Axiata fosters future corporate leaders

August 21, 2015 | By | Reply More

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THE annual Axiata “Summer Camp” Leadership Development Programme culminated with a closing ceremony at Aloft KL Sentral recently. After its two week “summer camp-style” leadership programme, which focused on putting business leadership concepts to practice and providing students with the necessary skills to become future CEOs – the final “test” was the CEO Challenge. This trial provided students the opportunity to develop business ideas and pitch them to potential investors (a concept similar to TV game show “Dragons Den”), during the closing ceremony.

GROOMING LEADERS
This year, the challenge focused on the digital industry where students were given three days to come up with a new business model based on the following criteria.
1. It must be digital.
2. It must be a novel idea.
3. It must be relevant to the Malaysian market and potentially scalable in the Asian region.

The challenge puts all that the students gleaned during the summer camp to test, with minimal guidance. They were required to think “end to end” about their business plan, using the business model canvas, the value proposition canvas, develop a full marketing campaign (in the area of TV, print and digital), as well as to ensure that their business idea was financially viable and profitable in the long run (five-year projection).

BUSINESS IDEAS
The finalists that came out tops were three teams who came up with distinctive ideas:
Stylify – an online platform for fashion retail that sets itself apart from competitors through 3D imaging of customers to ensure correct fit;
Essential – similar to Uber, only focused on grocery shopping; and
Game On – an online app that helps sports enthusiasts to book venues for their choice activity i.e. futsal court.

Presentations by the groups covered the mechanics of their ideas, marketing and communication strategies, as well financial investment and future projections. Assessed by a panel of judges that included iflix Malaysia CEO and iflix Group COO Azran Osman-Rani, REDtone Mobile Sdn Bhd CEO MVNO Farid Yunus and Celcom Axiata chief technology, operations and experience officer Ramanathan Sathiamutty – each group were posed questions and queried in detail to establish the feasibility of their ideas in the real world.

PROFESSIONAL FEEDBACK
Later, the future leaders received an insightful speech by Axiata Group Berhad president and group CEO Datuk Sri Jamaludin Ibrahim. He addressed the students on the finer points of being a CEO, instilling the importance of academic balance, the 3Cs (communication, critical thinking and creativity), as well as extracurricular activities, among others. Jamaludin then fielded questions from the students, offering candid and honest insights on the corporate world including a valuable lesson on the importance of perception in the work environment.

THE AXIATA WAY
The event ended with an award ceremony that recognised the achievements of students during the two-week programme. It also celebrated the winning business plan which went to Game On. One of the students was also awarded the Leadership Award for displaying special qualities that defined a leader. For the first time in three years of the leadership programme, the award was won by a girl – Rachel Lee Ke Ying (pix). Clearly surprised by her win, the law student felt that her genuine disposition and right attitude in cooperating with her team in whichever way needed, may have given her the edge.

The Axiata’s University Leadership Development Programme is conducted as a summer camp programme that is open to Malaysian undergraduates studying in local and overseas universities. The programme aims to put leadership concepts into practice, focusing on dealing with real-world challenges in today’s changing business environment.

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Category: Marketing

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