Comviva has launched a Digital Distribution Management System for telecom channel partners in collaboration with CelcomDigi, Malaysia’s largest mobile network operator, as operators increasingly digitize retail and partner ecosystems to improve sales efficiency and customer experience.
The new system is built on Comviva’s BlueMarble Retail platform and is designed to unify and automate sales and distribution processes across online, direct and indirect channels. The rollout targets CelcomDigi’s large and distributed partner network, supporting device and service distribution, inventory visibility, partner onboarding and transaction management through a single platform.
CelcomDigi, which serves more than 20 million users, has been expanding its digital and retail transformation efforts following the merger of Celcom and Digi. Large telecom operators across Asia-Pacific are investing in channel digitization platforms as prepaid distribution, device bundling, SIM lifecycle management and partner-led sales remain critical revenue drivers, particularly outside fully digital channels.
According to Comviva, the new platform replaces multiple legacy distribution and retail systems with a consolidated architecture that supports mission-critical workflows and cross-enterprise integrations. The system connects with numerous enterprise applications and hundreds of operational touchpoints, enabling large-scale partner and outlet onboarding while standardizing processes.
Rajesh Chandiramani, CEO of Comviva, said the deployment reflects growing operator demand for tighter digital integration with channel partners. “At Comviva, we are passionately committed to jointly creating a new digital future for our customers. This collaboration with CelcomDigi marks a strategic step forward in our mission to empower our clients with cutting-edge technology and unparalleled operational excellence. Our BlueMarble Retail platform is a great forward step to help telcos engage digitally with their channel partners, accelerate innovation, and provide compelling customer experience,” he said.
Channel partner ecosystems remain central to telecom distribution models in many markets, even as operators expand app-based and online sales. However, fragmented systems, manual reconciliation and limited real-time visibility have historically created inefficiencies in stock management, commissions, and partner performance tracking. Vendors are increasingly positioning unified digital distribution platforms as a way to reduce leakages, improve compliance and speed up go-to-market cycles for new products and tariffs.
Comviva said the new Digital Distribution Management System will function as a one-stop environment for partner lifecycle management, inventory control and assisted customer service, with the aim of reducing operational friction and improving transaction speed across the sales chain.
BlueMarble, the underlying platform, is built as a cloud-native, microservices-based digital commerce and partner management suite, designed to support 5G-era service models and modular deployments. The company positions it as an open architecture platform that operators can extend across commerce, order management, customer care and partner engagement functions.
The CelcomDigi deployment highlights how Southeast Asian operators are accelerating backend and channel-stack modernization alongside network and 5G investments, as competition shifts toward service bundling, faster distribution cycles and improved retail experience.
