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Business ReviewREVENUERM (Billion)EBITDARM (Billion)PATAMIRM (Billion)SUBSCRIBERS(Million)BLENDED ARPURMBLENDED MOU(Mins)1.31.52.52.85.66.38.810.157552052052008 20092008 2009 2008 20092008 20092008 20092008 2009* Minutes ofuse/sub/monthBusiness Review 2009The year 2009 reaffirmed Celcom’scommitment to a segment-focusstrategy with encouraging results.Celcom crossed the 10 millionsubscriber mark in the third quarterof 2009, achieving its objective ofbecoming the strong numbert w o i n t h e M a l a y s i a n m o b i l etelecommunications market with asubscriber growth of 15.8% to 10.1million at the end of 2009.Celcom registered 1.3 million netadditional subscribers from the endof 2008 whilst also recording thehighest net additions for bothpostpaid and prepaid. Furthermore,Celcom is proud to lead the mobilebroadband market, more thandoubling its subscribers from justunder a quarter of a million in 2008to over half a million at the end of2009. Celcom also successfullyexecuted its strategies for its newbusiness areas such as mobilecommerce, solidified its MVNOpartnerships, and expanded its clientbase for the mobile enterprisesegment.It also increased its share in the SMEmarket through ongoing programmeswith trade associations as well as itsValue-Added Partner programme,with revamped and revised incentivestructures for its resellers.Financial PerformanceC e l c o m c o n t i n u e d i t s s t e l l a rperformance delivering one of itsbest financial years ever. Despite thedampened economic climate andintense domestic competition, 2009saw Celcom growing more thandouble the industry average with12.8% in annual revenue growthreaching its highest ever recordedannual revenue of RM6.3 billion.This was also the highest revenuegrowth rate in the last three years.Further, this impressive performancerepresented a record 15 consecutivequarters of growth in revenues.Profitability continued to improvewith EBITDA growing 11.0% to RM2.8billion compared to RM2.5 billion inthe preceding year with EBITDAmargin relatively stable at 44.6%.Consequently, Celcom recordedencouraging double-digit growth inpre-tax profit of 16.6%, to close atRM2.0 billion in FY09. Net profitincreased by 19.0% YoY to RM1.5billion, from RM1.3 billion in 2008.In addition, Celcom, through itsEnterprise segment, maintained itsposition as the BlackBerry marketleader in Malaysia with a majorityshare of BlackBerry users.Axiata Group Berhad • 106