GAME ON: Navin embraces innovation and evolution at U Mobile

Navin Manian sat in his office, the sprawling city of Kuala Lumpur stretching out before him. The skyline, a testament to progress, each skyscraper a symbol of ambition and innovation.

He has always been a telco man at heart, having been in the industry for more than 15 years.

For the last three years he has been leading the charge as the Chief Marketing Officer of U Mobile, a company built on disruption and the pursuit of excellence.

Building on years of strength and a reputation as one of the most beloved challenger brands, U Mobile now stands at the forefront of technology and transformation.

U Mobile, once a fierce challenger in Malaysia’s telecommunications landscape, has transformed into a dynamic, innovative, and preferred brand under the leadership of Navin.

Outside of his professional life, Navin is a tennis enthusiast, Diablo gamer, accomplished pianist, sneaker aficionado, and a dedicated tennis dad coaching his son, bringing a unique and relatable perspective to his leadership style.

He talks excitedly about U Mobile’s potential to revolutionise the market and has helped foster a culture of innovation, encouraging his team to think outside the box and take calculated risks.

Navin leverages data analytics to personalise and increase customer engagement.

“It’s about engaging with our customers on a deeper level and providing them with a brand they can trust and rely on.”

“Numbers are fascinating because they tell stories. It’s not just about crunching the data; if you look closely, you discover great opportunities. It helps you connect the dots and think more creatively.”

Unbeatable Postpaid Plans

The relaunch of U Mobile’s Unbeatable Postpaid Plans, featuring free international roaming, exemplified Navin’s commitment to providing customers with unrivalled value and flexibility. This initiative disrupted market norms and showcased U Mobile’s innovative spirit.

The campaign featured a new line-up of postpaid plans that allowed you to be the “best version of yourself”.

The 5G plans redefined the postpaid experience and were designed based on research by U Mobile on the evolution of consumers’ needs over the two years since the pandemic.

U Mobile also launched a film as part of its campaign to inspire all Malaysians to channel their unbeatable spirits.

Teaming up with five inspiring Malaysians, the film, titled “The Unbeatables”, pays homage to Malaysian achievers who were able to overcome huge obstacles because they truly believed in their potential with an “unbeatable” mindset.

U Home 5G

Venturing into the home broadband market, U Mobile introduced U Home 5G, redefining home internet connectivity with high-speed solutions.

This move addressed the increasing demand for reliable home internet and marked a significant milestone in U Mobile’s brand evolution.

Special Olympics Partnership

Demonstrating a strong commitment to social responsibility, U Mobile partnered with the Special Olympics for their World Games campaign.

Understanding that people with intellectual disabilities can be triggered when overwhelmed, U Mobile used technology and ultra-fast 5G connections to give our Special Olympics athletes a personal experience of home support.

Malaysian tweeted their support at #UnbeatableTogether and #MyUnbeatableTeam and U Mobile turned them into larger than life cheers on digital billboards to empower our athletes with the cheers of home supporters.

Team Malaysia did the country proud by winning 4 Gold, 5 Silver and 9 Bronze medals and thanks to this achievement secured funding from the Ministry of Youth and Sports. Watch the Sorakan video here.

Push into East Malaysia

In a strategic move, U Mobile has aggressively expanded its presence in East Malaysia. Enhancing network coverage and service offerings in Sabah and Sarawak ensured that residents enjoyed the same innovative and reliable mobile experience as those in other regions.

Embracing a flat organizational structure with an open-door policy, Navin has cultivated a transparent and empowering environment where the best ideas flourish by investing in young talent and encouraging the adoption of the latest technologies and agile methodologies.

Teamwork & Awards

U Mobile’s innovative marketing efforts have not only driven business growth but also garnered significant industry accolades.

The brand has won Effie Gold, YouTube Ad Of The Year and was the most decorated telco brand at last year’s Kancil Awards. U Mobile also recently won Prepaid Plan Of The Year, their fifth, reflecting their fifth, reflecting the impact and creativity of its marketing initiatives.

As Navin reflects on U Mobile’s journey, he sees a brand in constant evolution, driven by innovation and a relentless commitment to improvement. The support of his team and the trust of U Mobile’s customers have been instrumental in this journey.

He knows that the journey is far from over. The drive to innovate and improve never truly ends. But Navin was ready for whatever lay ahead.

His mission is clear: to continue pushing boundaries, inspiring change and leading U Mobile towards a future filled with promise and possibilities.