KUALA LUMPUR: Merchantrade Asia Sdn Bhd (Merchantrade) is moving its mobile virtual network operator (MVNO) service to its wholly-owned subsidiary, Valyou Sdn Bhd (Valyou), effective immediately.

Merchantrade founder and managing director Ramasamy K Veeran said Valyou will now drive the company's MVNO service, growth strategies and performance.

"We see a tremendous benefit in this corporate exercise as it aligns our focuses internally, from which we will be able to develop better holistic strategies across our value chain.

"Growth remains our top priority, and these changes will underpin our pursuit of this," he said in a statement today.

Moving the MVNO service to Valyou will create two distinctive companies with unique regulatory and business characteristics, leading the respective industries.

The separation will significantly increase both companies' focus and allow for more agile decision-making at Merchantrade and Valyou, Merchantrade said.

It will also enable greater focus on enhancing customer experience, responding to channel trends and clear accountability for delivery.

Both Merchantrade and Valyou will be much better positioned to capitalise on their distinct market positions, priorities and growth drivers to deliver sustainable, profitable growth and enhanced shareholder value.

"We believe Valyou, which was designed to enable cutting edge services, has the right expertise and experience to put the business on a strong footing for growth. We are confident that Valyou will continue to be a robust digital enabler, especially among the targeted segments, "Ramasamy said.

Valyou chief executive officer Ravi Vamathevan said today marks the beginning of an exciting new chapter for Valyou.

"We will be able to accelerate our mission to help more customers enjoy greater connectivity.

"At Valyou, we aspire to differentiate the business by utilising technology, data points, and analytics to better understand our customers' behaviour and focus on developing products to suit their specific needs, "he said.

The company will also unveil a revamped brand and a new pack design reflecting exuberance, excitement, and fast connectivity.

As part of maintaining the strong bond with its core customers, the revamped helloSim packs will continue to be sold through Merchantrade's branches and comprehensive touchpoint coverage in migrant populated areas.

Moving forward, Valyou aims to work closely with local and international partners to ensure that it offers the best products and services to its target market and grows its portfolio with the addition of new products and value-added services.