KUALA LUMPUR, July 29 (Bernama) — AirAsia Bhd is working with Big Data For Humans Ltd (Bd4h) to unlock the value in its customer database, bringing the company closer to becoming a digital company, said Group Chief Executive Officer Tan Sri Tony Fernandes.
“These are exciting times. Data is king, and we look forward to working together with Bd4h,” he said in a statement today.
AirAsia’s data science unit, MadCience Consulting Sdn Bhd, today signed an agreement with Bd4h to set up a data analytics joint venture in Asia Pacific.
The joint venture will be responsible for building a software-as-a-service business in the region, with its first client being AirAsia.
“It will be operated through Big Data For Humans APAC Ltd (Bd4h APAC), which is expected to commence operations in the fourth quarter of this year.
“For the first 15 years, AirAsia has been a marketing and branding company and it has built a very valuable, social media savvy brand.
“I am excited by the possibilities offered by data analytics to grow AirAsia’s business, especially in ancillary,” he added.
Both Bd4h and Bd4h APAC are incorporated in Edinburgh, Scotland.
The Bd4h data science platform will be able to automate insights and generate action plans in real-time to provide AirAsia’s guests with the best offers based on their preferences across all channels.
MadCience Consulting also subscribed to one million unsecured convertible loan notes issued by Bd4h for 1 million, out of which 500,000 will be used to finance the joint venture.
At today’s close, shares of AirAsia rose four sen to RM2.93 with 14.92 million shares transacted.