Executive Summary

This report outlines a strategic sales enablement framework for CelcomDigi’s enterprise team, targeting Maybank, a distinguished leader in ASEAN digital banking. It details actionable strategies to align CelcomDigi’s advanced 5G, Internet of Things (IoT), Edge Artificial Intelligence (AI), and secure cloud solutions with Maybank’s M25+ strategic priorities. The core objective is to position CelcomDigi as an indispensable partner in Maybank’s journey towards building ASEAN’s first AI-native, telecom-integrated digital banking ecosystem.

Maybank’s M25+ strategy underscores a profound commitment to customer-centricity, digitalisation, and regional leadership, particularly in Islamic banking. Key ambitions include achieving over 85% digital sales penetration and a cost-income ratio (CIR) of approximately 45%. However, the bank faces challenges such as integrating legacy systems, scaling cross-border digital services, and ensuring robust cybersecurity across its expanding digital footprint.

CelcomDigi’s offerings are uniquely positioned to address these challenges and accelerate Maybank’s digital transformation. This report identifies four high-impact focus areas:

• Hyper-Personalised Banking: Leveraging CelcomDigi’s 5G and Edge AI to power Maybank’s SP11 initiative for real-time customer insights.
• SME Ecosystem Enablement: Utilising IoT and 5G Fixed Wireless Access (FWA) to enhance Maybank’s SP4 objectives for SME growth and financial inclusion.
• Cyber-Resilient Operations: Implementing Zero-Trust Network Access (ZTNA) and advanced mobile security to safeguard Maybank’s digital assets and customer trust.
• Islamic Digital Banking Leadership: Providing secure, Sharia-compliant enabling infrastructure to support Maybank Islamic’s 2025 paperless roadmap and regional expansion.

By focusing on these areas, CelcomDigi can significantly contribute to Maybank’s vision of “borderless digital banking,” enhance operational efficiency, and advance shared digital inclusion goals. This report proposes a collaborative engagement model, including OPEX-based solutions and a 90-day action plan for pilot deployments, underscoring a commitment to a mutually beneficial, long-term strategic technology partnership.

Sales Conversations Framework

A. Context: Maybank – ASEAN’s Digital Banking Vanguard

Maybank stands as a formidable financial institution within the ASEAN region, consistently lauded for its pioneering digital innovations and unwavering customer-centric philosophy. The bank’s M25+ strategy serves as a clear declaration of its intent to not only maintain but also to amplify this leadership, aspiring to become a “values-driven platform, powered by a bionic workforce that Humanises Financial Services”. This vision is substantiated by substantial and ongoing investments in technology, which have cemented Maybank’s dominant market share in digital banking services within Malaysia.

• M25+ Strategy Deep Dive:
  • The M25+ strategy is anchored by five core strategic thrusts: intensifying customer-centricity, accelerating digitalisation and technology modernisation, strengthening Maybank’s position beyond Malaysia, driving leadership in the sustainability agenda, and achieving true global leadership in Islamic banking. These pillars direct all significant undertakings and capital allocations.
  • Key Performance Targets Underpinning M25+:
    • Digital Penetration: Aiming for over 85% digital sales penetration by 2025 , a significant increase from the current 78% contribution of digital sales to total sales. This ambitious goal necessitates highly resilient, scalable digital platforms capable of delivering flawless customer experiences.
    • Time-to-Market: A remarkable reduction in the development lifecycle for new features, from 18 months down to six months, has been achieved through the enterprise-wide adoption of Agile methodologies. This agility in product introduction highlights the critical need for an underlying technology infrastructure that is both flexible and exceptionally responsive.
    • Technology Investment: A clear commitment to technological advancement is demonstrated by an investment of RM4.5 billion (approximately $1 billion) since 2020, with 77% of this sum dedicated to technology enhancements. Furthermore, an additional RM1.09 billion has been invested specifically under the M25+ framework from late 2022 through 2024, targeting digitalisation and technology modernisation.
    • Cost-Income Ratio (CIR): The strategic target for the CIR is approximately 45% by FY2025. However, with the CIR standing at an elevated 48.9% in FY2024 , achieving this target presents a considerable challenge, emphasising the imperative for solutions that drive significant operational efficiencies.
  • Pivotal Initiatives Driving Transformation:
    • MAE App Enhancements: The Maybank Anytime, Everyone (MAE) application is the cornerstone of Maybank’s digital engagement strategy. It functions as an all-encompassing lifestyle platform, boasting 9.9 million active digital customers across the ASEAN region (an increase from 8.7 million active users reported in June 2024 ). The bank is committed to its continuous evolution, introducing new functionalities monthly and bolstering security with features such as “Money Lock”.
    • SP11 – AI-Driven Hyper-Personalisation: This strategic programme is dedicated to leveraging artificial intelligence and advanced analytics to “customise offerings and predict customer needs more precisely”. It represents a core element of the M25+ strategy, aimed at cultivating deeper and more meaningful customer relationships.
    • SP4 – SME Ecosystem Tools: This initiative is concentrated on the development and deployment of digital tools and fostering ecosystem partnerships. The objective is to enhance access to credit, provide valuable advisory services, and offer productivity-enhancing solutions for Small and Medium Enterprises (SMEs), exemplified by the myimpact SME Hub.
• Identified Strategic Gaps:
  • Legacy System Integration: The M25+ strategic programme SP12, focused on building next-generation technology capabilities , and the overarching goal of achieving end-to-end Straight Through Processing (STP) , implicitly acknowledge the ongoing complexities associated with integrating modern digital solutions with entrenched legacy systems. This “Agility Paradox” – where rapid front-end advancements are potentially constrained by slower-moving core system transformations – is a common hurdle for large financial institutions undergoing deep-seated transformation. The substantial technology investments are aimed at addressing this, but the journey is inherently multi-year and requires solutions that can bridge this divide, facilitating more efficient connectivity or phased replacement of older back-end systems.
  • Cross-Border Digital Services: While Maybank has achieved notable successes, such as the implementation of cross-border QR payments , and harbours ambitions to regionalise its technological platforms , the task of scaling seamless and comprehensive digital services across its operational footprint of 18 countries remains an intricate challenge. This is particularly true for sophisticated financial offerings like Islamic wealth management, which demand nuanced cross-border execution.
  • Cybersecurity Scaling: The introduction of security features like “Money Lock” and the MAE app’s Malware Shielding , alongside the strategic focus on building digital resilience under SP12 , underscore the critical imperative to scale cybersecurity measures. This necessity is amplified by the expansion of digital service offerings and the escalating sophistication of cyber threats.

Maybank M25+ Strategic Scorecard

Strategic Thrust	Key M25+ Initiative / Programme	Associated Target / Goal	Current Status / Progress (Selected)	CelcomDigi Relevance (High-Level)
Intensify Customer-centricity	SP11: Drive hyper-personalisation through advanced analytics	Customise offerings, predict customer needs, move personalisation to full-service delivery	AI and analytics used across multiple layers to personalise services and boost cross-selling.	Provide Edge AI infrastructure and 5G low-latency connectivity for real-time personalised experiences on MAE app.
Accelerate Digitalisation & Tech Modernisation	MAE App Enhancements & Digital Sales Penetration	>85% digital sales penetration by 2025 ; 9.9M active digital users	Digital sales contribute 78% to total sales ; MAE app features rolled out monthly.	Offer 5G network slicing for MAE app QoS, edge computing for MAE features, and robust connectivity to support high digital transaction volumes.
Accelerate Digitalisation & Tech Modernisation	SP12: Build next-gen technology capabilities	Upgrade core infrastructure, embed automation, build digital resilience ; Reduce time-to-market	Time-to-market for new features reduced from 18 to 6 months ; RM1.09B invested in tech under M25+ (late 2022-2024).	Support cloud migration, API-driven integration to bridge legacy systems with new agile services; provide secure, modern network infrastructure.
Accelerate Digitalisation & Tech Modernisation	Cybersecurity Scaling	Fortify online banking, maintain customer trust, ensure digital resilience	“Money Lock” feature launched ; MAE app Malware Shielding implemented.	Deliver ZTNA solutions, managed mobile endpoint security, and secure cloud connectivity to enhance cyber resilience.
Strengthen Maybank’s Position Beyond Malaysia	Cross-Border Digital Services & Regionalisation	Regionalise business/product solutions and tech platforms ; “Borderless digital banking” vision.	Cross-border QR payments launched ; Islamic banking regional expansion with AWS.	Provide secure, high-performance cross-border connectivity (e.g., via AWS Direct Connect integration); support regional rollout of digital Islamic services.
Achieve True Global Leadership in Islamic Banking	Islamic Digital Banking Leadership & Paperless Roadmap	Be a global leader in Islamic Wealth Management ; Implement 2025 paperless roadmap	Partnered with Audax on AWS for digital Islamic solutions ; Transitioning to e-Statements from April 2025.	Offer secure connectivity to Sharia-compliant cloud environments; provide digital tools to support paperless initiatives and real-time onboarding.
Drive Leadership in Sustainability Agenda	SME Ecosystem Enablement (SP4)	Digital tools, ecosystem partnerships for SMEs ; Support SME access to finance & advisory.	myimpact SME Hub launched ; TikTok Shop partnership for SME upskilling.	Provide IoT for SME supply chain visibility, 5G FWA for SME connectivity, and platforms for secure data exchange to enhance SME financing and digital adoption.
Financial Performance	Cost-Income Ratio (CIR)	Target ~45% by FY2025	CIR at 48.9% in FY2024; FY25 target challenging.	Offer OPEX-based models for cloud and managed services to optimise IT spend; enable efficiencies through automation and digital channel enhancement; support revenue growth via enhanced data capabilities.

B. Strategic Imperative: CelcomDigi – Architecting Maybank’s Borderless Digital Future

CelcomDigi’s engagement with Maybank should transcend the conventional vendor-client dynamic. The strategic imperative is to position CelcomDigi as an essential, collaborative partner, instrumental in architecting the technological backbone for Maybank’s ambitious “borderless digital banking” vision. This vision is not merely about geographical reach but encompasses seamless, intuitive, and secure customer experiences across all touchpoints and services.

The convergence of CelcomDigi’s sophisticated 5G network capabilities, versatile IoT solutions, responsive Edge AI infrastructure, and secure cloud enablement services offers a potent combination to directly address Maybank’s M25+ strategic priorities and overcome its identified operational gaps. The focus should be on demonstrating how CelcomDigi can empower Maybank to accelerate innovation, drive substantial operational efficiencies, and deliver superior, hyper-personalised customer experiences throughout the ASEAN region.

Achieving Maybank’s target of over 85% digital penetration , with 9.9 million active digital users engaging through platforms like the MAE app, which integrates diverse lifestyle services , places immense demands on the underlying network. This scale of digital interaction, involving high volumes of data for transactions, real-time analytics, and personalised service delivery, necessitates more than basic connectivity. It calls for advanced network capabilities such as 5G network slicing to guarantee Quality of Service (QoS) for critical banking functions, and edge computing to ensure low-latency processing for an optimal MAE app experience. CelcomDigi is well-equipped to provide these foundational elements.

The narrative must emphasise a partnership grounded in co-creation and aligned with shared objectives of digital inclusion and sustainable growth. This approach moves beyond transactional engagements, fostering a deeply integrated relationship where CelcomDigi acts as a strategic enabler of Maybank’s transformation into an AI-native, telecom-integrated digital banking powerhouse.

Focus Areas: Co-Creating Value with Maybank

The journey to realise Maybank’s M25+ vision presents distinct opportunities for CelcomDigi to deliver transformative value. The challenges Maybank encounters in areas such as hyper-personalisation, SME ecosystem development, maintaining cyber-resilience, and leading in Islamic digital banking, all converge on common foundational requirements: robust, low-latency connectivity, secure data management, and scalable, agile infrastructure. CelcomDigi’s core 5G, edge computing, and secure cloud connectivity solutions are not merely individual remedies but form a comprehensive suite of foundational enablers. This holistic capability means that investments in CelcomDigi’s infrastructure can yield cascading benefits across multiple strategic priorities for Maybank, reinforcing the rationale for a strategic, rather than tactical, partnership.

Hyper-Personalised Banking

• a. Strategic Relevance to M25+:
  • Maybank’s M25+ strategy places a profound emphasis on customer-centricity, with Strategic Programme 11 (SP11 – Drive hyper-personalisation through advanced analytics) serving as a critical enabler. The explicit aim is to harness the power of AI and rich data troves to “customise offerings and predict customer needs more precisely” , thereby evolving personalisation from a marketing tactic to an integral component of “full-service delivery”.
  • This strategic direction directly supports Maybank’s overarching objectives of deepening customer relationships and significantly boosting digital sales. Digital channels, predominantly the MAE app, already account for a substantial 78% of total sales , indicating the established importance and future potential of personalised digital interactions.
• b. Key Challenges for Maybank:
  • Real-time Data Processing at Scale: The MAE app caters to 9.9 million active users. Managing, processing, and analysing the immense volume of data generated by these users in real-time to deliver timely, contextually relevant personalised offers and services presents a formidable computational and network infrastructure challenge.
  • Latency Sensitive Interactions: The efficacy of hyper-personalisation hinges on immediate responsiveness. For instance, presenting a tailored offer when a customer is at a specific merchant location or performing a particular action within the app requires minimal delay. Network latency can severely degrade this experience, rendering personalisation efforts ineffective.
  • Integrating Diverse Data Sources: To construct a truly holistic customer view for AI-driven personalisation, Maybank must integrate data from a multitude of touchpoints – app usage patterns, detailed transaction histories, engagement with lifestyle features on the MAE app , and potentially external data sources. This integration can be significantly complicated by the presence of legacy systems that may not readily interface with modern analytics platforms.
  • Ensuring Data Security and Privacy: The aggregation and utilisation of vast quantities of sensitive customer data for personalisation initiatives necessitate exceptionally stringent security measures and unwavering compliance with evolving data privacy regulations, particularly when considering cross-border data flows and processing.
• c. The CelcomDigi Opportunity:
  • 5G for Low Latency & High Bandwidth: CelcomDigi’s advanced 5G network is engineered to provide the high-speed, ultra-low-latency connectivity that is indispensable for the real-time data transmission and rapid interaction cycles demanded by Maybank’s sophisticated hyper-personalisation engines.
  • Edge AI Infrastructure: The deployment of CelcomDigi’s Edge AI capabilities empowers Maybank to process sensitive customer data much closer to the point of origin (e.g., on-premise within Maybank’s secure environment or at strategically located network edge nodes). This architectural shift dramatically reduces latency for AI-driven insights, facilitates quicker decision-making for personalised offers, and can inherently enhance data security by minimising the transit of raw data across wider networks.
  • Secure Cloud Connectivity: CelcomDigi can establish secure, dedicated, and high-performance connectivity pathways to Maybank’s cloud-hosted AI platforms. Given Maybank Islamic’s utilisation of AWS , solutions such as AWS Direct Connect, seamlessly integrated with CelcomDigi’s robust network fabric, become highly relevant.
• d. Recommended Solutions (Bundled Offering): “Maybank Real-Time Personalisation Accelerator” Focus Area Solution Blueprint: Hyper-Personalised Banking

Category	Detail
Maybank Challenge	Real-time data processing for 9.9M MAE users ; Latency-sensitive interactions for personalised offers; Integrating diverse data sources; Ensuring data security and privacy.
Proposed CelcomDigi Solution Bundle	Maybank Real-Time Personalisation Accelerator
Key CelcomDigi Components	‣ CelcomDigi 5G Network Slicing: Dedicated, guaranteed QoS slice for MAE app personalisation traffic.<br>‣ CelcomDigi Edge Compute Nodes: Strategically deployed for hosting AI inference models, enabling real-time customer behaviour analysis and offer generation.<br>‣ AI/ML Platform Integration Support: Expert services to facilitate seamless integration of Maybank’s SP11 AI frameworks with edge infrastructure.<br>‣ Secure Data Fabric: Ensuring encrypted, compliant, and secure data flow between edge, core banking systems, and cloud environments.
Core Benefits for Maybank	‣ Enables delivery of hyper-relevant, real-time offers and experiences on the MAE app.<br>‣ Improves customer engagement, conversion rates (supporting >85% digital sales target ), and overall customer loyalty.<br>‣ Optimises data processing costs through efficient edge utilisation.<br>‣ Enhances data security and supports compliance requirements.
M25+ Alignment	Directly supports SP11 (Hyper-personalisation) ; Contributes to ST1 (Intensify Customer-centricity) and ST2 (Accelerate Digitalisation) ; Aids in achieving >85% digital sales penetration target.

SME Ecosystem Enablement

• a. Strategic Relevance to M25+:
  • The M25+ strategy prominently features Strategic Programme 4 (SP4 – Reimagine the SME banking customer journey) , which underscores a concentrated effort on equipping SMEs with advanced digital tools and fostering robust ecosystem partnerships. Maybank clearly articulates its commitment to empowering Micro, Small, and Medium Enterprises (MSMEs), recognising them as the “backbone of the economy”.
  • This commitment is manifested through tangible initiatives such as the myimpact SME Hub. This platform serves as a comprehensive resource, offering SMEs access to financing, sophisticated digital tools, and crucial advisory services. Further reinforcing this strategy are collaborations like the partnership with TikTok Shop, aimed at upskilling SMEs in the digital domain. Maybank’s financing solutions for SMEs are substantial, with offerings up to RM1 million in Malaysia , IDR80 billion in Indonesia , and S$300,000 in Singapore , complemented by a suite of productivity tools.
• b. Key Challenges for Maybank:
  • Digital Adoption by SMEs: A significant portion of SMEs, particularly micro and smaller enterprises, may encounter barriers to full digital adoption due to limited financial resources, a lack of technical expertise, or insufficient awareness. This digital divide can hinder their ability to effectively leverage Maybank’s increasingly sophisticated digital banking tools and ecosystem offerings.
  • Fragmented Supply Chains & Data Opacity: SMEs frequently operate within fragmented supply chains characterised by limited end-to-end visibility. This opacity makes it challenging for Maybank to accurately assess credit risk, especially when considering innovative financing models such as dynamic supply chain financing, which rely on real-time transactional data.
  • Access to Real-time Data for Advanced Credit Scoring: Traditional credit scoring methodologies, often reliant on historical financial statements, may prove inadequate for many SMEs, particularly newer or rapidly evolving businesses. Accessing real-time operational data – encompassing inventory levels, sales figures, and logistics information – can significantly enhance risk assessment accuracy but is often difficult to obtain in a standardised and timely manner.
  • Scalability of Support and Advisory Services: Delivering personalised advisory services and ongoing support to a vast and diverse SME client base necessitates highly scalable communication platforms and engagement strategies. Traditional one-on-one support models may not be economically viable or operationally feasible at the required scale.
• c. The CelcomDigi Opportunity:
  • IoT for Supply Chain Visibility & Data Acquisition: CelcomDigi’s comprehensive suite of IoT solutions , including asset tracking sensors and smart logistics platforms, can furnish Maybank and its SME clients with unprecedented real-time visibility into their supply chains. The data generated by these IoT deployments can be channelled into Maybank’s credit scoring engines, enabling more accurate risk assessments and facilitating the development of innovative, data-driven financing products.
  • 5G FWA for Enhanced SME Connectivity: CelcomDigi Business 5G WiFi, a Fixed Wireless Access (FWA) solution , can deliver reliable, high-speed internet connectivity to SMEs situated in areas with limited or no fibre optic infrastructure. This enhanced connectivity is crucial for enabling SMEs to fully utilise Maybank’s digital banking platforms, cloud-based productivity tools, and participate in the broader digital economy.
  • Secure Platform for Data Exchange and Ecosystem Integration: CelcomDigi can provide a secure and robust platform facilitating the seamless exchange of operational data between SMEs, their various systems, and Maybank. This is particularly relevant as Maybank builds out its SME ecosystem, connecting multiple partners and services. CelcomDigi can act as the “connectivity fabric” for this ecosystem, offering managed APIs and secure communication channels.
  • Digital Engagement Tools for Scaled Communication: CelcomDigi’s portfolio of digital communication solutions, such as Bulk SMS, Social Media Messaging integration , and Cloud PBX services , can equip Maybank with the tools needed to scale its communication, marketing, and support initiatives for the SME segment efficiently and effectively.
• d. Recommended Solutions (Bundled Offering): “SME Digital Growth & Finance Enabler” Focus Area Solution Blueprint: SME Ecosystem Enablement

Category	Detail
Maybank Challenge	Low digital adoption by some SMEs; Fragmented supply chains limiting data for credit risk; Difficulty accessing real-time SME operational data; Scalability of SME support services.
Proposed CelcomDigi Solution Bundle	SME Digital Growth & Finance Enabler
Key CelcomDigi Components	‣ CelcomDigi IoT Smart Logistics Package: IoT sensors and platform for SMEs (e.g., tracking goods, monitoring inventory), with data accessible to Maybank (with SME consent) for dynamic credit assessment and supply chain finance.<br>‣ CelcomDigi Business 5G FWA : Bundled with Maybank’s SME digital banking suite and productivity tools to ensure SMEs have reliable access.<br>‣ Secure API Gateway & Data Exchange Platform: For seamless and secure data flow between SME systems (e.g., accounting software, ERPs), CelcomDigi’s IoT platform, and Maybank’s credit engines and ecosystem partners.<br>‣ SME Digital Upskilling Portal (Co-branded): Leveraging CelcomDigi’s digital reach and platforms to promote and deliver Maybank’s SME training resources and financial literacy programmes (inspired by the TikTok Shop collaboration model ).
Core Benefits for Maybank	‣ Enables Maybank to expand its SME reach, particularly in underserved areas.<br>‣ Facilitates the offering of more sophisticated, data-driven financing solutions (e.g., IoT-enabled dynamic supply chain financing).<br>‣ Reduces credit risk through enhanced visibility and real-time data.<br>‣ Fosters deeper SME engagement and loyalty through value-added digital services and support.<br>‣ Supports Maybank’s role as an ecosystem builder for SMEs.
M25+ Alignment	Directly supports SP4 (Reimagine the SME banking customer journey) ; Contributes to ST1 (Intensify Customer-centricity), ST2 (Accelerate Digitalisation) , and ST4 (Drive Leadership in Sustainability Agenda via SME support) ; Aligns with Maybank’s commitment to empowering MSMEs.

Cyber-Resilient Operations

• a. Strategic Relevance to M25+:
  • The M25+ strategic thrust of accelerating digitalisation and technology modernisation (ST2) , coupled with the rapid expansion of digital platforms such as the MAE app , inherently broadens Maybank’s cyber-attack surface. Consequently, building robust digital resilience is a key component of Strategic Programme 12 (SP12 – Build next-gen technology capabilities).
  • Maybank has demonstrated a proactive stance in addressing cyber threats by introducing advanced security features. Notable examples include the “Money Lock” facility , designed to prevent unauthorised fund transfers, and the MAE app’s sophisticated Malware Shielding technology , aimed at combating rising digital fraud. Sustaining customer trust through unwavering security is of paramount importance.
  • The strategic recognition of cybersecurity as a significant and escalating risk that requires diligent management and proactive countermeasures is explicitly noted.
• b. Key Challenges for Maybank:
  • Sophisticated and Evolving Threat Landscape: Maybank must contend with an unceasing barrage of increasingly sophisticated cyber threats. These include AI-augmented attacks, advanced ransomware campaigns, and highly targeted phishing and social engineering scams aimed at both the bank’s core infrastructure and its extensive base of 9.9 million digital users.
  • Securing a Complex Hybrid IT Environment: Protecting Maybank’s intricate IT ecosystem – which likely comprises legacy mainframe systems, modern private cloud deployments, and public cloud services (evidenced by Maybank Islamic’s use of AWS ) – necessitates a holistic, integrated, and adaptive security architecture.
  • Mobile Banking Security at Scale: Ensuring the security and integrity of the MAE mobile banking application across a diverse array of millions of user devices, each with varying operating systems, patch levels, and individual security postures, presents a continuous and formidable challenge. The development of features like Malware Shielding highlights this critical area of focus.
  • Scaling Security Operations and Incident Response: The efficient management of security alerts, proactive threat hunting, and rapid incident response across Maybank’s vast and expanding digital footprint demand advanced automation capabilities, sophisticated threat intelligence feeds, and highly skilled security personnel.
• c. The CelcomDigi Opportunity:
  • Zero-Trust Network Access (ZTNA) Solutions: CelcomDigi is positioned to offer and implement comprehensive ZTNA frameworks. This modern security paradigm, which shifts away from traditional perimeter-based defences to a model of “never trust, always verify” for every access request, can significantly enhance security for mobile banking users, remote workforce access, and third-party integrations.
  • Managed Security Services (MSSP): CelcomDigi can augment Maybank’s internal security operations by providing a suite of managed cybersecurity solutions. These could include Endpoint Detection and Response (EDR), advanced Mobile Threat Detection capabilities, and Managed Firewall services , thereby offering specialised expertise and alleviating the burden on Maybank’s in-house teams.
  • Secure Connectivity for Multi-Cloud Environments: Ensuring the establishment of secure, dedicated, and high-performance connections to Maybank’s various cloud environments is crucial for protecting sensitive data both in transit and at rest. This includes robust connectivity to platforms like AWS and Azure.
  • Collaborative Threat Intelligence Sharing: CelcomDigi’s existing partnership with PayNet, focused on the National Fraud Portal for real-time fraud intelligence sharing , demonstrates a proven capability in collaborative security initiatives. This expertise and infrastructure could be extended to provide Maybank with tailored threat intelligence.
• d. Recommended Solutions (Bundled Offering): “Maybank Secure Digital Access Shield” Focus Area Solution Blueprint: Cyber-Resilient Operations

Category	Detail
Maybank Challenge	Sophisticated and evolving cyber threats targeting 9.9M digital users ; Securing a hybrid IT environment (legacy, private/public cloud ); Ensuring MAE app security on diverse user devices ; Scaling security operations and incident response.
Proposed CelcomDigi Solution Bundle	Maybank Secure Digital Access Shield
Key CelcomDigi Components	‣ CelcomDigi Managed ZTNA Service: Implementing ZTNA principles for granular, policy-enforced secure access to Maybank applications and systems, especially for MAE users and internal corporate access.<br>‣ CelcomDigi Mobile Endpoint Security Suite: Advanced threat detection, EDR, and potentially Mobile Application Reputation Services (MARS) for employee devices and integration with MAE app security checks. This can enhance existing offerings like Cisco Umbrella and Device Shield.<br>‣ Secure Cloud Connect for Multi-Cloud: Dedicated, encrypted, and resilient network links (e.g., leveraging capabilities akin to Azure ExpressRoute or AWS Direct Connect through CelcomDigi’s network infrastructure) to Maybank’s diverse cloud providers.<br>‣ Cyber Threat Intelligence Feed & Coordinated Response Framework: Provision of proactive, financial sector-specific threat intelligence, potentially integrated with Maybank’s Security Operations Centre (SOC), and a framework for coordinated response based on the PayNet model.
Core Benefits for Maybank	‣ Strengthens Maybank’s overall cybersecurity posture against advanced and evolving threats.<br>‣ Protects critical digital channels (MAE app, online banking) and safeguards customer data and trust.<br>‣ Supports secure adoption and integration of multi-cloud strategies.<br>‣ Enhances ability to detect, respond to, and mitigate cyber incidents effectively.<br>‣ Contributes to maintaining regulatory compliance for data security.
M25+ Alignment	Directly supports SP12 (Build next-gen technology capabilities – digital resilience) ; Aligns with ST2 (Accelerate Digitalisation and Technology Modernisation) ; Crucial for maintaining customer trust, a core aspect of ST1 (Intensify Customer-centricity) ; Addresses identified strategic risk of cybersecurity.

Islamic Digital Banking Leadership

• a. Strategic Relevance to M25+:
  • A foundational pillar of Maybank’s M25+ strategy is the ambition to achieve true global leadership in Islamic Banking (ST5). This includes establishing preeminence in Islamic Wealth Management. Maybank Islamic is identified as a pivotal growth engine for the Group.
  • In line with this strategic thrust, Maybank Islamic is actively transforming its digital banking services. Key initiatives include the introduction of entirely paperless services and the implementation of real-time customer onboarding processes, strategically leveraging Amazon Web Services (AWS) for its underlying cloud infrastructure.
  • The 2025 paperless roadmap for Maybank Islamic , exemplified by the transition from physical to electronic statements (e-Statements) effective April 2025, is a significant initiative. This move not only drives digitalisation but also aligns with the Group’s broader sustainability commitments.
• b. Key Challenges for Maybank:
  • Sharia-Compliant Technology Infrastructure: A paramount challenge is ensuring that all adopted technology solutions, particularly cloud services and data analytics platforms, rigorously adhere to Sharia principles. This encompasses considerations such as data sovereignty (in-country data storage and processing where required), the ethical application of AI, and Sharia-compliant data handling, processing, and storage protocols.
  • Digitalising Complex Islamic Financial Products: The process of translating intricate Islamic financial products – such as Sukuk (Islamic bonds), Takaful (Islamic insurance), and specialised financing structures (e.g., Murabahah, Ijarah) – into intuitive, user-friendly digital offerings, while meticulously maintaining full Sharia compliance at every stage, is a complex undertaking.
  • Scaling Cross-Border Islamic Digital Services: Expanding Islamic digital banking services across the ASEAN region and beyond requires navigating diverse and often differing regulatory landscapes. Ensuring consistent Sharia interpretation, application, and governance across multiple jurisdictions presents a significant operational and compliance challenge.
  • Building and Maintaining Customer Trust in Digital Islamic Finance: It is crucial to foster and sustain a high degree of trust among customers, assuring them that all digital Islamic banking services are not only technologically advanced and secure but also fully Sharia-compliant in every aspect of their design and operation.
• c. The CelcomDigi Opportunity:
  • Enabling Sharia-Compliant Cloud Adoption: While CelcomDigi does not directly certify cloud providers as Sharia-compliant, it plays a crucial role by offering secure, high-performance, and potentially in-country (data sovereign) connectivity solutions to the cloud platforms chosen by Maybank Islamic, such as AWS and Microsoft Azure. The emphasis is on empowering Maybank Islamic to securely and efficiently utilise their selected Sharia-compliant cloud infrastructure and services.
  • Secure Digital Platforms for Paperless Initiatives: CelcomDigi can provide the robust and secure network infrastructure and advanced communication tools (e.g., secure messaging platforms, infrastructure supporting e-document management and transfer) necessary to successfully implement Maybank Islamic’s ambitious 2025 paperless roadmap.
  • Robust Connectivity for Real-Time Onboarding and Services: Ensuring reliable, high-speed, and low-latency connectivity is critical for the seamless execution of real-time customer onboarding processes, a key digital transformation goal for Maybank Islamic , as well as for the delivery of other instant digital banking services.
  • IoT for Halal Supply Chain Traceability and Assurance: In the context of Islamic trade finance or financing for SMEs operating in Halal industries, CelcomDigi’s IoT solutions can significantly enhance the traceability and transparency of Halal supply chains. This adds a layer of value and assurance, reinforcing Sharia compliance throughout the value chain.
• d. Recommended Solutions (Bundled Offering): “Islamic Digital Banking Enabler Suite” Focus Area Solution Blueprint: Islamic Digital Banking Leadership

Category	Detail
Maybank Challenge	Ensuring Sharia-compliant technology infrastructure (especially cloud ); Digitalising complex Islamic products; Scaling cross-border Islamic services; Maintaining customer trust in digital Sharia compliance.
Proposed CelcomDigi Solution Bundle	Islamic Digital Banking Enabler Suite
Key CelcomDigi Components	‣ CelcomDigi Secure Cloud Connect for Islamic Finance: Dedicated, high-performance, and secure connectivity to Maybank Islamic’s chosen Sharia-compliant cloud environments (e.g., AWS, Azure), ensuring data residency where required and robust security protocols.<br>‣ CelcomDigi Digital Transformation Toolkit for Paperless Banking: Secure mobile connectivity, infrastructure to support e-signature solutions, secure digital document management APIs, and reliable communication platforms to underpin the 2025 paperless goals.<br>‣ 5G-Powered Real-Time Onboarding Infrastructure: Ensuring high availability, low latency, and resilient network services for bank branches and digital channels involved in Maybank Islamic’s real-time customer onboarding processes.<br>‣ (Optional Add-on) IoT for Halal Ecosystem Integrity: Tailored IoT solutions for traceability, compliance, and quality assurance within Halal value chains, supporting Maybank Islamic’s SME clients in these sectors and enhancing Islamic trade finance offerings.
Core Benefits for Maybank	‣ Enables Maybank Islamic to accelerate its digital transformation agenda securely and efficiently.<br>‣ Supports the achievement of its 2025 paperless objectives, enhancing operational efficiency and sustainability.<br>‣ Improves customer experience through seamless real-time services like digital onboarding.<br>‣ Facilitates the expansion of Sharia-compliant digital offerings regionally.<br>‣ Reinforces customer trust through secure and transparent digital Islamic banking.
M25+ Alignment	Directly supports ST5 (Achieve True Global Leadership in Islamic Banking) ; Aligns with ST2 (Accelerate Digitalisation and Technology Modernisation) and ST4 (Drive Leadership in Sustainability Agenda – via paperless initiatives) ; Contributes to Maybank Islamic’s specific digital transformation goals.

IV. Engagement Approach: Building a Synergistic Partnership

A successful engagement with Maybank necessitates an approach rooted in synergy and long-term value creation. This involves a commercial strategy that aligns with Maybank’s operational and financial objectives, complemented by compelling proof points that de-risk innovation and underscore CelcomDigi’s capabilities.

Commercial Strategy

• Alignment with Maybank’s Partnership Model:
  • Maybank has a demonstrable history of engaging in strategic partnerships to drive its key objectives, particularly in ASEAN expansion and SME digitalisation. Notable examples include its collaboration with TikTok Shop to empower SMEs with digital skills and its engagement with Audax Financial Technology to advance its Islamic digital banking services on the AWS cloud platform.
  • CelcomDigi should mirror this collaborative ethos, proposing a co-creation model that emphasises shared strategic goals, mutual growth, and a joint commitment to digital inclusion. Highlighting CelcomDigi’s extensive experience in forging large-scale enterprise partnerships and its own significant operational footprint across ASEAN will underscore the complementary nature of the two organisations.
• OPEX-based Models for Cloud and Managed Services:
  • It is recommended to propose Operational Expenditure (OPEX)-based commercial models for a significant portion of the offered solutions. This includes pay-as-you-go or subscription-based pricing for cloud migration projects, managed security services, IoT platform access, and other “as-a-service” offerings.
  • This approach aligns with the prevalent industry trend of shifting IT expenditure from Capital Expenditure (CAPEX) to OPEX. The benefits for Maybank are manifold: enhanced financial flexibility, greater scalability of services in line with demand, and more predictable operational costs.
  • Crucially, an OPEX model can strategically support Maybank in managing its technology investments—which have been substantial, with RM1.09 billion allocated under M25+ from late 2022 into 2024 —more effectively. By converting potentially large upfront capital outlays for infrastructure into manageable, recurring operational expenses, CelcomDigi can help Maybank navigate its challenging Cost-Income Ratio (CIR) target of ~45% , especially given the current CIR of 48.9%. This financial strategy allows Maybank to accelerate innovation and deploy advanced technologies without the immediate burden of heavy capital expenditure, thereby de-risking large technology rollouts.

Proof Points & Value Assurance

• CelcomDigi’s Track Record – Bank Rakyat Case Study:
  • The partnership with Bank Rakyat serves as a powerful testament to CelcomDigi’s capabilities in the financial services sector. Key achievements to highlight include:
    • The pioneering deployment of 5G connectivity for Bank Rakyat’s ‘Bank Bergerak’ (portable bank) fleet. This initiative has enabled smoother, real-time transactions for customers, particularly in rural and underserved communities, directly showcasing CelcomDigi’s ability to enhance financial inclusion – a goal shared with Maybank.
    • The ongoing nature of the relationship, with Bank Rakyat poised to explore further digital IoT opportunities, cloud solutions, and cybersecurity enhancements with CelcomDigi. This demonstrates a growing, multifaceted partnership built on initial success.
  • The learnings and technological frameworks developed from the Bank Rakyat engagement can be effectively adapted and applied to Maybank’s context. This is particularly relevant for initiatives aimed at expanding SME outreach into new or remote areas and for enhancing digital access for all customer segments. The Bank Rakyat case effectively de-risks similar innovations for Maybank by providing a proven template for successful deployment in the Malaysian financial landscape.
• Mapping Solutions to Maybank’s Customer Satisfaction Targets:
  • Maybank consistently prioritises customer satisfaction, as evidenced by its M25+ strategic thrust of intensifying customer-centricity and its consistent high rankings in independent evaluations like the TABInsights BankQuality survey, where it has been the most recommended retail bank in Malaysia. While specific quantitative M25+ CSAT improvement targets like “10-20%” are not explicitly detailed in the provided materials, the overarching commitment to delivering a superior customer experience is unequivocal. Data from Comparably indicates a Customer Satisfaction (CSAT) score for Maybank Kim Eng (an investment banking arm) in the range of 83-84%.
  • CelcomDigi must clearly articulate how each proposed solution directly contributes to enhancing Maybank’s customer experience. For instance:
    • The “Real-Time Personalisation Accelerator” promises improved MAE app performance and relevance, leading to higher engagement.
    • The “SME Digital Growth & Finance Enabler” facilitates seamless onboarding and access to tailored financial tools for SMEs.
    • The “Secure Digital Access Shield” bolsters trust by ensuring secure and reliable digital transactions.
  • These enhancements are expected to translate into higher customer satisfaction levels, increased loyalty, and potentially improved Net Promoter Scores (NPS). This directly supports Maybank’s mission of “Humanising Financial Services” by making banking more accessible, intuitive, and secure.

V. Key Takeaways: Accelerating Maybank’s M25+ Vision

The strategic alignment of CelcomDigi’s advanced technological capabilities with Maybank’s M25+ objectives presents a compelling opportunity to accelerate the bank’s transformation journey. This partnership can deliver tangible impacts on Maybank’s key performance indicators, particularly its digital penetration and cost-income ratio targets, while fostering innovation across its core banking operations.

• Synthesis of CelcomDigi’s Impact on M25+ Targets:
  • Achieving >85% Digital Penetration :
    • The proposed solutions are designed to collectively drive the adoption and utilisation of Maybank’s digital channels:
      • The Maybank Real-Time Personalisation Accelerator aims to enhance MAE app engagement and boost digital sales through contextually relevant offers.
      • The SME Digital Growth & Finance Enabler is geared towards onboarding more SMEs onto Maybank’s digital platforms by providing accessible connectivity and integrated financial tools.
      • The Maybank Secure Digital Access Shield builds critical customer trust in digital channels by fortifying security against evolving cyber threats.
      • The Islamic Digital Banking Enabler Suite promotes the adoption of digital Sharia-compliant services, supporting Maybank Islamic’s paperless goals and real-time onboarding.
  • Working Towards ~45% Cost-Income Ratio (CIR) :
    • Despite the current challenge of an elevated CIR at 48.9% , CelcomDigi’s solutions can contribute to its improvement through multiple avenues:
      • Operational Efficiency: Edge AI and automation, integral to several proposed solutions, can reduce manual intervention and data processing costs.
      • Optimised IT Spend: The adoption of cloud-based solutions under OPEX models allows for more predictable and potentially lower infrastructure costs compared to traditional CAPEX investments.
      • Reduced Cost-to-Serve: Enhanced efficiency and self-service capabilities within digital channels can lower the per-transaction cost.
      • Mitigation of Financial Losses: Robust cybersecurity measures, such as the Secure Digital Access Shield, can significantly reduce financial losses associated with fraud, data breaches, and system downtime.
      • Revenue Enhancement & Risk Mitigation through Data: Beyond direct cost savings, CelcomDigi’s data-centric solutions (Edge AI for personalisation, IoT for SME data) empower Maybank to enhance data monetisation capabilities. This can lead to increased cross-sell/up-sell opportunities, the development of new data-driven revenue streams, and improved risk management in lending (reducing credit losses), all positively impacting the CIR.

M25+ Impact Matrix

CelcomDigi Solution Bundle	Contribution to >85% Digital Penetration	Contribution to ~45% CIR	Key Maybank M25+ Strategic Thrusts Addressed
Maybank Real-Time Personalisation Accelerator	Enhances MAE app engagement and digital sales conversion through highly relevant, real-time offers.	Reduces data processing costs via edge AI; Increases revenue per customer through effective personalisation.	ST1 (Customer-centricity), ST2 (Digitalisation), SP11 (Hyper-personalisation).
SME Digital Growth & Finance Enabler	Onboards more SMEs to digital platforms by providing connectivity (5G FWA) and integrated digital tools; Facilitates digital adoption for SME banking.	Improves credit risk assessment via IoT data, potentially reducing NPLs; Enables new revenue from data-driven SME financing; Streamlines SME onboarding.	ST1 (Customer-centricity), ST2 (Digitalisation), SP4 (SME Banking) , ST4 (Sustainability via SME support).
Maybank Secure Digital Access Shield	Builds customer trust in digital channels, encouraging wider adoption and usage of MAE app and online banking.	Reduces financial losses from cyber fraud and breaches; Lowers operational costs associated with incident recovery; OPEX model for managed security services.	ST2 (Digitalisation), SP12 (Next-gen Tech – Resilience).
Islamic Digital Banking Enabler Suite	Promotes adoption of digital Islamic services through secure, paperless processes and real-time onboarding.	Operational efficiencies from paperless processes ; Enables faster customer acquisition for Maybank Islamic; Secure cloud connectivity optimises infrastructure costs.	ST2 (Digitalisation), ST5 (Islamic Banking Leadership).

• Prioritised 90-Day Action Plan for Pilot Deployments:
  • To translate strategic intent into tangible action and foster early wins, a focused 90-day plan is proposed. This plan is designed to initiate pilot projects in high-impact areas, demonstrating value quickly and building momentum for a broader, long-term partnership. This approach serves as a catalyst for trust, allowing Maybank to experience CelcomDigi’s capabilities and collaborative methodology firsthand with minimal initial risk.
  • Month 1: Strategic Alignment & Pilot Scoping Workshops
    • Conduct joint workshops involving key stakeholders from Maybank’s relevant M25+ programmes (e.g., SP11 for Hyper-Personalisation, SP4 for SME Ecosystem, SP12 for Technology Modernisation, and representatives from Maybank Islamic).
    • Undertake a collaborative deep-dive into specific operational pain points and co-define the precise scope, objectives, key performance indicators (KPIs), and success metrics for two to three targeted pilot projects. Potential pilots include:
      • Pilot 1 (Hyper-Personalisation): Deploying Edge AI for a specific MAE app personalisation use case (e.g., location-based offers or real-time product recommendations for a defined customer segment).
      • Pilot 2 (SME Enablement): Implementing an IoT solution for supply chain visibility and data collection with a select cohort of Maybank’s SME clients to test data-driven credit assessment.
  • Month 2: Solution Design & Commercial Framework Finalisation
    • CelcomDigi to present detailed technical solution designs and implementation plans for the selected pilot projects.
    • Collaboratively finalise the commercial terms for the pilot deployments, with a strong emphasis on OPEX-based models where applicable to align with Maybank’s financial objectives.
    • Establish a joint project governance structure, clear communication protocols, and reporting cadences.
  • Month 3: Pilot Deployment Kick-off & Proof of Value (PoV) Establishment
    • Commence the physical and logical deployment of the pilot infrastructure and solutions within Maybank’s environment or agreed-upon testbeds.
    • Implement robust monitoring and reporting mechanisms to meticulously track the performance of the pilots against the agreed-upon PoV metrics and success criteria.
    • Schedule regular joint review meetings to assess progress, address any emerging challenges, and make agile adjustments to ensure pilot success.
  • This 90-day action plan is envisioned as a highly collaborative endeavour, reinforcing the spirit of partnership and laying a solid foundation for future expansion and deeper strategic engagement.