MAS and Celcom Axiata join forces to boost customer experience

Celcom Axiata and Malaysia Airlines (MAS) have struck a partnership that will see both companies gaining "significant benefits spanning multiple areas in the coming months," according to Celcom's spokesperson. The deal will include several benefits for customers of both companies, such as easier ways to earn and spend on MAS’ frequent flyer programme Enrich miles, flight discounts for all Celcom customers, and "attractive" roaming plans.

Celcom Axiata CEO Michael Kuehner (pictured third from right) said the partnership further pushes its effort to enhance digital devices and experiences for its customers as well as, employees of MAS.

Kuehner added that both Celcom and Enrich customers will soon be able to "enjoy an awesome experience of innovative digital offerings and rewards that will further ‘enrich’ their travelling lifestyles.”

Meanwhile, on the proposed merger between Telekom Malaysia (TM) and Axiata Group (which owns Celcom Axiata), Kuehner was reportedly saying it would “makes sense”, despite the final outcome will still be decided by the shareholders, Bernama reported.

Kuehner, who was speaking to reporters after signing the above the deal's Memorandum of Understanding (MoU) on behalf of Celcom Axiata with MAS CEO Izham Ismail (pictured third from right), indicated that both TM and Celcom are telco giants which "run extremely big networks" in Malaysia. Therefore, he said, these (networks) need to be maintained, adding he could foresee "a lot of synergy [that] could come out of a merger.”

The rumours about a possible merger between TM and Axiata surfaced since last year after both companies demerged in 2008. Banking on digital transformation, Axiata Group is also expected to invest US$6 million over these three years to expand on existing digital expertise. 

MAS, on the other hand, has been aggressively trying to market and promote its frequent flyer programme, Enrich in recent months. In October last year, Enrich launched a ‘30 Days of Rewards’ campaign for its members, in celebration of its 30th anniversary. The month-long campaign, enabled Enrich members to earn up to six times miles with selected lifestyle partners.

Enrich also entered into a global partnership agreement with global car rental service provider Sixt, to allow its members to earn 500 Enrich miles on each car rental booking in June last year.

On its latest deal with Celcom, Izham said the partnership will enable Enrich members to "reach rewards more quickly by providing new and innovative ways to earn and spend miles.”

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