Maxis brings consumers a hi-tech Ramadan

Malaysia – Maxis has launched a host of seasonal Ramadan promotions called Ikhlas Maxis which have struck a chord and helped the telco engage with its customers, particularly Muslim ones.

Rossana Rashidi, chief financial officer, Maxis said: “Ikhlas Maxis is a tangible expression of shared aspirations with our Muslim customers as they go through significant milestones in their lives’ journey.”

Maxis spread the word through print advertisements as well as five specially printed postcards containing elements of Ramadan including a general Salam Maxis (Welcome wishes), Bersahur (meal before fasting), Berpuasa (fasting), Tarawih (prayer before breaking of fast) and Berbuka (breaking of fast).

The most innovative element of Ikhlas Maxis, is a secure digital (SD) card filled with Maxis mobile content uploads including daily prayer times, Zakat (tithes) calculator, a Hijrah calendar and audio-visual collections including scripture readings and a fasting guide onto a user’s mobile phone.

The plug-and-play solution was chosen by Maxis to ensure customers could enjoy content in a way that would be simple to use, but without high cost.

“This has been a major contributing factor to the wonderful interest this programme has received from our Muslim subscribers since its launch,” Rossana said.

While the Ikhlas Maxis was sold for RM15, the content is free of charge.

Maxis also created a WAP micro-site called Salam Lebaran on the Maxis WAP Portal where customers can send and receive mobile content celebrating the Hari Raya festive season from their mobile phone.

The portal claims to be the first portal that carries personalised mobile content where customers can select from mobile content like wallpapers, true tunes, video clips and M-books, personalise them and send them out to their loved ones.

Maxis has a monthly rate of over 3.7 million customers accessing mobile internet services via 3G/HSDPA, EDGE and GPRS.

Maxis supported the promotion with other season rates and offers.