MAB to strengthen commercial decision-making, biz processes

by HARIZAH KAMEL / pic by MUHD AMIN NAHARUL

MALAYSIA Airlines Bhd (MAB) will enhance and strengthen its commercial decision-making and business processes through its partnership with leading provider of digital strategic solutions, ReveMAX.

According to MAB, the partnership allows ReveMAX to implement its airline revenue maximisation solution (ARMS), a strategic decision support platform (SDSP) and the first of its kind to provide a complete and comprehensive picture of an airline’s revenue and cost ecosystem.

Powered by artificial intelligence and machine learning, the platform provides predictive and prescriptive intelligence, connecting different airline departments and guiding them in making smarter strategic decisions with the aim of profitability and sustained financial good health of the organisation.

The system also enables airline personnel to see a transparent, unadulterated and 360-degree bird’s eye view of their airline’s day-to-day health, and make an immediate revenue decision based on fact-based data.

MAB group CEO Captain Izham Ismail (picture) said the partnership offers strong unprecedented support for MAB’s business and core beliefs, and MAB looks forward to enhancing customer experience with personalised offerings.

“Together with our other in-house system integrations, we can fully automate changes to our processes and trigger executions with limited manual interventions,” he said in a statement yesterday.

ReveMAX CEO Nayeem Ekbal said its solution creates a digital generation approach to advocate open and connected systems throughout the enterprise.

“This extends to integrations with other data sources and applications in the organisation. We work with our partners to look at streamlining processes and bring in agility and transparency into the overall process of strategic decision-making and lifecycle management.

“We are proud to be partnering MAB and be part of their vision of digital transformation,” he added.

The global airlines industry is facing a devastating blow brought by the impact and restrictions of the pandemic, but MAB’s financial predicament started long before Covid-19.

In February, The Malaysian Reserve reported that MAB’s owner Khazanah Nasional Bhd will be injecting RM3.6 billion in new capital into the national carrier’s parent company, Malaysia Aviation Group Bhd (MAG), to fund the group’s business until 2025.

MAG said the capital injection is to cover operational costs until 2025 as part of a RM16 billion restructuring plan after creditors and a UK court allowed it to go ahead.

On MAB’s recovery, Khazanah stated it expects any recovery will be hard-pressed and unlikely to happen earlier than 2024, depending on the reopening of global aviation as well as border restrictions that will allow travel to resume.

Additionally, Finance Minister Tengku Datuk Seri Zafrul Tengku Abdul Aziz said last November, in total, some RM28 billion had been injected into MAB by Khazanah.