Celcom Axiata Berhad

Tasik Chini Empowered-Harmonising Digital Inclusion and Sustainability

INTRODUCTION

True to its vision of being the most inspiring digital organization by 2021, Celcom took a step forward with its corporate responsibility and sustainability agenda by pledging to serve the community of Tasik Chini, especially the Orang Asli, with digital connectivity and e-commerce, and simultaneously preserving the environment through its partnership with Universiti Kebangsaan Malaysia (UKM). Being the second largest natural fresh water lake in Malaysia, Tasik Chini watershed is high in biodiversity of flora and fauna that has played a big role to the country for being granted the Malaysia’s first UNESCO Biosphere Reserve status. This project aspire to support Malaysia to retain its status as “UNESCO Biosphere Reserve” by 2020.

FRAMEWORK AND STRATEGY

Sri Gumum Cyber Cube & PribumiMall: Celcom has pledged its commitment in empowering the Orang Asli community of Tasik Chini via digital inclusion by establishing an internet centre named after the legendary Tasik Chini dragon, ‘Sri Gumum Cyber Cube’. The facility will offer training, knowledge sharing and a venue for the Orang Asli to embark on e-commerce and market their handmade forest-based products via PribumiMall @ DesaMall, an online platform.

Tree planting with QR Code: Celcom replanted 1,000 trees which are QR coded to enable the digital recording of information on newly planted trees which will benefit local researchers & students.

Disaster Alert & Community Reach: Via its Enterprise Messaging System (EMS) services, Celcom can provide disaster alert messages for the Tasik Chini community during or before disaster strikes.

Real time monitoring: Celcom expanded its 4G LTE network by providing connectivity and enabling UKM a real-time data collection capability for water quality monitoring at the Tasik Chini Monitoring Station thus benefitting research, case studies, consultation, commercialisation and training for academics and students.

Celcom received encouraging support from the Ministry, and the entire programme received extensive media coverage on the Ministry’s official website and social media, as well as in the Malaysian Parliament.

ACHIEVEMENT AND IMPACT

This programme was shortlisted as one of the Top Three finalists for the Axiata Senior Leadership Special Award Best National Contribution & Sustainability 2018. Other than supporting Malaysia to retain its status as a “UNESCO Biosphere Reserve”, this initiative aims to: Engage the Orang Asli community to be a part of this programme; Provide an avenue for them to step out of their comfort zone and improve their standard of living through entrepreneurship; Embrace the digital economy by simplifying the process and provision of ample training for e-commerce.

With excellent execution and collaboration, Celcom has successfully:

Empowered the Tasik Chini Jakun Tribe community through education, information, commerce, culture and religion.
Replanted 1000 trees to help sustain the Orang Asli community and environment.
Provided extensive and reliable 4G solution at Tasik Chini and the surrounding Orang Asli neighborhoods, benefitting the community, researchers, students, visitors and tourists.
Complemented and added value to the UN Sustainable Development Goals 10, 13, 14, 15 & 17.

FUTURE DIRECTION

Celcom plans to continue the Tasik Chini 2.0 by providing an advance e-commerce entrepreneurship training to the Orang Asli who have attended the Beginner Course in 2018 as well as Tuntung / Lotus conservation at the fresh water lake.

This project was Celcom’s first initiative in harmonising digital inclusion and sustainability. In addition to establishing an internet centre and providing high speed internet access to local and indigenous communities, Celcom introduced e-commerce to them, thus empowering them to sell their handmade forest-based products digitally via an online platform. Celcom is also proud to extend further assistance by providing a disaster alert message service to the Tasik Chini community via its EMS (Enterprise Messaging System), and 4G connectivity to enable real-time data collection for water level and quality monitoring purposes. With the data management and alert systems, possible risks arising from natural disasters will be reduced and better managed.

Celcom is Malaysia’s first private mobile operator, with over 9 million customers. Established in 1988, it boasts the widest national 2G, 3G and 4G LTE networks, covering over 98% of the population. Celcom is now moving towards integrated multi-access, multimedia services and Internet of Things solutions, in line with evolving technologies and consumer behaviour in Malaysia.

www.celcom.com.my