Malaysia Airlines, ReveMax in revenue strategy plan

MAS planes

KUALA LUMPUR: Malaysia Airlines has teamed up with ReveMax to enhance and strengthen the airline’s commercial decision-making and business processes with the aim of profitability.

It said on Monday ReveMax, a leading provider of digital strategic solutions, will work with it to implement the airline’s revenue maximisation solution (ARMS).

ARMS is powered by artificial intelligence (AI) and machine learning (ML).

It added that 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.

“This partnership allows ReveMAX to bring its innovative ARMS Solution, a strategic decision support platform (SDSP), the first of its kind in the world to provide a complete and comprehensive picture of an airline’s revenue and cost ecosystem.

“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, ” it said.

Malaysia Airlines group CEO Izham Ismail (pic above) said, “One year into the Covid-19 pandemic, we have seen the importance of having a business that is robust and sustainable, built upon a foundation of digitalisation which has allowed the business to operate as efficiently as possible given the circumstances.

“Malaysia Airlines is glad to be partnering with ReveMax and to be assisted by ARMS to create agility in maximising revenue and optimising cost with standardisation and transparency across all related departments, ” he said.

Izham said together with the airline’s other in-house system integrations, they can fully automate changes to its processes and trigger executions with limited manual interventions.

ReveMax CEO Nayeem Ekbal said ReveMAX Solution uses AI and machine learning to create 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, ” he said.

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