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Business ReviewThe Enterprise segment holds hugepotential amidst the economicslowdown and though Celcom hasimproved its dominance in this space,it intends to drive the businessdeeper.New features of MNP were proposedor introduced throughout the yearincluding ID-check, free tarifftransparency services via SMS,porting fees ceiling, limiting prepaidlines as well as business continuityplans (BCP) arrangements for MNP.In April 2009, Celcom was awarded15 sites in Sabah and Sarawak, tobuild Community Broadband Centres(CBC) as part of the Universal ServiceProvision (USP) programme, followedby another 22 additional sites aroundMalaysia in November 2009.Outlook For 2010Celcom begins 2010 with strongmomentum from 2009, with anoptimistic outlook and position. Whilethe economy has shown favourablesigns of improvement, the outlookfor the economy is still cautious.However, the telecommunicationsindustry continues to be relativelyunscathed, maintaining satisfactoryEBITDA margins across the region.The Malaysian mobile market is atsaturation point. Penetration ratesreached 106.2% at the end of 2009,with the two leading operators atover 10 million subscribers each.In 2009, Celcom has been growingits business, exceeding the industryaverage in most areas and is lookingto lead the market again in 2010,with improved revenue streams. Infulfilling the nation’s pent up demandfor broadband, Celcom will accelerateits mobile broadband initiative aswell as continue to enhance dataservices and Value Added Services(VAS).Celcom will continue to strengthenand defend its strongholds, with itssegment-oriented strategies, whilebeing focused on driving a culturethat places the customer first. Aspart of its efforts to enhancecustomer experience over the nexttwo years, it will progressively rollout Celcom Blue Cube outlets toreplace all existing retail touch pointsand, where viable, move intotargeted new geographies.Whilst 2009 ended a three-yearturnaround phase for Celcom, theyear 2010 marks the start of itstransformation phase towards beingthe number one provider of mobileand broadband services in Malaysia.The entire transformation will focuson improving its networkinfrastructure and human capitaldevelopment, to further enhance theoverall customer experience.2009 ended a three-year turnaround phase forCelcom, the year 2010 marks the start of itstransformation phase towards being the number oneprovider of mobile and broadband services inMalaysiaAnnual Report 2009 • 111