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Axiata Group

Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis

HomeSWOT AnalysisAxiata Group


The content of this study on Axiata Group, part of our coverage of the world’s largest 10,000 companies, is produced and updated on an accelerated timeline to ensure maximum accuracy and currency.

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We identify potential new products and services, forecast future market trends, and anticipate synergies between Axiata Group and other organisations, separate from the sections that are driven by analysis.

Company Description

Axiata Group is a leading telecommunications company headquartered in Kuala Lumpur, Malaysia. Founded in 2008, the company is focused on providing innovative and customer-centric digital services to consumers, businesses, and communities in the Asian markets it serves. The main products and services offered by Axiata Group include mobile services, internet services, digital financial services, and enterprise solutions. Axiata Group is present in markets across South and Southeast Asia, including Malaysia, Indonesia, Sri Lanka, Bangladesh, Cambodia, and Pakistan.

Industry Overview

Axiata Group operates in the telecommunication industry, which is currently valued at over $1 trillion US Dollars and has over 4 million employees worldwide. These employees are based in over 15 countries across Asia, Africa, Europe, and the Middle East. The company provides a range of services, including mobile and fixed-line services, broadband, data and Internet services, and applications and digital services.

Industry Classification

In terms of formal classification, Platform Executive has tagged Axiata Group as a business operating within the Telecommunications Services industry.

Table of Contents

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: Method and apparatus for providing a co-location of a mobile device to a femtocell base station
Patent ID: 10,741,898
Date: June 2, 2020

Patent Title: Method of providing data access service to a mobile device in a femtocell network
Patent ID: 10,741,897
Date: June 2, 2020

Patent Title: Method and apparatus to provide a mobile device with radio access to a femtocell base station
Patent ID: 10,741,896
Date: June 2, 2020

Patent Title: Method and apparatus to provide a mobile device with radio access to a femtocell base station
Patent ID: 10,741,895
Date: June 2, 2020

Patent Title: Radio access network for a femtocell base station
Patent ID: 10,741,894
Date: June 2, 2020

Patent Title: Method and apparatus for providing a mobile device with radio access to a femtocell base station
Patent ID: 10,741,893
Date: June 2, 2020

Patent Title: Method and apparatus for providing a radio access network for a femtocell base station
Patent ID: 10,741,892
Date: June 2, 2020

Patent Title: Method and apparatus for providing a mobile device with radio access to a femtocell base station
Patent ID: 10,741,891
Date: June 2, 2020

Patent Title: Method and apparatus for providing a mobile device with radio access to a femtocell base station
Patent ID: 10,

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Mobile Services: Axiata Group provides mobile services such as voice, data, digital, and mobile money services across its telecommunications and digital services businesses.
  • Fixed Line Services: Axiata Group provides fixed line services such as fiber, broadband, and IPTV services across its telecommunications and digital services businesses.
  • Digital Services: Axiata Group provides digital services such as media, digital content, e-commerce, and cloud services across its telecommunications and digital services businesses.
  • Financial Services: Axiata Group provides financial services such as mobile money, digital payments, and remittances across its telecommunications and digital services businesses.
  • Enterprise Solutions: Axiata Group provides enterprise solutions such as managed services, IoT, and enterprise applications across its telecommunications and digital services businesses.

Key Competitors

We have identified the following organisations as being key competitors:

  • Telenor Group
  • Singtel
  • Bharti Airtel
  • Vodafone Idea
  • China Mobile
  • China Unicom
  • DiGi
  • Digi Communications
  • Reliance Jio
  • StarHub
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Customers: Axiata Group's customers are individuals and businesses who purchase its products and services.

2. Employees: Axiata Group's employees are the people who carry out the day-to-day operations of the business.

3. Shareholders: Axiata Group's shareholders are individuals and institutions that have invested in the company.

4. Suppliers: Axiata Group's suppliers are the companies and individuals who provide the company with the goods and services it needs to operate.

5. Partners: Axiata Group's partners are the companies and organisations that it works with to develop and market its products and services.

6. Government: Axiata Group must comply with government regulations, which can affect its operations.

7. Media: Axiata Group must maintain a positive image in the media in order to remain successful.

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Axiata Group different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Axiata Group and its position within the marketplace.

Axiata Group offers a wide range of mobile and fixed-line telecommunications services in Malaysia. The company offers a variety of services, including voice, messaging, data, and broadband services. It also offers a range of products and features, such as call forwarding, caller ID, and spam protection.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Diversified and growing portfolio: Axiata Group has a diversified and growing portfolio of telecom, digital and digital content businesses across South and Southeast Asia. This portfolio provides the company with a wide range of growth opportunities.

Strong presence in South and Southeast Asia: Axiata Group has a strong presence in South and Southeast Asia, providing the company with an extensive reach and customer base.

Access to capital and funding: Axiata Group has access to a deep pool of capital and funding, which it can use to invest in its operations and expand its business.

Strong customer base: Axiata Group has a large and loyal customer base across South and Southeast Asia. This gives the company a strong foundation for growth.

Experienced management team: Axiata Group has an experienced team of senior managers who have extensive experience in the telecommunications, digital and digital content industries. This team provides the company with a competitive advantage.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Business customers
  • Individual customers
  • Corporate customers
  • Government customers
  • Institutional customers
  • Non-profit customers
  • Small and medium enterprises (SMEs)
  • Retail customers

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Growing Demand for 5G: The increasing demand for 5G is a market trend that is likely to impact Axiata Group in the coming years. As the global population continues to grow and more people become connected to the internet, the need for faster, more reliable networks will increase. This will create opportunities for Axiata Group to provide 5G services to its customers, which in turn could help it to remain competitive in the market.

Expansion of Digital Payments: With the growth of digital technologies and the emergence of digital payment platforms, the traditional methods of making payments are becoming obsolete. This trend is expected to continue to grow and impact Axiata Group in the near future. The company can capitalise on this trend by providing its customers with a secure and efficient digital payment platform.

Emergence of AI and Machine Learning: Artificial Intelligence (AI) and Machine Learning (ML) are becoming more commonplace in many industries. This trend is expected to continue to grow in the coming years, and Axiata Group could benefit from this trend by using AI and ML to improve its services. This could help the company stay ahead of its competitors and provide better services to its customers.

Rise of Cloud Computing: The rise of cloud computing is a market trend that is expected to continue to grow in the coming years. The ability to store, process, and access data over the internet could benefit Axiata Group in a number of ways. The company could use cloud computing to improve its services and offer more efficient solutions to its customers.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Axiata Group include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement

[eod_financials target="AXXTF.US" id="10329343" preset="Income Statement" years="2018-2023"]


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Mobile and broadband data packages: Axiata Group could create mobile and broadband data packages that provide customers with access to the latest technologies, such as 4G LTE, 5G, Wi-Fi hotspots, and more.

Digital banking services: Axiata Group could develop digital banking services for customers, such as mobile banking, online payments, and more.

Cloud-based solutions: Axiata Group could develop cloud-based solutions, such as storage, computing, and software-as-a-service, to help its customers optimize their operations.

Network security solutions: Axiata Group could create a suite of network security solutions, such as firewalls, intrusion prevention systems, and data protection solutions.

Internet of Things (IoT) solutions: Axiata Group could develop IoT solutions for its customers, such as smart sensors, automated systems, and more.

Artificial Intelligence (AI) solutions: Axiata Group could create AI solutions, such as machine learning algorithms and natural language processing, to help its customers improve their operations.

Blockchain solutions: Axiata Group could develop blockchain solutions, such as distributed ledger technology, to help its customers securely manage their data.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. Microsoft
2. Huawei
3. Telenor
4. Alibaba
5. Orange
6. Vodafone
7. Digi
8. AirAsia
9. Samsung
10. Amazon

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
Axiata Group has a strong presence in South East Asia and offers a wide range of services. The company has a strong brand and a loyal customer base. The company is able to negotiate favorable terms with suppliers and has a strong distribution network. The company faces intense competition from other telecommunications companies in the region but has a strong market position.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: The customers of Axiata Group are individuals and businesses that use the company's services and products. These customers are located across Asia, including countries such as Malaysia, Indonesia, Sri Lanka, Cambodia, Bangladesh and Singapore.

Actors: Key actors in Axiata Group include its Board of Directors, management team, employees and stakeholders. These actors are responsible for the day-to-day operations of the company, as well as its strategic direction.

Transformation process: Axiata Group’s transformation process is focused on providing innovative telecoms solutions to its customers. The company strives to create digital experiences that will enable its customers to stay connected and do more in their lives. It is also looking to expand its reach and develop new products and services to better meet the needs of its customers.

World view: Axiata Group believes in the power of digital connectivity and the opportunities it can bring to its customers. The company is committed to creating solutions that are simple, secure and accessible to all. It also aims to be a leader in the development of innovative technologies that will drive the digital economy in Asia.

Owners: Axiata Group is owned by a consortium of investors, including Khazanah Nasional Berhad, Telekom Malaysia Berhad and CIMB Group. The company is publicly listed on the Malaysian stock exchange.

Environmental constraints: Axiata Group operates in a highly competitive and regulated market. The company must adhere to local laws and regulations in each of the countries it operates in. It also must take into account factors such as economic conditions, technological advances and trends in consumer behaviour.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Axiata Group business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. Axiata Group has a strong regional presence in South and Southeast Asia with a total of 12 markets.

2. The Group has a customer base of over 300 million and is one of the leading providers of mobile services in the region.

3. Axiata Group has a diversified portfolio of businesses including mobile telecommunications, fixed line telecommunications, tower infrastructure, and digital services.

4. The Group has a strong financial position with a total revenue of over USD 9 billion in 2019 and a net profit of over USD 1.2 billion.


Below is a list of opportunities we have identified for the business:

1. Developing an integrated international network: Axiata Group could look to develop an integrated international network across their core markets in Asia. This would allow them to better leverage their strengths in each market, as well as to expand their presence in new markets. This could include partnerships with local operators in each market as well as investments in new infrastructure.

2. Leveraging digital capabilities: Axiata Group could look to leverage their digital capabilities to better engage their customers. This could include developing new digital platforms and services, such as mobile payment solutions, as well as investing in big data and analytics to better understand customer behaviour.

3. Expanding into new markets: Axiata Group could look to expand into new markets in Asia, such as Africa and Latin America. This could include evaluating potential acquisitions and partnerships in the region, as well as developing new products and services tailored to the local markets.

4. Optimizing cost structure: Axiata Group could look to optimize their cost structure to drive greater efficiency and profitability. This could include evaluating and rationalizing their existing operations, as well as investing in new technologies and processes that would reduce costs and improve customer experience.


Below is a list of the weaknesses we have identified for the business:

1. Lack of focus: Axiata Group has too many businesses and is therefore spread too thin. This has led to a lack of focus and inefficiency in the Group's operations.

2. Lack of scale: Axiata Group's businesses are mostly small and lack scale. This has led to higher costs and lower profitability.

3. High debt levels: Axiata Group has a high debt level, which has put pressure on its cash flow and has limited its ability to invest in growth.

4. Poor governance: Axiata Group has poor governance, which has led to a number of controversies and scandals.


Below is a list of the threats we have identified for the business:

1. Increased competition in the telecommunications industry: Axiata Group faces competition from other telecommunications companies in the region in terms of pricing, services, and network coverage. This could lead to a decrease in market share and reduced profitability.

2. Political and regulatory risks: Axiata Group is exposed to political and regulatory risks in the countries where it operates. Changes in government policies or regulations could affect the company’s operations, profitability, and market share.

3. Rising costs of operations: Axiata Group faces rising operational costs due to increased investment in infrastructure, technology, and personnel. This could lead to decreased profitability and reduced shareholder returns.

4. Cybersecurity threats: As a leading telecommunications provider, Axiata Group is vulnerable to cyber-attacks and data breaches. These threats could lead to financial losses, reputational damage, and disruption to business operations.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Axiata Group. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Axiata Group, as well as areas where the company needs to improve its operations or strategy.
Company: Axiata Group is a leading regional telecommunications and digital services provider. Axiata is one of the largest mobile operators in Southeast Asia, with operations in Malaysia, Indonesia, Cambodia, Sri Lanka, Bangladesh, India, and Singapore.

Collaborators: Axiata has established a number of strategic collaborations with several major industry players, including Huawei, Nokia, Ericsson, and Qualcomm. These collaborations have enabled Axiata to develop and deploy cutting-edge technologies and services for its customers.

Customers: Axiata’s customer base covers millions of individuals and businesses in its regional markets. The company’s main services include mobile network services, digital services, and enterprise solutions.

Competitors: The telecom industry is highly competitive, and Axiata faces stiff competition from larger competitors such as Telkomsel, Airtel, and Maxis, as well as smaller regional operators.

Content: Axiata has a wide range of content offerings, including music, video, and gaming, as well as its own digital content platform. It also has a number of partnerships with content providers, such as Spotify, YouTube, Netflix, and iFlix.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Axiata Group as having an innovation score of B2.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Axiata Group forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

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The facts of this report have been gathered in good faith from both primary and secondary sources. It is believed to be correct at the time of publication, but cannot be guaranteed. As such Platform Executive can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect.


Premium members: To request a priority update to this report, please contact us. Our standard turnaround time is normally 48 hours.

The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 13th June 2023

Industry Keywords

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