GROWING the subscriber base appears to have become an important agenda at Telekom Malaysia Bhd (TM) these days. Last week the giant telco’s Internet unit announced a member-get-member programme and, in the same week, it is learnt that employees of TM were told of an employee-get-customer (EGC) scheme as part of its “Keluarga TM’’ programme.
Regardless of the position an employee holds within the TM group, sources said everyone has to help in getting new cellular customers as cellular is a very promising area of growth.
Getting more customers would mean more revenues for the company even though how long a customer can be retained by the employee is not known given that the market place is deluged with all kinds of offers that are attractive enough to result in churn.
Some people see the EGC as a creative way to get new subscribers and it is also seen as a way to instil a sense of responsibility in employees to help their company grow.
It comes with an incentive scheme if certain targets are met.
What the success rate would be is not known at this juncture but even high-ranking officials of TM have to bring in new customers and every one of the 29,000 TM employees has a target to meet over the three-month period, from October to December.
TM controls 100% of the country’s second largest cellular player in terms of subscriber base, Celcom (M) Bhd. TM also has a stake in Indonesia’s Excelcomindo and Singapore’s Mobile One, besides stakes in many other cellular companies abroad.
Growing the cellular business is one of the key business strategies for the telco.
It is also a fact that Celcom aspires to become a leader in the local industry again and, getting more users, being more innovative and creative with its products and services besides continuously improving on its service quality, is what the celco continues to focus on as the industry is very competitive.
The cellular industry in Malaysia is growing at a rapid pace and year-end estimates are that the country would have more than 17 million cellular subscribers from 16.5 million, as at the end of June this year.
By year-end, 65 in 100 persons in Malaysia should be mobile subscribers.
Beefing the cellular business is not the only thing that TM has its focus on.
Several weeks ago, the company came up with the Merdeka Plan for its fixed-line users where a fixed rate is charged and the monthly rental waived.
The plan is offered to select residential and SMI/SME users. For residential users, the packages range from a minimum of RM48 per month to a maximum of RM588 per month. For SMI/SME, the packages range from RM88 to RM588 per month depending on usage patterns and other factors.
“The response has been very encouraging. We are offering this plan as another value-added package to provide options for our customers,’’ TM Retail vice-president product marketing Datuk Mohd Taib Hassan said.
The existing TMNet Streamyx customers that introduce a friend under the member-get-member programme would get a rebate for every successful activation.