Win a contained, measurable workflow — dual-brand billing and prepaid service in Malaysia's four languages — and let results argue for the bigger agentic platform conversation.
CelcomDigi, formed by the December 2022 merger of Celcom and Digi, is Malaysia's largest mobile operator with roughly 20M subscribers and has publicly completed extensive network integration.
Public factCelcomDigi has publicly announced AI collaborations including with AWS (generative AI) and SK Telecom, plus an AI Experience Centre — the AI agenda is real and competitive.
Public factIts enterprise arm publicly distributes Google Workspace to business customers, so a commercial Google relationship exists at the reseller level.
Public factDual-brand tariff structures post-merger generate billing-confusion contacts across both legacy bases.
Reasoned inferenceMalaysia's multilingual prepaid base (including migrant-worker segments) is underserved by staffed language coverage — a differentiated wedge incumbents' pilots have not claimed.
Seller hypothesis — validateCelcomDigi's enterprise arm publicly distributes Google Workspace to Malaysian businesses — a commercial Google relationship to build on, though its announced AI collaborations to date run through AWS and SK Telecom.
Publicly reported Google Cloud relevanceValidate with the account team before outreach: Where AWS/SKT collaborations already claim the CX roadmap · BSS consolidation status and API access across legacy stacks · Migrant-segment size and language mix in the prepaid base
Technically capable but needs industry workflows, integration, acceleration, or managed operations
Evidence: CelcomDigi's announced AI moves — AWS generative-AI collaboration, SK Telecom partnership, an AI Experience Centre — are themselves partner-delivered, revealing an orchestrate-not-build posture. Telco platform buying is the norm, and the merger integration consumes the internal engineering capacity that a build would need.
Why they won't build the full stack: BSS consolidation across two legacy stacks is the engineering priority; a conversational platform build would compete for the same people. The open wedge is a bounded, bought workflow that coexists with the incumbent AI tracks.
Merger integration savings and network-consolidation progress are standing items in results briefings.
GTM implication: Position a billing-deflection pilot as integration-synergy delivery with hard baselines — auditable savings, not another AI announcement.
| Workflow | Why it matters here | Value | Complexity | Speed | Channels |
|---|---|---|---|---|---|
Dual-brand billing & top-up service Line-recognized, brand-aware billing answers in four languages with in-conversation top-up and plan changes. | The largest contact class across 20M subscribers, complicated by two legacy tariff worlds. Friction today: IVR trees per brand; billing explanations depend on which legacy system the agent knows. | VoiceWhatsAppApp chat | |||
Prepaid migrant-segment support Self-service in the segment's languages; top-up frequency and churn measured per cohort. | Migrant workers are a loyal, sizeable prepaid segment no roster can serve in Bengali, Burmese, or Nepali. Friction today: These customers rely on shop intermediaries for basic account tasks. | VoiceWhatsApp | |||
Home-fibre appointment & fault support Proactive appointment management and guided diagnostics; avoidable dispatches filtered. | Fixed-wireless and fibre growth adds truck-roll economics to the service base. Friction today: Install reschedules and outage questions require agent calls. | WhatsAppVoice |
Voice & channel orchestration, telephony, conversational execution, session/state, routing, integration build. Capability coverage validated during implementation.
API access to these systems is the critical-path dependency.
Identity-bound sessions, policy-bounded actions, 100% audit logging, human approvals at defined points, in-tenant intelligence.
All figures are modelling estimates from the labeled inputs above — nothing here is customer-provided yet. The pilot's first job is replacing these assumptions with CelcomDigi's measured baseline. Package price covers implementation only; recurring usage billed separately.
Why this package for CelcomDigi: Given incumbent AI partnerships, a Launch-scoped pilot on one high-volume workflow with hard baselines is the credible wedge; expansion follows evidence.
Packages cover implementation and integration only. Recurring costs are billed separately: Tilicho Labs platform usage (~$0.15/call-min indicative, usage only), Google Cloud consumption, telephony/carrier charges, managed operations, and support & optimization. No package includes unlimited usage.
“The merger promised Malaysia a better operator, and your AI ambitions are public. A frontline workflow with hard before/after numbers is the fastest way to make both claims visible to subscribers.”
“This is a bounded, interoperable pilot — agents grounded in your BSS with clean APIs, coexisting with your AWS and SKT tracks rather than competing with them.”
“Billing deflection across both brand bases from one deployment, measured against your current cost per contact — an operational result inside two quarters.”
“Serving prepaid customers in Bengali, Burmese, or Nepali is a segment play nobody in the market has claimed — loyalty in a base competitors treat as churn-commodity.”
“PDPA consent and MCMC consumer-protection expectations enforced in configuration, with full interaction logs across both legacy brand systems.”
“A Launch-scoped engagement priced against one workflow's deflection baseline — small enough to run alongside existing AI programs, measured enough to justify or kill expansion.”
Written from this account's own research — the strategic signal, the capability gap, the entry workflow, and the modelled economics — not a mail-merge template. Pick the moment and the persona, edit anything, then copy or open in your mail client.
Customer-safe by construction: drafts are composed only from customer-facing fields. Account tier, build-vs-buy classification, priority score, internal routing, and partner-commercial detail are not inputs to the composer, so they cannot appear in a draft. Money figures are always framed as modelled from the customer's own volumes. Read before sending — you own what goes out.
Malaysia's largest mobile operator (~20M subscribers post Celcom-Digi merger) with public AI ambitions — but its announced AI partnerships run through AWS and SK Telecom, so entry is a focused, outcome-priced workflow win rather than a platform land.
Propose a billing-service pilot on one brand base with cost-per-contact and deflection baselines agreed upfront.
Entry: Dual-brand billing & prepaid service resolution · Launch package · 8–10 weeks to a live, measured pilot. Human fallback throughout; success thresholds agreed before build.
Start the pursuitResearch-based priority-account universe assembled from public information, market scale, communication volume, and solution fit. This is NOT an authoritative list of top Google Cloud customers; existing Google Cloud relationships are noted only where publicly reported. Validate every account with the account team before outreach.