ENRICHING LIVES EXPANDING HORIZONS - Maxis

MAXIS BERHAD
ANNUAL REPORT 2011
63
The Company has focused on resource efficiency and carbon management,
achieving a 13.7% improvement in the energy efficiency of our operations and
avoiding four tonnes of CO 2
emission. We also planted over 7,000 Mahang
seedlings at a one-for-one ratio for every base transmission station as part of our
efforts to reduce our carbon footprint.
Last year, we undertook an exercise in Uplifting Maxis Corporate Responsibility (CR)
Practices where we assessed our CR practices, defined a high-level CR strategy and
formalised the reporting of our CR performance. We now have a framework and
governance structure that aligns our CR practices to create value and impact in
the environment in which we operate. We view our role in its entirety end-to-end,
covering aspects that go beyond just social contributions to encompass our practices
in the marketplace, workplace, community and the environment. Our CR pledge is to
make a “Positive Impact”. As an organisation and market leader, we are committed
to harnessing the power of telecommunications technology to address the needs of
society and enrich lives. We are already making a positive impact on so many lives
through our services.
Positive Outlook
The current outlook for the Malaysian economy remains steady despite uncertainties in
the global markets. The overall demand for telecommunications services is expected to
remain strong.
The future growth of the industry is underpinned by the ever-growing demand for
advanced data and broadband services, particularly among the Malaysian youth
with their pronounced appetite for social networking, content and applications and
the growing “need” to be always connected: on-the-go, at home and at work.
Smartphone penetration in Malaysia is already at 23% as at end of 2011 and will
continue to increase driven by technology-savvy Gen Y consumers and declining
smartphone prices. Simultaneously, as the digital divide is being rapidly bridged,
new subscriptions will emerge from underserved geographies and segments.
In terms of key risks for the industry, mobile operators across the world are considering
the ramifications arising from non-traditional players. Already in some western markets,
social messaging and over-the-top voice over IP and instant messaging applications are
starting to cause shifts in communication patterns resulting in some cannibalisation of
SMS, IDD and roaming revenues. So far we have seen limited impact, if any, of social
messaging on usage levels. While SMS messaging could slow down over time, mobile
internet remains one of the key revenue growth drivers for the industry and should
compensate for the decline in traditional revenues.
Maxis’ Corporate Responsibility
programmes aim to make a
positive impact. At the Hari
Raya Open House, Maxis hosted
underprivileged children and
senior citizens and presented
contributions to needy homes.
We expect the operating environment to remain competitive with sustained pressure
on revenue growth and profitability. As Maxis, we will continue to focus on innovative
product offerings, integrated propositions, delivering a superior customer experience as
well as driving operational efficiency and network utilisation.