Axiata's Operating Companies Embrace New Brand Identity and Launch Group wide IDD offer


Kuala Lumpur 15th June, Axiata Group Berhad (formerly known as TM International Berhad) (“Axiata”), saw the coming together of four of its OpCos' visual identity, aligned with the Axiata Group Brand. Although OpCos carry their own brand names in each market, Celcom, Dialog, Hello and XL have had their logos refreshed now carrying the Axiata Prism symbolising a new beginning, uniting the operating companies with a visual and tangible sense of shared purpose and belonging, providing unsurpassed consumer benefits.

The Axiata logo, the ‘prism', unites the four operating companies under this common vision and value. The Axiata endorsement on the Opco branding acts as a stamp of ‘consumer benefit' where customers recognise that the local brand which serves them is part of a leading regional company and hence able to bring benefits unbeatable by other providers.

President and Group Chief Executive Officer Dato' Sri Jamaludin Ibrahim said “We are now focusing on our next phase of development into a leading regional multinational corporation. The brand strategy is to build the Axiata name not just as a corporate brand, but also in the consumer space. It is our role to bring operating companies together and work in unison towards one common goal – Advancing Asia, by developing unmatched consumer value propositions that we are able to offer as a truly regional telco”.

Consumer value has already been realised with the recently launched unique Daily Unlimited Data Roaming plan, which brought affordable data roaming to consumers by capping daily data roaming rates. This commitment to making communication affordable is continued through this next offer, in the IDD space. This new offer sees Axiata launching the lowest IDD rates across its networks in the region offering a cut in rates of up to 50%. 2008 data, shows that based on the top 20 international destinations, traffic to axiata opcos accounts for over 85%. The offer will be made available for calls to Singapore, India, Bangladesh, Cambodia, Sri Lanka, and Indonesia.

“As a truly regional network and with the support of a strong group of telecommunication companies spanning 10 countries, Axiata is able to bring international connectivity offerings that no-one else can match. More importantly these unmatchable, affordable and relevant services is aligned to Axiata's broader purpose, that of advancing Asia” concluded Dato' Sri Jamaludin Ibrahim.

About Axiata


Axiata is one of the largest Asian telecommunication companies, focused in high growth low penetration emerging markets. Axiata has controlling interests in mobile operators in Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia with significant strategic stakes in India, Singapore and Iran. India and Indonesia are amongst the fastest growing markets in the world. In addition, the Malaysian grown holding company has stakes in non mobile telecommunication operations in Thailand and Pakistan.

The Group's mobile subsidiaries and associates operate under the brand name ‘Celcom' in Malaysia, ‘XL' in Indonesia, ‘Dialog' in Sri Lanka, ‘AKTEL' in Bangladesh, ‘HELLO' in Cambodia and ‘Idea' in India, ‘M1' in Singapore and ‘MTCE' in Iran (Esfahan).

As of December 2008, The Group's, including its subsidiaries and associates, has over 90 million mobile subscribers in Asia. The Group revenue for 2008 was RM11.3 billion. The Group provides employment to over 25,000 people across Asia. Axiata's vision is to be a regional champion by 2015 by piecing together the best throughout the region in connectivity, technology and people, uniting them towards a single goal: Advancing Asia.

Axiata Group Berhad was awarded the Frost & Sullivan 2009 Asia Pacific ICT Award for Best Telecom Group