“Tron’s GPS Tracker Kids Phone uses their services to stay connected with the device, allowing customers’ children to contact their parents easily during an emergency.”
Officially launched as a commercial service in October 2011 in Malaysia, Talk Focus Sdn Bhd, otherwise known as Tron, is a telecommunications group and Mobile Virtual Network Operator (MVNO) that offers revolutionary borderless voice, data and other value-added services.
In Malaysia, Tron received its full-fledged Network Service Provider (NSP) license from the Malaysian Communications and Multimedia Commission (MCMC) in 2011 and currently enjoys a customer base of 500,000 subscribers, representing 10 percent of the MVNO market share. Talk Focus have found that their biggest challenges come from being an MVNO although the segment is considered to be one of the most profitable industries in the market. However the challenging economic environment, plus pressure from competitors has squeezed margins, making differentiation more important.
Competition between players is getting more and more intense over the year. The four largest Mobile Network Operators (MNO) in Malaysia are fighting for their respective market shares, leading MVNOs to also face price wars. To ensure long-term success, Tron has to be flexible. To accomplish this, the company has a two pronged strategy – namely by developing good customer relationships (B2C) and by developing good business partner collaborations (B2B).
Unlike traditional telcos, Tron does not believe in price wars or spending too much on advertising. Rather, they focus on their product offerings, distribution network, advertising and customer support in order to capitalise on every single opportunity available. They are proud to be the first telecommunications company to offer full 365 days validity with a single reload. They have also recently adopted a new referral programme where subscribers can enjoy commission and incentives for referring new customers. Additionally, the company has also innovated by working with partners such as airlines, hotels, restaurants and other merchants so that Tron points, earned from purchases, are redeemable for discounts voucher or reloads. Tron is also focusing on offering special promotions for its customers. One of these is Tron to Tron Free Call – a rewarding promotion that allows customers to stay connected with their loved ones for free.
Another one of Tron’s target achievements is to venture its business into a new technology sector – Internet of Things (IoT). Tron’s GPS Tracker Kids Phone is the first initiative project that uses their services to stay connected with the device, allowing the customers’ children to contact them easily during an emergency so parents can keep tabs on their kids’ locations.
Instead of advertising or sales promotions, Tron believes in undertaking Corporate Social Responsibility projects as they believe that it is their duty to serve and care for the community as well as the environment. Their first CSR project kicked off in early 2016 where they sponsored Chinese New Year red packets and donated food to old folks’ homes and orphanages during the Lunar New Year. Their most recent project involves them sponsoring CCTVs for selected schools in conjunction with the Crime Awareness and Prevention Board of Malaysia, in addition to recently launching GPS tracking devices for primary school children. The company will also be offering selected NGOs use of its telecommunication services where ten percent of the reload/ top up will be donated to the less fortunate.
Some CSR milestones achieved by Tron include receiving the Malaysia CSR 2016 Award in the ICT category, and being awarded Pioneering Corporate Social Responsibility Initiatives (SME category) at the CSR Malaysia Awards 2017. This is fully in keeping with the organisation’s vision to be a respected telecommunications company focused on connecting technologies and the mobile world so that a global community without borders can be built.
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