Celcom has tied up with TM international which was renamed as Axiata later and is a private operator. It is the oldest telecom operator in Malaysia and has been famous for high-quality services. But recently they have been losing market share to competitors like Maxis and Digi Subscriber.
Celcom has huge opportunities available in the industry where it is operating and they need to capitalize on the extensive network coverage that they have due to strategic alliance. Also, there is big price was going on amidst the competitors and they need to ensure quality in order to succeed. So, optimum production at the best possible prices is the only way, Celcom can have competitive advantage against the competitors.