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MAS signs with Adobe for its digital push

Malaysia Airlines (MAS) has signed with Adobe for the latter to introduce its products, Adobe Marketing Cloud and Adobe Creative Cloud, as part of the airline’s plans on shifting to digital marketing platforms.

Dean Dacko, MAS chief marketing officer, 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.”

Dacko added that the solution provided MAS with the most intuitive, easy-to-use user interface along with deep analytic power and robust delivery.

The bid for MAS Airlines’ digital expansion business started in April 2013 consisting of various vendors and involving 15 stakeholders during the selection process.

Implementation of the Adobe systems will be split into three phases. The aim is to provide a foundation aligning marketing with customer engagement for the company’s existing platforms and brands – Firefly, MAS Wings, MAS Cargo and Enrich.

“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,” said Dacko. “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 Hamil, Adobe Southeast Asia & Hong Kong director of digital marketing cloud, cited that the deal was notable for a number of firsts for the region.

“It’s the first managed services deal with Southeast Asia, reflecting that customers are looking to implement more complex solutions across whole-of-business rather than deploy point products.”

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