Malaysian mobile operator Maxis Communications Berhad has selected Acisions award-winning Message Plus messaging solution. Acision says the new service gives Maxis 10 million mobile subscribers unprecedented control over their messaging experience. The subscribers can now block unsolicited SMS, or SMS Spam, set up automatic replies and automatically copy messages to another mobile number, all from their handset. 
According to the Malaysian Communications and Multimedia Commission, Malaysia currently has a mobile penetration rate of 85%, making it one of the fastest-growing mobile markets in Asia Pacific. The country is currently the worlds sixth largest text messaging market. Having relied upon Acisions messaging infrastructure to cope with considerable capacity increases over the last four years, Maxis turned again to its strategic partner to identify ways to secure greater revenues from SMS.
We believe that the appeal of Message Plus is in how it meets the demand from our customers for a practical way of managing their SMS communications, says Dr. Nikolai Dobberstein, Head of Strategy and New Business at Maxis. We are confident that Message Plus will become one of our most popular services within our current range of innovative application-to-peer SMS services. Having been a key technology partner for Maxis for four years, Acision continues to deliver the kind of products that enable us to innovate and maximise revenue opportunities from messaging.
Boudewijn Pesch, Managing Director, Asia Pacific, Acision, says that SMS volume growth is only the first part of the story for operators like Maxis. 
Once the volumes are there, it is essential that the operator starts to differentiate themselves, adding features and functionalities to enhance their text messaging offering, says Pesch. Personalized messaging for P2P customers at Maxis is just the first step in an initiative that will see enterprises benefit from advanced personalized messaging.