[Field Study 1: Smart Axiata] 11th Gen


  1. First Field Study 


On 16th August 2024, The CamEd International Business Club established the first field study under the management of Ms. Hok Ven Ing as a team leader and Ms. Taing Tepkanha as a contact person for Smart Axiata which is located at Monivong Blvd, Sangkat Tonle Bassac, Khan Chamkarmorn, Phnom Penh (Head office). Additionally, 46 junior and senior members from multiple departments participated. We gained valuable insights and extensive experience after presentations, particularly from senior staff members who have over ten years of experience across various departments at Smart Axiata.


  1. Purpose


An event can’t be established without a purpose. Therefore, the first field study aims to learn about Smart Axiata, discover how the company works, and find out information that can help us in the future. The success of this field study can provide us with knowledge in a real-life working environment.


  1. Vision


As the team leader, Veng Ing said, “The vision I had is to provide the club members with valuable knowledge and skills through practical insights into the operation of a leading company.” Likewise, it not only motivates, yet equips our members with practical knowledge within the telecom sector.


  1. Smart Axiata Background  


One of the biggest mobile network providers of a wide range of telecommunication services in Cambodia, Smart Axiata offers both individual and corporate customers. Since its founding in 2009, the business has expanded to take the lead in the Cambodian telecom industry by providing voice services, 4G mobile internet, and a range of digital solutions. Smart Axiata has continuously invested in network infrastructure and technology to deliver reliable and high-quality services to its subscribers. Additionally, Smart Axiata is actively involved in various social and community activities, enabling its network users to donate via USSD code and mobile banking.


  1. Recap of the key point


  1. Marketing principle



  • Customer : Smart engages customers through reward campaigns with monthly or yearly prize giveaways. They also create pop-up experiences to interact with customers.

  • Product : three categories that Smart has focused on include quality services to mass consumers, enterprise products to business owners, and entertainment with either Pleng or Live Stream.

  • Brand               : Smart concentrates on establishing brand standards and visual identity, continuing professional development (CPD) for brand image, and partnerships with other brands.


  1. 360-degree Marketing Campaign 


Smart Axiata employs a comprehensive 360-degree strategy to effectively engage its target audience across multiple channels, driving brand loyalty and new subscriptions:

  • Offline Channels : This refers to brand visibility where Smart is reinforced through retail branding, billboards, out-of-home (OOH) advertising, and print media.

  • Digital Channels : Deploy targeted ads on Facebook, Instagram, and TikTok using eye-catching visuals and video content.

  • Events & Activities : Smart Axiata hosts concerts, festivals, and collaborates with Pleng artists and student clubs like the "University Experience Tour.".

  • Paid Advertising : Investments are made in online ads on Facebook, YouTube, ADA, and sponsorships of local events that align with brand image.

  • Influencers & KOLs : Partnerships with Cambodian celebrities, influencers, and lifestyle Key Opinion Leaders (KOLs) as brand ambassadors or advertisers. 

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