Case study

MAXIS COMMUNICATIONS BERHAD: Leading Strategy in Action

MAXIS COMMUNICATIONS BERHAD (MAXIS) is the fastest growing telecommunications and the leading mobile communications service provider in Malaysia. It provides a wide range of mobile, fixed line and international network services to customers. MAXIS was on the threshold of rolling out 3G services to further enhance the range and scope of their operations and provide new opportunities for growth. It had also recently purchased Timecel, a rival mobile service provider, from TimedotCom Berhad, to improve customer experience and add value to stakeholders. The Challenge CELSIM was asked to design and deliver a strategy leadership programme to equip senior managers with the tools and techniques to develop robust strategic understanding and to confidently lead themselves and their teams to catalyse change and sustain an innovative and achievement oriented culture. The objective of the programme was to develop critical strategic leadership capabilities in: 1. Leadership & Coaching: lead change initiatives; build the assets, relationships and capabilities required to sustain superior returns. 2. Emotional Intelligence (EI): self awareness as a leader; develop insights and awareness with a fresh perspective; become energetic leaders of own teams. 3. Strategic Development: generate and evaluate creative ideas for new strategic directions; plan an achievable implementation strategy; align Maxis strategy and stakeholder needs. The Solution In partnership with Mohamad Kamal Nawawi, Manager MAXIS Academy, we designed the Leading Strategy in Action programme with Henley Management College combining Henleys academic excellence and international faculty with our highly engaging workshops, case studies, business simulations, role plays and personal development activities to address the leadership and strategic challenges at MAXIS. These included: Exploring leadership models, styles and choices, culminating in highly interactive activities that allow participants to tailor the concepts to their own experiences. Confidential one-to-one consultation with an EI feedback specialist to allow participants to review the results and devise personal leadership action plans that reflect specific needs. Business simulation to create a realistic experience of the thought processes involved in strategy development, and an opportunity to practise the tools learned using the tutorials.

The Results MAXIS senior managers gained the confidence, skills and knowledge to evaluate, prioritise and implement critical strategic choices and insights into the dynamics of leadership that is highly transferable to the workplace to inspire commitment and motivation from teams to achieve their own and the organisations goals. As commented by Dato' Jamaludin Ibrahim, Group CEO: We are committed to this programme as it is for the common objective of the Company. We need to lead our employees toward building the right leadership-centered culture.

Tel: (65) 6659 9887 john.kenworthy@celsim.com www.celsim.com