Switch Booklet

CG COMPUTERS SDN BHD 

VOL. 001 

E-MAGAZINE 001

EST. 

SINCE

VOL. 001 Page/000 

hello. 

READY TO DISCOVER?


VOL. 001 Page/001 

CONTENTS. 

BACKGROUND. 

The What, Who, When 

and Why of CG Computers 

Sdn Bhd. 

10- 

13 

STORE 

LOCATIONS. 

35 outlets and growing, 

all across Malaysia. 

16 

CUSTOMER 

EXPERIENCE 

& TRAINING. 

Our goal is nothing 

less than complete 

customer satisfaction. 

18 

CREW 

TRAINING. 

To ensure our 

customers receive the 

best experience, crew 

training is vital in the 

first stage. 

14 - 17- 

02- 

09 We 

19- 

20 

BRANDS 

WE CARRY. 

Having outlets all 

over malaysia, 

e also wanted to 

ensure we have 

brands from over 

the world in our 

outlets. 

21 

EVENTS. 

bring the best 

of our products to 

the nation, touring 

shopping malls 

across the region 

throughout the 

whole year.


VOL. 001 Page/002 

BACKGROUND. 

CG Computers Sdn Bhd was the brainchild of both 

Mr Li Chau Ging and wife, Peggy. CG Computers was 

established in 1995 when Li decided to set up 

a company dedicated to serving the Apple market 

through the company’s leading brand—Switch. 

Apart from being the longest serving Apple Premium 

Reseller in Malaysia, Switch also attained the status 

of Apple Gold Service Provider (certified Apple Repair 

Centre) in Asia. Li’s interest in the Apple brand began 

in university, and flourished even more in his first job. 

However, after being a self-appointed Apple 

ambassador, he realised that there was so much 

more that could be done to uphold the Apple image. 

This led Li to establish CG Computers with monetary 

support from his parents. 

Today, CG Computers owns 6 brand names including 

Switch, Urban Republic, Urban Coffee, Erafone 

Malaysia, Samsung Experience Store (Kuching) and 

a Service App called “Techero”. In 2014, Indonesia’s 

retail giant, PT Erajaya Swasembada (Erajaya), acquired 

60% of CG Computers. 

Li Chau Ging 

Managing Director 

CG Computers Sdn Bhd. 

CG Computers Sdn Bhd continues to service and 

supply products to a wide market, which includes 

institutions, design and printing press firms, 

accounting firms, multi-national corporations as well 

as home users. CG Computers practices an innovative 

and transparent corporate culture, choosing a more 

casual employer-employee relationship. 

With a total of 35 retails in Malaysia, and 650 retail 

outlets in Indonesia, CG Computers and Erajaya group 

show no signs of stopping.


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General 

Information 

Registered Date | 4th June 1996 

Registration No. | 389271-M 

Status | Non-Bumiputera 

Shareholders | 

PT. Erafone Artha Retailindo 

Transworld Electronic Technology Limited 

Li Chau Ging 

Tan Phaik Chee 

HQ Address / Registered Address | 

1-07-01 Menara IJM Land, 

Lebuh Tengku Kudin 3, 

Gelugor, 11700 Pulau Pinang, 

Malaysia. 

Core Business | Information Technology Product 

Authorised Capital | RM 25 Million 

Paid-up Capital | RM 11 Million 

2016 Revenue | RM 300 Million


VOL. 001 Page/004 

1997 

Early store in Penang. 

Timeline 

2003 

The opening of Apple Corner kiosk, 

Prangin Mall, Penang. 

2001 

Apple Centre store in Gurney Plaza 

Mall, Penang.


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Who Are We? 

Switch 

Switch is an Apple Premium Reseller (APR) and 

Apple Premium Service Provider (APSP/ASP) in Malaysia 

with outlets and service centres located in the states of Penang, Kedah, 

Perak, Kuala Lumpur, Selangor, Kelantan, Johor, Sabah and Sarawak. 

By being a leading brand in the country, Switch was the first 

to be named by Apple as a Premium Service Provider in Malaysia. 

Switch also takes pride in the quality and fast turnaround time for repairs 

and service of Apple products.


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Urban Republic 

Established in 2014, Urban Republic is an exclusive, 

one-of-a-kind gadget store dedicated in enhancing 

one’s mobile lifestyle. To ensure great shopping 

experience, brands are carefully curated and each 

Urbanistas are trained to provide exceptional 

customer service. 

With the first two branches in Penang, Urban Republic 

recently expanded their footprints into Kuala Lumpur, 

Perak, Johor and Sarawak. 

Urban Coffee 

Supporting Urban Republic, the Urban Coffee is 

a cozy spot for both gadget and coffee enthusiasts 

to gather. Fuelled by the desire of offering quality 

premium coffee, Urban Coffee ensures freshly brewed 

coffee any time, any day for every single patron. 

With the launch of the recent “Pay As You Wish” 

programme, Urban Coffee takes the love of coffee 

to the next level.


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Erafone Malaysia 

Established in 1996, Erajaya Group is one of the largest 

and most trusted company engaging in an integrated business of the 

distribution and retail of mobile telecommunications equipment in Indonesia. 

Upon expanding its business to the regional level, 

Erafone Malaysia made its debut at Alor Setar, Kedah in 2015 

and expects to grow in the years to come.


VOL. 001 Page/008 

Samsung Experience Store (Kuching) 

The Samsung Experience Store @ The Spring 

is the only place in Kuching, Sarawak where you can find Samsung’s full 

range of smartphones, tablets, cameras and genuine accessories. 

Located at The Spring, one of Kuching’s 

premium Shopping Mall, customers will be able to explore Samsung 

products and exclusives, and get expert help when needed.


VOL. 001 Page/009 

Techero 

Techero is a support service app based 

in Penang, Malaysia and will be made available Nationwide. 

Inspired by renowned apps such as “Uber” and “Lyft”, 

Techero aims to provide help for users who are on the go - by 

sending technicians to locations convenient for the user, within just an hour.


OUTLETS. 

SWITCH APPLE RESELLER 

VOL. 001 Page/010 

05 

PENANG 

Switch @ 

Gurney Plaza Mall 

Queensbay Mall 

Gurney Paragon 

Sunway Carnival Mall 

AEON Mall Bukit Mertajam 

04 

KEDAH 


Village Mall 

Amanjaya Mall 

Alor Star Mall 

Aman Central Mall 

06 

SELANGOR + 

KUALA LUMPUR 

01 

PERAK 


Taiping Sentral Mall 

02 

JOHOR 


AEON Bukit Indah 

AEON Kulaijaya 

04 

SARAWAK 


The Spring 

City One Megamall 

Permaisuri Imperial City Mall 

Vivacity Megamall 


The Mines 

AEON Bukit Raja 

Leisure Mall 

Quill City Mall 

Sunway Putra Mall 

Sunway Pyramid Mall 

01 

MALACCA 


The Shore Shopping Mall 

02 

SABAH 


Imago Mall 

Centre Point 

01 

KELANTAN 


Kota Bahru Trade Centre


URBAN REPUBLIC | URBAN COFFEE | ERAFONE | SAMSUNG 

VOL. 001 Page/011 

URBAN REPUBLIC 

02 

PENANG 

02 

KUALA LUMPUR 

01 

SARAWAK 

01 

PERAK 

Urban Republic @ 




Mid Valley Mall 

Sunway Velocity 


The Spring 


AEON Kinta City 

URBAN COFFEE 

03 

PENANG 

01 

KUALA LUMPUR 

01 

SARAWAK 

Urban Coffee @ 



Switch Service Center 

(Fettes 10) 


Mid Valley Mall 


The Spring 

ERAFONE 

01 

PENANG 

01 

KEDAH 

Erafone @ 

AEON Mall 

Bukit Mertajam 

Erafone @ 

Aman Central 

SAMSUNG 

01 

KUCHING 

Samsung @ 

The Spring


VOL. 001 Page/012 

1 

4 

KEDAH 

1 

KELANTAN 

2 

5 

PENANG 

3 

1 

1 

1 

PERAK 

1 

KUALA LUMPUR 

3 

SELANGOR 

2 

3 

1 

MALACCA 

2 

JOHOR 

O 

hey 

SURF THIS: 

switch.com.my/storelocator


O 

Switch is a leading Apple Premium 

Reseller and Apple Premium Service 

Provider with 27 outlets located all 

across Malaysia. 

VOL. 001 Page/013 

Store 

Store Locations. 

35 outlets and growing, all across Malaysia. 

ISSUE ‘16 

Ọ 

N 1 

Locations. 

SWITCH 

URBAN REPUBLIC 

URBAN COFFEE 

ERAFONE 

SAMSUNG 

SABAH 

SABAH 

2 

2 

SARAWAK 

SARAWAK 

1 

1 

1 

1 

3 

3 

1 

switch.com.my/storelocator 

switch.com.my/storelocator


CUSTOMER EXPERIENCE 

WE PUT PEOPLE AT THE HEART OF EVERY EXPERIENCE, 

TURNING EMOTION INTO ACTION AND ACTION INTO EMOTION. 

VOL. 001 Page/014 

Model 

Edwald Westhoff 

Shannen Xu 

Location 

Switch@Queensbay 

Walking into our outlet is an experience like no other. 

The latest products are laid out on display tables and are 

fully functional, allowing customers to have that hands-on 

experience that is always essential when making the 

decision to invest in a new product. 

However what makes the experience a memorable one 

are our staff who are always ready to serve customers with 

a smile on their face. Our staff are passionate about their job 

and and strive to ensure that every customer is taken care of. 

Throughout the whole process from inquiry to purchase, 

a dedicated staff will be there to guide the customer all 

the way through, answering any questions and calming 

any worries. 

Indeed the experience is a unique one that leaves the 

customer more satisfied than ever.

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CG COMPUTERS SDN BHD


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“OUR GOAL IS NOTHING 

LESS THAN 

COMPLETE CUSTOMER 

SATISFACTION.” 

-MR. KONG WAI SOON 

GENERAL MANAGER OF SERVICE PROVIDER


CREW TRAINING 

BY PROFESSIONAL TRAINER | KANT, MALCOLM, JOSHUA. 

VOL. 001 Page/017 

To ensure both customer experience and customer training 

are well in place, of course we would need to train our own 

crews in the first place. 

| Crew training are basically performed when: 

| We have a new candidate that would be deployed in any 

of our outlets. 

| Existing crews are trained to refresh and enhance 

their knowledge. 

| A new production launch or product update takes place, 

to ensure crews are able to cope with the change. 

Crew training is done on a regular basis to ensure all crews are 

in line with the company’s direction as well as well informed 

on the current products in our outlets. Indirectly it also improves 

morale of our crews as training helps the employees get job 

security and job satisfaction.

VOL. 001 Page/018 



BRANDS WE CARRY 

HAVING OUTLETS ALL OVER MALAYSIA, 

WE ALSO WANTED TO ENSURE WE HAVE BRANDS FROM 

ALL OVER THE WORLD IN OUR OUTLETS. 

VOL. 001 Page/019 

Our products caters for all 

walks of life,the young, the elderly, 

the home maker, the teacher, the executives. 

Some say, they are spoiled with the choices 

we have for the them - be it accessories or phone brands. 

That is where customer experience kicks 

in and our staff will assist customers on choosing suitable 

products to compliment their devices. 

We are constantly looking out for great 

brands for us to bring the mass market without 

a compromise in quality. 

To ensure the product compliments 

well with devices, quality testing of the accessories are done 

randomly by our team in our headquarters to ensure customer 

satisfaction is at it’s highest. 

We also make sure warranty of products 

are well informed to customers to give them 

the confidence to purchase. 

Some brands we carry 

Phone: 

Apple , Oppo, Huawei, Xiao Mi and etc. 

Accessories: 

Otterbox, Lifeproof, Microsoft, JBL, 

Harman Kardon, Parrot, Logitech and etc.


VOL. 001 Page/020 

“THE THING ABOUT 

SMART PEOPLE 

IS THEY SOUND CRAZY 

TO DUMB PEOPLE.” 

- STEVE JOBS


EVENTS. 

VOL. 001 Page/021 

Besides making an impact from a store level, events 

like Switch World is aimed to expose our brand 

as well as educate customers on the simplicity 

of Apple products. 

With our recent expansion into the world of Android 

devices, Urban Republic and Erafone will be making 

a debut in shopping malls for roadshows as well 

starting from 2017. 

All events are geared towards brand awareness, 

promotions as well as educating the public 

on great gadgets we carry. Events like Switch World 

are used to showcase the wide range of accessories 

we carry in all our outlets. 

We also show what customers experience they could 

be getting from our outlets where crews are trained 

to understand customer’s need before recommending 

any product.

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VOL. 001 Page/023 

THE END.

SWITCH.COM.MY 

URBANREPUBLIC.COM.MY 

URBANCOFFEE.COM.MY 

ERAFONE.COM.MY 

SAMSUNGCONCEPT.COM 

TECHERO.ASIA 

CGCOMPUTERS.COM

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