The document discusses XM Asia Pacific, a digital agency with 500 employees across Southeast Asia. It introduces the founder and his experience growing the company. XM believes in using technology and design thinking to create extraordinary consumer experiences that help clients adapt to constant change. The company focuses on understanding consumer behavior to develop strategic and executional solutions. It has helped transform clients like Adobe and Maxis through developing intelligent, personalized digital experiences and analytics. The presentation argues that digital has become more than just a marketing channel and is now essential for businesses to create value, build trust and commit to consumers.

1. HELLO
THE PERFECT
STORM
WHERE DESIGN AND TECHNOLOGY CAN THRIVE TODAY

2. WHO AM I
MASTERMIND
OF
CHANGE
39, 15years in the digital business, started as an
entrepreneur, works across the entire region and teams around the
world, AKQA, Saatchi & Saatchi and now XM Asia (part of WPP)
From 2006, have growth XM by 5 times her revenue size, single
office to 5 and rebuilt XM into one of SEA‟s most equipped and
talented digital networks.
© 2013 XM ASIA PACIFIC

3. WE ARE 500
CHANGE
AGENTS
Since 1995, talented, progressive, collaborative, flexible.
Working across Singapore, Malaysia, Thailand, Indonesia, Hong
Kong and across the world.
With strong local leadership and in-country expertise.
Vietnam, Australia and Korea are the next few markets.
Primed for the ASEAN ECONOMIC COMMUNITY in 2015.
© 2013 XM ASIA PACIFIC

4. OUR BELIEVE
MAKE.
CHANGE.
MATTER.
We are committed to creating extraordinary experiences unleashed
around human behaviour, empowered by technology, to give any
brand/business the power to adapt and excel in this ever-changing
world.
© 2013 XM ASIA PACIFIC

5. OUR DIFFERENCE
We are able to distill your business challenges into a strategy/
solution that is closest to the heart of consumer behaviour where we
best impact business performance and ensure future-proofing.
Rooted against executional excellence, we seamlessly take strategy
to concept to execution and optimisation.
© 2013 XM ASIA PACIFIC

6. TRANSFORMED
We believe in working with brands/businesses who want to change.
This is when magic happens.
These are our clients.
© 2013 XM ASIA PACIFIC

7. ADOBE
SOUTH EAST ASIA
BUSINESS
PARTNER OF
THE YEAR 2013
© 2013 XM ASIA PACIFIC

8. FEATURED
“To bring the future to our customers‟ lives and businesses, in a
manner that is simple, personalised and enriching, by efficiently
and creatively harnessing leading edge technology and delivering
a brand of service experience that is relevant and enchanting”
© 2013 XM ASIA PACIFIC

9. © 2013 XM ASIA PACIFIC

10. POV
LEARNING FROM
THE
CLASSICS
© 2013 XM ASIA PACIFIC

11. TODAY
GREAT
EXPECTATIONS
Dubbed as the „Jesus Phone‟ by the media in 2007, the 1 st
generation iPhone together with iOS forever changed the consumer
and their expectations altogether to challenge brands/businesses to
better provide value and unwavering experiences.
We live not only in a connected world but one that is tactile too.
© 2013 XM ASIA PACIFIC

12. TODAY
TO KILL
A
MOCKING BIRD
Word of mouth is hypercharged and consumers are sharing
everything.
Brands/Businesses cannot ignore anymore the power of consumers
influence.
We need to challenge ourselves to better use data and create value
through each interaction.
© 2013 XM ASIA PACIFIC

13. TODAY
GULLIVER‟S
TRAVEL
S
Sum of all it‟s parts.
Acting SMALL is the new black.
With the increasing number of devices and points of interaction,
having a microview of the consumers world is needed.
Not easy as we all know.
© 2013 XM ASIA PACIFIC

14. TRUST
TRUST is the true long term barometer for any brand.
And if the top FIVE channels are anything to go by.
How much is your brand and business committed to digital initiatives
today?
OWNED media for that matter.
© 2013 XM ASIA PACIFIC

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16. INTEREST
Old school mindset of only shouting out loud what you
want to sell.
The brand with the loudest voice tends to win.
To have consumers believe what you say.
Madness.
© 2013 XM ASIA PACIFIC

17. COMMITMENT
Mapping and committing to creating a value based environment for
your consumers takes proper funding, internal change management
and constant improving.
It‟s the experience they buy into today.
And the results are tangible as it directly impacts your brand
reputation and bottom line.
© 2013 XM ASIA PACIFIC

18. WHAT I WANT TO
ACHIEVE TODAY IS TO
CONVINCE YOU THAT
DIGITAL IS MORE THAN
AN INTEREST.
IT IS A
COMMITMENT.
© 2013 XM ASIA PACIFIC

22. FEATURED
“To bring the future to our customers‟ lives and businesses, in a
manner that is simple, personalised and enriching, by efficiently
and creatively harnessing leading edge technology and delivering
a brand of service experience that is relevant and enchanting”
© 2013 XM ASIA PACIFIC

23. ISSUES
Declining margins
High customer service cost
Low churn
Little true value created for the consumers
No holistic digital strategy
© 2013 XM ASIA PACIFIC

24. PROOF OF DIFFERENCE
One simple human truth and behaviour.
SEARCH
© 2013 XM ASIA PACIFIC

25. FIVE POINT STRATEGY
AN INTELLIGENT, SMARTER INSTANT*
SEARCH
SOCIAL CUSTOMER
EXPERIENCE
CONTEXTUAL MARKETING
A CMS FOR SPEED TO
MARKET
ANALYTICS TO MEASURE, ANALYSE AND
OPTIMISE
© 2013 XM ASIA PACIFIC

26. WHAT SEARCH
DOES

27. WHAT SEARCH
DOES
THE MAXIS ECOSYSTEM

28. PROOF OF DIFFERENCE
LIVING
AND
ORGANIC
A digital experience strategy totally built around consumer behaviour
and needs.
Created with the use of Adobe to ensure that an intelligent, adaptive
and highly responsive digital ecosystem is brought to live.
Empowered marketing to reduce time to market, increase customer
satisfaction and become smarter with the way they market their
services and products.
© 2013 XM ASIA PACIFIC

29. THE TRANSFORMATION
© 2013 XM ASIA PACIFIC

31. USABILITY &
EYETRACKING
EVALUATE THE
EFFECTIVENESS OF TWO
VARIATIONS IN SEARCH
PLACEMENT
LAUNCHED WITH 70%
ACCURACY MAPPED AGAINST
CONSUMER BEHAVIOUR AND
HEURISTICS
VERSION 1
• 80% OF PARTICIPANTS TOOK UNDER
12 SECONDS TO NOTICE SEARCH
VERSION 2
• ALL PARTICIPANTS NOTICED
SEARCH WITHIN 12 SECONDS, WITH
AN AVERAGE TIME OF 5.02
SECONDS

32. HEURISTICS LED
TARGETED CREATIVE
ON SEGMENTS
INTELLIGENT & PREDICTIVE SEARCH
PERSONALISED &
CONTEXTUALLY DRIVEN
POWERED
BY
© 2013 XM ASIA PACIFIC
ADOBE

37. SUREN NUSATION, COO
“DIGITAL IS THE FRONTIER FACING MAXIS.
THE COMPANY IS NOT IMMERSED INTO IT
AS MUCH AS IT WANTS BUT IN THE ERA OF
CONVERGENCE AND DIGITAL, THEY NEED
TO BE ENTRENCHED BECAUSE THERE IS
WHERE VALUE CREATION WILL BE.”
© 2013 XM ASIA PACIFIC

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39. CRITICAL SUCCESS FACTORS
C-LEVEL COMMITMENT TO CHANGE
C-LEVEL COMMITMENT TO CONSUMERS
C-LEVEL COMMITMENT TO DESIGN THINKING
C-LEVEL COMMITMENT TO TECHNOLOGY EMPOWERMENT
C-LEVEL COMMITMENT TO ACCOUNTABILITY
© 2013 XM ASIA PACIFIC

40. © 2013 XM ASIA PACIFIC

41. THANK YOU
start small
think BIG
move fast
FIND ME
TWITTER @PAULSOON
LINKEDIN PAULSOON1974
EMAIL PAUL.SOON@XM-ASIA.COM
© 2013 XM ASIA PACIFIC