Kota Kinabalu: Celcom Timur (Sabah) Sdn Bhd, now with the new acronym CTS, is committed to playing a greater role in supporting the development of Sabah with the launch of its new corporate identity, emphasising the company’s aspiration to be a leading provider of connectivity solutions and infrastructure development.
CTS Chief Executive Officer Zurinah Hanafiah (pic) highlighted that this initiative aligns with the Hala Tuju Sabah Maju Jaya (SMJ) agenda as well as that of the State Education, Science, Technology and Innovation Ministry.
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“We aspire to be among the leading players and strategic partners in infrastructure development and connectivity solutions in Sabah, supporting the State’s needs today and in the future,” she said at the launch ceremony held at Sabah International Convention Centre (SICC) here Tuesday.
Zurinah said CTS’ experience and strong foundation provide confidence that the company’s capabilities could be expanded beyond the State, contributing to connectivity development at the regional level.
She also expressed appreciation for the leadership of Sabah Chief Minister Datuk Seri Hajiji Noor, whose guidance has been instrumental in the company’s growth.
“Our commitment is to continue advancing and growing, creating value and building a company that will be a source of pride for the people of Sabah, today and for generations to come,” she emphasised.
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According to Zurinah, the launch of the new identity marks a significant milestone amid the rapid pace of technological change, enabling the company to act as a catalyst for the State’s telecommunications development, with plans for gradual regional expansion.
CTS has undergone a comprehensive transformation, renewing its purpose, vision, core values and rebranding. The company’s new purpose is defined as “Connecting the World for Tomorrow”, reflecting its commitment to connectivity solutions and continuous innovation.
“When we say ‘connecting’, we mean our aim is to provide connectivity solutions and innovative technology that build meaningful connections between communities, businesses, and society,” said Zurinah.
She added that the term “the world” represents a wider geographic aspiration, while “for tomorrow” underscores a long-term perspective and the ability to adapt to current and future needs.
The company’s new vision is “To be East Asean’s most preferred partner in connectivity solutions by 2035.”
Zurinah said CTS is not merely a service provider, but aims to be a strategic partner contributing to its customers’ success.
The company also highlighted its new organisational culture values, G.R.E.A.T – Grit, Reliability, Excellence, Advancement and Togetherness – as a guide for continuous improvement, strengthening internal capabilities and delivering high-quality, integrity-driven services.
