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BEYOND SHORT-TERM PROFITS
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Axiata Group Berhad | Sustainability & National Contribution Report 2016
BEYOND
SHORT-TERM PROFITS
Creating Value through Digitisation
We established Axiata Digital to manage
and develop the Group’s digital products
and services. Axiata Digital enhances the
Group’s core business revenue by creating
new sources of value and contributing
to long-term upside creation through
partnerships and acquisitions in the
digital ecosystem. Axiata Digital plays a
key contributing role in our third phase of
growth, which is focused on becoming a
Digital Champion.
Axiata Digital caters to online customers on
smartphones, tablets and broadband, and
aims to increase its share of online wallets.
It also leverages on the Group’s strength
as a leading regional telecommunications
operator by building on existing customer
relationships within all our mobile markets.
Axiata Digital plays a key contributing role
in the following areas:
• Generating revenue from adjacent
digital businesses that also increases
customer engagement within our core
mobile business
• Supplementing our core business
with value creation opportunities by
unlocking assets within the core
• Transforming our core business to an
Over-the-Top (OTT) and Internet-of-
Things (IoT) ready business
• Building and expanding digital skills,
mindsets and capabilities across Axiata
Axiata Digital has investments in five
key business verticals namely Digital
Advertising, e-commerce/Marketplaces,
Mobile Money, Digital Entertainment and
Education, Disruptor Models and OTT
Enablement Platforms. As at the end of
2016, it has 29 digital brands under its
portfolio.
Some of Axiata Digital’s companies and products are detailed below.
Company
Description
StoreKing
StoreKing was established in India in 2012 to enhance rural retail business. Under the platform, rural retail shops become
franchisees and are outfitted with customised kiosks equipped with a mobile tablet and 3G connection. The tablet
connects customers to StoreKing’s inventory of over 1,000,000 products and various digital services, and the customer
can make the purchase in cash through the franchisee. The goods are subsequently delivered to the franchisee store
for pickup by the customer.
StoreKing essentially transforms rural convenience shops into points of sale for online transactions, serving as both the
payment point as well as the pickup point. Franchisees act as advisors, taking the customers through the shopping
process on the StoreKing app. Some of the products and services on offer via StoreKing include:
• Fashion
• Bill payments
StoreKing is available across nine states and 106 districts in India, covering over 1,200 towns and 20,000 retailers.
StoreKing aims to be the digital touch point for rural India by leveraging on existing rural retail stores as the point of
intersection between digital and traditional.
Twig
Twig is a mobile lock screen advertising and rewards app incubated by Axiata Digital. It was launched in Malaysia in
November 2015 and has been downloaded over 180,000 times to date. It has plans to launch in other Axiata markets.
At its core, Twig functions as a mobile advertising platform that displays ads directly on the lock screen of a mobile
device. Clicking on the ad takes the user to a landing site, and users simultaneously earn reward points for engaging
with the ads. They also earn points by watching videos, trying new apps and completing “missions”. These points can
subsequently be used to redeem various items including mobile reloads, virtual coins or credits, and vouchers.
Twig therefore helps our advertisers reach out to our customers while encouraging our customers to engage with new
trends and offerings through the rewards system. As a commercial enterprise, Twig generates revenue from both the
advertisers as well as its mobile and e-commerce partners who will pay Twig a commission for all redemptions.
• Electronics
• Hotel and travel bookings
• Insurance