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.