This article was originally published in the Brand Finance ASEAN 500 2024 report
CelcomDigi leads Malaysia’s telecommunications sector with a USD1.4 billion brand value and an AAA- strength rating. CEO Datuk Idham Nawawi talks about the brand's evolution post-merger and its mission to inspire innovation and trust.
Interview with Datuk Idham Nawawi
CEO,
CelcomDigi
How has the brand adapted to emerging trends and technologies, and how has this influenced CelcomDigi’s brand positioning in the market?
For three decades, Celcom and Digi have been among Malaysia’s most trusted brands. Following our merger, we launched a new corporate brand to embody our goal of becoming the nation’s trusted partner in innovation and digitalisation. Our brand spirit, 'Creating a world inspired by you,' highlights our commitment to being the #1 enabler of the digital lives of Malaysian consumers, businesses, and society. We aspire to make CelcomDigi a national icon of innovation—driving digital growth, nurturing local talent, and enhancing the digital ecosystem with trusted, customer-centred excellence at our core. As we continue to strengthen the brand with a platform that enables the next generation, we hold firm in our belief: ‘ We stand for 'Trust' and take action through 'Innovation’.
Collaboration and partnerships have become crucial elements in today’s interconnected world. How has CelcomDigi fostered strategic alliances, and what role have these partnerships played in driving brand value growth?
We view strategic partnerships as key to amplifying our brand’s visibility and reach. The CelcomDigi AI Experience Centre (AiX) exemplifies this, serving as an innovation hub that leverages emerging technologies like AI, XR, Robotics, Analytics, and the Metaverse, powered by 4G and 5G networks. Operating on a partnership model, AiX is supported by an extensive ecosystem of 40 global and local partners, including Huawei, ZTE, AWS, and Microsoft. These collaborations are essential for co-creating solutions that enhance our offerings and strengthen our brand through trusted associations.
We will continue to implement our multi-partner strategy, which brings together the best technologies from the East and West. This approach aims to deliver the best experiences for Malaysians and support the nation’s transformation into a 5G-AI powered digital society.
What role does sustainability or ESG play in your industry and for your brand?
The telecommunications sector plays a vital role in connecting people and businesses while bearing unique ESG responsibilities. Key considerations include online safety, ethical AI, data privacy, cybersecurity, and climate action. As technology use grows, telcos must ensure digital solutions are safe, responsible, and accessible, balancing these needs with the environmental impact of network expansion.
CelcomDigi’s five-year ESG strategy aligns with industry trends to address immediate and long-term impacts, guided by four core principles for building an inclusive, sustainable, and trusted digital society:
Enabling safe and inclusive digital access for all Malaysians: Our greatest impact is in social empowerment, providing people with equitable access to the digital economy. Programmes like Anti-Scam, Safe Internet, and Future Skills, support our mission of making the digital world safer and more inclusive.
Maintaining a sustainable value chain: We are committed to fostering a responsible supply chain by working with partners and suppliers who uphold our high standards for ethics and sustainability, thus amplifying our positive impact.
Building a strong governance and performance culture: Trust begins with good governance. We are focused on ensuring compliance, transparency, and accountability at all levels, continually enhancing cybersecurity and privacy measures to protect our customers and stakeholders.
Managing environmental impact and actions: Through our ongoing network modernisation and IT infrastructure upgrades, we are embedding energy-efficient and renewable energy solutions, reducing our carbon footprint, and building resilient, future-ready operations. CelcomDigi’s commitment to ESG is anchored in trust – a critical component in today’s era of information and technology-overload. Trust is foundational and a key competitive advantage, as our commitment to responsible stewardship creates real value for customers and stakeholders. We are dedicated to fulfilling our ESG commitments and building CelcomDigi as a brand that customers can trust and rely on in the age of digital-everything.
