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Maxis Communications Maxis Communications Berhad (Maxis) is a portable focused telecom service provider with fixed line and IDD businesses to support its radio operations. It's the number one cellular service provider in Malaysia by quality and quantity of subscribers as well as profitability. The significant portion of my study on Maxis will concentrate on its mobile division because this currently contains the majority (over 90% of the total revenue) of the organization's operations. The organization is well positioned inside an expanding and secure Malaysian telecommunication market, which should support continuing fundamental expansion off an already remarkable base. Given that which Maxis has already achieved, the company will probably remain among the leading Southeast Asian operators. MAXIS, KING OF THE RINGTONES INTRODUCTION This paper reviews the operation of Maxis Communications Berhad (Maxis), a mobile focused telecom service provider using fixed line and IDD business to support its wireless operations. It is the number one cellular service provider in Malaysia by quality and amount of subscribers in addition to profitability. The major portion of my study on maxis will concentrate on its mobile division since this now contains the majority of the organization's operations (over 90% of total earnings). The review period covers 5 years from 1998 to 2002. I've organised this paper into three sections to present more thorough understanding of Maxis's survival and its competitive edge in the telecommunication marketplace. The first section explains Michael Potter's theory on Competitive Strategy. As for the second section, I will analysis the telecommu...