Publish Date : 13-Feb-2014
Malaysia Airlines (MAS) has inked an enterprise licensing deal with Adobe aiming at introduction of Abode Marketing Cloud and Adobe Creative Cloud being part of its technology refresh, as per which the airline would take up a digital marketing platform consolidation over a period of next three years.
MAS chief marketing officer Dean Dacko said, "We selected five solutions from Adobe Marketing Cloud, including Adobe Target, Adobe Social, Adobe Media Optimizer, Adobe Analytics and Adobe Experience Manager. We'll also be deploying managed services for Experience Manager. The solution provided us with the most intuitive, easy-to-use user interface along with deep analytic power and robust delivery."
The contract was awarded to Adobe following a tender procedure which was launched in April 2013 by MAS. Received bids were evaluated.
According to Dacko, 15 stakeholders were involved in the selection process. The value of the deal remains unknown. He added, "With a project of this size and complexity, it's critical to engage stakeholders from across the business. The marketing department worked closely with IT, sales, customer experience and product among others to define needs, and evaluate tenders."
Dacko added that, the implementation is to be carried out in three phases, delivering the foundation to align digital marketing and customer engagement covering the entire platforms and brands of the company, including Firefly, MAS Wings, MAS Cargo and loyalty programme Enrich.
He adds, "The integration of off-line customer data from sources such as our loyalty program and customer call center, 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."
Stephen Hamill, Adobe Southeast Asia & Hong Kong's director of digital marketing cloud said, "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. 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, ensuring the solution was a suitable technology fit. 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."
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