[UPDATE] Added official launch pictures from Maxis.
This morning, Maxis launched a refresh of its hugely successful Hotlink prepaid mobile service. One of the key objectives of the refresh was to integrate the two leading mobile brands in Malaysia, Maxis and Hotlink, “within a more comprehensive coporate identity”. As part of the refresh, the Hotlink logo now incorporates the Maxis “squiggle” above the “i”. The colour schemes and typefaces have also been streamlined as part of the refresh.
In addition, as part of the re-branding exercise, Maxis also introduced two “new” services – prepaid mobile broadband and Blackberry services on prepaid plans. I have covered Maxis’ offering in the prepaid mobile broadband space some time ago here, and the Blackberry model that Maxis is offering for prepaid plans has also been covered previously on this blog – hence my usage of the inverted commas in “new”! See the press release below for more information.
Personally, I think the prepaid plans, while more expensive than the competition, is still worth a look – especially if the others just aren’t providing a level of service that you are happy with. As for the prepaid Blackberry plans, I, for one, am interested to try them out – this is going to be my first time using a Blackberry device, and I hope I’m not going to be disappointed! I’ll update more when I finally decide to get a prepaid Blackberry. The 8520 will be offered at RM 899 on a prepaid plan basis, and is not SIM-locked. The prepaid Blackberry plans are bolt-on plans, ie. add-ons to whatever Hotlink plan you are using at the moment, it does not affect the selection or privileges of your existing Hotlink plan.
Check out the press release below for the Hotlink-Blackberry pricing plans.
PRESS RELEASE FOR IMMEDIATE RELEASE
MAXIS LAUNCHES HOTLINK BRAND REFRESH INITIATIVE
Maxis and Hotfink reinforce leadership via a new journey in brand expression
Kuala Lumpur, 30 September 2009 – Malaysia’s leading mobile operator, Maxis Communications Berhad (“Maxis”), today launched Hotlink Brand Refresh, a Hotlink re-branding exercise that will integrate the two leading brands within a more comprehensive corporate identity. Maxis also unveiled Hotlink’s new logo today at a media session hosted by Maxis Chief Marketing Officer, Matthew Willsher.
Matthew Willsher, said, “The Maxis brand was launched in 1995 while we introduced the Hotlink brand four years later in 1999. The Maxis brand has been traditionally associated with postpaid activities, while Hotlink has been linked to prepaid. Today’s brand refresh exercise will enable us to achieve a consistent brand image across Maxis and Hotlink. It is timely to bring both of our biggest brands closer together as they have been in the market for over a decade. This improved synergy will further elevate our brand equity, as we journey towards a new beginning in brand expression.”
The integration of these two significant brands will be achieved thorough a shared corporate identity and also through embedding elements of the Maxis logo into the Hotlink logo. In addition, both brands will be built on the same core brand values of Creative, Simple and Trustworthy, but with distinct personalities of their own. As part of the integration exercise, the Hotlink brand will be refreshed.
The new Hotlink Brand Refresh campaign is about bringing the brand values to life in a way that is youthful, refreshing and vibrant. Hotlink’s campaign revolves around the brand promise of “There’s always more with Hotlink”. It takes a 360-degree approach using a combination of media mix, new and traditional to reach out to and build affinity with customers
Willsher added, “When Hotlink was launched in 1999, we became the number one prepaid service provider in Malaysia within nine months. Hotlink has reinforced its leadership position by continuously exceeding customers’ expectations in the pillars of voice and SMS, music, games, rewards and mobile Internet. The theme “There’s always more with Hotlink” succinctly captures the essence of our customer offerings thus far.
In voice and SMS, Hotlink has launched many value offerings including the lowest call rates of 12 sen per minute and the lowest SMS rates of 14 sen per SMS for its Hotlink Youth Club members. Members also enjoy a full suite of club benefits from being the first to try innovative services, special privileges for movies and concerts, to reward vouchers and holiday trips.
In music, Hotlink now offers the most extensive mobile music library with over one million music downloads available. Meanwhile, the Hotlink Games Unlimited Portal has the widest selection of mobile games in Malaysia with over 6500 titles. In rewards, this year alone, Hotlink has given out 1.5 billion free SMSes and to date, Hotlink Rewards has rewarded loyal users with over RM65 million worth of free calls and SMSes.
In mobile Internet, Maxis is the first telco to offer BlackBerry to prepaid customers with a range of service packages that meet their varied needs ranging from email to social messaging functions. Hotlink customers can now enjoy the full range of BlackBerry services from Maxis with packages from as low as RM28 per month.
Hotlink also recently introduced mobile Internet by time to make the whole mobile Internet experience more customer-friendly. Customers are charged based on surfing time from as low as RM2 per hour and RM8 per day. This charging concept is totally new to prepaid mobile users. Customers may now have peace of mind while surfing, knowing that they are able to manage their spending better.
Finally, prepaid broadband packages are now available to all Hotlink customers. These packages are ideal for customers who do not want a monthly commitment. The RM8 plan entitles the customer to 24 hours or up to 500MB of usage, while the RM25 plan has a seven-day validity and is capped at 2GB of usage.
Maxis involved Malaysian talent in the whole creation of the Hotlink advertising campaign from the development of the television campaign to the composition of the soundtrack. The commercial soundtrack was specially developed by Malaysian composer Audi Mok, who recently won the Pnme Minister’s award for his 1Malaysia song composition, Satu Malaysia. The creations of these Malaysian talents will enable Maxis to present a revitalised, fresh and dynamic Hotlink.
Willsher added, “Hotlink is a local brand that has not forgotten its roots and its links to the largest prepaid community Hotlink in Malaysia. Furthermore, as the leading prepaid brand in Malaysia, Hotlink has remained true to its promise of delivery to its customers. With the Hotlink Brand Refresh exercise, we will seek to integrate and evolve to provide even more value to our customers.”
For more information, please refer to:
Appendix 1: Hotlink offerings in the pillars of voice and SMS, music, games, rewards and mobile internet.
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APPENDIX 1: HOTLINK OFFERINGS IN VOICE & SMS, MUSIC, GAMES, REWARDS AND MOBILE INTERNET.
1) Voice and SMS
1 Hotlink has launched many value offerings including the lowest call rates of 12 sen per minute and the lowest SMS rates of 1/2 sen per SMS for its Hotlink Youth Club members. Members also enjoy a full suite of club benefits from being the first to try innovative services, special privileges for movies and concerts, to reward vouchers and holiday trips.
2 Hotlink Super Savers continues to be the only bundling service which offers clear savings. Current promotions are on SMS, talk and IDD super savers. Bite size offers start from 1/2 sen per SMS or 200 SMSes for RM1 (valid from 6.00am to 6.00pm daily). Meanwhile, larger supersavers bundles begin from RM10 for 60 minutes of talk time (valid for seven days) and RM10 for 1000 SMSes (valid for 30 days.)
3 To celebrate special occasions, Hotlink recently offered customers a 50% discount on local calls for Ramadan, the Harvest Festival and Malaysia Day
4 Hotlink continuously refreshes its offerings to provide more value for the customer. More details are available at www.hotlink.com.my
2) Music
1. In 2006, Hotlink was the first In Malaysia to launch Hotlink Music Unlimited, an extensive mobile music portal with above 100,000 music downloads available including caller ringtones, true tunes, polyphonic ringtones, and full songs.
2. Hotlink currently manages the most extensive mobile music library with over one million music downloads.
3. Hotlink has presented popular A-List international artistes live in Malaysia, bringing customers the music experience beyond their mobile phones. Hotlink previously presented artistes such as Dato’ Siti Nurhaliza, Rossa, Gwen Stefani, Avril Lavigne, A Mei, Sean Kingston, Jay Chou and Eason Chen.
4 Hotlink was first to introduce First on Mobile, a new service which gives customers first access to exclusive digital music content on their mobile phone. Customers enjoy music content which is not available on other digital platforms in the country.
5 Hotlink recently celebrated a milestone achievement with two million downloads achieved with one artist and one song (“I’m Yours” by Jason Mraz). This was a phenomenal first time achievement for Hotlink and the music industry in Asia, and signifies the depth and breadth of Hotlink’s music reach.
6. Hotlink’s digital music platform showcases the talents of local artistes through the “Voice of Local Talent” initiative. Unsigned local artistes May leverage on Hottink to reach out to a wider audience.
7 Moving forward. Hotlink will be the one-stop centre for all our customers needs, with exclusive content and local and international acts.
3) Games
1 Hotlink was among the first to launch a mobile games portal in Malaysia, the Hotlink Games Unlimited Portal, in March 2007.
2 At present, the Hotlink Games Unlimited Portal has the widest selection of mobile games in Malaysia with over 6500 titles, including top titles such as “Terminator”, “Transformers’, “Need for Speed”, “Sally Spa”, “GI Joe” and “G-Force’.
3. In 2008, Hotlink enhanced its customer proposition with extensive partnerships with the three of largest mobile games providers in the world. Gameloft, EA and Glu teamed up with Hotlink to provide Hotlink customers with the latest, premium titles from both PC and consoles games, and movies, on their mobile phones.
4 In 2009, Hotlink partnered with major Japanese gaming content providers such as Konami, Bandai Namco and Koei for premium Japanese mobile games.
5 This year, Hothnk introduced the multi-player mobile game which allows customers to play with two players or more, and to chat and socialise online.
6 In its efforts to widen gaming content on its portal, Hotlink introduced the Hotlink Warriors series, the first locally produced superhero mobile games series in Malaysia.
7. Hotlink was a regular participant in the popular Anime and Games festival from 2007 to 2009, celebrating anime, mobile gaming and gamers.
8 For more information on the Hotlink Games Unlimited Portal, please visit www.gamesunlimited.com.my
4) Rewards
1. This year alone, Hotlink has given out 1.5 billion free SMSes and to-date, Hotlink has rewarded its customers with more than RM65 million worth of rewards points, which can be redeemed instantly for a choice of free talk time, SMS and caller ringtones.
2 Hotlink users get practical savings via dining mobile-vouchers and may even win a luxury cruise with their entire family via the latest Hotlink campaign with just an RM10 top-up.
3 Currently, Hotlink has the largest number of merchants on board offering up to 40% discount on special deals for Hotlink customers. Key merchant partners include The Manhattan Fish Market, Kentucky Fried Chicken. A&W, Delifrance and Time Galeria.
5) Mobile Internet
1. Maxis is the first telco to offer BlackBerry to our prepaid customers with a range of service packages that meet their varied needs ranging from email to social messaging functions. To subscribe, customers just need to type *100# from their mobile phones, choose “services” and select “blackberry internet service (BIS)”.
No
Package
Price per month
Entitlement
1 BlackBerry Internet Service Social (Available from 20 October 2009 onwards) RM28 via monthly top up Unlimited social networking and instant messaging only. 2 BlackBerry Internet Service Messaging (Available from 20 October 2009 onwards)
RM28 via monthly top up Unlimited email and instant messaging only. 3 BlackBerry Internet Service Premium (Weekly) (Available from 20 October 2009 onwards)
RM28 via weekly top up All services. 4 BlackBerry Internet Service Premium (Available from 1 October 2009 onwards)
RM98 via monthly top up All services. Table 1: Maxis BlackBerry service packages for prepaid users
BlackBerry Curve 8520 With any of the BlackBerry Internet Service package above RM899 (from Retail Price of RM1199) Table 2: Special package price for Hotlink customers
2. Hotlink recently introduced mobile Internet by time packages to make the whole mobile internet experience more customer-friendly. Customers are charged based on surfing time, from as low as RM2 per hour and RM8 per day. They just need to type *100#, press send and select ‘mobile Internet’, under ’services’. This charging concept is totally new to prepaid mobile users. Customers may now have peace of mind while surfing, knowing that they are able to manage their spending better
3 Maxis prepaid broadband packages are now available. These packages are ideal for users who do not want a monthly commitment. The RM8 plan entitles the user to 24 hours of usage or up to 500MB, while the RM25 plan has a seven-day validity and is capped at 2GB of usage.
[UPDATE] Added official photos of the event from Maxis, since I didn’t take any.
Matthew Willsher presenting on the Hotlink Brand Refresh exercise
Matthew Willsher (extreme left) with the Hotlink team at the Hotlink Brand Refresh Launch
Matthew Willsher and Lai Shu Wei introduced mobile internet packages for Hotlink customers
The new Hotlink logo on customised cupcakes
