U Mobile


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Jasmine Lee, Cmo, U Mobile

U Mobile is a data-centric and multiple award-winning data service company in Malaysia. Incepted in 2007, the company was launched in Kuala Lumpur and has grown stronger in the past few years and has crossed a subscriber base of 7 million. The company introduces plans of value, both postpaid and prepaid with many first-of-its-kind digital services added to its innovative offerings in the Malaysian market. As a challenger brand, the company caters to the underserved market by delivering value through its unlimited proposition.

Jasmine Lee, the CMO of U Mobile, asserts, “Our tremendous growth is also fueled by our emphasis on developing strong partnerships with brands and services that we and our customers love.” She further adds, “Just last year, we unveiled a comprehensive fintech ecosystem (consist of GoPayz and GoBiz) with digital financial and lifestyle services to meet the constantly evolving needs of consumers.”

Best-In-Class Digital Services

U Mobile offers two flagship products: GoPayz and GoBiz, which both make up the U Mobile’s fintech ecosystem.   GoPayz is a universal e-wallet that offers affordable digital financial services such as micro-insurance, remittance, online currency exchange, and wealth investment, all in one app. The company’s goal is to make financial services accessible and inclusive for everyone particularly the undeserved market that banks and financial service institutions overlook. It aims to accomplish by partnering with established financial institutions and major card schemes service providers such as Mastercard, UnionPay, and Visa.

On the other hand, GoBiz is a digital payment acceptance solution that was created by the company to enable businesses to digitalize their payment acceptance. Its various collection modes such as mobile virtual terminal and mobile point-of-sale solutions help its clients to conduct cashless transactions, which reduce the need for manual bank transfer or to carry cash and change.

Through technology, U Mobile enables everyone to access the financial services that are not only affordable but relevant to their needs. “Everyone owns at least a smartphone these days so it is vital that financial services can be delivered online without customers having to visit a bank or meet with an agent in person. This is especially important when we consider customers who are not in or near any market center,” affirms Jasmine. 

Apart from affordable plans, U mobile is always innovating to bring first-of-its-kind digital services to the market such as GoLife, a life micro-insurance which can be applied and managed entirely on the mobile phone for just RM5 per month. The company also introduced GoOffice in August 2019, the country’s first voice, data, and Microsoft 365 Office bundle, tailored especially for SMEs. 

Customer-Centric Approach

U Mobile is a vibrant, youthful, and fun brand. The company is known to be a digital telco that disrupts the market with products and services at competitive price points. Its core values are specifically around the success of employees and customer happiness. “The question we always ask ourselves is, ‘How do we make things affordable, accessible, and inclusive for everyone?’ And that question is central to all our products and services,” says Jasmine. 

While the customers value convenience, the company makes sure that the offerings are designed to meet their expectations. On top of its existing products and services, the prominent company goes out of its way to bring in more value-added services to enhance the digital experience of the customers. And GoPayz, evident in its offerings is a testament to that commitment that U Mobile holds.

The leadership team firmly believes in customer-centricity and constantly works towards enabling the customers to live and experience a comprehensive digital lifestyle. GoPayz is also a great example of what the company believes in, providing a holistic approach to delivering end-to-end digital financial and lifestyle services to customers. “This is why we decided to invest time and resource into this, on top of our core telco business. When it comes to big transformation in business, the top-down approach is important. And that’s something we embrace. We think big and expand our offerings beyond connectivity,” asserts Jasmine. 

Future Roadmap of U Mobile

U Mobile has made its mission to challenge the status quo and give Malaysians what they value – mobile and digital services that enable them to pursue their passions, realizing their potential and feel truly unlimited. Being a digitally focused company, the company is currently committed to expanding its #BARULAHBEST 4G network. It aims to connect the dots together, by using technology to provide the customers with a better digital experience. Specifically, for GoPayz, the company’s goal is to include more relevant financial and lifestyle services in its offering to ensure that the customers have more options and can do just about anything using the app.

“To date we have everything from core financial services such as insurance and remittance to online shopping and food delivery. We are big on partnerships and are looking forward to working with more partners that our customers love,” concludes Jasmine. 


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