1. Tel: (65) 6659 9887
john.kenworthy@celsim.com
www.celsim.com
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 newopportunities 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 is to develop critical strategic leadership capabilities in:
1. Leadership and 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 newstrategic 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 Henley’s
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 of MAXIS. This included:
 Exploration of leadership models, styles and choices, culminating in highly interactive
activities that allow participants to tailor the concepts to their own experience.
 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 their needs.
 Business simulation to provide realistic experience of the thought processes involved in
strategy development, and an opportunity to practice 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 organisation’s 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”.