U Mobile might be the newest telecommunications in Malaysia, but it has grown dramatically and has become a mobile leader through its passion for delivering innovative, digital-first products and services that appeal to modern Malaysians.

Jasmine Lee has helped lead the charge at U Mobile to embrace digital services, first as Chief Marketing Officer and now as Chief Digital Officer. “We’re a very customer-centric company,” explains Lee. “We have always excelled in traditional services that you might think of from a telecommunications - mobile data, streaming video and digital subscription services. But when looking at the needs of mobile-first customers, we saw a great deal of potential to support our customers with a broader selection of digital services.”

One example is GoPayz, a comprehensive fintech service that aims to fill the gaps for financial services traditionally only provided by agents, such as life insurance, investment services, small vehicle loans or international remittance. By creating bite-sized financial micro-services available through a mobile device, U Mobile is creating new revenue streams and finding new ways to serve customers digitally.

As U Mobile grows and diversifies its digital services, the company needs to make sure that its digital touchpoints can keep up. Customers need to know that they are getting the most accurate and up to date information, no matter which digital channel they’re using.

Using Adobe Experience Cloud, including Adobe Experience Manager Sites and Assets and Adobe Analytics, U Mobile has refreshed its websites and created a single source for content and data. “Adobe Experience Cloud allows us to adapt content and grow quickly,” says Lee. “Adobe is setting us on the road for one-to-one personalisation that will allows us to deliver just the right experiences for all customers.”

Improving customer journeys with a single web platform

U Mobile knew that trying to consolidate 1,500 web pages from multiple fragmented digital properties using Adobe Experience Manager Sites would be no easy task. It turned to Adobe partner GrowthOps for help pulling off such a major digital transformation.

“With support from GrowthOps, the Adobe Experience Manager deployment became the fastest and most successful large-scale transformation project at U Mobile,” says Lee. “GrowthOps worked with us to develop a very clear roadmap with key milestones that guided us along the migration.”

U Mobile uses the multi-site management capabilities in Experience Manager Sites to bring all its core websites into one platform. Sites are localised in three languages—English, Bahasa Melayu (Malay) and Mandarin—to reach more audiences in their native languages.

Bringing the sites together allows U Mobile to create clearer customer journeys and more cross-selling opportunities by taking advantage of rules-based personalisation. When a customer logs into the website, U Mobile instantly knows whether they’re an individual or corporate customer, what type of plan they have, how often they top up data and other vital information. The company uses this knowledge to load banners relevant to customers, from upselling recommended data packages to cross-selling insurance services through GoPayz.

“We reduced the bounce rate by 10% by creating smoother customer journeys with Adobe Experience Manager that guide customers to relevant content,” says Lee. “GrowthOps helped us rethink the customer experience from the ground up, giving us a roadmap for how we can mature from rules-based personalisation to our goal of hyper-personalisation.”

Adobe Analytics will play a growing role in the push towards one-on-one personalisation. It provides a single source of truth for data across all digital properties for a more holistic view of customers. Marketers are already using data to determine how the move to Experience Manager is affecting users on the website. Initial results are very positive, with a 49% increase in total website users and a 55% increase in new website users.

Faster, more secure updates for new phone releases

Adobe Experience Manager gives U Mobile teams the flexibility and speed that they need to keep up with growing volumes of digital content. Authoring new content is simple, meaning that content authors can create and update pages without needing to work with developers. This leads to faster time-to-market and more frequent updates on the website.

“New mobile phone releases are often top secret,” explains Lee. “We need to keep marketing materials very secure while being ready to update websites as soon as new models are announced. With Adobe Experience Manager Sites, we need fewer people to update pages, allowing us to make changes faster while minimising the number of eyes on secret assets.”

Adobe Experience Manager Assets further supports speed and asset security by acting as a single source for all assets used across digital properties. Mobile phone manufacturers often have very specific rules for how assets are used and presented on a website. In the past, when U Mobile received new assets from a manufacturer, it could take teams four to six weeks to manually replace the images across hundreds of pages. Even then, there might be cases where an old image was accidentally used. With Experience Manager Assets as the central DAM, replacing images can happen in a matter of hours.

“The nature of our business is that it moves very fast,” says Lee. “Adobe Experience Manager improves our speed and consistency. We can spend less time managing content and more time polishing marketing campaigns, testing the customer journey and improving site performance - all of which helps us to give our customers a better digital experience.”

Expanding digital-first services

With Experience Manager and Analytics, U Mobile is prepared to continue growing its business with more digital touchpoints and services. From smart retail experiences to 5G ecosystems, U Mobile plans to bring it all to customers.

"Adobe Experience Cloud allows us to focus on the most important thing: creating a smooth customer journey," says Lee. “Using personalisation to remove barriers in the customer experience, we expect to naturally see bounce rates and conversion continue to improve.”

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