Corporate Social Responsibility Maxis

There is a wide consensus among public and private institutions that the concept of Corporate Social Responsibility (CSR) is based on a company attaining a balance between the interests of all its stakeholders within its strategic planning and operations.

The past years, a lot of debates have discuss around the question about such ‘responsibilities’ should be voluntary or not, especially regarding growing environmental challenges in areas such as climate change, as well as regarding the enforcement of labour standards and basic human rights. Other people have pointed out that the role of the private sector is only focus on production and profit-maximisation; they think that only government should take care of social and environmental issues through efficient policy. Furthermore, the small, medium, enterprise (SMEs) almost totally don’t care the exclusion from conceptual discussions on CSR could lead to a purely ‘northern agenda’ for multinational companies. It should also be observed that CSR has frequently been misleadingly equated simply with ‘corporate philanthropy’ and ‘charitable giving’, which in turn are often separate from their core business and without an underlying strategic plan behind it.

Now a day, CSR is widely seen a management strategy option. A growing number of successful examples have demonstrated that respecting CSR in strategic planning, and following these through plans in operations, either leads to increased economic output, or at least is neutral in its effect on company profits. Furthermore, many companies realise that they should improve their social and environmental risk management strategies, take the opportunities in innovative technology development and knowledge creation, and engage more proactively with their stakeholders.

While there is improving conceptual clarity around CSR, there are still lack of technical assistance activities in this field. One of the problems is that SMEs, especially in developing countries, they often lack the capacities and opportunities to learn about a possible CSR approach in their management planning and daily operations. Therefore, they can’t handle the CSR requirement from their customers and counterparts, so that they facing the complicated codes of conduct and increasing difficulties in accessing global supply chains.

This problem have totally influence on the development of SMEs, especially in developing countries, but it seems to be avoidable: the basic business concept of CSR, the inclusion of environmental and social concerns into the company’s strategy.

Practically, this means that, through CSR, companies can find and solve the inefficiencies in their production process, continuously upgrade the quality of their products, and gradually develop their expertise in marketing and sales in an ever-wider market place. By doing so, they eventually improve their environmental and social performance and, thereby, their overall competitiveness.

A profit-oriented company’s interest in corporate social responsibility due to only providing for the needs of a customer is not sufficient. Some companies always ensure that their interest is in line with societal needs and they will take this into consideration in their business planning. Moreover it is vital to highlight the several unique features of this industry, such as stiff competition between the companies for a strong customer base, various new issues that arise from customer services and satisfaction and the fact that the companies operation is largely based on customers’ needs and technological demands.

Maxis Mobile Sdn Bhd, which started operations in 1995, is the leading telecommunications service provider in Malaysia. Being the leader within the telecommunication industry, the corporation is the fifth largest Public Company in Malaysia with total subscribers of 6.4million, providing a wide range of innovative mobile, fixed and international network services to their customers. The head office is located within Menara Maxis, an elegant 49 storey building adjacent to the Petronas Twin Towers Kuala Lumpur City Centre. The building is the headquarters of the Tanjong Plc Group of Companies, Maxis Communications Berhad and their associated companies. Maxis Mobile Sdn Bhd first used the Cardax System (CC Unix) since 1998 when they moved their operations into Menara Maxis, owned and managed by Tanjong City Centre Property Management (Tanjong Plc Group of Companies). The building house over 585 Contactless Mifare Readers across 49 floors and Visitor Turnstiles with some offices having additional readers within their office premises for additional security.

Maxis Communications Bhd’s education programme is a fine example of how corporations can help bridge the digital divide. It leverages on communications technologies to create fresh learning experiences in the community. The moment, Maxis training programmes have impacted more than 2,000 teachers and close to 5,000 children. Some RM15 million has been invested in this programme, initiated in 2002, which focuses on education, ICT and youth. They believe that its Corporate Social Responsibility (CSR) programme contributes to societal development as advances in technology can bring direct benefits to communities. As Malaysia’s leading mobile telecommunications operator, the organisation is committed to supporting national aspirations in the area of technology, education and youth.

In 2002, it launched ‘Maxis Bridging Communities’ (MBC) with the purpose of enriching communities with access to education opportunities through Information Communication Technology (ICT). MBC has made a firm commitment to ensure stronger and sustainable programmes for the betterment of the community by developing key initiatives under four main categories:

Bridging the Digital Divide

Maxis firmly believe that ICT should be available to everyone. Even to those who might find it out of reach. Therefore as part of CSR initiative “Bridging the Digital Divide”, it has targeted to take ICT education and infrastructure straight to rural communities.

The Maxis Cyberkids Programme was introduced in 2002 with the aim of promoting the usage of ICT to children and empowering them with skills to explore, share and propagate the knowledge within their community. The programme also aimed to increase the levels of self-confidence among the students while at the same time enhancing their leadership qualities.

Since the programme had launch, the camp has successfully touched the lives of more than 7,000 school children and teachers from over 1,000 schools across the nation. The Maxis Cyberkids Programme is included the progressive of the following activities which are Cyberkids Camp, Cyberkids Challenge and Cyberkids Portal.

The Maxis Cyberkids Camp is a 5-day residential programme, the structured to run the programme which is mix of interactive classroom and outdoor service. These activities are based on a “train-the-trainer” concept to enable participants to effectively use computers and internet. This camp actually is let the participants share their knowledge from what they learn from their school and communities.

Each camp is separate by seven schools, and each represented by two teachers and six students. Participants between the ages of 13-14 years are taught fundamental ICT skills including Microsoft Office applications and the use of multimedia.

The Maxis Cyberkids Challenge is a national contest for the schools that have participated in Maxis Cyberkids Camps. The participants are allowed the chance to feature and promote their ‘school projects’ which were part of the Cyberkids Camp activities in the challenge. During the challenge, the students are encouraged to voice out the idea that will benefit on their school or community.

The Maxis Cyberkids Portal was developed to allow continuous learning and networking among Cyberkids Camp participants. This portal also gives them the ability to continue use the ICT knowledge and development after the camp. The portal is a one stop interactive avenue for the Cyberkids community which is students, teachers, schools, volunteers, Maxis and Ministry of Education personnel to communicate and share information, ideas and resources with each other.

The community portal e-learning site Learn@Maxis provides school children from Standard 1 to Form 5 with free tutorials. Teachers are encouraged to contribute lesson plans and learning materials that can be shared among club members. Maxis continue to host hundreds of school websites free-of-charge. These websites belong to those participating in Cyberkids Camps and the CyberlinQ Web Community Competition. They encourage and support these schools to build and update their websites. They will also continue increasing the content of this popular portal to meet the evolving needs of their communities.

Maxis conducted 28 workshops nationwide for CyberlinQ Web Community Competition participants in 2005. They were taught to build their school websites based on their proposed community projects. They short-listed 40 participants in each category and awarded them RM1, 000 each to start their respective projects. The four grand prize winners received RM9, 000 each.

Education & Development of Malaysians

Besides that, Maxis also support the Malaysian individuals with stand out, the Education and development of Malaysians initiative was conceived to promote and support students in their pursuit for academic excellence. There are 3 key programmes under the initiative which are Maxis Scholarship for Excellence, Mobile Content Challenge, and Maxis Developer Programme.

Maxis Scholarship for Excellence Award presents young and outstanding Malaysians a good opportunity to embark on a journey that will allow them to realize their goals. Maxis are offering undergraduate scholarships to their post-paid customers or children of their customers who have excelled both in their academic studies as well as their extra-curricular activities. Maxis seek well individuals who have demonstrated leadership skills in the classroom, as well as in sports, social work or other areas. Recipients of this scholarship will be able to pursue courses at either a local or overseas university – a significant step towards pursuing their life’s dreams and ambitions. In 24 of April year 2009, Maxis awarded 19 scholarships worth RM3 million in totals to deserving young Malaysians for them to pursue undergraduate studies at Malaysian and non-Malaysian universities. These 19 young Malaysians are the first batch of recipients following the launch of the Maxis Scholarship for Excellence Undergraduate Programme in September 2008, a scholarship programme for Maxis’ customers, children of customers and children of employees. The scholarship is merit-based and covers undergraduate studies at institutes of higher learning in Malaysia and top-ranked universities abroad. Maxis plans to award a total of 40 scholarships per year under this programme.

Mobile Content Challenge was launched in 2007, it’s a competition geared towards creating a generation of innovative and creative techno-preneurs who will spur the nation forward in the field of information, communication and multimedia services. MCC has been designed along the strategic thrust of ‘inspire – innovate – enterprise’. Firstly, students are having the opportunity to learn the industry technology and mobile content development knowledge and trends at regional workshops held throughout the country. Here, industry partners share their knowledge and experience with the students. At the end of the workshops, after they done the mobile content application, they need to show to the judges and explain it for the final selection.

Mobile Content Challenge is directly support the Government’s MyICMS886 strategy by by empowering young developers to grow their skills, introducing them to new development techniques and delivering powerful tools to build their local content. This programme focused on cultivating an innovative and creative young mind set in students and thus nurturing a community of future entrepreneurs.

Inspired by the students’ interest in venturing into the mobile content industry, and to further assist past MCC finalists enhance their concepts and prototypes into commercial-ready states, Maxis in 2009 initiated the Nurturing Programme and Commercialisation Support Programme. Led by Maxis’ Product and Business Managers, these programmes aim to make the content of MCC participants available to Maxis customers through the Maxis 1Store, where customers can explore, discover and purchase mobile content applications. The Maxis 1Store focuses specifically on content and applications developed by Malaysians.

And the last is Maxis Developer Programme; Maxis Developer Programme was crafted to provide a solid foundation for understanding end-to-end mobile applications development. There are included guidance, equipment, funding and training to help developers to generate creative new solution and applications for the mobile devices that will be useful for Malaysian. They try to bring out the best in people and to use their greater potential, MDP aims to provide a vast support network of knowledge sharing, mutual learning and improve the growth of the mobile industry.

Employee Volunteerism

Maxis think that there is in order to initiate a difference in the community and the change must first with them. The Employee Volunteerism programme aims to change by encouraging employees to embrace the spirit of volunteerism, through the Maxis Volunteer Brigade (MVB). This programme was start from 2002; the initiative provides the grounds for Maxis employees to work together on community projects. Since the programme start, there are over 600 employees have stay together from Maxis office to participate in various activities.

Over the last eight years which is around year 2002, Maxis Communications had supported one the most demanding mountain bike races in the country which is the KL Mountain Bike Carnival as part of the Company’s support for youth and sports.

From 3-4 March in year 2008, Maxis executed ‘Program Titian Teknologi Maxis’ in Long Jekitan, Miri, Sarawak, in conjunction with the launch of ‘Program Pemberian Perkhidmatan Sejagat Ke-lima’ (USP 5). The programme comprised of a one day training for 51 community members; and the launch and certificates presentation ceremony. The launch event was graced by Yang Berhormat Datuk Patinggi Tan Sri Dr. Alfred Jabu anak Numpang, Deputy Chief Minister of Sarawak.

There are 160 children and 40 senior citizens from seven charity homes were treated to a fun filled day and sumptuous Raya delicacies at the Maxis Raya Open House, which was held on 2 October 2009 at Seri Melayu Restaurant. The special event was hosted by 50 Maxis volunteers, Maxis CEO Mr. Sandip Das and Puan Rossana Rashidi, Maxis CFO.

In 13 of December 2009, Maxis volunteers spent a Sunday afternoon with the children of Agathians Shelter in the final month of the year. Seeing as Christmas was just around the corner, volunteers and the children of Agathians decorated the Christmas tree and continued with a host of other activities including a tele-match, a mini clean-up session, a colouring session and a get-to-know you session. The children then showed off their dance moves in a performance for the Maxis staff. The afternoon ended on a high note with lunch and a prize presentation ceremony for lucky winners.

In 6 of January year 2010, there are 30 Maxis volunteers visited the children of Wisma Harapan, Brickfields in a get-to-know you session, which was followed by games and a mini shopping spree by Maxis staff, who bought handicraft items made by Wisma Harapan students. To show continuous support to the centre, volunteers also adopted 15 Wisma Harapan donation boxes in conjunction with their Flag Day. The next, in 25 of January, Maxis introduced the Maxis CR Wish List, a channel for Maxis staff to give back to the less fortunate by identifying items on the wish list and contributing towards it. Ampang Old Folks Home, which has been operating for the past 60 years and houses over 50 residents without any family members, was the first recipient of the wish list. Over 280 Maxis staff members contributed RM6, 657 worth of food items, which were packed and delivered to the Home in conjunction with Chinese New Year. The CR department presented the items to the Home caretakers in a brief yet fun afternoon with the residents. A karaoke session proceeded the Yee Sang session and head of product marketing Mr Lai Shu Wei presented residents with Angpows before the afternoon ended with light refreshments.

Environment

The environment is very important for us. We want to save the environment for the future of our children. Because of this goal in mind, we have to adopt responsibility business practices with considerations to environment. In the responsibility towards the environment, Maxis focused on minimising their carbon footprint. Maxis are in a strategic partnership with Malaysia Airline Systems in project to reduce their impact to the environment, as well as an internal recycling campaign.

On the other hand, there is criticism about Maxis too. Maxis have received some complaint from the customer. The customer complaint that the program for provide scholarship for the customer which the CSR doing by Maxis are very hard to get it due to the requirement are very high. Actually the customer needs the scholarship to help to reducing the expenses in the education. Now he can’t get it, so he feel dissatisfy on Maxis. Actually Maxis know this happen, but they decide with no any changer due to they think the scholarship is for the seriously student, and of cause it’s had a level to achieve it, not everyone can get it.

As a conclusion, the commitment to CSR, especially Maxis Bridging Communities programmes, will continue with enhancements from time to time to ensure we reach as many people as possible, and make life more meaningful and special to everyone whose lives we touch.

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