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TM's Overseas Subscriber Growth Contributes to Strong 3Q Results

2007-11-15

Telekom Malaysia International (Cambodia) Company Limited (TMIC), today launched its new brand identity ‘hello'.

15 Nov 2007,Phnom Penh -- This is TMIC's first ‘make-over' after a year since the change in its shareholding and now TMIC will be known through its already popular brand ‘hello', bringing a sense of commitment. The new logo comprises a bright yellow background with blue letterings of ‘hello' projecting the new image of TMIC as a bold, youthful, inspiring and emphatic organization.

This logo change signifies a fundamental shift within the company, which includes an investment of US$150 million between 2007 and 2009 to upgrade network capacity and add 500 new Base Transceiver Stations (BTS) for coverage in rural and provincial sites. The improvement in signal coverage also instills a customer service-oriented culture amongst ‘hello' employees.

His Excellency So Khun, Minister of Posts and Telecommunications, on behalf of the Royal Government of Cambodia (RGC), launched TMIC's new brand identity.

Minister So Khun took the opportunity during the occasion to reiterate the RGC's policy on telecommunications. He welcomed the re-branding initiative and the increase of investment by TMIC in Cambodia. "It is indeed a very significant project and a valuable contribution to the development of the telecommunications sector in Cambodia," he said.

Speaking at the launch, Mr. Yusoff Zamri, Chief Executive Officer of TMIC, said: "The launch of the new ‘hello' identity is not only important but necessary to bring the brand to another level of business excellence. We believe this is the best move for ‘hello' because the change is timely to inject a fresh approach to the Company as this marks the second year since TM International acquired full ownership of TMIC.

The new brand identity is also a strategic initiative to move the brand away from the previous shareholding arrangements. It signifies the change that the company is going through and moving forward. To be successful in the current competitive landscape in Cambodia, the company has to show its focus and innovativeness. In addition, being associated with TM Group is a great advantage as it has a strong brand that is respected, which suits the Group's current position as the emerging leader in Asian communications."

Customer Focus will be the cornerstone of this new brand identity and ‘hello' aims to provide quality customer services across all its customer segment levels. In order to achieve this, the Company has embarked on a service level change with a focus on two areas. Firstly, all 150 front line staff comprising those who are providing service delivery including installation and fault restoration, call centers and retail outlets are undergoing intensive training to align themselves to the new brand promise where customers will experience a perceptive change to the services they receive. The program to upgrade both technical and soft skills of the customer service personnel will be conducted on a continuous basis to ensure that the staff are equipped with all necessary tools and skills in handling customers. A total of approximately 700 employees are expected to be trained by end of this month.

In addition, under the rebranding exercise, customers will also see all the Company's service outlet, or known as ‘hello' shops undergoing a major facelift. The eight ‘hello' shops will now be renamed ‘hello point' to reflect a new image and customer service orientation. The change encompasses improvements to its processes and systems and upgrading of skills to ensure that ‘hello point' personnel deliver the brand promise in an effective and efficient manner to customers.By 2008, an additional two ‘hello' shops will be established to cater to TMIC's growing customer base.

Later today, Dato' Yusof Annuar Yaacob, Chief Executive Officer of TMI will be officiating the first ‘hello point' at the Phnom Penh Centre, located within the same compound of ‘hello' headquarters.By next year, all the ‘hello points' would have been revamped to be in line with the new brand identity.

Yusoff Zamri further explained, "Our immediate focus will be to deliver quality service to the Cambodians through the new ‘hello points' and to build positive perception and brand values for the new brand. At the end of the day, what we want is to ‘enrich' the lives of all Cambodian people with ‘hello'.

About TM

Telekom Malaysia Berhad (TM), a leading regional information and communications group, offers a comprehensive range of communication services and solutions in fixed-line, mobile, data and broadband. As one of the largest listed companies on Bursa Malaysia with an operating revenue of more than RM16 billion, TM is driven to deliver value to its stakeholders in a highly competitive environment.

The Group places emphasis on continuing customer service quality enhancements and innovations. Currently, with investments and operations in 13 countries around Asia and globally, TM is focused on sustainable growth in both the local and international markets.

On the Corporate Social Responsibility (CSR) front, the Group has always been a major corporate contributor towards responsible activities in the belief that these practices are a fundamental tenet of good corporate governance. The Group promotes 3 major platforms i.e. education, sports development and community/nation-building. Under education, TM has spent some RM800 million to develop Multimedia University into one of the top universities in Malaysia with more than 20,000 students. TM has also provided scholarships to over 10,000 graduates pursuing academic programs locally and overseas. On the sports front, TM is actively contributing towards the upliftment of football at all levels while under the community/nation-building platform, the Group contributes towards causes that bring value to the community and nation at large.

For further information on TM, visit www.tm.com.my.

About TMIC

TM's interest in TMIC, was formalised on 27 May 1998. The company provides services on the GSM 900 frequency band in Cambodia. TMIC, a wholly owned subsidiary of TM operates under a 35- year cellular concession commencing 1996 from the Ministry of Posts and Telecommunications. It is currently the third largest cellular operator in Cambodia.

On 17 February 2006, TM International reached an agreement with Samart Corporation Public Company Limited to acquire its 49 per cent stake in TMIC, thereby elevating TMIC to a wholly owned subsidiary. The acquisition of additional 49 per cent equity stake was completed on 27 March 2006.