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Maxis Launches Location-Based Advertising Service

New advertising channel uses cell location technology to deliver relevant offers and promotions to Maxis myDeals customers
Customers instantly enjoy deals and promotions received via SMS on their mobile phones
Advertisers and brands can reach out to customers at the right place and time, with the opportunity for further engagement
Maxis location-based advertising service now available in over 15 destinations
Enables brands and consumers to benefit from customised advertising

MEDIA RELEASE
For immediate release
Kuala Lumpur, 13 June 2013

Maxis Berhad (Maxis), Malaysia's only integrated communications service provider, today introduced Maxis’ Location-based Advertising (LBA), a service for brands and advertisers to reach out to Maxis myDeals customers at the right place and time using cell location technology. The service, which can be time based as well, enables advertisers to select the demographic profile of their target customers and apply it to their preferred destination to deliver the right message or promotional offer to customers.

Maxis & Hotlink customers who are members of myDeals will be able to enjoy these customised offers each time they walk into a specific location where Maxis’ LBA is available. Once the system detects their presence, an SMS will be sent to them at no charge with the featured promotional offer. Maxis’ location-based advertising service is now available in over 15 participating shopping destinations, including leading popular malls in the Klang Valley such as Mid Valley Megamall, 1 Utama, Sunway Pyramid, KLCC, Pavilion and The Curve, as well as other attractive shopping locations such as KLIA, LCCT and Genting Highlands. By year end, the service will be available in over 25 destinations throughout Malaysia. This platform will also empower small & medium-sized companies to use SMS-based location-based advertising to attract customers who are already in the vicinity, who are more likely to visit their establishments.

T. Kugan, Maxis’ Head of Digital Services said, “With the introduction of location-based advertising by Maxis, we’re the first in providing an extremely practical mobile channel for advertisers to reach out to consumers. This will enable them to target specific customers who are already in high traffic areas and engage them directly via the mobile medium. Importantly, customers have the choice to receive such notifications and when they do, it is a win-win proposition since they will be able to instantly and conveniently enjoy offers located around them. The location-based advertising service is engaging, direct and cost effective as advertisers get targeted results for their marketing spend. Essentially, it provides a platform for brands to reach out to customers with relevant products and services, at the right place, right time.”

Maxis’ new service has already garnered the interest of advertisers from the financial, tech and FMCG industries, with 21 brands signing up as launch partners. They are CIMB, TGV, HTC, LG, Mom’s Care, Crocs, Sketchers, Philips Avent, Ralph Lauren, Davidoff, Calvin Klein, Nestle (Milo 3 In 1), Lancome, Shu Uemura, Cadbury, Guess, GAP, La Senza, Biotherm, Kerastase and Kiehl’s.
In conjunction with the launch which was held in TGV 1 Utama, Maxis surprised 200 customers with free movie passes that were offered via the new channel. Customers who visited 1 Utama received an SMS with the offer, and redeemed their movie pass by simply flashing their SMS at the special counter set up for the occasion.

The launch of Maxis’ Location-based Advertising service represents a clear progression in Maxis’ offerings of innovative and integrated services. In 2011, it launched Maxis myDeals, with 4 million members to date, and in 2012, launched its Best Integrated Go-To-Market (B.I.G) Media which offers advertisers one of the largest and most effective reach in Malaysia, with a potential audience of Maxis vast customer base. The location based advertising service is now a key service within this integrated platform which include other services such as myDeals, MYLAUNCHPAD, text alerts and Mobile banners.
To join Maxis myDeals and receive free shopping deals and offers using the location-based advertising service, customers need only send an SMS with the keyword JOIN to 8001, or visit www.myDeals.com.my. Meanwhile, advertisers keen to explore the potential of Location-based Advertising can send an enquiry to adsales@maxis.com.my.

- end -

About Maxis Berhad

Maxis Berhad is Malaysia’s only integrated communications service provider with RM8.9 billion revenue in 2012 and over 14 million subscribers. As one of Malaysia’s most admired home-grown brands, Maxis has evolved from being a premier mobile operator to one that offers an extensive suite of services to enrich its customers' lives whether at home, at work or on-the-go: mobile and fixed voice, messaging, mobile internet, wireless and wired high speed broadband, and multi-screen content and applications - be it entertainment, education, security or cloud computing - through mobile, fixed and satellite networks. Maxis launched the first high-speed networks in Malaysia including 3G, 3.5G, 3.5G+ and was the first to launch 4G LTE (Long-Term Evolution) early this year. Maxis’ high-speed network footprint is the largest in the country with 95% 2G and 82% high-speed 3G coverage.

As a key supporter of the Malaysian application development ecosystem, Maxis partners with local developers to bring innovative applications to its customers while also making available the widest range of localised content in the market, with a selection of free Apps that appeal to different segments across various smart devices. Maxis’ efforts in innovation, excellent customer service and providing value to stakeholders have earned the Company numerous awards including the historic win of 20 awards at the 13th Customer Relationship Management and Contact Centre Association of Malaysia (CCAM) Annual Awards in 2012, Best Managed Company, Asia’s Best Employer, Putra Brand of the Year Awards in 2011 and Top 5 Best Global Operator Award by World Communication Awards in 2012 and 2010. Committed to contributing to the communities it operates in, Maxis’ Corporate Responsibility efforts focus on making a ‘Positive Impact’, harnessing leading-edge technology to create value for the economy, society and the environment. For more information, please visit: maxis.com.my

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