2.

0 BODY

2.1 Organization of Astro

Astro confident with the new ideas, they can increase their performance and reputation to the new
brand that many people know. From the beginning, they introduce us about few brands that popular
in our country. Television with radio and magazine, there are the medium that Astro use to build
their product and service to be better. Brand in Astro now are stated RM3.3billion and recognized in
seventh place.

Behind this, Astro have their own organization that responsibility to handle all about the service that
there have

For information, Astro was established in 1996 as the first variety of satellite TV in Malaysia. Based
on the chart, they have their own organization that uses information technology to still up to date
and upgrade their service and product.

Astro offer video service (B. Player Mobile) directly to mobile phone (iPhone, BB Bold 9000, etc)

2.2 Department of Astro that use IT

Most organizations in Astro are using information technology for company to standardize their
operation. This is to ensure that the system and its services to customers is the best and reduce
moisture customers to receive service that is provided by Astro

Astro know by using the information technology in their department may have come many benefit.
There are such as, can improve productivity that Astro will achieve by customer satisfaction. Other
than that, Astro also can reduce their cost in the way to spread up work to their workers.
Information technology is the most important to Astro because there is the company that use many
type of service to ensure the message will receive and that all their system are always operating in a
good condition.

Chief information and chief technology officer of Astro always take note and alert about the new
technology and manage them in well-organized. They want their strategic of information technology
with business will achieve goal and objectives.

Besides that, Astro also have their security department to protect and prevent their private
information and confidential technology from being copying from irresponsible people.

2.3 Competitive advantage

 Competitive advantage is defined as a product or service that an organizations customers
place a greater value on than similar offerings from competitior. Achieving competitive advantage
strengthens and positions a business better within the business environment. There a five forces
model that evaluating business segments and there are :

Bargaining power of customers

Bargaining power of supplier

Threat of new entrants

Threat of substitute product

Competitive rivalry within an Industry

According to information obtained, there are several competition of ASTRO in

telecommunication like TV3, RTM, NTV7 and others. Astro had use threat of substitute product in
their company by introduced Personal Video Recorder (PVR ) to compete with their competitors.
ASTRO is the one of the first companies to use sophisticated tools such as (PVR) and IPTV. The
picture show the old Astro and the Astro Beyond.

As the result, Astro give a free service for their customers to anyone who subscribes Astro
Beyond.This is show, with ASTROs equipment and sophisticated programs also may affect the buyer
power. The buyer power will increased when the advantage of goods is limited. From this figure,
that shows the Astro PVR. Astro PVR can record all the programmed that show in ASTRO.

IPTV is the internet which can be accessed on the television. Astro is the first company in Malaysia
which uses sophisticated equipment and Astro is the second company in the world that use this
IPTV.

2.4 Problem that face in uses of the IT

There are still a problem in uses of IT in Astro. The biggest problem that there face is during a
raining day. As we know, when we use Astro there have broadcase interference during the raining
day that can spoil the mood of the customers.

Next is, as Astro is use a high technology in their company, there a few customers that they
do not know how to use Astro. They always complained to the Astro in how to use the Astro
especially customers from the rural. Sometimes, there a bad service from the staff of the Astro.
2.5 Astro New Strategies ASTRO B. YOND HD

Astro Beyond is the latest IT that is use in this company. Astro Beyond is a multi-phased innovative
service starting with the first ever High-Definition (HD) broadcast in Malaysia.

Incorporating best in class technologies, the newly launched Astro B.yond offers consumers more
innovative services which will be introduced in phases. Offering the first ever High-Definition (HD)
broadcast in Malaysia, Astro B.yond will change TV viewing experience with richer colours, picture-
perfect clarity and cinematic surround sound.

With Astro B. Yond HD, TV becomes a complete sensory experience. The video comes to life with
sharper, brighter and more colourful images. The audio draws you in with multi-dimensional
cinematic surround sound by Dolby Digital technology. And before you know it you're immersed in
the experience, with the default widescreen format that closely emulates the human field of vision.

There are several speciality in the Astro Byond HD and 4 simple buttons that will change your
life :

With Astro B.yond PVR (Personal Video Recorder), you can record all your favourite
Astro programmes and watch what you want, when you want.

3.0 CONCLUSION

The primary goal of this report is to know the involved of technologies in the company. As the
company that we choose, Astro, we can conclude that Astro is one of company in Malaysia use a lot
of technologies as it use a MEASAT Broadcast Network Systems as a primary function.

As we know, Astro was use a satelite as a major function in the company. Satelite is the high
technology in the world and Astro is the only one company who use satelite in the company. Astro
also gives a lot of channel from other country to get a statisfied from their customers. Such as astro
Ria, astro Vanavil, astro Prima and many more. Astro also offers plans that are appropriate in all the
ages including children like astro Ceria, teenagers like star movie and senior citizens like astro Oasis.

In addition, Astro also maintain their company for a long time without any stronger competition by
doing a strategic palnning such as roadshow, concert, religion forum, astro campus and many more.
Furthermore, Astro also introduce their latest technologies astro Beyond that are use Personel Vidoe
Recoder (PVR) to gain customers. PVR is the new technologies and Astro is the second company who
use it in the world.
We can said that Astro is one of the strongest company in Malaysia as it can spread its wings in
southest asia like Singapore and Brunei. Astro is the one of the company in Malaysia is use
technology the most in their company.

4.0 RECOMMENDATION

As the companies that have long resided in Malaysia, we have several proposes recommendation to
the Astros company so that they can repair their company with a better quality. Firstly, we are
suggest to the Astro to increase their promotion especially in the rural areas so that all Malaysian
will know what is the function of Astro. Astro also should increase their promotion in southeast asia
so that there could increase their profit.

Next is, as we know Astro is one of the company that use a lot of IT. Sophistication of IT would have
a drawback. Astro should improve the weakness of the IT especially during the raining day to get a
loyal and statisfaction of their customers. Astro also should teach their customer how to use Astro as
there are use a high technology.

Astro also should publish the various programs in over the world that make more intresting that can
watched by all type of ages. Futhermore, Astro should publish the exclusive program that does not
exist in other televison broadcast.

Last but not lease, Astro could make as a necessity that should be buy by all Malaysian by a aggresive
promotion. Astro also should maintain their good reputation as a first company that use measat in
Malaysia.