KUALA LUMPUR, 7 OCTOBER 2009 Malaysian mobile firm Maxis Communications has launched a brand refresh initiative for its prepaid Hotlink brand that includes new services.
Maxis chief marketing officer Matthew Willsher said this move would integrate the two leading brands, Maxis and Hotlink. The Maxis brand was launched in 1995 while we introduced the Hotlink brand four years later in 1999. The Maxis brand has been traditionally associated with postpaid activities, while Hotlink has been linked to prepaid.
[This] brand refresh exercise will enable us to achieve a consistent brand image across Maxis and Hotlink, Willsher said. It is timely to bring both of our biggest brands closer together as they have been in the market for more than a decade. This improved synergy will further elevate our brand equity, as we journey towards a new beginning in brand expression.
Blurring of postpaid and prepaid services
Willsher said the integration of these two significant brands will be achieved through a shared corporate identity and also through embedding elements of the Maxis logo into the Hotlink logo.
Hotlink has reinforced its leadership position by continuously exceeding customers' expectations in the pillars of voice and SMS [short messaging service], music, games, rewards and mobile Internet, he said.
In mobile Internet, Maxis is the first telco to offer BlackBerry to prepaid customers with a range of service packages that meet their varied needs ranging from e-mail to social messaging functions, said Willsher, adding that Hotlink customers can now enjoy the full range of BlackBerry services from Maxis with packages from as low as US$8.09 per month.
In a move that further blurred the distinction between prepaid and postpaid services in the country, Willsher said: Hotlink also recently introduced mobile Internet by time to make the whole mobile Internet experience more customer-friendly. Customers are charged based on surfing time from as low as 58 US cents per hour and US$2.31 per day. This charging concept is totally new to prepaid mobile users. Customers may now have peace of mind while surfing, knowing that they are able to manage their spending better.
Prepaid broadband packages are now available to all Hotlink customers, said Willsher. These packages are ideal for customers who do not want a monthly commitment. The US$2.31 plan entitles the customer to 24 hours or up to 500MB of usage; while the US$7.22 plan has a seven-day validity and is capped at 2GB of usage.
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