The new platform allows subscribers to browse and purchase products without leaving the Tune Talk app, positioning the service as part of the company’s broader strategy to evolve beyond traditional connectivity offerings. Through the feature, Tune Talk aims to shift its model from competing primarily on data pricing toward offering a wider digital ecosystem of services.

Tune Talk Shop enables access to more than 20,000 curated products, along with integrated in-app browsing, checkout, and payment. Users can also redeem Tune Talk Points as part of their purchases, while deliveries are handled nationwide. The telco manages the overall customer and payment experience, while Presto provides the backend infrastructure, including product catalogues and fulfilment capabilities.

The introduction of the e-commerce platform builds on the company’s efforts to expand its mobile app into a broader digital services hub. Since adding entertainment features such as games and drama content in May 2025, the company reported that average daily usage of its app has reached around 36 minutes, which it said is approximately 400% higher than global telco app benchmarks.

Tune Talk currently has more than 1.8 million subscribers in Malaysia. The company said the engagement levels within its app provide a foundation for integrating additional services, including commerce, to deepen user engagement and extend the platform’s functionality.

The move also comes as Malaysia’s digital commerce sector continues to grow. The market is estimated to have around 18.8 million online shoppers, with annual growth projected at roughly 10%. Malaysian consumers spend an average of RM182 per month online, reflecting the country’s mobile-first purchasing behaviour.

“This shift for Tune Talk reflects our commitment to our customers. We are moving beyond competing solely on GB for RM to providing the best plans and ever-evolving value that truly resonates with Malaysians. Tune Talk Shop is not just an e-commerce feature; it is a fully integrated platform that connects connectivity, rewards, and transactions into one seamless experience,” said Gurtaj Singh Padda, Co-founder and CEO of Tune Talk.

“We are proud to enable Tune Talk’s vision by providing the marketplace infrastructure and fulfilment capabilities behind Tune Talk Shop. This partnership allows Tune Talk to scale commerce within its ecosystem while maintaining full ownership of the customer experience,” said Prawn Cheng, CEO of Presto.

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The campaign introduces a system that places pre-recorded Skinny ads, lasting up to 10 seconds, into phone calls in real time. The system was developed by the technology teams at Colenso BBDO and Skinny. Customers who choose to participate can increase their chances of winning prizes by making more calls through the platform.

“A corporation putting ads in the middle of my phone calls? I’d never allow that. Unless of course a chest freezer of sausages was up for grabs. By using our customers’ phone calls as a free media channel, we can get our great offers in the ears of the rest of New Zealand, and for being part of it, our co-conspirators can win things they’ve always wanted, like frosted tips for their family.” says Hadleigh Sinclair, group creative director, Colenso BBDO.

Participants can join the campaign by texting “HAPPY” to 414 and following a series of prompts before being connected to the person they intend to call. During the conversation, short ad breaks promoting Skinny’s offers may play.

The campaign includes a range of prizes, including a jetski, a ride-on lawn mower, hairline treatments, and a year’s supply of rotisserie chickens.

“It’s been incredible to help develop an entirely new media channel and leverage innovative placements and partnerships to bring the idea to life. It’s a brilliant showcase of what true collaboration can achieve,” said Philippa Allnutt, creative integration lead at PHD.

Skinny said the campaign continues its broader marketing approach aimed at keeping costs low while engaging customers through unconventional campaigns. The brand noted that its customers have been named “New Zealand’s most satisfied telco customers” for 11 consecutive years.

The campaign will run nationwide for four weeks across paid, earned, and owned channels, with the core activation taking place through participants’ phone calls.

“This is Skinny at its best; smart, fun, and a little bit unexpected,” said Hannah McLean, brand partner at Skinny. “We love the idea that our customers can just pick up the phone, have a laugh with a mate, and maybe walk away with something pretty awesome.”

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The campaign, developed by Howatson+Company, marks what the company describes as a shift from a period of rebuilding to one of renewed competitiveness, following a year of network expansion and business transformation.

At the centre of the campaign is a message questioning why customers pay for services they may not fully use. The work is fronted by comedian and actor Ali Wong, whose role in the campaign is to challenge common assumptions around mobile plans and highlight value-driven choices.

According to Vodafone, its recent network developments have significantly expanded its coverage footprint, now exceeding one million square kilometres and reaching 98.5% of the Australian population. The company said this positions it as a stronger competitor in the local telecommunications market.

The campaign will be rolled out nationwide across multiple channels, including film, online video, social media, and out-of-home placements, reinforcing Vodafone’s positioning as a brand that advocates for customer value.

Bec Darley, group chief marketing officer at TPG Telecom, said the campaign represents a broader shift for the business. “This is a comeback, not just a marketing refresh. We’ve done the hard work to rebuild the fundamentals of the business – improving coverage, simplifying offers and restoring trust. Now we’re ready to show up differently. Vodafone has always been at its best when it challenges the category, and this campaign is a clear signal that we’re back: confident, competitive and focused on what customers actually need.”

Richard Shaw, deputy CCO at Howatson+Company, added that the campaign reflects Vodafone’s long-standing market positioning. “This is Vodafone leaning into what it’s always done best. It’s asking a very fair question, why are people paying for things they don’t actually use? That’s what gives the work its confidence. It’s direct, a bit playful, and built on truth.”

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The film focuses on individuals whose work shapes familiar elements of the festive season, including the weaving of songket, the crafting of songkok, the lighting of pelita, and the preparation of lemang. These elements, often associated with the celebration of Syawal in Malaysia, are presented as part of the cultural practices that continue to define the holiday for many communities.

According to the company, the initiative is part of its broader efforts to recognise the role of artisans, families, and communities in preserving traditions tied to the festival. The campaign also underscores the idea that cultural heritage remains significant even as digital connectivity becomes more embedded in daily life.

“Behind every celebration is a chain of care — artisans, families, and communities who pour their best into bringing Hari Raya to life and “Penyeri Tradisi Raya” is our expression of gratitude to those who tirelessly preserve its meaning. As we move deeper into a digital future, our role is to ensure these traditions endure, evolve, and reach even more Malaysians through the strength of Malaysia’s widest, fastest and secure network, so that the heart of Raya continues to stay relevant and live on for generations to come,” said Chan May Ling, CelcomDigi’s head of brand and marketing services.

Alongside the film, CelcomDigi is continuing an initiative aimed at supporting young Malaysian creatives by inviting emerging artists to reinterpret Hari Raya through original sampul raya (festive packet) designs.

The programme encourages young designers to explore themes associated with the festival, including togetherness, gratitude, and cultural pride, through contemporary artistic expressions. According to the company, the initiative seeks to provide a platform for new perspectives while supporting the preservation and evolution of Raya traditions.

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House Bill 178, also referred to as the Automatic Refund for Internet and Telecommunications Services Outages and Disruptions Act, was passed on third and final reading by the Philippine Congress earlier this week. 

If enacted into law, it aims to strengthen consumer protection by mandating that service providers automatically credit customers who experience significant service disruptions without the need for the subscriber to file a separate complaint. 

Under the provisions outlined in the measure, a refund credit or billing adjustment would be triggered when a subscriber’s internet or telecommunications service is disrupted for an aggregate period of at least 24 hours within a single billing month. 

Scheduled maintenance notifications and outages caused by natural disasters, third-party actions, or subscriber-related issues may be exempt from mandatory refunds, depending on implementing rules yet to be defined.

Supporters of the bill, including its sponsors in the House Committee on Information and Communications Technology, say the measure is intended to promote greater accountability among service providers and reduce the burden on consumers who currently must often navigate complex complaint procedures to seek compensation for downtime.

The approval of HB 178 comes alongside other legislative efforts aimed at improving internet accessibility and consumer protections, as part of a broader slate of reforms passed by lawmakers in recent sessions.

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The programme aims to enhance travel experiences for millions of customers by offering access to travel-related benefits and exclusive privileges redeemable across borders. According to the Asia Pacific Loyalty Programs Intelligence Report 2025, travel experiences in the region remain fragmented, with travellers facing challenges such as inconsistent rewards systems, SIM-swapping, language barriers, and limited access to benefits abroad.

The Alliance members, which already provide 5G connectivity and roaming services to more than 350 million customers in the region, said WanderJoy addresses these issues through a unified platform offering privileges across entertainment, dining, and travel, including premium airport experiences.

Anna Yip, CEO of International Digital Services at Singtel and Chairperson of the Travel Alliance, said, “The Travel Alliance members are moving beyond connectivity to becoming travel enablers — giving our customers a window into new experiences and making their trips smoother and more memorable. As more people rely on their phones to plan, book and navigate their journeys, we’re evolving with them, using data and partnerships to guide, delight and inspire. With WanderJoy, Alliance customers get to enjoy unique and exclusive offers — from family-friendly attractions and gourmet experiences to wellness escapes and adventure tours. We’re elevating their travel experiences, delivering what matters to them at every touchpoint.”

She added, “The launch also highlights the power of industry collaboration in shaping the future of travel and redefining what it means to be a telco and how we engage our customers abroad. By connecting telco data insights with partner networks in hospitality, retail, and transport, we’re creating opportunities for cross-industry innovation and growth. We will continue to add more partners to this ecosystem to benefit more travellers from our customer base globally.”

WanderJoy offers specially curated rewards and experiences accessible through participating telco platforms such as the myAIS app, The Club, KDDI au Unlimited Data Overseas, GOMO PH app, My Singtel app, Taiwan Mobile app and MyTelkomsel.

Following a soft launch in June 2025, the platform has continued to expand its network of partners and services. Current collaborators include Dragonpass, Estée Lauder, Grab, KKday, Omio and Trip.com, which offer perks ranging from airport lounge access and travel bookings to exclusive lifestyle experiences.

Travellers are encouraged to check their telco apps for new offers and seasonal campaigns, as the WanderJoy rewards catalogue continues to grow across the region.

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Built using Google Cloud’s Customer Engagement Suite, which features turnkey solutions and grounded Gemini models, Miya aims to enhance the Maxis app experience by enabling more intuitive, conversational interactions instead of traditional menu-based navigation. The assistant can understand and respond dynamically to customer queries, offering instant, personalised support.

Among Miya’s key features are bill management, roaming assistance, and contract checks. Through the chat interface, users can manage payment methods, set up direct debit, analyse bills, receive personalised roaming recommendations, and review contract details. The assistant also helps users navigate Maxis’ products and services, including information on devices and postpaid plans.

Loh Keh Jiat, chief consumer business officer at Maxis, said, “With Miya, we’re bringing our ‘Tomorrow Begins Today’ promise to life. We are creating an intelligent, 24/7 conversational experience that is always learning. We will continue to enhance Miya with deeper personalisation and omnichannel capabilities to build a truly integrated and future-ready support ecosystem.”

Meanwhile, Hana Raja, country manager for Malaysia ar Google Cloud, commented, “The key breakthrough with Miya is its combination of precision and advanced reasoning. Underpinned by Google Cloud’s Customer Engagement Suite and Gemini models grounded on Maxis’ own first-party data, Miya goes beyond the linear, rigid, and scripted responses of traditional AI deployments for customer service.”

They added, “This dynamic, gen AI-powered conversational AI agent deeply comprehends the specific intent behind each customer query, delivering tailored information and recommendations that fulfill diverse connectivity and lifestyle needs at scale. With Miya, Maxis is establishing itself at the forefront of harnessing best-in-class, enterprise-grade AI to elevate customers’ self-service experiences across all touchpoints.”

Miya is being gradually rolled out to users of the updated Maxis app, which now features a brighter and more streamlined layout. The latest version is available on the Apple App Store and Google Play Store.

The launch represents the latest step in Maxis’ collaboration with Google Cloud to leverage enterprise AI and data analytics in transforming business operations and customer experiences. The partnership builds on Maxis’ earlier adoption of Google Cloud’s AI tools, such as Gemini Code Assist for software development and customer service pilots using Vertex AI and Gemini models in 2024. Additionally, Maxis’ enterprise division has introduced a similar AI-powered concierge service, Mia, for its business customers.

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The service makes use of the company’s fibre network and HD channel assets to provide tailored content packages. It also integrates with property management systems (PMS), enabling guests to order food and services directly from their rooms, with charges automatically added to their folio.

Additionally, guests can also access their own over-the-top (OTT) subscriptions through the platform, which features an interface designed to personalise entertainment options.

“Our mission is to empower the hospitality industry in its quest for a superior guest experience,” said Paulo Martin Santos, chief technology officer at Converge.

He added, “By leveraging our robust fibre network, we provide a holistic solution that delivers premium digital content and enables seamless integration with their property management systems. This allows our hospitality partners to not only delight their guests but also significantly enhance their operational efficiency.”

Among its features, Content Plus also offers HD channels from Skycable, including HBO, Warner Bros, and CNN, alongside e-commerce functionality for in-room ordering. It is also designed to support high-occupancy periods and seasonal demand, providing additional tools for hotels to modernise services and improve operational efficiency.

Moreover, Converge stated that the introduction of Content Plus is part of its broader efforts to support the hospitality sector as it adapts to changing guest expectations and demand for seamless digital services.

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The campaign aims to highlight the experiences enabled by Spark’s mobile network, which was ranked first in New Zealand for mobile network coverage in Opensignal’s September 2024 NZ Mobile Network Experience report.

The campaign centres on a short film created with director Damien Shatford of The Sweetshop. The story begins with a young woman borrowing a friend’s phone after encountering signal problems. When she discovers her friend uses the Spark network, the car’s passenger section detaches and takes her on an unexpected, surreal journey.

“Our new campaign is an ode to discovery – more connection, more possibilities, more of what matters to you with Spark. We hope it brings a sense of joy and wonder to New Zealanders,” said Hannah Bay, brand experience chapter area lead at Spark NZ.

Meanwhile, Kimberley Ragan, creative director at Colenso Group, added, “We set out to tell a story that draws people in and gets them curious about our network. And what better way than Spark powering someone’s cross-country journey in a quarter of a car? It’s bold, it’s joyful, and it captures the feeling of being with Spark.”

The campaign debuted on September 21 with a two-minute hero spot in cinemas and is supported by shorter edits for television and online platforms, as well as social media content and placements across multiple media channels.

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The two companies first partnered in 2021, when StarHub purchased a 50.1% stake for an initial consideration of S$70.8 million. Over the past four years, the collaboration has combined StarHub’s scale and resources with MyRepublic’s innovation-driven approach, contributing to steady growth in market share and profitability.

“MyRepublic has always sought to push the boundaries of what’s possible in connectivity,” said Malcolm Rodrigues, founder & CEO of MyRepublic. “As a premium broadband provider especially popular with gamers and customers who care deeply about speed and reliability, we were the first to launch 1Gbps residential broadband in 2014, helping Singapore become a ‘Gig-Nation’. Together with StarHub and with the support of IMDA’s NBN 2.0 initiative, we were again first in bringing nationwide 10Gbps to market.”

The latest acquisition, which also includes certain other complementary parts of MyRepublic’s business, was completed for a consideration of S$105.2 million.

Rodrigues expressed his appreciation for stakeholders, saying, “I want to thank MyRepublic customers, employees, partners, regulators, and investors for the opportunity to build this business. Together we’ve reimagined telecom in Singapore and the region.”

He added, “StarHub shares the same customer obsession that has always driven MyRepublic, and our combined vision over the past four years has been a powerful force in delivering this success, and we are safe in the knowledge that the MyRepublic team will continue to deliver innovation and excitement to Singapore’s broadband consumers under StarHub’s stewardship.”

MyRepublic’s other operations, including its mobile businesses in Singapore and New Zealand under the MyRepublic and Rocket Mobile brands, as well as its platform and digital arm, MyRepublic Digital, will continue unaffected. The company assured non-broadband customers that services will remain uninterrupted and are expected to improve.

Meanwhile, Nikhil Eapen, chief executive at StarHub, commented, “This isn’t just an acquisition. It’s an acceleration. We’ve laid a strong foundation for growth and with MR Broadband fully under our wing, we can move faster, go further, and serve customers with even greater clarity and care.”

“We’re in a phase of consolidation and we’re not just watching it unfold, we’re shaping it,” added Nikhil. “As the market shifts, scale, quality, and resilience matter more than ever. Smaller players may find it harder to sustain, especially without robust platforms. Our role is to step up to provide the reliability, performance, and consistency that customers deserve at a time when they need it most.”

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