For the assignment 1, we are required to choose a brand / product / service and then do a background research as to understand the company’s product/brand or service and design a branding at bus stop for it. Below is the details and background research that I have done for my chosen brand - Axiata.
Research
Company’s Background
Axiata is one of the largest Asian telecommunication companies focused on high growth low penetration emerging markets. Axiata has controlling interests in mobile operators in Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia with significant strategic stakes in India, Singapore and Iran. India and Indonesia are amongst the fastest growing telecommunications markets in the world. The Group, including its subsidiaries and associates, has over 168 million mobile subscribers in Asia and serves the needs of Asia by providing affordable and innovative mobile services covering over 1.6 billion people across 10 countries. The Group provides employment to over 25,000 people across Asia. Axiata’s vision is to be a regional champion by 2015 by piecing together the best throughout the region in connectivity, technology and people, uniting them towards a single goal: “Advancing Asia”.
· Axiata Group Berhad (formerly known as TM International)
· Incorporated on 12 June 1992
· Listed on the Main Board of Bursa Malaysia Securities Berhad
· Principal activities - investment holding and provision of telecommunication and consultancy services on an international scale; focusing in high growth low penetration emerging markets
· Controlling interest in Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia with significant strategic stakes in India and Singapore
· Over 160 million mobile subscribers in Asia
· Over 25,000 employees in 10 countries (As of Dec 2010)
· Revenue of RM15.6 billion (As of Dec 2010)
· Vision is to be a regional champion by 2015
Celcom Axiata Berhad :
· Record Breaking 15 consecutive quarters of revenue growth
· Leading mobile broadband provider with 511,000 subscribers
· Highest revenue growth rate in three years, annual revenue grew by 12.8% more than double the industry average
| Celcom | |
| Year of Investment/Shareholding | 2008/100% |
| Nature of Business | Telecommunications |
| Subscribers | 11.1 million |
| Technology Deployed | GSM, GPRS, EDGE, 3G, HSDPA |
Celcom is the country’s most experienced and premier mobile telecommunications company with over 10.1 million customers. It offers the widest coverage in the country covering 98.8% of the populated areas. Celcom has ongoing investments in network coverage, capacity and performance, and intends to maintain its technology leadership and position as the country’s best mobile service provider. Celcom’s core business is in providing prepaid and postpaid mobile voice services. Its strong growth has been further supplemented by the growing data services segment and mobile broadband business, making it Malaysia’s leading mobile broadband provider. Celcom is also achieving significant growth in other areas of business namely m-commerce, enterprise solutions and wholesale services.
Celcom is also proud to have successfully partnered with four increasingly prominent mobile virtual network operators (MVNO) in the Malaysian telecommunications industry. Via an extensive roaming partner network, Celcom offers international roaming services in 156 countries and over 414 networks worldwide.
As a Vodafone Partner Network, Celcom is an integral part of a global alliance spanning 67 Vodafone operating companies and affiliates worldwide. This partnership provides Celcom’s customers with unrivalled global coverage, the lowest IDD and roaming rates and the latest mobile technologies, whilst giving Celcom access to Vodafone’s global purchasing and economies of scale
Product/Brand’s Details
Brand Identity
Our brand signature is a representation of who we are and what we stand for. As a diverse group with a unique footprint across Asia, we needed a name that has allusion to our Asian heritage, yet had a global sound and modern edge. Axiata is our proud new name and is pronounced a-zee-ata.
Our new logo is called the Axiata prism and along with our exciting new name, the new identity mirrors the Group's rich heritage and cultural diversity. It is as colourful as the countries that we serve and displays the Group's vibrant energy, reflecting how Axiata views situations from every perspective, uniting partners and connecting customers throughout Asia and the rest of the world.
Our brand essence : Asian Perspective, Local Touch
With Asia's largest mobile footprint and a native’s understanding of local markets, Axiata touches the lives of millions of people from large cities to developing villages.
Together with our subsidiaries, associates and affiliates, we bring the best of Asia by investing in a regional platform that allows the open flow of people, ideas, values and capital across the entire organisation.
This will further strengthen our ability to develop innovative solutions that will not only deliver locally relevant products and services, but will also improve the social and economic conditions of the countries in which we operate.
Axiata is the emerging leader in Asian telecommunications with a vision of becoming a regional champion. Axiata is Advancing Asia by bringing affordable connectivity, innovative technology and world class talent to the entire region.
We are an organisation that pursues EXCELLENCE and INNOVATION across our entire operation, bringing the most advanced world-class communication services to the region.
We are an organisation of global stature with sensitivity to the local markets that we operate in. We take a COLLABORATIVE approach in all our partnerships, ensuring that we address the specific needs of our stakeholders, while offering products, services and solutions that are of LOCAL RELEVANCE.
We are PRINCIPLED and UNCOMPROMISING, holding ourselves to the highest standards of conduct. We are a company with a purpose and we play a core role in nation development in the markets that we serve.
We are adaptive and OPTIMISTIC, an organisation with continued energy and confidence, that is ready to meet global challenges.
Axiata is Advancing Asia towards a better, brighter future.
Brand Values
What we stand for :
Our brand values are all about what we stand for as a company and as a group of people. Each value is important and the collection is what makes us unique.
· Principled in how we conduct our business
· Collaborative with consumers, employees, and business partners
· Excellence in how we share innovation and efficiency with every operating company and every customer
· Adaptive to new situations and diverse cultures
· Innovative in how we improve our work and adopt new technology
Photos
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| Logo of Axiata. |
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Celcom Axiata Berhad Logo. |
Some Advertisements of Axiata :
Corporate Information
Date of Incorporation : 12 June 1992
Stock Exchange Listing and Date of Listing :
· Main Board of Bursa Malaysia Securities Berhad
· Stock Code : 6888
Principal Activities : Principal activities of the company are investment holding and provision of telecommunication and consultancy services on an international scale, where it has investments in subsidiaries and associated companies.
Company Secretary : Suryani Hussain (LS0009277)
Registered Office :
Level 5, Axiata Centre
9 Jalan Stesen Sentral 5
Kuala Lumpur Sentral
50470 Kuala Lumpur
Tel : +603 2263 8888
Fax : +603 2263 8822
Head Office :
Axiata Centre
9 Jalan Stesen Sentral 5
Kuala Lumpur Sentral
50470 Kuala Lumpur
Tel : +603 2263 8888
Fax : +603 2263 8822
Registrar :
Tricor Investor Services Sdn Bhd (118401-V)
Level 17, The Gardens North Tower
Mid Valley City, Lingkaran Syed Putra
59200 Kuala Lumpur
Tel : +603 2264 3883
Fax : +603 2282 1886
Auditors :
Messrs PricewaterhouseCoopers (AF: 1146)
Level 10, 1 Sentral, Jalan Travers
Kuala Lumpur Sentral
P O Box 10192
50706 Kuala Lumpur
Malaysia
Tel : +603 2173 1188
Fax : +603 2173 1288
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