Group Assignment

ACKNOWLEDGEMENT

Alhamdulillah. Thanks to Allah SWT, whom with His willing giving our group the opportunity to complete this assignment  without facing any problem. Firstly we would like to express the deepest thanks to our subject lecturer Tuan Syed Mazlan Bin Syed Mat Dom for the valuable guidance and advice to finish this assignment. He has inspired our group greatly and also give a good advices to our group.
Besides that, we want to express the sincere gratitude to our group members, Muhammad Azri Bin Aziz, Mohammad Amirul Faiz bin Mohd Osman, Salbiah Binti Asim and Noorasykin Binti Arba because give the big contribution and hard worked to compelete this assignment together. The constructive suggestion and cooperation given by them is very useful in compelete this assignment.
Not forget, deepest thanks and appreciation to Madam Dalina Desa, HR from Celcom Mobile Sdn Bhd for the great commitment and cooperation during the interview. The information given by Madam Dalina Desa during the interview is very helpful and useful in completing our assignment.
Last but not least, thanks to  all our classmate  and everyone, that have been contributed by supporting and give the constructive suggestion to our group  till it is fully completed.


INTRODUCTION
Celcom is a well known and the best network provider in Malaysia. As their slogan, “Power Is In Your Hand”, they provide the best services to the all their customer and let the customer satisfied and happy with them. Celcom have several product such as prepaid network, postpaid network, and broadband. This company has the highest number of branch and provide the widest area with their network coverage.
Celcom started its operation as STM Cellular Communication in 1988 with Fleet and Telekom Malaysia as shareholder. Subsequently Telekom Malaysia sold its 51% shareholding to the TRI (Technology Resource Industries Sdn Bhd) group which was controlled by Tajuddin Ramli. In the initial years Celcom experienced a tremendous growth in subcriber base and network coverage under the stewardship of Rosli  Man, the President of the company. It was during his tenure that Celcom turned into the leading cellular companies in Malaysia. He left Celcom in 1996.
When the cellular phone market was opened up in 1995, Celcom upgraded to the GSM900 service and quickly grew to become the largest mobile phone company in Malaysia. Competition soon sets in, and several digital mobile telcos compete for market dominance. It was the age of the phenomenal growth of mobile services.
Celcom was originally listed on the Bursa Malaysia, but after the merger with Telekom Malaysia Berhad, it has since remained private. Owning to the bad management of its former management Celcom was as found liable by an arbitration panel in Switzerland for infringing an agreement signed with Deutsche Telekom AG’s unit, DeTeAsia in 2002.
Celcom has grown from strength to strength. We have learn about the company's history and the people behind its success. Celcom vision is about pleasing the customers and exceeding their expectations. That is their goal to empower customer with choices and innovative solutions that will give customer greater control and freedom to live it to the fullest. In line with Celcom commitment to provide customers excellent service, their seek young, energetic and experienced Malaysians to be part of a successful and growing organisation.


Creating collabrate Partnership
Partnership is a type of unincorporated business organization in which multiple individuals, called general partners, manage the business and are equally liable for its debts; other individuals called limited partners may invest but not be directly involved in management and are liable only to the extent of their investments. Unlike a Limited Liability Company or a corporation, in a partnership each partner shares equal responsibility for the company's profits and losses, and its debts and liabilities.
Celcom is the country's most experienced and premier mobile telecommunications company and 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. MVNO, LG Optimus Pad, Huawei, Ericson, Iphone, Blackberry and many more of company are the partner of celcom
One of the partnership of Mobile Virtual Network Operators(MVNO).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.
A MVNO is a company which provides mobile phone services but does not have its own licensed frequency allocation of radio spectrum, nor does it necessarily have all of the infrastructure required to provide mobile telephone service. In PLDT's case, it will provide the mobile phone services like voice calls, text messaging, and other value added services, via Celcom's network. Besides PLDT, Celcom also has MVNO arrangements with Merchantrade, XOX, Redtone and Tune Talk.
Other than that 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.
On 13 Dec 2011, Celcom and Broadcast Australia forming a partnership that will bid for the design, construction and long term operation of the digital television infrastructure project. Together the companies will use their local knowledge of sites, local construction expertise, project management, design and operational expertise and planning as well as experience in satellite and terrestrial fibre distribution systems for the implementation of this project.
There is a lot partner that celcom have, and celcom always take care of their partnership relationship. This is because all the partner was half of their company, to achieve the goal. Based on the Human Resouces Manager, it will meeting between all the partnership together discuss all the management to achieve the goal.

M-Commence

M-commerce is the term for the extension of electronic commerce (e-commerce) from wired to wireless computers and telecommunications and from fixes locations to anytime, anywhere and anyone. Celcom is using the system  as M-commerce, Mobile Electric Commerce or Wireless Commerce, using these terms interchangeably. According to this definition, M-commerce represents a subset of all e-commerce transactions, both in the business-to-business (B2C) and business-to-business (B2B).

The market for mobile wireless is increasing by leaps and bounds. The success of mobile communications lies in the ability to provide instant cormectivity anytime and anywhere and the ability to provide high-speed data services to the mobile users. Therefore the Celcom is facilating the M-Comernce system.

By FDMA that stands for frequency division multiple access and exclusively used on all analog cellular systems. FDMA systems are the least efficient cellular system since one user can only use each analog charmel at a time. Analog signals are also especially susceptible to. Given the nature of the signal, analog cell phones must use higher power (to get acceptable call quality. Given these shortcomings, it is easy to see why FDMA is being replaced by newer digital techniques.

TDMA was used in the celcom as a digital transmission technology that allows a number of users to access a single radio frequency channel without interference; by allocating unique time slots to each user , but TDMA has its limitation where it has no flexibility for varying digital rates and has no accommodations for silence in a telephone conversation

Code Division Multiple Access (CDMA) is a digital technology that celcom use too to allows carriers to process more than one conversation per channel. The way that this technology separates transmissions is by using codes. CDMA systems are the latest technology on the market and are already eclipsing TDMA in terms of cost and call quality. CDMA in the celcom offers far greater capacity and variable data rates depending on the audio activity, many more users can be fit into a given frequency spectrum and higher audio quality can be provided.

The Global System for Mobile Communication (GSM) is for Mobile communications (GSM) is a digital technology that uses a combination of TDMA and frequency hopping to allow the carrier to service more customers than with analog technology. GSM is interesting in which it uses a modified and far more efficient version of TDMA.

GPRS is a GSM packet data service developed by the European Telecommunication Standards. Using this method in mobile phones allows users to have access to new value-added services to complement m-commerce activities. Additional capability of GPRS is, it enables users to make telephone calls and transmit data simultaneously. It allows faster data communication speeds compared to the traditional mobile technologies.



Celcom AirCash system
Celcom has introduced a new system that is Celcom AirCash it is currently accessed through Celcom's USSD (Unstructured Supplementary Service Data, similar to short message service or SMS) gateway. The reason for selecting this channel was universal accessibility with no dependency on SIM, data or device.
Anyone who are subscribing to Celcom can access this channel regardless of the type of mobile phone and call plan. An added plus was that with USSD, there is no exposure to the password / mobile PIN unlike SMS-based mobile commerce services currently offered by other mobile commerce service providers.
 To fulfill the demands of customer within the Celcom subscriber base, AirCash will not stop at just being offered via USSD. There are plans to develop other channels e.g. secure SMS channels, WAP / GPRS, IVR, STK.
At the planning stage, Celcom is undergoing a strict tender process in terms of commercial and technical evaluation before deciding on Sybase 365 as the technology. One of the key requirements was compliance in terms of banking standards eg. ISO 8583, regulatory requirements on technical security, business continuity measures, etc. To support system that they used is they require more longer time by using technology it can reduced headcount feedback to become more faster.


INFRASTRUCTURE SHARING(BASE TOWER)

Based tower it is a facility or Service which comprises the following:

(a) Provision of physical access, which refers to the provision of space
      at specified network facilities to enable an Access Seeker to install
           and maintain its own equipment.
(b) Provision of access to in-building Common Antenna Systems and
           physical access to central equipment room.

Celcom shall not be obliged to provide to Access Seeker the space at
specified network facilities unless:

(a) Celcom is the legal owner of the network facilities.
(b) The Access Seeker has the appropriate license from the relevant
authorities to operate the service for the purpose  for which the
equipment is to be installed.
(c) The Access Seeker has first obtained the approval from a third party
to use the network facility (eg tower) where the tower structure of
the third party resides in Celcom’s compound
(d) There is no space constraint access Provider Ex change Building
Access Seeker ’s BTS in dedicated room/floor spaceAntenna, Microwave Equipment owned and maintained by Access Seeker, Access Provider or 3rd Party

Tower Space with Indoor Cabin/Equipment Configuration Celcom shall not be obliged to provide to Access Seeker access to inbuilding Common Antenna Systems and physical access to central equipment room, unless:

(a) Celcom is the legal owner or beneficial owner of the common
antennae system.
(b) The Access Seeker has the appropriate license from the relevant
authorities to operate the service for the purpose  for which the
  equipment is to be installed;
(c) The Access Seeker has first obtained the approval from building
owner for access permit; and
(d) There is no space and technical constraint.

DECISION MAKING
Decision-making is never a static process. Systems and people need continuous connectivity to achieve the best results. Enterprise Messaging Service (EMS) get our  message to everyone include employees, customers or even business associates, in an instant. From web to wireless, it's the fastest way to provide real time status or alert information right from your desktop.

Decision making can be simplified as the cognitive process of reaching a decision. It is also can be said as position or opinion or judgment reached after considerationChoosing between alternative courses of action using cognitive processes such as memory, thinking, evaluation, etc. The process of mapping the likely consequences of decisions, working out the importance of individual factors, and choosing the best course of action to take.
In celcom axiata corporation, the decision maker is the person who are responsible in all of the Celcom Axiata Berhad is the top manager of the board itself, the vice president of celcom axiata corporation George Chua. Celcom the second largest provider of wireless voice and data communications services in Malaysia. It serves over eleven million consumer and businesses customers and provides international roaming network access in over 100 countries. Celcom uses partnerships with global communications and technology providers to expand the range of services available to its customers.  This decision are made by the vice president George Chua in 2003, The company has product and marketing agreements with international mobile provider Vodafone, Google, and Maybank. Celcom is a subsidiary of Malaysia-based mobile telecommunications holding company Axiata Group.

 Reporting to the Senior Vice President, Customer Management, my primary responsibility is to provide quantitative analysis to optimize revenue generating decisions. This include leading a team that offers the following analytical services to other departments and then it is leaved to the board of director to make a decision on how to run the project system smoothly by his personnel.

DECISION SUPPORT SYSTEM
DCS models information to support managers and business professional during their decision making process. He needed an additional input to help him make decisions in a business on customer service until the company's revival own internal affairs, in respect of ancillary factors to be considered before make decisions about the demoghraphic a place before celcom substation built several districts carriage, this is because the placement of high-density and in making a decision, a board of management of a firm in Axiata celcom company itself, high I almost exclusively use the service from Celcom, the speed of a virtual data exchanges and transfer on the phone cellular will be very slow and limited., so that managers need to identify which part of the appropriate district anxious to implement the plan.

 ARTIFICIAL INTELLIGENCE
Artificial Intelligence enables intelligence that enables organization to track the product offerings, pricing policies, and promotion of online competitors.In this situation , celcom axiata corporation used generic algorithms in artificial intelligence to detect and looking for the correct and the best solution provided to solve the problem arise in their companies. For examples I can state are the breakdown of system which happen in july 1999. Instead of that, there are so many taxes need to pay by celcom to the government of Malaysia, so they have to used this technologies in order to choose which taxes they need to pay.

VISION OF CELCOM
1. To delight our customers.
2. To build a profitable enterprise that maximizes investor returns.
3. To empower, develop and reward our people, to become Malaysia’s preferred employer.
4. To build win-win relationships with all our business partners, based on mutual trust, respect and support.
5. To work to bridge the digital divide, to build our nation and to enhance its standing abroad.
6. To maintain the highest levels of transparency, integrity and professionalism.
7. Together with all our stakeholders, we will make Celcom a premium brand: a brand that symbolizes the spirit of freedom, aspiration, confidence, dynamism, timelessness, universality and globalism.

SUPPLY CHAIN MANAGEMENT
  A supply chain consists of all parties involve directly or indirectly in procurement of a product or material. Supply chain in celcom corporation consists of many parties such as agents who are the person responsible in the sales of credits  and also the contact number of celcom, it is then going to retailers including grocers and the shopkeeper, then it flows down to the customers which are buying the product of celcom like the phone number and credits account in phone.Here included the flow chart of the supply chain  management in celcom axiata corp.




Celcom currently using Customer Relationship Management (CRM) systems. The advantage of using CRM is that all information for each customer will be logged. When a customer call or logged in into their website, they must enter the password and the system will automatically the database for phone number or password to see the detail of the customer. If the systems  identifies the customers, the customer will pop-up the history.
Besides that, Celcom also improve their internal systems by introduce the IT helpdesk. The systems currently operations for 24 hours and 7 days. This mean everyday they work for their customer to satisfy the need and want of their customer. If the users or customers have a problem or complaint, the IT helpdesk, will help the customers because at the IT help desk they have many staff at work at any department.










Using the new business analytics solution, Celcom to better gather and understand new existing new market data, in both static and interactive form, and more effectively segment the company’s target market. Target market for Celcom  are youth market, retail market and normal. The related product development are based on target market and the product is not permanent because the product change based on the season or festive.
Celcom intergrate database systems in order to consolidate quantitative or qualitative data derived from customers. The goal is to create a singular data warehouse that will improve operational efficiency and provide their customer with more value-added services.
CONCLUSION


In conclusion, Celcom Berhad gave high priority to their implementation of new information technology and information system beacause they realized the benefits that IT are able to give now and in future. According to Porter’s 5 competitive forces, Celcom with high consumer bargaining power, rivals among existing competitors and threaten of substitute product.
As we know, competitor such as Maxis, Digi, YTL and others are providing a similar product with different packages. In order for Celcom to be pioneer, Celcom have to be creative and inovative in product’s features, marketing methods, cost management and of course research and developement. But, in Malaysia telecommunication industry is controlled and monitored by government, causes the supplier bargain power  and threaten of new entrants are low. As for conclusion, Celcom is suggested to use knowledge management system to enhance thier daily operation in order to gain competitive advantage.












RECOMMENDATION

Here we would like to address some recomendation to improve technologies of Celcom. Our first recommendation is with the help of government by bringing more investors and technology transfer from overseas to our country, it might be used to improve Celcom technologies.
Next,  Celcom can improve the quality and services to satisfied their customer even services in rural areas. It will make people easy to acces the information from internet anywhere and anytime. In addition, it will increasing the knowladge of people even in rural areas.
Third recomendation is to increase the capacity at the base tower, so that people will acces information from internet faster and systematic. The suggestion place that require Celcom increase capacity is the place that have a lot of student because student are the most customer that use Celcom broadband. When a large amount of population in a certain distinct used is the services at the same time, it will slow down the transfer rate of data capacity at a certain time.
Than the next recommendation is Celcom can maintaining the capacity in the speed of data transfer eventhough the customer has reaches the maximum use point of data transfer throughout their broadband.










REFERENCES


Baltzan, P. (2009). Business driven technology. (Third ed., pp. 36-45). United States : Mc Graw Hill.

Retrieved from http://www.celcom.com.my/

Madam Dalina Desa, 07- 2101204, Celcom Mobile Sdn Bhd , 1st Floor, No. 1, Jalan Kempas 3/1, Kempas Baru, 81200 Tampoi, Johor Bahru.