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PATAMI (RM Million)+ 22.6%+ 2.0%+ 19.0%1,2941,540PATAMI+19.0%336 357 367 404 4124Q 08 1Q 09 2Q 09 3Q 09 4Q 09 FY08 FY09*Excluding holding company recharge of RM23 million in FY09XOX, which specifically targets theChinese segment, was launched inearly 2009 and has been experiencingencouraging growth. XOX hit the100,000 subscriber mark in October2009. The latest partnership is withTune Talk, which was launched inAugust 2009. Targeting the low-endmass market segments, the MVNOwas formed as part of Celcom’s andTune Group’s initiative with AirAsia.New Products & ServicesPostpaidCelcom maintained its position asthe undisputed leader in postpaidservices by offering new packagesthat offer customers better benefitsand bigger savings. The postpaidofferings include Celcom Exec 20,Celcom Exec 50, Celcom Exec250, and Celcom 1+5 Plan.PrepaidXpaxCelcom has close to 8 million prepaidsubscribers, with more than halfunder the Xpax prepaid brand.Targeted specifically to the youth,Xpax gained new energy in 2009with the launch of its Got Lifecampaign: Got Best Rates, GotB i g g e s t B o n u s e s , G o t B e s tPrivileges.The NEW Xpax prepaid plan offersu n p r e c e d e n t e d c o n v e n i e n c e ,flexibility and value by giving thelowest rates, the biggest bonusesand the best privileges to customers,enabling them to keep their friendsand loved ones close, regardless ofwhich network they are on.S.O.X. and U.O.X.The first and only prepaid servicedesigned for students, S.O.X.(School of X) is offered exclusivelyto secondary students between theages of 12 and 18, whereas U.O.X.(University of X) is targeted atstudents aged 18 to 25 in higherlearning institutions.Both prepaid products offer usersthe best rates, best bonuses andprivileges, as well as no credit expiryuntil the age of 25, provided thatthey have a minimum monthly usageof RM1.Prabayar Celcom BluePrabayar Celcom Blue is anotherprepaid brand from Celcom targetedtowards customers who are lookingfor the best value from a prepaidservice. The pack comes loaded withfree daily content as added value forcustomers, as well as exclusiveofferings and rewards such as Teman20, Bonus Banyak Guna, BonusSetia, and Bonus Hari Jadi.Annual Report 2009 • 109