Business challenge

In a saturated market, nurturing loyalty and encouraging customers to increase their spend are vital to drive growth. Celcom knew relevant offers could help—but how could it deliver them at scale?


Celcom implemented an automated, analytics-driven approach to digital marketing based on IBM® Campaign, enabling it to design, launch and measure the results of highly personalized campaigns.



shorter time to market for targeted campaigns


improvement in campaign performance thanks to relevant messages


average revenue per user, driving business growth

Business challenge story

Tackling a competitive market

Mobile phone users are always looking for better plans and offers. Service providers can never assume that their customers will stay loyal—and must work to retain existing customers while increasing their subscriber base.

Celcom Axiata Berhad, a leader in the saturated and competitive communications market, needed to significantly improve its understanding of its customers to help drive retention and increase its market share.

The company wanted to target individual customers with the marketing message most appropriate to their usage and profile. The aim was to improve average revenue per user (ARPU) through higher campaign uptake rates.

To achieve the goal, the communications service provider decided to use existing customer information and analytics to shape an integrated approach to building, launching and analyzing the results of its marketing campaigns.

Transformation story

Reaching out with relevant messages

Celcom implemented a targeted marketing campaign management solution that uses near-real-time subscriber data to develop personalized, targeted campaigns. The solution combines numerous data points—including individual customer preferences and their previous interactions with the company—with business logic and campaign-specific marketing objectives to determine the best offer for each customer.

For example, Celcom can identify prepaid customers with low weekend usage and encourage them to reload their credit on weekends to get bonus airtime. The solution helps Celcom generate increased revenue while offering customers the services they really want and need.


Results story

Nurturing customer loyalty

With an automated platform at the center of its campaign management process, Celcom is reaping the rewards of targeted, relevant outreach. With an automated platform at the center of its campaign management process, Celcom is reaping the rewards of targeted, relevant outreach.

The company has succeeded in substantially reducing time-to-market for campaigns, and can now launch targeted campaigns more than 80 percent faster than before. Crucially, Celcom’s campaigns are resonating with its customers; the company is measuring a campaign performance improvement of over 70 percent, which is in turn helping it to boost campaign return on investment.

Thanks to its new way of working, Celcom is achieving its goal of strengthening customer loyalty—a crucial source of competitive advantage in a saturated market. As churn decreases, ARPU is rising, and the company’s marketers continue to work to refine and better target their customer outreach.


Celcom Axiata Bhd.

Founded in 1988, Celcom Axiata Bhd. is a division of the Axiata group of companies, and one of the first in Malaysia to obtain a cellular phone license and successfully introduce mobile telephony services. The company offers mobile services covering more than 1.6 billion people across nine countries. Its core business remains prepaid and postpaid mobile voice services with rapidly growing mobile broadband, mobile commerce, enterprise solutions and bulk wholesale business segments.

Solution components

  • Cognos Business Intelligence
  • Data Integration & Replication
  • GBS BCS-BA&S-BD&A-Application Development & Innovation Consulting Services
  • GTS Integrated Technology Services
  • Global Business Services
  • IBM Global Business Services
  • IBM Global Services
  • Marketing Platforms: Marketing Operations.
  • Telecom: Accelerate Digital Transformation

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