Telekom Malaysia: EveryoneConnects.Net

This case study describes how Telekom Malaysia (TM) reconnected with the country’s youth market via music.

Telekom Malaysia: EveryoneConnects.Net

Market context

Telekom Malaysia (TM) is Malaysia's leading telecoms company. It offers fixed-line, mobile and ISP services. Its broadband service is called TMNet Streamyx.

In Malaysia, 20% of internet users contribute 80% of the traffic. These are the tech-savvy youth, the Generation Ys. And they are the most vocal when it comes to complaining about TM's weaknesses.

They saw TM as a lumbering giant lacking innovation and only a commodity provider rather than a brand they love or in tune with their lifestyle.

There was also increasing competition for the youth market from wireless and mobile broadband...

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