Evo: P1 Business Challege

Thursday, February 4, 2010

P1 Business Challege

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To establish itself as a new broadband service provider in a market with a strong embedded incumbent, P1's first challenge was to differentiate itself. In the initial phase of its different strategy, P1 has targeted the fixed broadband marketplace. Leveraging the competitive advantages of WiMAX quality and performance, as of Q1 2009, P1 is winning 30% of new broadband subscribers, just months after launch.

Although the incumbent is responding by bundling voice services with its broadband offering, it is merely repackaging services, not offering discounts or anythings fundamentally different, P1 customers, on the hand, are enjoying real vale for their money, paying a bit more but getting faster speeds and better customer services. Customers also get a convenient and fast plug-and-play experience without having to wait days or week to subscribe to a fixed line. P1's biggest challenge now is how fast it can roll out services to cater to new subscribers.

P1 WiMAX vs COMPETITION

To win fixed broadband market share, P1 emphasizes the differences between itself and the competition with crisp and attention-grabbing messaging :

Ease of Use : P1 WiMax requires no configuration, no software installation(for desktop modems),no additional lines - just plug-and-plag operation.
Affordable Next - Generation Technology Now: P1 offers WiMAX at DSL prices, with home packages starting at RM49 per month for to 400 kbps ( downlink ), 150 kbps ( uplink), and a 5 Gb fair-use limit, ranging to RM199 per month for up to 2,4 Mbps ( downlink ), 500 kbps ( uplink ), and a 40 GB fair-use limit. Business packages with unlimited use range from RM159 to RM339 per month.
Wireless Flexibility: All P1 WiMAX modems can be used anywhere within coverage areas, so customers are not tethered to their home or connectivity.
Qos: Broadband users in Malaysian are demanding, and in terms of rich media use, Malaysia ranks among the highest in the Southeast Asian region. Qos, network coverage, and customers services are key to servicing and maintaining a loyal customer base.