Celcom, Malaysia’s second-largest mobile operator, has hinted that it may soon roll out its AirCash service across its international partner network. Celcom’s Kevin Henry said that AirCash was launched earlier this month and allows users to remit money, reload mobile airtime and perform balance enquiries. It is the first USSD-based mobile money solution launched in the Asia-Pacific region. At the moment the service can only be used to transfer funds within Malaysia and to neighbouring Indonesia via partner operator, PT Excelmindo (XL). However, Celcom, which is part of the Axiata group, is planning to extend the service to other Axiata operators in markets such as Singapore, Bangladesh, Sri Lanka and Cambodia.

Celcom’s Henry said the operator was also looking to expand the number of ways a user can load funds to a AirCash account, including the ability to convert airtime into e-money. He noted also that the operator was undertaking a large-scale marketing campaign to raise awareness of the service. “Operators in this game need to educate consumers, and services need to be supported by above-the-line, in-the-line and below-the-line marketing.” According to earlier reports, Celcom is forecasting that 500,000 of its customers will sign up to the service by year-end. The operator has over 9 million subscribers in Malaysia.