CELCOM (M) Bhd, the country’s largest mobile telecommunications company following its merger with TM Cellular Sdn Bhd last year, is aggressively going after a larger slice of the local market, its chief executive officer Datuk Ramli Abbas said.
“We want to have as big a market share as we can get,” he said in Kuala Lumpur yesterday at the launch of the new Celcom logo that marks the integration of the Celcom and TMTouch brands into one.
The evolution of a single brand forms the latest phase of an integration process that began last October with Celcom's merger with the former cellular subsidiary of TELEKOM MALAYSIA BHD.
Ramli said the new identity, which took a year to develop, was much more than a brand as it heralded new lifestyle options for Malaysian consumers by the greater use of technology.
“We aim to place new choices in our customers’ hands by offering a myriad of possibilities in mobile telecommunications. We want to let them know that we can put control where it belongs,” he said, referring to the company’s new tagline: “It’s in your hands.”
He said the company’s goal was to achieve “a premier Malaysian brand that will stand the test of time.”
Ramli, however, declined to comment on how much the new logo that will be making its debut across the country from today would cost the group.
He said the changes would be reflected in branch signs, billboards, print and electronic media advertising as well as all point-of-sale materials such as buntings, banners, leaflets and official corporate material.
The integration of Celcom and TM Cellular has resulted in a combined 4.1 million customer base, accounting for 42% share of the local mobile services market.
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