The Implementation Of Change Management In Maxis Information Technology Essay

The Implementation Of qualifying Management In Maxis Information Technology EssayMaxis be Malaysias lead telecoms company and market leader with a total spry predict subscriber menage of to a vaster extent than seven million, as at 31 December 2005. Maxis widen to enhance how people communicate and live with an majestic array of innovative returns and returnss. Maxis were the beginning(a) to rear 3G Connect Card, PC Webmail, depiction recording Mail and 3G prepaid. They atomic number 18 having signifi shadowertly outgrowthd the 3G service coverage since its for ward in July 2005, catering to more than 740 sites across Malaysia.The case study of Maxis was slightly the company taking a propagation shifts at the moderate worry (management team) to seemly the ch every last(predicate)enges of the competitors and the unpredict adequate to(p) demands of the global competitors in a rapid ever-changing and hostile environment.The study aims to analyze the implementation of tack in Maxis and making a shift to update telecommunication applied science from 2G to 3G. This was initiative interpreted by Maxis implementation of a generational shift in establish to be competitive in global market is still indeterminate as the highly competitive market is indeed a tortuous to overcome. This study discussed(a) The importance of alternate and the demand to be competitive.(b) The supremacy of implementing the sort process in Maxis (adopting and adapting the in the altogether technology)(c) Importance of organizational metamorphose in MaxisThe Wireless Industry felt that inventing 3G cyberspace was critical in sanctify to offer high-bandwidth function to their customers, or take chances losing come forward to their competitors. Third generation mobile phones (3G) ar at the introduction stage and a lucrative trend. Maxis were able to attain market leadership because its constant efforts towards developing a bodily culture which fostered in novation. It wasnt easy for Maxis to classictain market leadership in the ever-changing telecommunications industry.The vision and dedication of its key personnel exclusivelyowed Maxis to have a clear advantage over its competitors. Success and winning further comes by nature when the right people initiate and lead the charge to victory. The vision and commissioning of Maxis played a very outstanding role in nurture innovation for a company that aspires to be the best melodic themed on a set of levers that serves as a guiding normal in all its relationships, internally and externally, unifies and motivates its staff, translates clarity in its decision making, defines the mien it conduct care to the community (Maxis website, 2004).2.0 Change Management as a competitive advantage in MaxisTo excel in todays disdain climate, organizations must continually deliver a varied range of products and operate that extend high business value. Even the nigh winnerful enterprise s can implement failure because they unsuccessfully manage change in software development. With more demand than ever for IT (Information Technology) to quickly and accurately achieve and support in incorporatedd objectives, IT organizations must cope with a continuous barrage of changes-changes in product requirements, technology, development processes, and deployment environments.As a result, telecommunication companies can only successfully deliver bleak-madeer technology assets and applications to their current customers and attract new customer base through proactive management of change. The single, about constant chemical element in telecommunication companies is change (Becher, 1989). Telecommunication providing organizations and project teams must deal with promptly changing business and product requirements, development methodologies, delivery technologies, and application architectures.For Maxis, in that location are compelling reasons to believe that 3G network volition work slightly the skepticisms surrounding the technology and succeed. The 3-G network is broadband and 6 times fast-breaking than GPRS and three times faster than EDGE (Maxis Website). With its abilities to deliver video-based services, it opens the door to a brand new communications medium whereby the mobile experience is make more diverse, more interactive and more enjoyable than its technological predecessors.With set up of 3G in maxis, the telecom users go away be able to talk to separately different as well as to see each other face-to-face and overlap special moments as they happen. We get access to circumscribe especially live TV and video streaming that is more diverse, richer and a lot more engaging and overly very enhancing for the users.Adopting 3G, user can easy access to broadband connectivity on your mobile device and your lap lapse, anytime, anywhere and you dont have to look for Internet cables or phone lines ever a absorb. The great advantage o f 3G at this point is due to the low broadband service incursion currently. Above all, for mobile operators, 3G provides growth as the market for translator telephony matures. Data is set to rule the communications industry of the succeeding(a) and thus, 3G network would be a service to look forward to by customer in future day.The major benefits that Maxis provide be reaping by the proposed change management would be2.1 The pick out to reinvent the business as the business environment changesAs the competitive pressures increase, the company requests to rethink its business strategy and position in the value reach by lend both to differentiation and make up leader strategies is to simplify the value chain and move closer to customers through mobile services.2.2 The take up to be able to focus on the most differentiating activitiesMost operators still want to pit with new mobile services, content and portals. Extensive efforts are required to develop, launch and market with increasing time-to-market pressures and by being able to focus on these most differentiating activities is a significant benefit in view of a more complex technological environment in the future.2.3 The need to amend operational efficiencyAfter usual process optimization and competence development, the main source for cost efficiency is economies of descale. There is a need to increase the cost efficiency of basic technical trading operations disregarding of the operators competitive strategy. For very large operators and international operator groups, it is possible to gain significant economies of scale in-house. Small and medium sized operators should consider a managed service provider that could deliver benefits for their business by creating higher economies of scale on their behalf.2.4 The need to improve quality of services and operationsIf Maxis manages the operations and network well with necessary capacity increases and modernization, the quality of service le ad be meeting the customers expectations. However, the quality is unlikely to be a differentiating factor as all the operators can deliver the equal product. The new mobile services and applications provide excellent possibilities for quality differentiation and grabbing market share in a certain time window. The operators should make the most out of this with the chosen help of the experienced managed service provider.2.5 The need to manage technology and operational challengesIn traditional operator-vendor relationships, the operator has responsibility for deploying mobile services network technologies, billing and customer care readiness. This integration responsibility composite stake and managed services contract can be set up in a way to reduce this technology and operational risk by linking service providers incentives to operators business objectives. These drivers differ from one operator to other and each of these drivers needs to be considered carefully. Since outso urcing of technical operations is such a major change, it should be based on the correct and well considered reasons.3.0 promote successful change management in MaxisSuccessful management melioration efforts require the active involvement of managers and staff throughout the organization to provide ideas for improvements and supply the energy and expertness needed to implement changes. Employees at all levels of high-performing organizations participate in and have a stake in improving operational and political platform performance to achieve results. High-performing organizations use a derive of strategies and techniques to effectively involve employees, ie(1) Fostering a performance orient culture,(2) Working to develop a consensus with unions on goals and strategies,(3) Providing the training that staff need to work effectively, and(4) Devolving allowance while focusing accountability on results.Employees in high-performing organizations understand the importance of and th e connection between their performance and the organizations success. The failure to constructively involve staff in an organizations improvement efforts means running the risk that the changes bequeath be more difficult and protracted than necessary (Becher, 1989). The unhomogeneous flavors for a successful organizational change in Maxis were3.1 cast the coalition.Once we constitute the allegiance of what we want to our vision to be, the second step is to form a coalition of all stakeholders as well as both internal and external members of the organization. Its not only the senior management, besides it is everyone that is involved with the company as well.3.2 Envision the future (Implementation of 3G Pilot Launch) image the future is about painting a picture of what the firm is firing to look like when this journey and transformation are complete. Many item-by-items who are part of the team will have difficulty understanding what the changes that are attempted to incorpor ate into the business really mean. They are going to crave how the change is going to affect the company and, more importantly, each individual within the company.This explained the pilot launch in Klang valley during the 3rd imbibe of 2004. (The Star-In Tech, 22 June 2004). According to the news, Maxis Communications Bhd will initially roll out its 3G (third generation) mobile services in populated areas of the Klang Valley in the first 18 months to two years following its commercial launch by the end of 2004.Maxis revealed how, by offering these services, they would be able to grow significantly faster while providing the clients with a much higher value service, and this would create more opportunities for each of the stakeholders. At the same time, if they didnt change, they were going to fall ass in the industry, leaving fewer opportunities for employees, be glide path a less important partner in the financial advisors growth, and not doing all that they could in assisting the investors to achieve their financial goals. It was not a very tough decision for the stakeholders erst they had the information and time to confirm the vision.3.3 Begin the transformation.Successful change is a real challenge because no one reacts well to change besides the person that is driving it. When change comes, we all tend to immediately vomit up our hands up and try to figure out how to avoid it. Behaviorists break us that 80 percent of us are reactive thinkers who will do anything to avoid change. Twenty percent of us are original thinkers, meaning we initially try to avoid the change, but then come across and judge whether its a good change or a fearful change. If we think it is a good change we will incorporate it into our lives. If imaginative thinkers believe it is a change for the worse, they will just figure out ways to go around it.The only way to see to it that change occurs smoothly is to have a road map that outlines the process that will be incorpor ate into your firm to make it work for mutual benefit.3.4 institute it in the culture.Everything that was doing should be consistent with the commitment. For example, Maxis was constantly promoting 3G network advantage to their priceless customer over the country during the initial launch. This creates a sense of commitment for all the employees that they are undergoing change and it is therefore real and it creates a new culture.3.5 Accelerate the pace.Maxis helped everyone see the increased competition and the need to differentiate it from all the other firms. Maxis understand the likely outcome if you dont make the changes. They know that it will be fine to be uncomfortable with change but that the superior in business will always be the one who most effectively adapts to the new environment.3.6 Collaboration with other organizationsAccording to Mobilecomms-technology.com, Maxis realized that the success of any 3G network relies on the availability of 3G handsets in the market place. A vocalise venture between Sony and Ericsson has been contracted by Maxis to provide three hundred,000 3G enabled handsets in a contract worth RM20 million for the period 2004-05. Maxis also intend to continue its close relationship with both Motorola and Siemens, and 3G handsets from these companies will also be available.Maxis also collaborated with Astro, especially in streaming live telecasts. Taken from the same term Maxis mobile subscribers are also set to get video streaming services before the 3G network goes live, as Astro are to provide program clips, running at 64kbps and 24 frames per second, to the existing Maxis 2G GPRS Network. In addition, Motorola is installing its new push-to-talk over cellular service on the Maxis 2G network that will spare a single subscriber to connect with one or umpteen users at one time via the single push of a exit on their handset (this should see most use in the corporate market place for the easy arrangement of conference cal ls).3.7 Continuously reinvent yourselfHigh-performing organizations seek to involve and engage employees by devolving authority to lower levels of the organization. Employees are more likely to support changes when they have the necessary amount of authority and flexibilityalong with commensurate accountability and incentivesto advance the agencys goals and improve performance. Allowing employees to recreate their expertise and savvy to bear in meeting their responsibilities can help agencies capitalize on their employees talents, leading to more effective and efficient operations and improved customer service.To continue usage of video streaming and video calls, Maxis has lowered the cost of 3G network charge toward their customer to increase the usage of it. The excerpt flak was taken from the article Maxis lowers cost of 3G adoption published on lordly 7, 2006.We are seeing a healthy uptake on 3G services with people coming on board at an incremental increase of 30% every mon th. We believe free video calling will further accelerate 3G adoption in Malaysia, give tongue to Maxis Head of Products and invigorated Businesses, Dr. Nikolai Dobberstein.At the of end July, Maxis has 256,000 customers with 3G mobile phones in its base, of which 150,000 are active 3G users. By removing the cost barrier, Maxis hopes to drive up usage among 3G handset owners in its base and counter the prevalent notion of 3G being expensive. With Maxis continual low set strategy, we are turning that around and proving that Maxis 3G is as affordable as 2G, state Dobberstein.4.0 Comments and SuggestionsThe success of the change implementation was due to the fact that it was an initiative from top management and it was clearly seen that the shift is urgent with the competitors in the market coming up with new invention. (It is an internal change and the change agent is the top management). This was congruent with one of the Organanizational Development principle, which stated that t he Change Management should separate from the top. According to Rothwell et al (2010), Organizational Development works best when it is back up by top managers. This is because top managers are traditionally the chief major power brokers and change agents in the organization they often control an organizations resources and reward system.The expertise of the staff was recognized and their ideas were discussed during meetings therefore capitalizing on their talents will enhance the operations and allow a smooth revolution of change.The staffs were committed to change and they were certain that there is pressure from the environment and Maxis have to differentiate from other firms and the change was necessary and the change is directed to positive results so there was no resistance to change. There is a need for change that was understood by employees. The management also has created the awareness of change. Change is inevitable, and this message was disseminated throughout the or ganization. This ensure low level of resistance to change.The collaboration with Sony, Ericson, Motorola and Astro has strengthen the change as companies supporting each other in terms of sharing of network, video streaming has led to a win -win situation in the corporate market.However, the change process in Maxis was a success but the future has yet to be seen in this era of companies coming up with new intervention and innovation to have the competitive advantage but the war is not over yet for Maxis as further strategies to combat the competitions need to be planned ahead of time so as to meet the demands of the future market in the era of globalization.The group view that other strategies such as new design and more practical models whitethorn be able to penetrate the market apart from technology which is the main area of competitiveness as customers of today do not only value the update of technology but the design has cosmetic value and it influence the user in the trendy wor ld of today.5.0 ConclusionThe telecommunication industry felt it was not practical and risky to launch 3G network in the market because it final result is quite unpredictable. It could be said that the industry as well as stakeholders still felt atheistical even though the pilot plant was considered a success. However afterward the implementation, Maxis has proved that it had been successful in term of change management.This was proved by statistics from The Mobile World that noted Maxis ended Q1 06 with some 8.2 million customers large(p) them a market share of 42.5%. The country has a population penetration rate of 80%. Even though this could be directly linked to 3G, but it is not to be denied that 3G contributed a major part in the increase of market share.This notion was strengthen by the fact that Maxis has the most extensive integrated 3G network coverage in all major cities in the country. The Klang Valley, Penang, Johor Bahru, Kuantan, Alor Setar, Kota Kinabalu, Kuching and other cities are now with 3G connectivity.Today, Maxis have over 300 buildings with Maxis 3G/2G transmitters, and also over 350 Maxis Utopia and Airzd WLAN hotspots.After the tremendous success in Malaysia, Maxis planned to penetrate 3G in Indonesia (end of year 2006) using the same change management plan. Thus, the well planned change can bring the expected result in the end. The change plan is very important to make a company to be market leader or sustain in the market.