AirAsia BIG Loyalty Updated: 10 Apr 2020 Introduction
AirAsia BIG LoyaltyIntroductionUpdated: 10 Apr 2020BIGLIFE SDN BHDCompany No. 201001040731 (924656-U)
About BIG Loyalty BIG Loyalty was incorporated in December 2010 and is owned and operated by BIGLIFE Sdn Bhd, Company No. 201001040731(924656-U), a subsidiary of RedBeat Ventures Sdn Bhd in collaboration with Aimia Inc. Started as an airline loyalty programme for AirAsia, today we have grown into a comprehensive lifestyle platform that goes beyond justflights, presenting a new, holistic way of rewarding loyal BIG Members with over 300 partners across lifestyle, travel and financial servicescategories, where over 25 million BIG Members can earn and redeem BIG Points through BIG Loyalty app. BIG Loyalty is currently one of the largest loyalty programmes across Asia and beyond, where millions of BIG Members can enjoy thelowest AirAsia flight fares and exclusive offers from our wide range of partners. BIG Members can earn BIG Points from a great variety of brands; and use them to redeem AirAsia flights, pay for AirAsia bookings andredeem partners' deals for greater savings and rewards. Other members-exclusive privileges include 24-hour priority booking for all AirAsia sales and instant points conversion from bank orloyalty points to BIG Points and vice versa on BIG Xchange. BIG Loyalty won the "Excellence in Management" award at the Loyalty Awards 2020, the only Asian company amongst other Europeanwinners. BIG Loyalty is also a proud winner of the Loyalty Mega Awards 2019 and was named Best in eCommerce - P2P and Best ineCommerce (eRetailer) - Lifestyle & Travel at the Asia e-Commerce Awards 2019. The BIG Loyalty app is available for download on the Apple App Store and Google Play Store. For more information, log on toairasiabig.com or follow BIG Loyalty on Facebook, Twitter, LinkedIn and Instagram.PaPage 2
Our ShareholdersRedBeat Ventures Sdn Bhd (80%) RedBeat Ventures (RBV) is a 100% wholly owned subsidiary of AirAsiaGroup Berhad (AAGB). RBV is the venture arm of AirAsia, focused on capitalising innovationand innovative ideas. Currently, it comprises three main pillars, namely Venture Builder,Venture Capital and Tech Academy. Venture Builder comprises digital businesses in which AirAsia has atleast 80% equity. The aim is to incubate and build these companies, allof which contribute to the AirAsia travel and financial platformecosystem. Among the companies in this fold are BigPay (Asean digitalbank), AirAsia BIG Loyalty (Loyalty programme operator), Teleport(cargo operations), Santan (on-ground inflight menu chain ofrestaurants), Form.at (media content company) and RedRecords(music label). Venture Capital investing in startups that could potentially help to growAAGB businesses. RBV works with these startups and run pilots to testtheir products. If they are viable, will partner them or invest 2%-20%equity in them. Tech Academy is collaborating with Google to train a steady pool ofsoftware engineers, data scientists, AI specialists and other digitalexperts who are able to leverage on cutting-edge technology andinfrastructure such as cloud.Aimia Holdings UK II Limited (20%) Aimia Holdings UK II Limited is a subsidiary of AIMIA. Aimia Inc. (TSX: AIM) (AIMIA) is a loyalty and travel consolidator focused ongrowing earnings though its existing investments and the targeteddeployment of capital in loyalty solutions and other sub-sectors of therapidly-expanding loyalty and travel markets. Its investments in travel loyalty include the Club Premier program in Mexico,which it jointly controls with Aeromexico through its investment in PLM, andan investment alongside AirAsia in travel technology company BIGLIFE, theoperator of AirAsia BIG loyalty programme. Aimia also operates a loyalty solutions business, which is a well-recognized,global full-service provider of next-generation loyalty solutions for many of theworld's leading brands in the retail, CPG, travel & hospitality, financial servicesand and entertainment verticals, including through Middle East coalition. Aimia’s solutions help clients attract, activate, engage and grow customers tobecome brand advocates. AIMIA also provide analytics platforms for retailersto understand their customer data and allows them to monetize their datathrough innovative partnership models. With 80 years of loyalty and marketing experience, Aimia operates over 100programs with more than 140 million members in 32 markets globally. For more information about Aimia, visit www.aimia.com.Page 3
Our Group Corporate StructureAimia Holdings UK II Limited (AIMIA)RedBeat Ventures Sdn Bhd (RBV)Strategic InvestorHolding Company20%80%BIGLIFE Sdn Bhd (BL)(Malaysia)9 Dec 10Loyalty Operator100%99%49%1100%100%BIGLIFE DigitalSingaporePte. Ltd.(Singapore)10 Jun 14PTBIGLIFEIndonesia1(Indonesia)4 Nov 11BIGLIFE(Thailand)Co. Ltd 1(Thailand)13 Jan 12BIGLIFEDigitalSdn Bhd(Malaysia)25 Oct 17BIGLIFEHong KongCo Ltd(Hong Kong)15 Dec 17BIGLIFEGuangzhouCo Ltd2(China)28 Nov 18Buy & Sell DistributionBuy & Sell DistributionBuy & Sell DistributionPrincipal HubInvestment HoldingBuy & Sell Distribution1%99.93%BIGLIFE PhilippinesInc(Philippines)18 Mar 19Buy & Sell Distribution99.99%100%BIGLIFEIndiaPvt Ltd(India)5 Nov 18Buy & Sell Distribution100%100%BIGLIFEJapanCo. Ltd(Japan)19 Mar 19BIGLIFEVietnamCo Ltd(Vietnam)3 Dec 19Buy & Sell DistributionBuy & Sell DistributionNotes: 1. The structure are per the approved Corporate Structure by Board. The actual shareholdings of BIGLIFE (Thailand) Co. Ltd have yet to transfer to BL from individual shareholders as pendingobtaining of Foreign Business License (FBL). 2. 亚航积分科技（广州）有限公司.Page 4
Operated in 6 offices across AsiaStarted as the loyalty programme for AirAsia Group of Companies, today we are a comprehensivelifestyle reward platform where over 25 million BIG Members can earn and redeem BIG Points with300 partnersNotes: All numbers are as of 31 Dec 2019.China3.3 millionBIG MembersIndia1.4 millionBIG MembersIndonesia1.3 millionBIG MembersMalaysia4.0 millionBIG MembersPhilippines1.4 millionBIG MembersThailand2.6 millionBIG MembersPage 5
Our Stats25.2mBIG Members8.3m active members with earn and/or burnactivities in last 12 months2.0mAirAsia BIG App Downloads 300k monthly active users 60k monthly downloads, 4-star rating300 PartnersWith over 59m transaction records annually16.6b ptsPoints BalanceNotes: All numbers are as of 31 Dec 2019.Page 6
Key milestones through the yearsWhen it all startedFocus on ProductsBIG InnovationsBIG Points as currency2010 - 20122015201720181st Co-brand cards: Thailand: KBank1 Malaysia: Citibank1Introduced of Fixed Points &Final Call SaleLaunched BIG Loyalty appAug - 20m BIG Members milestone2nd Co-brand card inThailand with Bangkok BankLaunched World’s FirstFreedom Flyer ProgrammeRHB Bank Strategic partnershipeStore Affiliate MarketplaceLaunched of AirAsia Cards: Philippines: RCBC Malaysia: Hong Leong Bank Indonesia: Permata (Feb’19)2014201620182019Aimia invested in BIG Loyaltywith valuation of US 120mEnhanced Star Product bysplitting out Final Call XIntroduced of new products: BIG Deals BIG Points as currency BIG Points Purchase BIG XchangeIntroduced of new products: Beyond AirAsia Flights,Hotels, Activities,OurShop Rewards Code1st Indonesia Co-brand cardwith CIMB Niaga Bank1REWARDSNotes: 1. Terminated and ceased.Page 7
Recognised and acclaimed worldwide20152016Excellent in Loyalty Marketing(GOLD)Best Regional Loyalty MarketingProgramme (BRONZE)Excellent in Loyalty Marketing(SILVER)Best Regional Loyalty MarketingCampaign 2017Best Regional Loyalty MarketingProgramme (BRONZE)Best Use of Social (SILVER)Best Regional Loyalty MarketingProgramme (GOLD)The Loyalty & Engagement Awards2018 - Best Loyalty Programme(GOLD) - Travel/Hospitality2014The Marketing Events Awards Best Multi-Channel Campaign(GOLD)Loyalty Programme of the year(BRONZE)Best Loyalty Programme (GOLD) Travel/Hospitality2017-201810th Annual Loyalty Conferenceand Awards 2018 - Best Use ofTechnology (GOLD)Best Use of Social (GOLD)The Marketing Events Awards Best Consistency in Branding(BRONZE)The Mega Award LoyaltyProgramme of the year (GOLD)Best Regional Loyalty MarketingProgramme (GOLD)A M Magazine Excellence Awards2018 – Excellence in LoyaltyMarketing (SILVER)Asia eCommerce Awards 2018 Best eCommerce Merchant(Travel/Hospitality) (GOLD)Page 8
Recognised and acclaimed worldwide20192020The Mega Awards 2019 (Tampa, Florida)Global Flight/ The Loyalty Awards 2020 (Vancouver, Canada)29 October 201924 February 2020Loyalty Programme of the yearExcellence in ManagementMarketing Magazine's 2019 (Singapore)7 November 2019Excellence in Marketing Innovation (BRONZE)Marketing Asia eCommerce Awards 2019 (Singapore)21 November 2019Best in eCommerce : Classified/ P2P (GOLD)Marketing Asia eCommerce Awards 2019 (Singapore)21 November 2019Best in eCommerce (eRetailer) : Lifestyle & Travel (GOLD)Marketing Asia eCommerce Awards 2019 (Singapore)21 November 2019Best in eCommerce (Brand) : Lifestyle & Travel (SILVER)Page 9
Private and ConfidentialKey Value Proposition1. AttractiveBusiness Model2. Multi-CountryAirline CoalitionProgram3. Large Networkof CoalitionPartners4. Exclusive andLong TermPartnership withAirAsia US 100mrevenue1 10 countries inSoutheast Asia 300RegionalPartners 30 years2Note: 1. Cumulative from Dec’10 to 31 Dec 2019. 2. Effective year 20145. Strong andSupportiveDirectors andManagementTeamAirline and LoyaltyexpertisePage 10
Exclusive and Long Term Partnership with AirAsiaThe Largest LCC in Asia with 600 m passenger carried1, with 100m annual pax4th Largest Airline in Asia(pax carried)BIG Members’ SeatsRedemptionAirline Ticket Rewards to:24 Hubs223 Countries2160 Destinations2380 Routes, with 110 Unique Routes2ExclusiveRelationshipThe ONLY loyalty operator ofAirAsia Group3Long Term AgreementAligned Incentives15 year 10 year 5 year4with agreed minimum pointspurchaseBoth AirAsia and AirAsia BIGagree to promote and marketeach other’s businessesPage 11Note: 1. By passengers carried. LCC: Low Cost Carrier. 2. As of 31 Dec 2019; with total 260 Aircrafts across 8 Airlines, 6 short-haul, 2 long-haul. 3. AirAsia cannot reward its customers with any loyalty currency other than BIGPoints1 excluding air partner related accruals; 4.15 years effective 2014 with optional 10 year (automatic renewal) and subsequent 5 year renewal periods.
Strong and Supportive DirectorsBoard of DirectorsDatuk Kamarudin Bin Meranun(Chairman) Executive Chairman of AirAsia Group Berhad (AAGB)Co-founder of AirAsia Group and Tune GroupNon-Independent Executive Chairman of AirAsia Group BerhadNon-Independent Non-Executive Director of Tune Ins HoldingsBhdHow Kim Lian(Member, RBV Representative) Riat Asmat(Member, AirAsia Representative)Group Chief Financial Officer of RedBeat Ventures (RBV)Deputy Group Chief Financial Officer of AirAsia GroupBerhad (AAGB)Chief Financial Officer of AirAsia Berhad (AAB)Finance Consultancy practice of PricewaterhouseCoopers(PWC) in Malaysia. AirAsia Malaysia Chief Executive OfficerBegan as Managing Director’s Office for Proton Holdings BerhadChief Executive Officer of Caterham Automotive, established theCaterham F1 Team as well as Caterham Racing-GP2.Director Corporate Planning, Strategy & Biz Development of NazaJeremy Rabe(Member, AIMIA Representative) Chief Executive Officer at Aimia IncExtensive loyalty industry experience includes six years at PremierLoyalty & Marketing, where he was a Board Director and the foundingCEO responsible for the management of Club Premier, Mexico’sleading coalition loyalty program.Was the Co-founder and Managing Partner of On Point Loyalty, aninvestment and advisory firm dedicated to airline loyaltyHe has also worked as a strategy consultant and frequent flyerprogram director for Aeromexico and TACA Airlines.Aireen Omar(Member, RBV Representative) President of RedBeat Ventures (RBV)Deputy Group CEO of Digital, Transformation, CorporateServices of AirAsia Group Bhd (AAGB)Prior to this, she was the CEO, Executive Director andRegional Head of Corporate Finance, Treasury and InvestorRelations at AirAsiaBefore joining AirAsia, she worked for 9 years in the financialindustry in New York, London and MalaysiaPage 12
Strong and Supportive Management TeamKey Management TeamSpencer LeeChief Executive Officer, CEO CEO of travel360.comChief Commercial and Strategy Officer of RedBeat VenturesCommercial Director, AirAsia MalaysiaMember of the World Federation of Advertisers (WFA) andMalaysia Advertisers Association (MAA)Sereen TeohChief Financial Officer, CFO Head of Finance/CFO of Maybank Shared ServicesHead of Finance, Group Cards and Personal Financing,CIMB BankAudit & Assurance Manager, PwC MalaysiaACCA, MIA, MICPA Certified AccountantsVictor KawChief Commercial Officer, CCO Head of Cards for Malaysia in MaybankMember of Association of Credit & Collections Malaysia(ACM) and National Cards Group (NCG) chaired byAssociation of Banks MalaysiaYap Poh PengChief Analytics Officer, CAO Head of Commercial Analytics, Celcom AxiataSenior Manager, MaxisExperienced in leading A.I., Big Data monetization, machinelearning, campaign analytics and customer lifestyle strategyMagandra HaridasHead of Legal Senior Partner, Messrs Azlan & Partner MalaysiaSenior Advisor, State Trustees Limited AustraliaExperienced in Corporate Law, Commercial Litigation, LegalCompliance and Contract reviewingLiew Wai FunHead of Marketing Head, Brand and Marcom, AirAsia BIG LoyaltyMarketing Manager, RedBeat Ventures (RBV)Marketing Manager, AirAsia Berhad (AAB)Business Unit Head, Naga DDB Malaysia, led several keybusinesses including Tourism Malaysia (Asia Pacific), Astro Group(TV, Radio and GoShop), Malaysia Digital Economy Corporation(MDEC) and Wyeth NutritionPage 13
A unique and rewarding ecosystem of BIG PointsAirlineFinancialServicesLifestyle& TravelEarnBIG MembersBIG ,Transports,ActivitiesLifestyle/VouchersFlights &AncillaryProductsPage 14
Membership StatusLess than 0- 13Between 14- 23Between 24- 49Between 50 one-way flightsone-way flightsone-way flightsone-way flightsEarn up to 2xBIG PointsEarn up to 4xBIG PointsEarn up to 7xBIG PointsEarn up to 12xBIG PointsPage 15
Redeem flights for your FRIENDS & FAMILY via BIG mobile app.Easier, faster, better and further!Page 16
You can even view your BIG Pointstransaction historyPage 17
6 Sept2019Your BIG Points validity is 2 years, first in first out.Page 18
Add your credit card details to ease payment hasslePage 19
You will not miss all our great promotionsPage 20
Insufficient BIG Points during payment?Top up with cash!Page 21
Our PartnersEarn, redeem and convert BIG Points easily with over 300 partners across travel, lifestyle andfinancial services categoriesand morePage 22
Travel with full flight redemption using BIG PointsRedeem from625 BIG PointsRedeem atup to 90% offRedeem atup to 70% offRedeem from0 BIG Points(Every first 2 weeksof the month)(Every third weekof the month)(Availableall-year round)(AirAsia QuarterlyBIG Sale)BaggageInsuranceAirport taxMeals
Redeem BIG Points for everyday lifestyle oyalty marketplaceDiscounteddeals (Collabwith Fave)DealsPage 24
Where can you go?Gold CoastNew DelhiBeijingSeoulJakartaTokyoPage 25
MacaoWhere can you go?BangkokTiruchirappalliPage 26
SingaporeWhere can you go?Siem ReapPattayaPage 27
AirAsia Cards - Fastest way to earn BIG PointsHong Leong Bank MalaysiaAirAsia Credit CardAirAsia Platinum Credit CardPage 28
AirAsia Cards - Fastest way to earn BIG PointsPermataBank IndonesiaAirAsia Debit CardAirAsia Platinum Credit CardPage 29
AirAsia Cards - Fastest way to earn BIG PointsRCBC Bank PhilippinesAirAsia Credit CardPage 30
AirAsia Cards - Fastest way to earn BIG PointsBangkok Bank AirAsia Platinum MasterCard Credit CardBangkok Bank AirAsiaPlatinum MasterCard Credit CardPage 31
AirAsia Credit CardsBIG Members will enjoy instant upgrade to Platinum membership status and enjoy following benefits1Malaysia Earn up to 7x BIG PointsWelcome & QuarterlyBonus up to 25k BIGPointsIndonesia ThailandPhilippines Earn up to 7x BIG PointsWelcome Bonus up to 8kBIG PointsEarn up to 7x BIG PointsWelcome Bonus up to 3.3kBIG Points Earn up to 3x BIG Points*With China & India in pipeline.Notes:1. Except to Gold credit cardholders whereby FFP status is gold. All countries are issued with credit card except Indonesia comes with debit and credit card.Page 32
2020 Objectives1.2.3.4.5.6.Position BIG Loyalty as more than an airline loyalty programme but a comprehensive lifestyle rewardsplatformPosition BIG Points as a universal digital currency / ASEAN currencyEducate on the many ways to earn and redeem BIG Points (beyond flights)Demonstrate how easy it is to earn BIG Points daily on everything you do - eat, shop, play, travel, bank, fuel,top up ewallet, AirAsia Credit Card usage etcDrive member sign up, engagement and usage (earn/redeem)Promote BIG Xchange as a points exchange hubPage 33
Our Key Target2019In 5 YearsGrowthBIG Members 25.2m 46m1.8xActive Members 8.3m 20m(33%)(43%)2.4xPoints Issuance 12b 88b7xPoints Redemption 9b 62b7xBurn / Earn Ratio75%170%-5ppUS 125 - 250m2US 1b4 - 8x(with one earn and/or burn activity in last 12 months)ValuationNotes: 1. High as first expiry was on 1 Jan 2020. BIGLIFE has refreshed all Members points to 3 years expiry on 1 Jan 2017, when there was a change of expiry policy from 3 year date stamping to 3 year inactivity in2017. 2. US 125m was based on precedent transaction of last disposal by Yickal Holdings. US 250m was based on latest valuation by Bankers in Dec 2019. Pp: percentage point.Page 34
Business Strategy to achieve the targetStrategic useof members datain the evolution of hyperpersonalizationInvest in the righttechnologies that willinnovate how we bring morevalue to our membersBIG Points as borderlessuniversal digital currency toperform transactions foreverythingPage 35
In Nutshell Strong presence and branding in ASEAN for Loyalty Successful Business Model generating large revenue stream from commercialpartners outside the airline Experienced and skilled team across ASEAN in running the business Track record from inception to award winning largest loyalty program in ASEAN Sustainable Future Growth PlanPage 36
DisclaimerBIGLIFE SDN. BHD. (“BL”) makes no representations as to the accuracy or any other aspect of report. BL is not responsible for any errors or omissions, or for theresults obtained from the use of this report. All information in this report is provided "as is", with no guarantee of completeness, accuracy, timeliness or of the resultsobtained from the use of this report, and without warranty of any kind, express or implied, including, but not limited to warranties of performance, merchantability andfitness for a particular purpose.Page 37
Thank youFollow us @airasiabigBIGLIFE SDN BHDCompany No. 201001040731 (924656-U)
winners. BIG Loyalty is also a proud winner of the Loyalty Mega Awards 2019 and was named Best in eCommerce - P2P and Best in eCommerce (eRetailer) - Lifestyle & Travel at the Asia e-Commerce Awards 2019. The BIG Loyalty app is available for download on the Apple App Store and Google Play Store. For more information, log on to
The expansion of loyalty programs has led to changes in the loyalty of customers: according to Yi and Jeon (2003) there are now two different kind of loyalty: program loyalty and brand loyalty. Similarly, others researchers such as Evanschitzky et al. (2011) differentiate loyalty to the program itself and the loyalty to the company.
Siebel Loyalty Administration Guide Version 8.1/8.2 7 Creating Goals and Assumptions for Loyalty Promotions 336 Adding Expenses and Line Items to Loyalty Promotions 337 Adding Purchase Requests to Loyalty Promotions 338 Adding Market Development Fund Requests to Loyalty Promotions 339 Associating Loyalty Members with Marketing Campaigns 339
customers in the stores, and assisting in the card application process. Keywords: customer relationship management, loyalty, customer loyalty pro- gram . 3 . the loyalty program and to receive an understandable picture about the current situation of customer loyalty
3. Now the card details are entered and payment is verified, the customer is a loyalty member of your cinema! Of course, customers can also sign up to your loyalty program at POS. (page 25) How customers purchase a Loyalty ticket online Now that your customer is a loyalty member, here's how they make
Loyalty Promotion Examples 168 Example of Creating a Simple Frequency Promotion 169. Siebel Loyalty Administration Guide Version 8.0 . Creating a Loyalty Membership Card Manually 223 Lending Points to Loyalty Members 224 Transfe
percent) consider loyalty irrelevant to their spending. Investments in loyalty are booming. Given the high cost, is the business case for loyalty investments sound? It depends. Accenture has found that members of loyalty programs generate between 12 and 18 percent increm
A Modern Approach to Cultivating Customer Loyalty Premium Loyalty: A True Differentiator Providing Real Value to Your Most Loyal Customers A Customer-first Mindset Meeting the Needs of Millennials Loyalty Moments to Remember Methodology 01 04 08 12 16 19 21 TABLE OF CONTENTS. . program while just under two-thirds (65%) of those who belong .
ASTM E 989-06 (2012), Classification for Determination of Impact Insulation Class (IIC) ASTM E 2235-04 (2012) Standard Test Method for Determination of Decay Rates for Use in Sound Insulation Test Methods Test Procedure All testing was conducted in the VT test chambers at Intertek-ATI located in York, Pennsylvania. The microphones were calibrated before conducting the tests. The airborne .
