The momentum has been growing rapidly for the fourth mobile operator in the country, U Mobile for the last couple of years, has shown increasing evidence in user base growth mainly due to the expansion of its 4G network and cleverly conceived series of disruptive marketing. In a country where mobile penetration is at 150% the only way a new operator can acquire customers is from existing ones, and that’s exactly what this telco has been doing, shaving customers of the big three on a daily basis with unimaginable value deals. Unhinged with legacy and bureaucracy structures, U Mobile with a fairly young network that’s free from congestion can quickly react to customer needs and bases its products on consumer requirement rather than shareholder returns. Users than feel the difference and savings benefits from the transition, which got many interested in the operator.
It could be due to this philosophy preached by the management at the company that got the royal highness D.Y.M.M. Sultan Ibrahim Ismail Ibni Almarhum Sultan Iskandar Al-Haj the Sultan of Johor a much revered personality to have a stake in the company in the first place, now the believe is extended with another 5% to a total of 15% in the orange coloured operator.
The Chairman of U Mobile, Tan Sri Dato’ Seri Vincent Tan commented: “We are deeply honored and delighted that DYMM Sultan Ibrahim has increased his stake in the Company from 10% to 15%. This truly reflects DYMM Sultan Ibrahim’s confidence in the performance and future potential of U Mobile. I believe DYMM Sultan Ibrahim, with his vast experience and business acumen as well as his invaluable advice, will contribute positively to the future direction and development of U Mobile.”
Being the fourth and technically competing with the giants who have decades of experience in the countries telecommunication sector, U Mobile’s approach is like ‘Avis’- the car rental company’s motto which is ‘ We Try Harder‘, CEO Wong Heang Tuck believes in customer satisfaction and drives his team to offer the best in every aspect in experience on his network. With expansion of 4G LTE of the company’s own towers, more areas will receive the orange data speed treatment which has been of late rumoured to be strongest. And with speed being the hottest subject matter among operators, it was a boost for the operator when OOKLA an international independent speed testing diagnostic applications announced U Mobile having the fastest mobile network in Malaysia. An accolade the company is proud to receive, another on the feather on the cap when PC.com gave the honour of being the Best New Performer Telco during our 2015 Readers Choice Awards voting event recently.
It appears the telco is coming of age and a true bonafide contender and not just a ‘buzzing mosquito’ as once referred to by an exec from a competing network.
