Malaysian Telcos Told To Rethink Strategies Amid Market Saturation -- Report

By Anas Abu Hassan

KUALA LUMPUR, June 9 (Bernama) -- Malaysian telecommunication companies (telcos) are advised to move beyond traditional tactics and design bold, digital-first strategies that resonate with today’s discerning consumers to win in the mature and evolving domestic market, according to a study.

A report from GrowthOps Asia noted that the nation's telecommunications industry is undergoing a profound transformation, driven by market convergence, the nationwide 5G rollout, regulatory shifts, and major infrastructure investments.

The report, entitled "Winning in Malaysia’s Mature Telco Market", revealed that the country's telco market is now highly saturated and competitive, with mobile connections exceeding 129 per cent of the population.

“We are at a pivotal moment in the telco market, where consumers are no longer just looking for connectivity - they want a single, inclusive provider that delivers a suite of services and meaningful value-adds.

“The players who pair innovative products with sharp, relevant go-to-market strategies will be the ones that win," said GrowthOps Malaysia general manager Chris Greenough in a statement to Bernama today.

The report also stated that the market is polarised with CelcomDigi Bhd emerging as the dominant leader, holding an estimated 40 per cent market share following its 2022 merger, while Maxis Bhd is positioned as a premium provider, emphasising network quality and loyalty perks.

In addition, a cluster of challengers like U Mobile Sdn Bhd and Unifi by Telekom Malaysia Bhd are competing aggressively on value and plan innovation.

"Consumer perceptions revealed that while network quality and price remain key decision factors, sentiment towards loyalty rewards programs could create an industry-wide opportunity for differentiation.

"No provider currently excels as a 'rewards champion', and most compete by matching features such as unlimited data and 5G access - providers that combine strong network quality, value pricing, innovative features, and compelling rewards stand to gain significant market share," it said.

The report further emphasised strategic white spaces for growth, including targeting underserved urban and rural segments, capturing younger digital-first consumers, leveraging multi-channel engagement, and embracing emerging subscription models.

"It also underscores the strong correlation between brand awareness, share of voice, and market share, emphasising the importance of digital presence and customer engagement in maintaining competitive advantage.

"Telco brands that understand these shifting preferences, act on regional and generational nuances, and double down on clarity, convenience, and credible communication will be the ones to lead Malaysia’s next wave of mobile loyalty and growth," said the report.

-- BERNAMA