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Essay / Research Paper Abstract
This 3 page paper looks at the Malaysian telecommunication market and the position of Maxis, discussing the market segmentation, market needs and the way that Maxis approaches these markets. The bibliography cites 4 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEmaxis1.rtf
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Unformatted sample text from the term paper:
telecommunications company (Euroweek, 2005). It is by appealing to numerous segments that maximum growth can be obtained. Telecommunications can be broken down into a number of segments. The first
division is between business and leisure users, leisure users may further be broken down, with students and teenagers being an important growth segment as well as the more mature users.
1.2 Target Market Segmentation Strategy The market needs and trends will reflect the different segments. The business users are likely to be more
interested in the call features and businesses will be concerned about converge and call costs, students and the younger leisure users are likely to be using more text messaging services
and want value added features such as WAP, cameras and inbuilt MP3 players. There is also a trend towards increased use of the mobile technology for communication as well as
entertainment, with the market following similar patterns seen in other areas. The needs of the different markets are met with the use of different pre-pay and post pay tariffs, as
well as the presentation of the tariffs and the hand sets that are offered. 1.3 Service Business Analysis The market for telecommunications services in Malaysia is competitive, the dominant
provide is Telekom Malaysia, the government controlled operator that has 86% of the fixed line business and 38% of the cellular revenues obtained through its subsidiary Celcom, making Celcom a
major competitor, pother companies in the market include DiGi.com, and Time dotcom (Global Information Inc., 2007). The services offered include 3G services which are increasing in popularity, but have
taken longer than expected to become established, DiGi.com entered the 3G market later than its rivals and buying patterns is seeing a shorter lifecycle for the telephones as buyers, especially
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