Sustaining Customer Growth In Household High Speed Broadband (Hsbb): A Case Of Unifi
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Date
2014
Authors
Yun, Soon
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
This paper is to identify the root causes that lead to the decrease of growth rate of Unifi from 104% in 2012 to 30% in 2013. There are eight causes contribute to the issue, specifically TM does not have 4G LTE license to operate wireless High Speed Broadband, TM considers its social obligation to provide service to unprofitable areas, new competitors are serving 20-30 Mbps ahead of TM fixed Unifi offered package, less competitive pricing, constraints in coverage expansion where many places are not Unifi ready, unfavorable promotional strategy, limited package offering and slow response to customer complaints. In order to analyse the case, structured interviews and survey are being conducted; SVP framework is used to identify the problem and solutions. In further, the result of the study show that the decrease of growth rate are due to no wireless product offering in TM while competitors are strategizing to capture the market thru higher bandwidth offering; TM fail to implement strategic product plan for urban, suburban and rural; TM failure in marketing changing customer perception from bandwidth to content offering; TM ineffective strategic business plan; TM fail to implement effective fiber optic expansion; ineffective marketing strategy; ineffective strategic business plan; and ineffective service to customers. There are six solutions propose in this study in order to resolve the problems which are TM acquired Packet One acquisition, revamp product offering, introduce new packages, setup strategic bureaucracy busting team, collaborate in broadcasting and identify additional outsource field technician in area with low customer satisfaction and slow response.
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Keywords
Sustaining customer growth in , household high speed broadband