on the web site. The appropriate graphics and different page elements make the pages easy to view.
- Clear and to the point: Visitors will have a clear understanding of what the Web site is about when they visit.
- Comfortable navigation: A visitor is able to find the information they are looking for without hassle and frustration. The site’s navigation buttons are grouped together.
- Quick downloads: download is very important for the user and maxis has satisfied the user in this matter.
- Appropriate, intuitive designs: maxis created an effective web experience for the visitors.
- Fresh Content : maxis is always updating its website and it is always fresh and up to date to the users
- SEO: These days, search engines are the lifeblood of any website. Professional website design is custom-made to woo top search engines. The appropriate use of meta tags, title tags, links, content and images will help you peg the top spot in search engine rankings. Greater visibility through search engines will bring you more visitors. That is why SEO is a crucial and vital part of your marketing strategy.
- Having featured service: MMS gallery, downloads, lifestyle, sports, TV, Community
- Well Maintained : Nothing annoys visitors
- Professional flash technology has been used
Arefeh Verdi Nejad
Fereydoun Verdi Nejad