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Malaysia Airlines decides on Adobe to drive 'critical digital business refresh'

AvantiKumar | Feb. 11, 2014
Solutions from Adobe Marketing Cloud are included in what has been a highly competitive and extended bid process, says Malaysia Airlines CMO Dean Dacko.

Dean Dacko, Chief Marketing Officer, Malaysia Airlines modified

Photo  - Dean Dacko, Chief Marketing Officer, Malaysia Airlines


Malaysia Airlines has selected Adobe solutions to deliver a mission-critical technology refresh of its digital business systems following a highly competitive tender process, which started in April 2013, according to the Malaysian national carrier.

Dean Dacko, Malaysia Airlines chief marketing officer, said 15 stakeholders across the business took part in the extensive assessment process before deciding on the best technology to drive the airlines' business wide transformation.

"With a project of this size and complexity, it's critical to engage stakeholders from across the business," said Dacko. "The marketing department worked closely with IT, Sales, Customer Experience and Product among others to define needs, and evaluate tenders."

"We selected five solutions from Adobe Marketing Cloud, including Adobe Target, Adobe Social, Adobe Media Optimizer, Adobe Analytics and Adobe Experience Manager," he said.

"We'll also be deploying managed services for Experience Manager," Dacko added. "The solution provided us with the most intuitive, easy-to-use user interface along with deep analytic power and robust delivery."

 Three phases

The implementation will roll out in three phases, he said. This will deliver the foundation to align digital marketing and customer engagement across all the company's platforms and brands, including Firefly, MAS Wings, MAS Cargo and loyalty program Enrich.

"We're undertaking a huge digital marketing platform consolidation across the group over the next three years," said Dacko. "The integration of off-line customer data from sources such as our loyalty programme and customer call centre, together with digital records and footprint, will give us access to a single customer view."

"This is going to allow us to deliver a whole new level of customer experience, through more personalised and customised content, offers and services," he said.

The heart of the digital strategy is Malaysia Airlines' website, "which is a mission-critical business channel delivering a significant share of the company's revenue every day," said Dacko.

"A key element of our business turn-around was a boost to our brand campaign, backed up with strong customer experience management - delivering on a consistent brand promise across both real-world and digital touch points," he said.


Stephen Hamill, Director of Digital Marketing Cloud, Adobe Southeast Asia & Hong Kong modified 

Photo - Stephen Hamill, Director of Digital Marketing Cloud, Adobe Southeast Asia & Hong Kong

 Social media is critical

Dacko said, "Engagement via social media is also critical to the transformation, and Malaysia Airlines celebrated the milestone of 1 million Facebook fans in October 2013."

"Social media is at the forefront of our marketing mix. Growing engagement with customers globally via social platforms has been a major contributor to our business turnaround," he said.

Adobe Southeast Asia & Hong Kong director of digital marketing cloud, Stephen Hamill said the deal included a number of 'firsts for the region.'

"We see this deal as a highly strategic partnership with an organisation that is not only a flagship regional brand, but also a digital visionary and leader," said Hamill.  It's the first managed services deal in Southeast Asia, reflecting that customers are looking to implement more complex solutions across whole-of-business rather than deploy point products."

"The IT team was very closely involved [during the decision-making process], ensuring the solution was a suitable technology fit," he said. "We undertook an extensive Value Engineering Services process as part of the tender, which helped deliver the data and proof points needed to validate the business decision for everyone from marketing to IT to finance."

"We're looking forward to embarking on this project in partnership with Malaysia Airlines," Hamill said. "It's full speed ahead for Malaysia Airlines and Adobe." 

Malaysia Airlines serves more than 60 destinations in almost 30 countries across Asia, Australasia, Middle East, Europe, and North America, including oneworld hubs Hong Kong, London Heathrow, Los Angeles, Sydney and Tokyo Narita.


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