KUALA LUMPUR: YTL Communications, the telecoms firm, is rolling out a new 4G mobile web service in Malaysia, a move that could encourage a range of new online behaviours among consumers.

The company argues its 4G platform, which allows subscribers to make voice calls via the wireless internet, is between three and five times faster than third-generation alternatives.

It has also replaced SIM cards with a system utilising a unique user ID and password, meaning customers can access their account on devices like PCs and laptops, as well as through mobile handsets.

BBH Asia Pacific is leading the launch campaign for YTL's 4G platform, based around the tagline "Amazing things happen when you say 'Yes'."

Alongside ten TV spots - directed by award-winning filmmaker Royston Tan - this effort incorporates a series of print and outdoor ads.

"This is an ambitious task for us, and we wanted to create a campaign that will resonate throughout the country," said Wing K Lee, ceo of YTL Communications.

Media network Carat, digital specialist Agenda and alpha245, part of the Leo Burnett Group, are the other agencies charged with drumming up interest in YTL's latest initiative. YTL revealed last month that it has formed a partnership with Sezmi, a US company, to offer a range of TV content on its 4G platform by the end of 2011.

"Malaysia is screaming for more choices of services and technology coverage," Francis Yeoh, YTL's managing director, said in October.

"With Sezmi, we will not only deliver the best wireless hybrid TV service but also inspire Malaysia to adopt the internet at a faster rate."

Data sourced from BBH Asia Pacific; additional content by Warc staff