The Customer journey is more important now than ever. See how Celcom enabled better cross channel customer experience through front end transformation with Oracle.

1. The Experience Revolution
Monday, June 25, 2012
New York City Event Briefing

2. Oracle Cross Channel
Customer Experience
Rohit Batra
Director, Communications Industry Solutions Group

3. Be everywhere, do everything,
and never fail to astonish the customer.

4. THE CUSTOMER LIFECYCLE JOURNEY
“serve MY needs”
“be relevant”
“engage me”
“reward me”
“earn my trust,”
“give me more value”
“represent me”
“be transparent”
“minimize the risk”
“know my history”
“make it easy”
“be consistent”
Deliver The Experiences That YOUR Customers Want

5. Copyright © 2012, Oracle and/or its affiliates. All 5 rights reserved.
When I go online, I can’t
easily find what I need.
It’s too complicated to
find what’s best for me
www.johnbuyer.com
Wouldn’t it be nice if they
rewarded me for all the
friends I have referred?
Why didn’t they send
this mobile coupon to
me while I was still in
The shopping experience the store?
online is incredibly
inconsistent! I
can’t get the help I need when
I need it!…
Why does the store
carry different items
than they do online?
Why are the prices
different online than
they are in-store?
Can’t their sales reps
see my web order? The
Acme rep always knows
all my orders.
When I clicked “Chat Now”
the agent had no idea of what
was in my shopping cart. It’s
so frustrating!…
Why can’t I order an
item online and pick it
up at my local store? It
makes NO sense
myface.com

6. Customer Journey Across Channels
Web Mobile Social In-store Kiosks Call center
Copyright © 2012, Oracle and/or its affiliates. All 6 rights reserved.

7. Customer Journey Across Channels
Copyright © 2012, Oracle and/or its affiliates. All 7 rights reserved.

8. Customer Journey Across Channels
Web
Mobile
Social
In-store
Kiosks
Call center
NEED / RESEARCH SELECT PURCHASE
Copyright © 2012, Oracle and/or its affiliates. All 8 rights reserved.
MAINTAIN /
RECOMMEND
RECEIVE / USE

9. Web
Mobile
Social
In-store
Kiosks
Call center
NEED / RESEARCH SELECT PURCHASE
Copyright © 2012, Oracle and/or its affiliates. All 9 rights reserved.
MAINTAIN /
RECOMMEND
RECEIVE / USE
Web Experience/Portal
E-Commerce & Live Help
Order Mgmt
Story Inventory Knowledge/Policy Mgmt
Mobile Platform
Social Marketing
Social Engagement
& Monitoring
Point of Service
Store Inventory
Order Mgmt
Order Mgmt

10. Cross Channel
Customer Experience
Solution
 Enables CSPs to increase
Net Promoter Score (NPS)
and customer loyalty whilst
deflecting transactions to
unassisted channels.
CROSS-CHANNEL CUSTOMER EXPERIENCE
SOLUTION OVERVIEW
Call Center USSD/IVR Shop Dealers Device Mobile Web Chat Social
Commerce Personalization
Guided
Search
Merchandising Live Help
Enterprise
Content
Services
Web
Content
Internal
Communities
Retail Platform
POS Store
Inventory
Central
Office
Inventory
Return
View &
Analyze
Pay
Knowledge
FAQ
CRM
SFA &
CPQ
Sales
Catalog
Order
Capture
Asset
Master
Campaign Service
Partner
Mgmt
B2B
Gateway
Recommendations
Decisioning
Learning
Social
Social Marketing
Engagement &
Monitoring
Commerce Self Service & Content
Federated
Search
Kbase
Key Capabilities
Connected Engagement | Actionable Insight | Individualized Sites | Reward Loyalty | Guided
Experiences
Key Business Metrics
Brand Value | Net Promoter Score | Self Service Rate | Conversion Rate

11. Enabling Cross Channel Customer
Experience Through Front End
Transformation
Suharti Mohd Ali
Senior Vice President & Program Director
IT Transformation
Celcom Axiata Bhd
COMPANY CONFIDENTIAL

12. Malaysia Is Witnessing A Rise In Mobile Penetration
Rate, However ARPU Is Expected To Decline In Future
12
Mobile Penetration Rate In Malaysia :
2006-10
72.3%
85.1%
98.9%
105.4%
116.6%
2006 2007 2008 2009 2010
Mobile ARPU* Market Average In Malaysia : 2008-2015
(In MYR)
86.8
80.7
74.3
70.5 68.6 67.6 67.3 67.2
2008 2009 2010F 2011F 2012F 2013F 2014F 2015F
KEY HIGHLIGHTS:
• Malaysian mobile penetration rate has been rising and is above 100% due to multiple subscriptions by users
• However, the mobile ARPU has been falling and the trend is expected to continue in future as the operators’
continued reliance on prepaid services is not beneficial for ARPU growth
• The industry is witnessing a surge in 3G services
– Almost one quarter of mobile subscribers took 3G services at the end of 2009 driven by intense pricing
promotions and the bundling of high-end handsets and other mobile multimedia devices with postpaid
services
– A rapidly-growing number of mobile broadband subscribers will subscribe to 3G services over the next few
years, although the comparatively high cost will lead to decline in the growth rate

13. Truth of the matter is, we will still want the numbers……
13

14. It is imperative to respond to the changing ways of
customer interaction as well – channel explosion
14
Always Connected Always Sharing Always Aware

15. Different kinds of end customers-Different approach to
suit various types of end users
15
All Customer Types All Customer Needs

16. Our transformation is based on providing a seamless
integration of our channels …
16
DIRECT IN-STORE CALL CENTER WEB MOBILE SOCIAL
BUSINESS OBJECTIVES:
• Increase transactions to unassisted channels
• Increase in sales from cross sell and upsell
• Increase in online transactions and sales
• Faster time to market for products
• Increase in customer service productivity
• Increase in branch and dealer productivity
PROCESS
Improving and aligning the ways
of working
TECHNOLOGY
Integrated technology and
infrastructure solutions
PEOPLE
Enabling and supporting people
through the journey

17. Our current situation: complex channel architecture and
fragmented processes, systems …
17
Bluecube / Branches Dealers Online / Mobile Call Center Sales
100+
Branches
20,000+
Dealers
12M+
Subs
1,000+
Agents
200+
Sales
 Complex channels landscape – majority of sales through
dealer networks
 Fragmented processes and systems across channels –
inconsistent customer experience
 Improving engagement with customers through online,
mobility, social a key imperative

18. Point of Sales…
POS SETOSS
Dealer / Branch Ops…
Queue Mgmt…
IDM
SAP2 (ERP & Revenue
Assurance)
Analytics & Reporting
BI
PRE
ODS
CIDM
POST
ODS
3T AAS
Speed
Miner
ECN2
Cube2 EIP2
Campaign Mgmt…
CMS NBA2
18
Celcom’s Solution Landscape
The “as-is” frontline application landscape will be improved & optimized with functionalities
across systems and channels…
TARGET
Billing Management…
Other online
domains2
Incentives…
NEXT
AMDOCS
CREMANSYS2
ORP
Bluecube
PCARE
DREG2 SA2 PCARE
SSM2
TENTEN
Content & VAS Platforms… Governance… Network Elements…
Enterprise Functions
Customer & Partner Interactions
Service Fulfillment &
Delivery
ROVER
NEXT
PRS
PCARE
Online Portals…
celcom.com.my
Online Customer
Service (OCS)
Customer Relationship
Mgmt…
Salesforce.com
External Gateways…
PAYMENT
GATEWAY
Email
GATEWAY
USSD2
IVR2
IQMS
Customer
Qualifications…
CTOS
LEGACY INTEGRATION
Order Fulfillment…
MP MPGS
KENAN
OM ATE2 RVR2
Inventory Mgmt…
AIS SETOSS
NUMS
3R3
Service Activation…
EMA2 KENAN FX
HSBB PARTNERS1 MEDIATION2 INTERCONNECT
Service Platform
& Control
CLEARING HOUSE KOLONY2
VAS PLATFORMS LBS2 HLR
EDUCUBE2
RIM
ADMS MCP
AUC FUP2
PCRF
NGIN2
AIRCASH2
EDMS
MERS999
CS Expert
SAFMS
E-BILLING
FILE
TCM2 SERVER
CIBS
CT APP2
CC GUI2
KENAN
Inventory2
CTI
CMP/SMP
1 Includes TM, Jalinas, Penang Phone, Fiber-At-Home, 2 Potential CR that impacts these interfaces Version 4.0

19. … through a cross channel solution design, with an
integrated and efficient backend
19
Bluecube / Branches Call Center
100+
Branches
Dealers
20,000+
Dealers
Online / Mobile
12M+
Subs
1,000+
Agents
Sales
200+
Sales
Branch & Dealer Portal + POS Customer Portal CRM Front-end
Integrated Channels
Integrated, Efficient Backend
Single
Customer
Master / Core
CRM
Order
Fulfillment
Product
Management
Inventory
Management
Loyalty,
Incentives,
Social Media
+

20. Point of Sales…
POS SETOSS
Dealer / Branch Ops…
Queue Mgmt…
IDM
SAP2 (ERP & Revenue
Assurance)
Analytics & Reporting
BI
PRE
ODS
CIDM
POST
ODS
3T AAS
Speed
Miner
ECN2
Cube2 EIP2
Campaign Mgmt…
CMS NBA2
20
Celcom’s Solution Landscape
The “as-is” frontline application landscape will be improved & optimized with functionalities
across systems and channels…
TARGET
Billing Management…
Other online
domains2
Incentives…
NEXT
AMDOCS
CREMANSYS2
ORP
Bluecube
PCARE
DREG2 SA2 PCARE
SSM2
TENTEN
Content & VAS Platforms… Governance… Network Elements…
Enterprise Functions
Customer & Partner Interactions
Service Fulfillment &
Delivery
ROVER
NEXT
PRS
PCARE
Online Portals…
celcom.com.my
Online Customer
Service (OCS)
Customer Relationship
Mgmt…
Salesforce.com
External Gateways…
PAYMENT
GATEWAY
Email
GATEWAY
USSD2
IVR2
IQMS
Customer
Qualifications…
CTOS
LEGACY INTEGRATION
Order Fulfillment…
MP MPGS
KENAN
OM ATE2 RVR2
Inventory Mgmt…
AIS SETOSS
NUMS
3R3
Service Activation…
EMA2 KENAN FX
HSBB PARTNERS1 MEDIATION2 INTERCONNECT
Service Platform
& Control
CLEARING HOUSE KOLONY2
VAS PLATFORMS LBS2 HLR
EDUCUBE2
RIM
ADMS MCP
AUC FUP2
PCRF
NGIN2
AIRCASH2
EDMS
MERS999
CS Expert
SAFMS
E-BILLING
FILE
TCM2 SERVER
CIBS
CT APP2
CC GUI2
KENAN
Inventory2
CTI
CMP/SMP
1 Includes TM, Jalinas, Penang Phone, Fiber-At-Home, 2 Potential CR that impacts these interfaces Version 4.0

21. Incentives… External Gateways…
CTI
Billing Management…
KENAN FX
ORP
EDMS
MEDIATION2 INTERCONNECT
SAFMS
CREMANSYS2
POS SETOSS
NEXT
AMDOCS
PCARE
Content & VAS Platforms… Governance… Network Elements…
Service Fulfillment &
Service Platform
Delivery
& Control
Enterprise Functions
IDM
BI
PRE
ODS
CIDM
POST
ODS
3T AAS
ECN2
21
Dealer / Branch Ops…
Customer & Partner Interactions
Online Portals… Point of Sales…
Other online
domains2
Customer Relationship
Mgmt…
PAYMENT
GATEWAY
Email
GATEWAY
USSD2
IVR2
Queue Mgmt…
IQMS
Customer
Qualifications…
CTOS
LEGACY INTEGRATION
Order Fulfillment…
ATE2 RVR2
Inventory Mgmt…
3R3
Service Activation…
EMA2
HSBB PARTNERS1
SAP2 (ERP & Revenue
Assurance)
FILE
SERVER
CIBS
CT APP2
Speed
Miner
Version 4.0
Bluecube
DREG2 SA2
ROVER
NEXT
PRS
PCARE
celcom.com.my
Online Customer
Service (OCS)
Salesforce.com
MP MPGS
KENAN
OM
AIS SETOSS
NUMS
CS Expert
E-BILLING
TCM2
CC GUI2
KENAN
Inventory2
PCARE
TARGET
SSM2
Analytics & Reporting
Campaign Mgmt…
CMS NBA2
ORACLE OIC
INQUIRA
ORACLE ATG / WEB CENTER
ORACLE CRM SUITE
BUZZIENT
ORACLE POS
ORACLE AIA / SOA SUITE
ORACLE OSM ORACLE RETAIL SIM
ORACLE UIM
PRODUCT HUB FOR
COMMS
ACN ONLINE
REPORTING TOOL
Solution Landscape
The E2E best of Suite has been selected to assist Celcom in this Transformation Journey…
CLEARING HOUSE KOLONY2
VAS PLATFORMS LBS2 HLR
EDUCUBE2
MERS999 ADMS MCP
CMP/SMP
1 Includes TM, Jalinas, Penang Phone, Fiber-At-Home, 2 Potential CR that impacts these interfaces
RIM
AUC FUP2
PCRF
AIRCASH2
NGIN2
Cube2 EIP2
TENTEN

22. This will enable Celcom to drive GROWTH through REACHABILITY
and FASTER TIME TO MARKET with GREAT customer and channel
experience
22
Dealers Branches Call World Wide Web Center Sales Force
CRM (Front-End)
• Single screen for
call center reps
• Integrated system
for sales force to
capture and convert sales
Siebel UI
Inquira
Integration Oracle SOA
Point of Sales
• Integrated to order capture systems
to handle customer’s
payment, for both
merchandising and
bill payment
Oracle POS
Social Media
• Extract data from social networking
and link it to Celcom's customer
base and service requests for
proactive "handling" of customer
complaints
Buzzient
Product Mgmt.
• Manage product and service
offerings out of one common
repository, through the entire
product lifecycle
PH4C
Self Service Portal
• Ability for customers
to perform both sales
and servicing online
• Click to call/chat
functionalities
ATG Web Center Suite
Inquira
Incentives
• Automated, flexible, and
configurable incentive schemes for
dealers and distributors
OIC
Retail Inventory
• Provide real time
inventory overview
of each branch &
dealer to raise
purchase orders to replenish stock
levels and track movement of stock
ORSIM
Order, Service Mgmt.
• Single orchestration platform,
providing better visibility and
tracking on fulfillment status
• Support jeopardy management
to alert users when
tasks are overdue
OSM
Virtual Inventory
• Provide logical inventory capabilities
to complete number lifecycle
management
Oracle UIM
Loyalty Mgmt.
• Create and manage loyalty programs
and participants, points calculation
rules and reward schemes
Siebel
Customer
touch-points
Front-End
Customer-facing
Back-End
Operations
and Support
Store Portal
• Dashboard view of
customer profile,
plan & device
bundles, dealer incentives, and
stock availability
ATG Web Center Suite
Inquira
CRM (Core)
• Provide 360o view of customer, with
capabilities such as sales mgmt.,
workforce mgmt., and Sales and
Order capture
• Single source of
truth of the customer
Siebel

23. Delivery with strong governance, management
commitment and good guiding principles……
23

24. Guiding Principles
These were Celcom’s guiding principles to ensure a successful implementation:
• Out-Of-The-Box / Best-of-Suite implementation approach
for the E2E solution suite
• Minimize impact and changes on legacy applications to be
replaced
• Minimize interim process and swivel chair during
migration/ transition period to minimize BAU operation
impact
• Gradual roll-out and Pilot Migration to ensure business
readiness and enable effective handholding

25. Total Commitment
The change will be disruptive, and there will be
compromises that are required from all of us to make this
transformation a reality. However, we firmly believe that this
transformation will enable us to deliver a far better
Celcom Customer Experience than today!
- Celcom BSS Transformation Steering Committee

26. TITLE
THANK YOU
COMPANY CONFIDENTIAL