TM integrates webe under UniFi brand, no personnel changes

Telekom Malaysia (TM) has integrated webe, its mobility arm offering unlimited data, calls and messages, under UniFi, TM’s business portfolio for mass market consumers and SMEs. The network header on consumers' mobile devices will change from webe to UniFi.

In a statement to A+M, a spokesperson from TM said this move is a natural progression as TM moves towards a single brand approach, and there will be no personnel changes within webe digital. TM added that webe digital remains as part of the group, and the move is also in line with its "Perfexe 10" initiative, which will see a complete convergence of its mobile, nomadic and fixed services under UniFi. According to a statement on webe's blog, the company will neither be changing its name nor will there be any changes in mobile plans.

webe was launched in August last year by TM to extend the company's promise of "Life and Business Made Easier" into the mobile space, providing consumers with a "seamless" connectivity experience. Tan Sri Zamzamzairani Mohd Isa, former group CEO, TM who was also chairman of webe, said in a press statement last year that the launch of webe also represents TM's move to redefine the meaning of mobility by bringing to life a new end-to-end digital experience.

"We believe that to be a truly digital brand, the organisation needs to behave like one and we have invested into making this happen. We turned it into our mission to help connect communities and make it easy to enjoy a digital lifestyle through everything we do," he added.

In June, TM appointed Malaysian company DNA COMM (DNA) as its above-the-line communications agency for UniFi, following an eight-way pitch. The appointment was awarded based on DNA’s strategy to bridge the gap between Malaysians’ behaviour, product offerings and go-to-market ideas. The telco also re-appointed Universal McCann Malaysia last year to handle its media planning and buying business in Malaysia for another three year.

Earlier this year, it made two senior appointments by naming Kairul Annuar Mohamed Zam Zam as the chief strategy officer and Dato’ Sri Mohammed Shazalli Ramly as its new managing director and group chief executive officer.