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Shared data plans are becoming more widespread in emerging markets, and the MaxisOne plans in Malaysia have surpassed the 1 million subscriber mark. The plans include more than just voice, text, and data; they also bundle OTT content, zero-rated video-on-demand content, and a smartphone payment plan.


  • Maxis has found some success with its MaxisOne shared data plan due to its marketing and visibility, but overall the plan is not the easiest to understand, and its success has been thwarted by aggressive postpaid offers from the market’s challenger telcos.

Features and Benefits

  • It is challenging to find published KPIs of a shared data plan's success, but the MaxisOne plans have surpassed 1.3 million subscribers and have bolstered postpaid ARPU for Malaysian operator Maxis.
  • MaxisOne plans go beyond other offers that are essentially postpaid plans first, with the option to “add a line,” usually for an incremental charge, but its construct is not the easiest to understand, so we urge caution to other operators considering this tariff model.

Key questions answered

  • What are the success factors behind the MaxisOne plans' decent take-up?
  • Why do we urge operators to carefully consider replicating this type of shared data plan in their home markets?

Table of contents


  • In brief
  • Ovum view


  • Recommendations for service providers


  • Business model and commercial strategy
  • Outcome assessment
  • Industry lessons learned


  • Methodology
  • Further reading
  • Author

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