ENRICHING LIVES EXPANDING HORIZONS - Maxis

MAXIS BERHAD
ANNUAL REPORT 2011
79
“Customers are at the heart of
our strategy. Their satisfaction and
advocacy are the key motivators for
everything we do.”
Ebru Dorman
Head of Corporate Strategy
Maxis Rewards
Delighting our customers through
our reward, loyalty and sponsorship
programmes continues to be one of our
differentiators.
Our postpaid customers receive Maxis
Rewards points for special privileges from
close to 100 reputable merchants. During
2011, they could also take advantage of
various promotional schemes such as the
“Buy-1-Get-1-Free” movie ticket promotion
for those who made a ticket purchase
using Maxis-PayPal.
Maxis continued to organise the Maxis
Team Golf Tour (MTGT) tournament
in 2011, Malaysia’s largest and most
prestigious amateur team golf challenge
for postpaid customers which is in its
11th year. The all-expenses paid grand
final was held in Pattaya, Thailand at two
of the top golf courses in the country.
Membership to the exclusive Maxis One
Club is available to postpaid customers
by invitation. Members get additional
privileges. On their birthday they can
make free calls to other Maxis and
Hotlink customers. They are given priority
for the purchase of highly sought-after
newly-released devices and invited
to special device sales. They also get
to enjoy ticket discounts for premier
entertainment events, concerts and
musicals. In 2011, such events included
Maroon 5 and Bruno Mars concerts and
the Sound of Music musical.
Hotlink customers are rewarded each
time they top-up. Up to three points are
credited for every ringgit when the monthly
cumulative top up of RM30 or more is
achieved. Customers can redeem their
Rewards points for free airtime and SMS.
They can also exchange the reward points
for special gifts at regional carnivals such
as Showdown Dance-Off competition
and Karnival Jom Heboh.
On their birthday, Hotlink customers
can make unlimited free calls to other
Hotlink and Maxis numbers and they
receive surprise treats on the anniversary
of their stay with us every year. Our
Hotlink customers also enjoy special
privileges from a wide range of reputable
merchants associated with Hotlink.
Our Hot Ticket customers are
rewarded in many ways. In addition
to the attractively priced bundle of
core mobile services, they also get to
participate in many competitions to
win attractive prizes. For example in
2011, we had a competition for our
Hot Ticket customers to win a trip for
two to attend the final of the Barclays
Premier League in the UK. In many
instances, they can redeem attractive
Hotlink merchandises and participate in
special promotional activities with our
partners. In 2011, our Pizza Hut and
KFC promotions were overwhelmingly
popular.
At Maxis we acknowledge that our
customers are diverse and have a
variety of interests. They have benefited
from our sponsorship of many soughtafter
events such as the Barclays
Premier League as well as local carnivals
and festive concerts.
Select Sponsorships
Barclays Premier League on ASTRO – Football is
by far the most popular sport in the country with
over 60% of Malaysians watching it. Maxis is one of
the official key broadcast sponsors of the prestigious
Barclays Premier League (BPL) in Malaysia since 2008.
Sports Ambassadors – Maxis has been supporting
top performing athletes in Malaysia since 2009. In
2011, Maxis sports ambassadors included badminton
players Dato’ Lee Chong Wei, Koo Kien Kiat and
Tan Boon Heong. Mohamad Azlan bin Iskandar
a professional squash player, Mohd Azizulhasni
bin Awang, a professional track cyclist, and divers
Pandelela Rinong anak Pamg and Leong Mun Yee.
Karnival Jom Heboh – This is the largest on-ground
carnival in Malaysia that attracts over 2.8 million
people from primarily the mass Malay market with
events held at eight venues across the country.
Carnival-goers enjoy special entertainment at Hotlink
booths, experience Maxis and Hotlink products and
services and enjoy special discounts on purchases.
Karnival Jom Heboh was created by TV3 and Maxis,
through Hotlink, was the main sponsor for the last six
years and we will continue this in 2012.
Thaipusam Kondattam – Our involvement in
religious festivals reflects our appreciation for different
cultures within our community. Hotlink has been the
main sponsor of the Thaipusam festival at Batu Caves
over the last few years. Festival-goers enjoy special
concerts organised by Hotlink over the two nights. At
Hotlink booths, they can experience Maxis and Hotlink
products and services and purchase them at special
discounts.
Showdown – This is an urban hip-hop dance
reality show organised by 8TV as a form of creative
expression for the urban youth. Maxis, through
Hotlink, is the main sponsor of Showdown.
Contestants, who are Maxis or Hotlink customers
enjoy a priority lane during auditions and receive a gift
bag from us. Maxis and Hotlink customers through
our MyDeals service are able to access limited seats
available on the weekly live shows.