CelcomDigi Boosts CX and Efficiency with Comviva Platform

CelcomDigi has taken a major step toward modernizing its sales and distribution operations by launching a Unified Digital Distribution Management System powered by Comviva’s BlueMarble Retail platform. The initiative is designed to improve operational efficiency while delivering a smoother and more consistent customer experience across the operator’s extensive partner ecosystem.

Serving more than 20 million users, CelcomDigi is Malaysia’s largest mobile network operator, with a complex mix of online, direct, and indirect sales channels. The new system brings these channels together under a single digital framework, automating and streamlining sales and distribution processes for channel partners. By replacing fragmented legacy systems with a unified platform, CelcomDigi is aiming to reduce operational friction and improve speed, accuracy, and scalability across its distribution network.

The Digital Distribution Management System consolidates multiple legacy platforms into one resilient, mission-critical environment that supports large-scale operations and deep enterprise integration. The solution connects with numerous internal systems and hundreds of operational touchpoints, enabling seamless coordination across sales, inventory, partner onboarding, and customer service. As a result, CelcomDigi can efficiently onboard and manage tens of thousands of partners, outlets, and users while maintaining consistency across the entire ecosystem.

This deployment represents a significant milestone in Malaysia’s telecom market, combining CelcomDigi’s market scale with Comviva’s advanced digital commerce technology. The new platform is expected to function as a centralized hub for inventory management, partner operations, and customer service, helping to eliminate inefficiencies that typically arise from siloed systems. By simplifying transactions and improving visibility across channels, the system supports faster service delivery and a more reliable customer experience.

Comviva’s BlueMarble Retail platform plays a central role in this transformation. The platform is modular, cloud-native, and built on a microservices architecture, making it well suited for high-volume telecom environments. It supports commerce, order management, customer care, and partner management, while remaining 5G-ready and open for future innovation. This flexibility allows CelcomDigi to adapt quickly to changing market demands and evolving customer expectations.

Rajesh Chandiramani, Chief Executive Officer at Comviva, said the collaboration reflects a shared vision to create a more connected and digital-first future for telecom operators. He noted that the BlueMarble Retail platform enables service providers to engage more effectively with channel partners, accelerate innovation, and deliver compelling customer experiences at scale.

With this deployment, CelcomDigi is positioning itself to operate more efficiently while strengthening relationships with partners and customers through a unified, future-ready digital distribution ecosystem.

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