Maxis offers personalised messaging powered by Acision

Award winning service will enable differentiation and increased revenue opportunities from P2P messaging

(PresseBox) ( Kuala Lumpur, )
Acision, the world's leading messaging company, today announced that Maxis Communications Berhad ("Maxis"), Malaysia's leading mobile operator, has selected its award winning Message Plus solution. The new service enables Maxis' mobile subscribers of 10 million, an unprecedented control over their messaging experience. The subscribers can now block unsolicited SMS, or SMS spam, set up automatic replies and automatically copy messages to another mobile number - all from their handset.

Winner of the 2007 Mobile Messaging Awards 'Best Consumer Service', Acision's Message Plus solution enables network operators to differentiate their messaging service through a range of personalised services.

With a mobile penetration rate currently at 85%*, Malaysia is one of the fastest growing mobile market in Asia Pacific and is currently the world's sixth largest text messaging market. Having relied upon Acision's messaging infrastructure to cope with considerable capacity increases over the last four years, Maxis turned again to its strategic partner to identify ways to secure greater revenues from SMS.

Dr. Nikolai Dobberstein, Head of Strategy and New Businesses, Maxis, commented: "Maxis is the first in Malaysia and amongst the first three in the region to offer this integrated SMS-management service. In fact, the Acision's Message Plus platform has allowed Maxis to be the first mobile operator globally to enable a customer-activated Anti-Spam solution which blocks out local spam messages. For Maxis, this blacklist feature complements our ongoing efforts in combating local spam issues. Our customers can now, at their own accord, personalise and block of spam SMS from reaching their mobile phones.

"We believe that the appeal of Message Plus is in how it meets the demand from our customers for a practical way of managing their SMS communications. We are confident that Message Plus will become one of our most popular services within our current range of innovative application-to-peer SMS services. Having been a key technology partner for Maxis for four years, Acision continues to deliver the kind of products that enable us to innovate and maximise revenue opportunities from messaging." Dr. Dobberstein added.

Boudewijn Pesch, Managing Director, Asia Pacific, Acision added: "SMS volume growth is only the first part of the story for operators like Maxis. Once the volumes are there it is essential that the operator starts to differentiate themselves, adding features and functionalities to enhance their text messaging offering. Personalized messaging for P2P customers at Maxis is ' just' the first step in an initiative that will see enterprises, wholesale, internet applications benefit from advanced personalized messaging."

"For decades, through continued innovation, we have enabled operators to strengthen their messaging service - and even secure greater revenues through value-added services. With more than half of the world's text and multimedia messages sent globally powered by Acision, our mantra is to advance the way the world communicates through the evolution of messaging", added Pesch.

* Malaysian Mobile Penetration, Q4 2007, Malaysian Communications and Multimedia Commission

About The Maxis Group

Named Asian Mobile Operator of the Year 2007, the Maxis Group currently operates in three key Asian markets - Malaysia, India and Indonesia - with a 5,000-strong workforce collectively serving over 20 million customers and offering a comprehensive range of communications services, including mobile and fixed line telecommunications, valued-added data and content services, wireless and fixed line broadband services and international gateway services.

In Malaysia, Maxis Communications Berhad ("Maxis") is the country's premier mobile telecommunications operator, with the lead in post-paid and pre-paid (Hotlink) subscriber base. The Maxis Group operates in India through subsidiary Aircel Limited and in Indonesia through PT Natrindo Telepon Seluler.

Since it began operations in 1995, Maxis has won numerous awards. Maxis was named Malaysia's "Most Admired Company" by the Asia Wall Street Journal in 2006. In June 2007, leading regional industry journal Asian Mobile News named Maxis as "Asian Mobile Operator of the Year" and "Malaysian Mobile Operator of the Year", due to its clear demonstration of leadership in business performance, brand value, sustained service excellence, network quality and product innovation, further reinforcing the Maxis Group's mission to be a Regional Communications Leader of Choice. For more information, please visit
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