Malaysia Airlines Fuels Digital Business Transformation with Adobe Marketing Cloud

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Malaysia Airlines gallops its way into the Year of the Horse with an exciting digital business transformation. After spending close to a year evaluating proposals from some of the industry’s leading solutions and point product vendors, Malaysia Airlines has chosen Adobe to implement a mission-critical technology refresh.

Today,  we’re excited to announce that Malaysia Airlines will implement not only Adobe Marketing Cloud but Adobe Creative Cloud as well, making this one of the company’s largest enterprise licensing agreement in Asia Pacific. Malaysia Airlines, a leader in the aviation industry and winner of Asia’s Leading Airline at the 2013 World Travel Awards, will use Adobe Marketing Cloud to power its digital marketing and customer engagement across all the company’s platforms and brands. Firefly, MAS Wings, MAS Cargo and loyalty program Enrich are expected to leverage Adobe Marketing Cloud in the near future.

The consolidation of digital marketing platforms across the Malaysia Airlines group will take place over the next three years. The integration of off-line customer data from the loyalty program and customer call center, together with digital records and footprints, will give them access to a single holistic customer view. This will allow them to deliver a whole new level of customer experience, through more personalised and customised content, offers and services.

At the heart of the digital strategy is MAS’ website, which is a mission-critical business channel delivering a significant share of the company’s revenue every day. Through Adobe Experience Manager, Malaysia Airlines is planning to boost its brand campaign along with strong customer experience management to deliver on a consistent brand promise across both real-world and digital touch points.

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 becoming a key element of marketing for many brands and Malaysia Airlines is no exception.  Through Adobe Social, Malaysia Airlines wants to continue to grow engagement with customer globally via various social platforms.

The partnership with Malaysia Airlines is Adobe’s first managed services deal in Southeast Asia, and reflects how customers are looking to implement more complex solutions across whole-of-business rather than deploy point products.

It’s full speed ahead for Malaysia Airlines and Adobe.

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