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Digital transformation in a disrupted marketplace: CXO Conference KL

Rosalind See | April 5, 2016
(UPDATED) The 2016 Kuala Lumpur edition of CIO Asia and IDC’s regional CXO Conference included 18 consecutive roundtables and real-time electronic voting.

Key differentiator

"Analytics has been a competitive differentiator for the telecommunication (telco) industry. It is one of our greatest tools in managing data and enhancing value," said Axiata Malaysia group chief financial officer Chari TVT. "Analytics enables our company to break down data and provides segmentation information which gives us insights into profitability and capacity utilisation. From information on usage, we are able to identify markets where we can earn incremental revenue. It has helped us extract information to improve on our pricing strategy. It identifies influencers and also allows us measure customer satisfaction."

Chari pointed to industry disruptions occurring as newcomers had advantages over traditional telco players such as being asset-light. "Digitising business has helped us understand customer behaviour and reduce cost whilst providing better service of value to our customers," he said.

Such effects could also be seen in the public sector. The Malaysian Administrative Modernisation and Management Planning Unit (MAMPU) acts as the catalyst and change agent for the public sector as well as its planner and leader in ICT.

"The public sector aims to provide customised services to individual citizens and disclose non-classified public information more efficiently," said MAMPU deputy director-general (Management Transformation and Modernisation), Dr. Aizi Razman Ismail. "Its goal is also to put in place a more effective delivery system for the public sector."

Some of MAMPU's initiatives include myIdentity and 1GovUC. myIdentity standardised personal information across government agencies to avoid repetition in collecting such details, thus improving service efficiency, whilst 1GovUC is a unified communication system and a common email platform for government agencies.

"Such initiatives change the way people in the public sector work, as well as address environmental concerns," said Dr. Aizi.

In the panel discussion wrapping the day's agenda, the panellists were unanimous in agreeing that digital transformation started from the top. The person in charge had to be in a position to challenge the status quo and be politically-savvy in dealing with vested interests.

"Digital transformation is not so much about technology; it is about business and the radical use of technology to change the way we operate and compete," said IDC Asia/Pacific CIO Adjunct Advisor, Michael Lee, during the discussion. "It has the power to disrupt. Disrupters have one huge advantage over everyone else - they do not have high operations cost that incumbents do. They are extremely cost-light, agile and adaptable. If you are a market leader, do not wait for change to happen. You need to reinvent yourself to remain relevant."

 

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