Intro Cel Com

7/25/2019 Intro Cel Com

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INTRODUCTION

Celcom is a well known and the best network provider in Malaysia. As their

sloan! "#ower Is In $o%r &and'! they provide the best services to the all their

c%stomer and let the c%stomer satis(ed and happy with them. Celcom have

several prod%ct s%ch as prepaid network! postpaid network! and broadband. This

company has the hihest n%mber o) branch and provide the widest area with

their network coverae.

Celcom started its operation as *TM Cell%lar Comm%nication in +,-- with leet

and Telekom Malaysia as shareholder. *%bse/%ently Telekom Malaysia sold its

0+1 shareholdin to the TRI 2Technoloy Reso%rce Ind%stries *dn 3hd4 ro%p

which was controlled by Ta5%ddin Ramli. In the initial years Celcom e6perienced a

tremendo%s rowth in s%bcriber base and network coverae %nder the

stewardship o) Rosli Man! the #resident o) the company. It was d%rin his ten%re

that Celcom t%rned into the leadin cell%lar companies in Malaysia. &e le)t

Celcom in +,,7.

8hen the cell%lar phone market was opened %p in +,,0! Celcom %praded to the

9*M,:: service and /%ickly rew to become the larest mobile phone company

in Malaysia. Competition soon sets in! and several diital mobile telcos compete

)or market dominance. It was the ae o) the phenomenal rowth o) mobile

services.

Celcom was oriinally listed on the 3%rsa Malaysia! b%t a)ter the merer with

Telekom Malaysia 3erhad! it has since remained private. Ownin to the bad

manaement o) its )ormer manaement Celcom was as )o%nd liable by an

arbitration panel in *wit;erland )or in)rinin an areement sined with De%tsche

Telekom A9s

history and the people behind its s%ccess. Celcom vision is abo%t pleasin the

c%stomers and e6ceedin their e6pectations. That is their oal to empower

c%stomer with choices and innovative sol%tions that will ive c%stomer reater

control and )reedom to live it to the )%llest. In line with Celcom commitment to

provide c%stomers e6cellent service! their seek yo%n! eneretic and

e6perienced Malaysians to be part o) a s%ccess)%l and rowin oranisation.

Creatin collabrate #artnership

#artnership is a type o) %nincorporated b%siness orani;ation in which m%ltiple

individ%als! called eneral partners! manae the b%siness and are e/%ally liable

)or its debts? other individ%als called limited partners may invest b%t not be

directly involved in manaement and are liable only to the e6tent o) their

investments. Unlike a @imited @iability Company or a corporation! in a

partnership each partner shares e/%al responsibility )or the company>s pro(ts

and losses! and its debts and liabilities.

Celcom is the co%ntry>s most e6perienced and premier mobiletelecomm%nications company and oers the widest coverae in the co%ntry


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coverin ,-.-1 o) the pop%lated areas. Celcom has onoin investments in

network coverae! capacity and per)ormance! and intends to maintain its

technoloy leadership and position as the co%ntry>s best mobile service provider.

MBNO! @9 Optim%s #ad! &%awei! ricson! Iphone! 3lackberry and many more o)

company are the partner o) celcom

One o) the partnership o) Mobile Birt%al Network Operators2MBNO4.Celcom is also

pro%d to have s%ccess)%lly partnered with )o%r increasinly prominent mobile

virt%al network operators 2MBNO4 in the Malaysian telecomm%nications ind%stry.

Bia an e6tensive roamin partner network! Celcom oers international roamin

services in +07 co%ntries and over + networks worldwide.

A MBNO is a company which provides mobile phone services b%t does not have

its own licensed )re/%ency allocation o) radio spectr%m! nor does it necessarily

have all o) the in)rastr%ct%re re/%ired to provide mobile telephone service. In

#@DT>s case! it will provide the mobile phone services like voice calls! te6t

messain! and other val%e added services! via Celcom>s network. 3esides #@DT!

Celcom also has MBNO arranements with Merchantrade! EOE! Redtone and T%ne

Talk.

Other than that as a Boda)one #artner Network! Celcom is an interal part o) a

lobal alliance spannin 7F Boda)one operatin companies and aGliates

worldwide. This partnership provides Celcom>s c%stomers with %nrivalled lobal

coverae! the lowest IDD and roamin rates and the latest mobile technoloies!

whilst ivin Celcom access to Boda)one>s lobal p%rchasin and economies o)

scale.

On +H Dec =:++! Celcom and 3roadcast A%stralia )ormin a partnership that will

bid )or the desin! constr%ction and lon term operation o) the diital televisionin)rastr%ct%re pro5ect. Toether the companies will %se their local knowlede o)

sites! local constr%ction e6pertise! pro5ect manaement! desin and operational

e6pertise and plannin as well as e6perience in satellite and terrestrial (bre

distrib%tion systems )or the implementation o) this pro5ect.

There is a lot partner that celcom have! and celcom always take care o) their

partnership relationship. This is beca%se all the partner was hal) o) their

company! to achieve the oal. 3ased on the &%man Reso%ces Manaer! it will

meetin between all the partnership toether disc%ss all the manaement to

achieve the oal.

MCommence

Mcommerce is the term )or the e6tension o) electronic commerce 2ecommerce4

)rom wired to wireless comp%ters and telecomm%nications and )rom (6es

locations to anytime! anywhere and anyone. Celcom is %sin the system as M

commerce! Mobile lectric Commerce or 8ireless Commerce! %sin these terms

interchaneably. Accordin to this de(nition! Mcommerce represents a s%bset o)

all ecommerce transactions! both in the b%sinesstob%siness 23=C4 and

b%sinesstob%siness 23=34.


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The market )or mobile wireless is increasin by leaps and bo%nds. The s%ccess o)

mobile comm%nications lies in the ability to provide instant cormectivity anytime

and anywhere and the ability to provide hihspeed data services to the mobile

%sers. There)ore the Celcom is )acilatin the MComernce system.

3y DMA that stands )or )re/%ency division m%ltiple access and e6cl%sively %sed

on all analo cell%lar systems. DMA systems are the least eGcient cell%lar

system since one %ser can only %se each analo charmel at a time. Analo

sinals are also especially s%sceptible to. 9iven the nat%re o) the sinal! analo

cell phones m%st %se hiher power 2to et acceptable call /%ality. 9iven these

shortcomins! it is easy to see why DMA is bein replaced by newer diital

techni/%es.

TDMA was %sed in the celcom as a diital transmission technoloy that allows a

n%mber o) %sers to access a sinle radio )re/%ency channel witho%t inter)erence?

by allocatin %ni/%e time slots to each %ser ! b%t TDMA has its limitation where it

has no Je6ibility )or varyin diital rates and has no accommodations )or silence

in a telephone conversation

Code Division M%ltiple Access 2CDMA4 is a diital technoloy that celcom %se too

to allows carriers to process more than one conversation per channel. The way

that this technoloy separates transmissions is by %sin codes. CDMA systems

are the latest technoloy on the market and are already eclipsin TDMA in terms

o) cost and call /%ality. CDMA in the celcom oers )ar reater capacity and

variable data rates dependin on the a%dio activity! many more %sers can be (t

into a iven )re/%ency spectr%m and hiher a%dio /%ality can be provided.

The 9lobal *ystem )or Mobile Comm%nication 29*M4 is )or Mobile

comm%nications 29*M4 is a diital technoloy that %ses a combination o) TDMA

and )re/%ency hoppin to allow the carrier to service more c%stomers than with

analo technoloy. 9*M is interestin in which it %ses a modi(ed and )ar more

eGcient version o) TDMA.

9#R* is a 9*M packet data service developed by the %ropean

Telecomm%nication *tandards. Usin this method in mobile phones allows %sers

to have access to new val%eadded services to complement mcommerce

activities. Additional capability o) 9#R* is! it enables %sers to make telephone

calls and transmit data sim%ltaneo%sly. It allows )aster data comm%nication

speeds compared to the traditional mobile technoloies.


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Celcom AirCash system

Celcom has introd%ced a new system that is Celcom AirCash it is c%rrently

accessed thro%h Celcom>s U**D 2Unstr%ct%red *%pplementary *ervice Data!

similar to short messae service or *M*4 ateway. The reason )or selectin thischannel was %niversal accessibility with no dependency on *IM! data or device.

Anyone who are s%bscribin to Celcom can access this channel reardless o) the

type o) mobile phone and call plan. An added pl%s was that with U**D! there is

no e6pos%re to the password K mobile #IN %nlike *M*based mobile commerce

services c%rrently oered by other mobile commerce service providers.

To )%l(ll the demands o) c%stomer within the Celcom s%bscriber base! AirCash

will not stop at 5%st bein oered via U**D. There are plans to develop other

channels e.. sec%re *M* channels! 8A# K 9#R*! IBR! *TL.

At the plannin stae! Celcom is %nderoin a strict tender process in terms o)commercial and technical eval%ation be)ore decidin on *ybase H70 as the

technoloy. One o) the key re/%irements was compliance in terms o) bankin

standards e. I*O -0-H! re%latory re/%irements on technical sec%rity! b%siness

contin%ity meas%res! etc. To s%pport system that they %sed is they re/%ire more

loner time by %sin technoloy it can red%ced headco%nt )eedback to become

more )aster.

INRA*TRUCTUR *&ARIN923A* TO8R4

3ased tower it is a )acility or *ervice which comprises the )ollowin

2a4 #rovision o) physical access! which re)ers to the provision o) space

at speci(ed network )acilities to enable an Access *eeker to install

and maintain its own e/%ipment.

2b4 #rovision o) access to inb%ildin Common Antenna *ystems and

physical access to central e/%ipment room.

Celcom shall not be oblied to provide to Access *eeker the space at

speci(ed network )acilities %nless

2a4 Celcom is the leal owner o) the network )acilities.

2b4 The Access *eeker has the appropriate license )rom the relevant


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a%thorities to operate the service )or the p%rpose )or which the

e/%ipment is to be installed.

2c4 The Access *eeker has (rst obtained the approval )rom a third party

to %se the network )acility 2e tower4 where the tower str%ct%re o)the third party resides in Celcom


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itsel)! the vice president o) celcom a6iata corporation 9eore Ch%a. Celcom the

second larest provider o) wireless voice and data comm%nications services in

Malaysia. It serves over eleven million cons%mer and b%sinesses c%stomers and

provides international roamin network access in over +:: co%ntries. Celcom

%ses partnerships with lobal comm%nications and technoloy providers to

e6pand the rane o) services available to its c%stomers. This decision are madeby the vice president 9eore Ch%a in =::H! The company has prod%ct and

marketin areements with international mobile provider Boda)one! 9oole! and

Maybank. Celcom is a s%bsidiary o) Malaysiabased mobile telecomm%nications

holdin company A6iata 9ro%p.

Reportin to the *enior Bice #resident! C%stomer Manaement! my primary

responsibility is to provide /%antitative analysis to optimi;e reven%e eneratin

decisions. This incl%de leadin a team that oers the )ollowin analytical services

to other departments and then it is leaved to the board o) director to make a

decision on how to r%n the pro5ect system smoothly by his personnel.

DCI*ION *U##ORT *$*TM

DC* models in)ormation to s%pport manaers and b%siness pro)essional d%rin

their decision makin process. &e needed an additional inp%t to help him make

decisions in a b%siness on c%stomer service %ntil the company>s revival own

internal aairs! in respect o) ancillary )actors to be considered be)ore make

decisions abo%t the demohraphic a place be)ore celcom s%bstation b%ilt several

districts carriae! this is beca%se the placement o) hihdensity and in makin a

decision! a board o) manaement o) a (rm in A6iata celcom company itsel)! hihI almost e6cl%sively %se the service )rom Celcom! the speed o) a virt%al data

e6chanes and trans)er on the phone cell%lar will be very slow and limited.! so

that manaers need to identi)y which part o) the appropriate district an6io%s to

implement the plan.

ARTIICIA@ INT@@I9NC

Arti(cial Intellience enables intellience that enables orani;ation to track the

prod%ct oerins! pricin policies! and promotion o) online competitors.In this

sit%ation ! celcom a6iata corporation %sed eneric alorithms in arti(cialintellience to detect and lookin )or the correct and the best sol%tion provided

to solve the problem arise in their companies. or e6amples I can state are the

breakdown o) system which happen in 5%ly +,,,. Instead o) that! there are so

many ta6es need to pay by celcom to the overnment o) Malaysia! so they have

to %sed this technoloies in order to choose which ta6es they need to pay.

BI*ION O C@COM

+. To deliht o%r c%stomers.

=. To b%ild a pro(table enterprise that ma6imi;es investor ret%rns.


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H. To empower! develop and reward o%r people! to become Malaysia


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Usin the new b%siness analytics sol%tion! Celcom to better ather and

%nderstand new e6istin new market data! in both static and interactive )orm!

and more eectively sement the company


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RCOMMNDATION

&ere we wo%ld like to address some recomendation to improve technoloies o)

Celcom. O%r (rst recommendation is with the help o) overnment by brinin

more investors and technoloy trans)er )rom overseas to o%r co%ntry! it miht be

%sed to improve Celcom technoloies.

Ne6t! Celcom can improve the /%ality and services to satis(ed their c%stomereven services in r%ral areas. It will make people easy to acces the in)ormation

)rom internet anywhere and anytime. In addition! it will increasin the knowlade

o) people even in r%ral areas.

Third recomendation is to increase the capacity at the base tower! so that people

will acces in)ormation )rom internet )aster and systematic. The s%estion place

that re/%ire Celcom increase capacity is the place that have a lot o) st%dent

beca%se st%dent are the most c%stomer that %se Celcom broadband. 8hen a

lare amo%nt o) pop%lation in a certain distinct %sed is the services at the same

time! it will slow down the trans)er rate o) data capacity at a certain time.

Than the ne6t recommendation is Celcom can maintainin the capacity in thespeed o) data trans)er eventho%h the c%stomer has reaches the ma6im%m %se

point o) data trans)er thro%ho%t their broadband

Intro Cel Com

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