FACULTY OF ADMINISTRATIVE SCIENCE AND POLICY STUDIES
BACHELOR OF ADMINISTRATIVE
SCIENCE (HONS)(AM228)
MANAGING CHANGE (ADS607)
GROUP PROJECT – TELEKOM MALAYSIA BERHAD
PREPARED BY: AM2285A
NO. NAME MATRIC NUMBER
1 WAN MUHAMMAD IZZAT BIN WAN AB HALIM 2021112341
2 MAIZATUL SYAZMIZA BINTI MOHAMAD RADZI 2021123959
3 NUR SARAH LISA BINTI SAIPUL HISHAM 2021112141
4 SHASHA IZZATI BINTI MOHD JAFFRY 2021124103
PREPARED FOR:
DR MARNI BINTI HJ. GHAZALI
DATE OF SUBMISSION:
28TH JUNE 2022
TABLE OF CONTENTS
1.0 INTRODUCTION ........................................................................................................ 1
1.1 BACKGROUND ...................................................................................................... 1
2.0 CHANGES MADE BY TELEKOM MALAYSIA BERHAD (TM) .................................. 2
2.1 REORGANIZATION................................................................................................ 2
2.2 TECHNOLOGY ADVANCEMENT ........................................................................... 2
2.3 INTRODUCE DATA EXCHANGE PLATFORM ....................................................... 3
2.4 IMPLEMENTATION OF MANDATORY STANDARD ON ACCESS PRICING
(MSAP) ................................................................................................................... 3
3.0 IMPACTS FROM THE CHANGES ............................................................................. 4
3.1 ‘NEW TM’ TRANSFORMATION PROGRAMME ..................................................... 4
3.2 MAINTAINING COMPETITIVE ADVANTAGE......................................................... 4
3.3 PEOPLE’S CONVENIENCE ................................................................................... 5
3.4 NUMBER OF CONSUMERS WILL INCREASE ...................................................... 5
4.0 RECOMMENDATIONS .............................................................................................. 6
4.1 MONITOR AND EVALUATE THE PLAN ................................................................. 6
4.2 TECHNOLOGICAL CHANGES IN LINE WITH THE CURRENT SITUATION ......... 7
4.3 RESTRUCTURING THE APPLICATION FOR VARIETY OF FUNCTIONS (NOT
JUST FOR COVID-19) ............................................................................................ 7
4.4 IMPROVE INFRASTRUCTURE .............................................................................. 8
5.0 CONCLUSION ........................................................................................................... 8
REFERENCES
1.0 INTRODUCTION
1.1 BACKGROUND
The Malaysian telecom business Telekom Malaysia Berhad (TM) was established in
1984. It started off as the nation's primary provider of fixed-line, radio, and television
broadcasting services before growing to become the biggest supplier of broadband, data,
fixed-line, pay television, and network services in the nation. With the introduction of TM go,
its first 4G service, TM entered the Long-Term Evolution (LTE) market. In January 2018, TM's
service adopted the Unifi Mobile label. Unifi is Malaysia's first high-speed fibre optic broadband
service, with a total of 2.23 million broadband customers in 2014. With more than 28,000 staff
and a market capitalisation of more than RM25 billion, TM is one of the biggest government-
affiliated firms in Malaysia given the rate at which its people are embracing digital technology.
Telekom Malaysia Berhad also known as TM where they are providing a full range of
communication services and solutions in fixed telephone, broadband, mobile, content, WiFi,
cloud, data centre, cybersecurity, IoT, and smart services, Telekom Malaysia Berhad (TM)
(tm.com.my, n.d.).
Malaysia's premier integrated telco or TM is aiming to enable Digital Malaysia. In a
highly competitive world, TM is driven by the development of stakeholder value. It prioritizes
delivering an improved customer experience through ongoing customer service quality
improvements and innovations, while concentrating on increasing operational efficiency and
productivity. Besides, TM also as the driving factor behind Digital Malaysia, TM has led every
national advancement in telecommunications technology onwards. With the largest integrated
connection network and digital infrastructure, it serves as Malaysia's communications
backbone and is a digital centre for ASEAN. It is also made "Life and Business Easier, for a
better Malaysia," TM is still dedicated to serving a more digital lifestyle, society, economy, and
government (tm.com.my, n.d.). Thus, with its 38-year existence, TM has made various
changes in line with current economic and technological developments. Then, we will see what
changes TM has made throughout the years.
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2.0 CHANGES MADE BY TELEKOM MALAYSIA BERHAD (TM)
2.1 REORGANIZATION
The first changes made by Telekom Malaysia in taking TM forward in the next phase
of growth is reorganization. This is whereby TM replaces Noor Kamarul who served 13 months
in laying foundation for future. TM had appointed Imri Mokhtar as the Managing Director
(MD)/Group Chief Executive Officer (GCEO) in August 2020 (The Malaysian Reserve, 2020).
He is the most suitable person for this position as he had over 24 years of experience in
telecommunications and strategy. His last position was as Chief Operations Officer (COO) at
Celcom Axiata Berhad since 1 May 2020, where he was responsible to drive operational
excellence throughout the organization and provide leadership in the technology and identified
functions within the enabler group. During his last position with TM, he was responsible for the
business operations of unifi, TM ONE and TM Global. He was then appointed as TM's Acting
Group CEO from November 2018 to June 2019. Plus, he first started his career with TM
in 1996 and re-joined TM in 2005 and served in various positions in TM including as Vice
President (VP), Programme and Performance Management Office and EVP, Consumer
(Telekom Malaysia, 2020). Hence, this shows his loyalty towards the organization and how he
develops his knowledges, skills and abilities towards the goals of TM. Therefore, Imri Mokthar
position in TM is more resilient, competitive and sustainable footing (Digital News Asia, 2020).
2.2 TECHNOLOGY ADVANCEMENT
Telekom Malaysia have been upgrading one of their services where to keep up with
current technological advancements, Telekom Malaysia has released their latest services or
product that is Unifi home tv or known as Unifi plus box. In order, to ensure that Telekom
Malaysia always receive positive feedback from their customers they have agreed to make
changes in terms of technological advancement this situation is for improving their Unifi
customers' viewing experience, they decided to create the Unifi Plus Box, an Android TV box
that can be linked over Wi-Fi. In ensuring, customers will continue to subscribe with Unifi Plus
Box without hesitation, Telekom Malaysia has provided a guarantee that lasts for 12 months
starting from the installation date (Unifi , 2022). Besides that, Telekom Malaysia has developed
and made many good changes for a long time, where Telekom Malaysia has also released
the latest product and service, namely the TM Unifi sim card. So that, customers may expect
smooth connection from Unifi outside of the house. The first actual mobile liberation for
Malaysians is provided by our new Unifi Mobile prepaid #BEBAS. The customers will have the
flexibility when having sim card Unifi which are be in line with the Wi-Fi provided. This is
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because the expiration dates and data losses are no longer an issue and there is a special
package for Pakej Remaja Keluarga Malaysia. The Malaysian Communications and
Multimedia Commission (MCMC) created the limited time offer Pakej Remaja Keluarga
Malaysia with help from Unifi and other telcos in Malaysia. With relation to their access to
mobility data, this program is primarily meant to help young people and students (Unifi, 2022).
As far as we are aware, formerly Telekom Malaysia just provided more telephone and internet
services, but today Telekom Malaysia has made lots of changes and advancements to benefit
Telekom Malaysia consumers.
2.3 INTRODUCE DATA EXCHANGE PLATFORM
Apart of that, in order to support research efforts in battling the COVID-19 pandemic,
Telekom Malaysia Berhad (TM), through its innovation arm, TM Research & Development (TM
R&D), successfully introduced a Data Exchange Platform. This platform serves as a one-stop
data exchange centre with the goal of facilitating and accelerating data sharing for Malaysians
and the international community to support pandemic research activities (Bernama, 2020).
This initiative would speed up access to data for developers, students, scientists, and medical
professionals as well as government agencies to gather new insights on the pandemic and
ultimately open the way for important developments, with the full support of the Malaysia
Digital Economy Corporation (MDEC) (Bernama, 2020). As can be seen, data is crucial in
assisting experts in identifying strategies to combat this worldwide disease. Access to data is
essential for efficient work by researchers, data scientists, developers, and all of us. In order
to respond to the challenges of the community and work toward delivering greater general
insights on this present pandemic, TM R&D is a great advocate of sharing "open data”
(Bernama, 2020). Meaning to say that Data Exchange Platform is one of the ways on how TM
R&D collect and share the data to few parties. Therefore, it shows how important data is in
assisting experts in coming up with strategies to stop this global spread especially for
researchers, data scientist and also developers.
2.4 IMPLEMENTATION OF MANDATORY STANDARD ON ACCESS PRICING
(MSAP)
Mandatory Standard on Access Pricing (MSAP) is a policy made by Malaysia’s
government which required Malaysian Telcos including Telekom Malaysia Berhad to comply
this policy that will result in the reduction in fixed broadband prices and has been implemented
since 8 June 2018 (Malaysian Wireless, 2019). With the new MSAP in effect, it resulted into
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cheaper fixed broadband packages especially from Telekom Malaysia, Maxis, TIME dotcom
and Celcom Axiata. Lower wholesale prices for access to high-speed broadband networks led
to greater competition. This translated into lower retail prices for high-speed broadband
services with entry-level packages prices being reduced by more than thirty percent (30%)
and more attractive higher speed packages for the consumer. For example, a consumer who
initially paid RM149 for 5Mbps would now pay only RM89 for 30Mbps (MCMC, 2018).
Therefore, telco company like Telekom Malaysia Berhad needs to comply with this policy to
ensure Malaysian consumers can enjoy high-speed internet at cheap prices.
3.0 IMPACTS FROM THE CHANGES
3.1 ‘NEW TM’ TRANSFORMATION PROGRAMME
The first impact of the changes is having a new and fresh idea in term of management,
investment and other things in order to ensure the company maintain and survive in the
market. In May 2021, Imri Mokthar had come out with the idea of ‘New TM’ Transformation
Programme (2021-2023) to set the company on a sustainable growth trajectory among the
challenging business environment (Telekom Malaysia , 2021). The new plan is anchored on
more than 40 value programmes, driven by a dedicated transformation office, with a new pace
towards a higher execution. This brings the organizations to reshape its workforce into a
stronger execution engine, embracing a more agile work culture with future-ready skills (The
Star, 2021). Besides, this will help TM to create shareholder value and continuously enable a
more Digital Malaysia. It also links with the main objective of every organization which is to
increase the profitability and maximize shareholder’s value. Furthermore, TM is ready to
support the Government's digitalization agenda, particularly the Jalinan Digital Negara
(JENDELA) and the comprehensive Malaysia Digital Economy Blueprint as their role in
enabling Digital Malaysia (MyDIGITAL) (Telekom Malaysia , 2021). It is one of the
government's digital and stimulus plans, towards accelerating the socio-economic recovery
and fast-track the nation into a technologically advanced economy by 2030.
3.2 MAINTAINING COMPETITIVE ADVANTAGE
Next, one of the impacts from the changes that Telekom Malaysia made was
maintaining competitive advantages. This is where the with changes made by Telekom
Malaysia where it may fulfil the initial goal of Telekom Malaysia, namely as the top integrated
telecommunications provider in Malaysia. It also seeks to provide government information,
entertainment, and communication services. Where in creating the newest and flexibility of
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technology which in line to the current situations. As it is common knowledge that Telekom
Malaysia is among the biggest and most established internet network providers in Malaysia, it
has a major benefit over other telecoms companies. This is attributable to consumers'
confidence gained through personal experiences of the various changes Telekom Malaysia
itself has made over the time. Additionally, Telekom Malaysia is lowering prices for high-quality
products, better performance, and enhanced supplier and customer relationships. A company
differentiates out from its rivals due to a competitive advantage. This can see through the
increasing demand, higher pricing, and brand loyalty are all a result. One of every company's
most significant objectives should be to establish such an advantage. It is crucial to business
success in the modern world. Without it, it will be challenging for businesses to exist (CFI
Team, 2022). Thus, with these competitive advantages impacts can ensure that Telekom
Malaysia will continue remain to be in the industry and survive for a long time because they
always give the best to their users.
3.3 PEOPLE’S CONVENIENCE
Next impact is by introducing data exchange platform, it can convenience people
especially for the researchers, data scientist and also developers. It benefits them since the
data exchange platform, created to gather and share information about the pandemic, would
combine all data into a single point of focus and enable researchers, data scientists, and
analysts to accelerate their search for COVID-19 answers (Bernama, 2020). This helps them
to conduct their research purposes easily as the data exchange platform can provide them the
information about the pandemic. Other than that, even individuals with very little programming
experience can easily utilise the platform. People can easily upload data files in numerous
formats with only a few clicks. After that, it will publish those files as Application Programming
Interfaces (APIs) on the data store. Anyone with access can utilise the data for research
findings and to gain insightful information (Development, n.d.). Therefore, this data exchange
platform made for people’s convenience as everyone can use this platform to access data,
share data, analyse data, and use data for the good of everyone, both locally and globally.
3.4 NUMBER OF CONSUMERS WILL INCREASE
By offering cheaper packages, it will attract more consumers to purchase broadband
or internet services at Telekom Malaysia. Rationally, pricing is the only part of the marketing
mix which brings in revenue. Marketing mix refers to the methods, strategies and tools used
to reach out to potential customers (Indeed, n.d.). From the term, it can be considered that
Telekom Malaysia has performed this activity of marketing mix which offering cheaper prices
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to people while at the same time complying the Mandatory Standard on Access Pricing
(MSAP). Hence, once a good price has been set, customers or consumers will often show a
great resistance in changing to other products or services (Perner, n.d.). Consequently, a good
price will enhance a number of customers that will surely generate revenues of an
organization. In addition, even though MSAP has been implemented by telcos companies in
Malaysia, but when Telekom Malaysia Berhad offers more cheaper internet packages
compared to the other telcos companies, this will result to increase of consumers in Telekom
Malaysia Berhad. In fact, Telekom Malaysia Berhad is considered as one of the stable and
biggest telcos companies in Malaysia, that makes consumers can trust more this brand.
Therefore, when there is a price reduction for internet packages, it will encourage customers
to purchase because it obviously can give benefit to them, whereby purchasing broadband
services at cheaper prices that comes with higher-speed connection. Last but not least, this
initiative will also enhance the digital experience for Malaysians through faster, better quality
and affordable broadband (MCMC, 2018).
4.0 RECOMMENDATIONS
4.1 MONITOR AND EVALUATE THE PLAN
The recommendation for Telekom Malaysia is to do monitoring and evaluation to their
new plan. It is very vital steps as they will go through one-by-one objectives, collect and
analyze data, and determine if the program has fulfilled its goals (Soken-Huberty, n.d.).
Monitoring begins immediately and continues throughout the project. After that, evaluation
determines how well the program performed. TM should have monitor and evaluation
mechanism in place to ensure they have results in better transparency and accountability.
Because of this, information is widely shared and available to stakeholders with then allow
them to provide greater input on the project. If the program failed to meet the expectation, they
need to discuss and take further action to achieve better results. Other than that, a good
monitoring system makes certain that no one is left in the dark. Besides, it gives a better
accountability result as it increased transparency. Therefore, TM should monitor and evaluate
to keep everything above board and everyone is working with the same goals in increasing
the profitability of the organization.
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4.2 TECHNOLOGICAL CHANGES IN LINE WITH THE CURRENT SITUATION
Next, the technological changes in line with the current situation is one of the
recommendations that helps both sides between the Telekom Malaysia and their customers.
In addition, with the changes, progress, and sophistication that Telekom Malaysia is to ensure
that they will in line with the current situation. This is because they always need to provide the
services that always up to date and it is capable of competing with other developed countries.
For instance, Telekom Malaysia is now moving towards 5G internet, that is able to keep pace
with other developed countries such as China, South Korea, Taiwan, UK, Japan, Germany,
Australia, Canada and many more (Steers, 2022). This is also for ensuring that the internet
benefits offered by the Telekom Malaysia company are one of the great decisions to stay up
with the times in which it would be the internet benefits given by Telekom Malaysia are one of
the great decisions. Moreover, the methods through which people generate money can be
improved. There is a ripple effect as well where very technology advancement has an impact
on how we live. Next, technology integration allowed cultures to transition from their original
state of hunting and gathering to an industrial existence. So, more people are migrating into
other businesses while fewer people are cultivating crops (Study.com, 2021). In addition, with
the convenience and advancement of technology is also able to provide economic
development and improvement that is able to provide good benefits to all parties.
4.3 RESTRUCTURING THE APPLICATION FOR VARIETY OF FUNCTIONS
(NOT JUST FOR COVID-19)
Next recommendation is Telekom Malaysia need to restructure the application for
variety of functions whereby the data exchange platform should not be limited only for COVID-
19 purposes but for others too. As can be seen, the introduction to data exchange platform for
open data sharing is focusing to combat COVID-19 and not including others than COVID-19.
According to Dr. Sharlene Thiagarajah, Chief Executive Officer, she stated that these insights
should not just focus on the health and medical fields, where there is already a lot of tracking
and information available, but also on the socioeconomic front, where changes in lifestyle have
an effect on families, businesses, and the local and global economy (Development, n.d.). It
shows that this data exchange platform needs to be open up to other area other than health
and medical fields. This need to be done as it can contribute to other sectors as the data
exchange platform is one of the biggest sharing “open data” that made by the Telekom
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Malaysia. Therefore, by restructuring the application of data exchange platform for variety of
functions which is not only related to COVID-19 but also others will help Telekom Malaysia to
be the first company that contributing in sharing “open data” in other areas too.
4.4 IMPROVE INFRASTRUCTURE
Even though Telekom Malaysia has complied to Mandatory Standard on Access
Pricing (MSAP), but there is still an issue. As a broadband service provider, Telekom Malaysia
(TM), needs to find ways to improve internet access and penetration nationwide (Bernama,
2018). This is stated by former Minister of Communications and Multimedia, Gobind Singh
Deo. He said it is the government’s policy to provide access to all, not only the supply, but also
the best quality of service, while at the same time being able to compete with other countries
at the international level. In detail, this statement is a response to users’ complaints that the
internet access in several locations in the country was still unreliable (Bernama, 2018). The
former Minister also asked TM to re-evaluate its Streamyx broadband service, which was
alleged to be less satisfactory. TM needs to explain the problem with Streamyx and what is
the constraint, in terms of infrastructure, that hampered the speed, and they need to propose
some measures to solve this problem. Not just that, Malaysia Consumers Movement (MCM)
also received same complaints from subscribers and would therefore call upon Telekom
Malaysia to improve its infrastructure as a of priority in order to keep their subscribers happy
(Dhillion, 2019). Hence, Telekom Malaysia must improve in term of its infrastructure first, so
aligning with the purpose of MSAP which to provide consumers for higher-speed connection
at cheaper prices.
5.0 CONCLUSION
In conclusion, Telekom Malaysia brings a lot of changes and also impact to our
country. The changes were made to benefits the customers whereby it brings positive effect
to each of the user. It shows that each of the changes has its own impacts towards the users.
In order to improve the changes, there are a few strategies made by the Telekom Malaysia
whereby the changes made by them is one of the ways on how to improve their services. The
changes were made based on the current situations and the development in this country. This
is to ensure that they are improving their service quality improvement and innovations by
concentrating on increasing operational efficiency and productivity. Therefore, Telekom
Malaysia has made various changes in line with current economic and technological
developments.
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