I believe they are expanding more into Asia rather than intercontinental with the exception of their trans-Pacific sectors. They could prbably market the Asia-America market via its hub in Tokyo. They could not possibly fight with other Sout East Asia carriers for the Kangaroo Route (Europe-Australia) as they do not have sufficient flights to both Europe and Australia. Furthermore, South East Asia carriers provide better connecting time as well as more frequencies. JAL is trying to get a piece of the Kangaroo Route, but I don't think they succeed as well as MAS, Thai, SIA, BA, Qantas or Cathay.
As far as I know, they are trying to fly daily into KUL nonstop by May 2002, if everything goes as plan, thus omiting the stop in BKK for it NRT-KUL flights. They are trying to market the Malaysia-America market here, competing with JAL and SIA.
How are ANA's load into KUL anyway? Are they doing good?