Celcom targets affluent consumers

KUALA LUMPUR: Celcom Axiata Bhd is targeting to double its subscriber base of affluent consumers with its new priority services plan.

“Although this segment is small, it contributes about 25% to the total industry revenue of about RM25bil,” said chief marketing officer Zalman Aefendy Zainal Abidin at the launch of the Celcom First Elite plan.

He said this niche market segment was just less than 10% of the total subscribers in Malaysia, yet these consumers spend a minimum of RM150 per month on telco charges which totalled RM6.6bil last year.

He said Celcom First Elite was designed to welcome the customers, who have high spending power and high ARPU (average revenue per user) into a world of exclusive privileges.

He said the services offered included a personal service consultant.

Under the Celcom First Elite plan, customers enjoy one flat rate of 10 sen for voice, video, SMS and MMS to all networks, at any time for all domestic usage. The plan also comes with pre-bundled 200 megabyte data and complimentary WiFi at a monthly usage commitment of RM150 per month.

Zalman Aefendy said the telecommunications service provider would embark on a nationwide marketing campaign featuring famed women tennis player Maria Sharapova as its Celcom First Elite brand ambassador.