Open Call: Personalised TV Experiences with Maxis, Malaysia

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Maxis, Malaysia’s leading converged solutions provider, is looking for digital solutions to create a more personalised experience for its Maxis TV customers.

The solution should enable Maxis to make better use of the activity and browser data of its TV users, and encourage trialists to convert into paid users.

The project budget is up to £10,000 for a proof of concept and the application deadline is 20 August 2021. To register, please complete our application form.

You can read the brief below or download it via PDF.


How can Maxis create a more personalised experience for Maxis TV customers, making better use of the activity and browser data of its users, to support an increase in paid subscribers to the service?

This unique opportunity will enable an innovative UK based technology company to work directly with Maxis, the leading converged solutions provider in Malaysia.

Maxis is looking to the UK Technology sector to propose solutions around how they can help the company to create a more personalised and user centred Maxis TV product, that will increase its paid subscriber base.

This exciting challenge is part of the UK-ASEAN business challenge programme supported by the Department for International Trade.


What is Maxis TV?

In 2021, Maxis launched a revamped Maxis TV product, which is a video entertainment service that offers premium video content including movies and TV shows that cater for the growing appetite of digital content among Malaysians. It is the first-of-its-kind video entertainment service that gives total control over entertainment, delivering a seamless new experience where users can easily discover, purchase, and watch premium video content all in one platform. All Maxis TV passes are now available to Maxis and non-Maxis customers, with free one-month trial for all new subscribers.

Subscribers can enjoy streaming high quality content when purchasing single or multiple data bundles on the Maxis network. With Maxis TV passes, subscribers get to watch movies, dramas and TV shows on-the-go anytime, anywhere, on multiple devices. To deliver the best content that everyone in Malaysia loves, Maxis is partnering with top tier video on demand (VOD) providers, such as Dimsum Entertainment, iflix, Viu, Mubi, Netflix, iQiyi, and many more to come, to offer this service.


Further information

Maxis: Company Background

Established in 1995, Maxis is one of the leading and largest mobile communication providers in Malaysia, with a total number of 11.37 million subscribers in Q1 2021. Over the years, Maxis has pioneered and lead the Malaysian market in delivering innovative mobile products and services. It was the first telecommunications operator in Malaysia to launch 3G, 4G mobile services, Apple iPhone and BlackBerry phones. Maxis has three brands under its portfolio: Maxis brand focuses on the postpaid consumer services; Hotlink brand targets the prepaid consumer services; while Maxis Business is the enterprise business arm that offers solutions for Malaysian businesses. The use of these distinct brands, underpinned by synergistic values, has enabled Maxis to develop its market leadership in Malaysia.

As digitalisation is changing the way users communicate and access services such as commerce, banking, and entertainment, Maxis continues to innovate its products and services leveraging from the leading mobile offerings. In 2021, Maxis has transformed itself to be the leading converged solutions provider in Malaysia, providing a variety of high-quality digital services encompassing voice, data, and solutions. As part of its brand purpose, Maxis is committed to bring together the best of technologies to enable people, businesses and the nation to Always Be Ahead in a changing world.

Maxis believes in unlocking the full potential of fixed connectivity as well as Enterprises, as businesses look towards digitalization to improve and grow. Its end-to-end Enterprise offerings built upon the strong mobile connectivity now expands into fixed connectivity, and a range of converged solutions such as managed services, cybersecurity, cloud and Internet of Things (IoT). These solutions are supported by an advanced core network with next-generation network support capabilities. Maxis aims to be the preferred information and communication technology (ICT) partner to help Malaysian businesses leverage on technology, as they ride the wave of digitalization in their business growth acceleration.


What we’re looking for

  • A solution that will allow for the sophisticated analysis of user data, to help Maxis to better understand user preferences and:
    • Create a more personalised experience for subscribers
    • Increase the number of active subscribers by creating a better experience for free trialists, increasing the likelihood of converting trialists into long-term active subscribers
  • In order to achieve this, Maxis is interested in:
    • Data companies that can help Maxis to personalise the TV product offer to users
    • AI / ML recommendation tools that have a proven track record of working with a similar products
    • Solutions that can support the creation of an amazing and intuitive Maxis TV experience

Maxis is being supported through the open challenge in the UK by the Digital Catapult NETV (NETV) team. Digital Catapult NETV will work with Maxis to select up to six shortlisted companies to pitch their solutions, with the aim of selecting one company to work directly with the company on the Maxis TV product.


Why Get Involved?

This challenge presents an exciting opportunity for a UK based technology company to establish or grow its reach in the ASEAN region, by working with the leading converged solutions provider in Malaysia. There are many reasons why companies may wish to participate in the business challenge, including;

  • An opportunity for up to six applicants to pitch their solutions to the Maxis TV and Innovation team
  • A unique opportunity for one company to work with Maxis to deploy the solution on Maxis TV: the only video entertainment service of its kind in the Malaysian market
  • Potential for the proposed solution to be deployed across other growth areas within the business, e.g. finance and education
  • Raise company profile by gaining valuable presence on Digital Catapult and UK Tech Cluster social platforms
  • Gain commercially valuable feedback from the Digital Catapult NETV team about the viability of the solution
  • Opportunity for project / company to be promoted across the ASEAN region through the Department for International Trade’s digital trade network as part of the UK-ASEAN business challenge.


Who should apply?

Digital Catapult NETV and Maxis are looking for innovative UK based technology companies that have solutions that will support the personalisation of Maxis TV.

This may include:

  • Data analytics companies
  • AI and Machine Learning companies
  • AI recommendation engines

Applicants must be a UK based registered limited company (or prove they have an establishment in the UK) and undertake the majority of the activity in the UK.


Next steps and registration link

The budget is £10,000 which will cover the costs of developing a proof of concept to work with Maxis TV. Please note depending on the success of this proof of concept stage, there is potential for the successful applicant to work longer term with Maxis on higher value contracts.

Interested companies can register their applications here:

To know more about the shortlisting criteria please download the information pack

Digital Catapult NETV will shortlist the applications and will invite up to six proposals to prepare a pitch to the Maxis TV and Innovation teams. The pitch will take place over video (zoom / teams) w/c 13 September 2021.

One successful company will be chosen by Maxis to develop a proof of concept.


Challenge key dates:

19 July 2021Open Call launched
6 August 2021Deadline for questions and clarifications
20 August 2021Deadline for applications
30 August 2021Shortlisted Companies Announced
w/c 13 September 2021Pitch Day (exact date tbc)
w/c 20 September 2021Winner selected and announced