1.

0 INTRODUCTION

Who is astro ? Astro was launched on 1 June 1996 with an initial bouquet of
22television channel and 8 radio channel. Astro is the brand name of the Malaysia direct
broadcast satelite (DBS)pay television service. It transmits digital satellite
television and radio to households in Malaysia,Brunei and now in Singapore. The name Astro is
an acronym for All-Asian Satellite Television and Radio Operator.
Astro is owned and operated by MEASAT Broadcast Network Systems, a wholly
owned subsidiary of Astro Malaysia Holdings Sdn Bhd that owned by Astro Holdings Sdn Bhd. It
has operations at All Asia Broadcast Centre located in Bukit Jalil, Kuala
Lumpur, Malaysia and Measat in Cyberjaya.
In addition to serving consumers in households, Astro has substantial coverage in
commercial establishments such as bars, restaurants, hotels, dorms, and hospitals. Since 2008,
the Astro has been offering a video streaming service to mobile phone users throughout the
country (Astro Mobile TV) and subsequently Astro B.yond Mobile.
Astro launched the first High Definition (HD) broadcast in Malaysia in December 2009
under the brand Astro B.yond. Following the launch of HD, Astro B.yond PVR (Personal Video
Recorder) was introduced in June 2010 and Astro B.yond IPTV (Internet Protocol Television) in
April 2011.
On December 2011, prime minister Najib Tun Razak announced that government will
collaborate with Astro to provide free satellite television to customer,NJOI that will expected to
be release in 1st quarter of 2012.
Astro shows the film in Malay, English,China,Korea, Indonesia and many more. It also
represent the one of the best animation studios in the world with operations in Filipino to
produce animated film for European and America markets. A part from that, Astro was
bestowed the awrd of The Chairman’s Award 2009 by Cable& Satelite Broadcasting Association
of Asia ( CASBAA) as a best pay-television station in a pacific region.

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 organization’s 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 ASTRO’s 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 Astro’s 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.