U Mobile Aims Wider Market Share

Last update: 05/02/2015

By Wan Asmanizan Wan Ahmad Najib

PORT DICKSON, Feb 5 (Bernama) -- U Mobile Sdn Bhd is determined to capture a wider market share, with its new range of prepaid and postpaid products and services, by offering equal benefits to its subscribers.

Maintaining its commitment to deliver the best value-for-money offerings in town, the overhauled mobile operator led by Chief Executive Officer Wong Heang Tuck says, the new U Mobile packages offer the best rates with the highest allowance for both mobile Internet and voice calls for both segments.

"U Mobile believes prepaid and postpaid consumers have the right to choose their preferred payment method, and they should be treated with the same level of importance," said Chief Marketing Officer Jasmine Lee Sze Inn at a three-day media retreat at Avillion Port Dickson, Negeri Sembilan, which ended last Sunday.

"The new plans are still the best in town featuring the lowest local call rate, the most free internet call and the largest mobile data allocation, which is 50 per cent more than other telco players while maintaining the lowest price for each category in the market," said Lee.

She said the market segments in the telco industry have always been defined based on consumers’ payment methods which are postpaid and prepaid.


Lee said: "There has always been an assumption that postpaid customers are more valuable than prepaid. Therefore postpaid users always receive better deals in terms of price or benefits compared to prepaid users."

“Consumers and mobile users may not be aware that many of them are actually paying more than they should. Most of the time, it is because the plans are overly complicated and it is hard for them to find the best match for their lifestyle."

A simple and straightforward service range will help them make the right choice and give the power of choice back in their hands to determine what’s best for them, Lee added.

"To be consumers advocate, we need to put ourselves in their position and think what concerns them and how we can provide better solutions to our customers. We are not here to play safe. If we need to the break status quo to meet consumers' needs, we will not hesitate to do so," she stressed.

By the third quarter of 2015, U Mobile expects to uggrade to long-term evolution (LTE) services, to reach its subscribers as it strives towards offering the best mobile experience possible nationwide. LTE is a standard for wireless communication of high-speed data for mobile phones and data terminals.


The telco, which is Malaysia's fourth largest mobile phone operator by subscriber numbers, plans to invest RM1.5 billion to expand its network via the roll-out of 2,000 new 3G and 4G LTE sites.

The expansion, targeted for completion by end-2015, is expected to enhance U Mobile's quality of service through wider network coverage while delivering more innovative products and services, Wong told a press conference in September last year.

Upon completion of these sites, the company aims to grow its customer base to 7 million nationwide from 5 million currently.

The company, which crossed the RM1 billion revenue mark last year, expects revenue to grow 50 per cent and market share to rise to 10 per cent in 2015 from around 6-7 per cent now after the expansion, said Wong.

The new network rollout will cover key cities and strategic areas within Malaysia including Kuala Lumpur, Putrajaya, Selangor, Seremban, Port Dickson, Nilai, Ipoh, Lumut, Penang, Johor Baru, Muar, Kluang, Segamat and Batu Pahat.

At the media retreat, Wong said the company's strategy of targeting younger users would help it to remain competitive. The majority of its subscribers are within the age group of 15 to 35.

“The youth is naturally an experimental age group that also proves to be heavy data users and has also provided good customer feedback for the company,” Wong added.

For more information on U Mobile's new prepaid and postpaid plans, visit www.u.com.my.