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Tuesday July 26, 2005
Shazalli feels good about new post at Celcom
StarBiz: If ntv7 is a “well-known and growing brand’’, why did you quit to take on this new challenge at Celcom?
Shazalli: “It is a new dawn, it is a new day, it is a new life and I am feeling good.’’
That is Michael Buble’s latest song and that is how I feel about this new development (appointment as CEO of Celcom) after having steered ntv7 for eight years.
When I took on the job at ntv7, it was the early days and we started from scratch. We steered the company through very difficult times, especially the 1997/98 economic crisis, and we were operating in a very competitive landscape, but today, there are investors who are interested in ntv7. The way I see ntv7, it is a growing brand, and it would continue to grow. I have given (my best and now would give the) opportunity to my successor to take ntv7 to the next stage of development in the broadcasting industry.
StarBiz: What is your mandate at Celcom?
Shazalli: I have just been appointed and we will discuss that when I get into Celcom.
StarBiz: TM wants Celcom to be market leader by 2006/7. Would you be able to achieve that and how do you intend to do it?
Shazalli: I have not even begun at Celcom, so these are very early days. But we are talking here about brands. It can be any brand, a new brand, a matured brand or a challenging brand. It all boils down to marketing.
As I see it, Celcom is a very challenging brand and operates in a market place where technology is evolving, and the local landscape is very competitive.
To me, taking Celcom to where TM desires would not be impossible. In fact, it would be very much possible to be the leader, as we would put in place the right strategies to drive it there.
StarBiz: Would 3G services take centre stage in trying to drive Celcom to a lead position?
Shazalli: The emphasis is about being customer centric, studying consumer behaviour and desires. It is about understanding that and working around it and if there is a need for technology, we would fill the vacuum with a suitable technology.
So, I would not say technology would drive us, it would be about being consumer centric.
StarBiz: But experts in the telecoms industry are of the view that you may not be as telecoms savvy as some of the other celco CEOs as you hail from the broadcasting industry.
Shazalli: At ntv7, we have worked on multiple platforms, be it broadband or 3G. I was also vice-chairman of the Malaysia Communications & Multimedia Commission content forum. So, I am not coming from a totally unrelated field, I have been exposed to it and have been involved in the industry. I do keep abreast of the developments in the industry, so I must say I am very much attuned to it.
StarBiz: Would you share your feelings about this new job?
Shazalli: I feel so honoured to have been chosen from among the many capable candidates and taking the helm at Celcom to me is indeed a great challenge.
I would also like to thank the team at Telekom Malaysia Bhd (which owns 100% of Celcom) for having the faith in me to steer Celcom over the next three years. (He begins on Sept 1 as CEO of TM’s cellular arm).
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