The paper briefs on critical evaluation of managing information technology in large scale organizations.

1. Managing Strategic Use of IT
In modern technological era, information system plays a major role where it combines the use of
information technology to develop products, capabilities and services that provide any business
organization with strategic advantages over global marketplace competitive forces. Different
strategic information systems are developed that are able to support competitive position and to
gain business advantages for companies. (Madadipouya, 2015) Strategic information systems are
the bridge that connects complex components of a business in order to gain the business
competitive advantages and objectives.
Astro Malaysia Holding is an IT dependent organization where all the business to business and
business to customer activities rely on the strategic use of Information System. The massive usage
of Information System provides functioning platform for the company’s largest subscriber based
digital channel services. The company mainly utilizes the Information System strategically to
manage its subscriber services such as type of service pack undertaken, duration of the
subscription, details of the customers’ required services and outstanding subscriber bills. Astro’s
digital media production is a software based program where strategic use of IT manages the editing
and combining of movies, 3D graphic works and other digital productions.
Often organizations fail to deploy strategic IT applications in projects as well as in general business
processes to gain competitive advantage. This problem arises due to weak communication within
various IT sections and business departments. Though managing strategic use of IT is driven by
top to bottom resource dedication approach, often the fixed IT budget could be unrealistic that
results in an unorganized business process. A large organization such as Astro Malaysia would use
Information Technology uniquely and effectively to improve their services and products. Wise
strategic approach could facilitate the company to strengthen their managing IT objectives and
support corporate innovation.
Strategic Use of IT in Astro:
Astro Malaysia makes the best use of Information Technology in their departments that could be
beneficial for the company. Information Systems could improve productivity in terms of customer
satisfaction as well as could reduce their cost to spread up work to their employees. Information
technology is the most important key to Astro since it allows the organization to use various

2. services to ensure any notification is received and that all their systems are always operating in a
good condition. (SYUFFINA JALIL, 2012)
According to an interview conducted by Nini Syuffina Jalil, Chief Information and chief
technology officer of Astro always take note and alert about the new technology and manage them
in well-organized manner. They want their strategic of information technology with business will
achieve goal and objectives. Besides that, Astro also have their security department to protect and
prevent their private information and confidential technology from being copied by third parties.
(SYUFFINA JALIL, 2012)
Astro managing IS for system and data security:
One of the significant program the company uses the IT security systems is to prevent data leakage
thus sage guarding confidential company and customer information. For example: using and
managing data leakage prevention and content-based scanning Astro is ensuring classified and
confidential information is protected from unauthorized and illegal disclosure. (Go Beyond:
ASTRO MALAYSIA HOLDINGS BERHAD annual report 2013, 2013)
Information System Used in Security:
The security programs being implemented are validated by external security specialists. As a part
of the organization’s efforts of improvements, the Information System security functions are
designed to manage several regulatory and industrial security procedures. The certifications that
are followed by the company’s IT security system is Information Security Management System
ISO/IEC 27001:2005, Payment Card Industry Data Security Standard and the Personal Data
Protection Act 2010. (Go Beyond: ASTRO MALAYSIA HOLDINGS BERHAD annual report
2013, 2013)
Benefits of using Security Information System:
Another important component where IT is strategically used is data, information and system
security. In order to monitor and resolve internal as well as external security breached to the
company, Information systems are integrated in to the business. IT security is one of the form of
managing the use of IS since the security function includes conducting security awareness,
performing compliance audits, company network and system administration and regular
vulnerability assessment to lessen the impact of security attacks and malware. (Go Beyond:
ASTRO MALAYSIA HOLDINGS BERHAD annual report 2013, 2013)

3. Working Inwards: Business-to-Employee
The strategic use of IT in organizations focus on the usage of Internet in order to improve business
processes. One such example of a wise usage of Information Technology is Intranet. Intranets are
important in any enterprise structures. In general terms, Intranet is the private company network
using internet protocols. These rigid networks are only for employee usage making their jobs easier
and effectively efficient.
Astro Intranet: Astronet:
Astronet is the company’s intranet network that allows employees to communicate across the
business. Astronet portal is an active platform for latest company updates, important company and
staff details and other business information.
Information accessed through Astronet:
In Astronet, each department has different sections of portals where they update department
information and other data. Astronet makes it easier for employees from different departments to
retrieve relevant details such as contacting other staffs, checking company policies and various
documents. The Astronet is also a one-stop center for product information. Astro Malaysia intranet
network is accessible only by Astro employees and all the business processes are done here
department-wise. For example: Human Resource tasks such as applying to resign, volunteer,
opportunities, benefits section, performance monitoring and training enrolment are done on
Astronet. (Sustainability report 2011/2012, 2012) The facility also allows Astro employees to
check into public forums name “Chit Chat” and communicate with the outside world.
Benefits of using Intranet (Astronet):
Astronet facilitates employees to access a wider range of relevant company information. Such
intranet services are more efficient in terms of work productivity yet less expensive systems to
develop. Astronet portal browser interface does not require any additional training to use the
system. Thus any staff with minimal technical knowledge are able to use the service. By using
Astronet’s open-system architecture, the company lowers the cost of providing company-wide
information and connectivity since investments in an Intranet is less expensive than a proprietary
network. Astronet is the link to the Internet that allows Astro Malaysia Holdings to expand the
business worldwide easily and cheaply. One major benefit of having Astronet is that, the company
would record information only in one place where it is kept up-to-date for access by Astro
employees regardless of their location.

4. Working Across: Business-to-Business
One of the biggest challenges for large organizations such as Astro is streamlining processes that
would cross Astro’s boundaries. This challenge also includes working with partner companies and
co-suppliers, working with customers in a close mutually dependent relationship and building a
virtual enterprise. Coordinating with co-suppliers and non-competitors would allow Astro
Malaysia to work together with other companies in order to reduce costs, focus on customer needs
and eliminate duplicate activities. (22andinvincible, 2017)
Astro and Maxis Partnership:
Astro and communication provider Maxis have a strategic partnership that works to bring
integrated communication and entertainment packages to Malaysian customer-base. This
partnership would aim for both of the companies to develop and co-market consumer packages
that includes Astro Beyond IPTV and Astro On-The-Go services integrated with Maxis’ Fibre
Internet, Mobile Internet, Wireless Internet and ADSL services. (Digital News Asia, 2012)
Information Technology Used and Benefits:
Astro Beyond IPTV services are expanded by Maxis where Maxis customers would be able to
access to specially developed content packages from Astro. Both companies have circulated a co-
marketing mobile partnership for Astro On-The-Go services to Maxis customers. This partnership
is a prime example of working across the business and establishing tight relationship with partner
companies.
Astro implementing workflow management with TMD:
In order to initiate a single set of workflows and implement the benefits of a software-based
architecture, Astro has tied contract with TMD Mediaflex-UMS platform. The system combines
asset management with automated workflows that provides end-to-end life cycle control of the
company’s media assets. The TMD solution offers a flexible design that modifies workflows
simply and reliably without any specialist programming skills or any assist from third parties.
TMD System Design and Solution:
The TMD Mediaflex solution is designed to improve operational productivity via automating
repetitive tasks thus lessening the pressure of creative work on Astro staff. The solution would
also allow flexible workflow that allows Astro staff to design and edit their own processes through
a simple user interface. The software-defined solution is capable of delivering more channels and

5. VoD content using the current level of staffing for increased commercial effectiveness. (Astro
implements first phase of asset and workflow management infrastructure with TMD, 2016)
TMD has worked with Astro in order to develop a step-by-step approach that would deploy within
a working and busy broadcast environment.
Close ties with TMD and Benefits:
TMD Mediaflex implements Missing Stuff Report, which is an on-screen report that records if any
content is missing. Astro operators are able to filter and order any preferable report according to
transmission time so that the most urgent items would appear at the top. The Mediaflex platform
would allow Astro management to re-design any workflow features so that when the organization
grows in the future with more channels and more online services such as ultra-high definition
services and more, the company would be able to keep making necessary changes.
The Astro-TMD protect aims to assure that all the Astro users can access necessary facilities
against a title. From the title users can view, evaluate, schedule and check. Users are able to
identify what version exist, what formats they are stored in and what quality control and
compliance checks have been made. (Astro implements first phase of asset and workflow
management infrastructure with TMD, 2016)
Strategic use of IT with Suppliers and Co-suppliers:
Astro has business ethics outlines for standard vendors, suppliers and contractors. The company
prefers their suppliers to have robust business continuity plan to assure minimal disruption in the
supply of any Information System and services. The company evaluates the status of alternative
initiatives and sites applied by the suppliers in their business process. Astro also examines and
rates the supplier organization and services provided according to environmental impacts.
(Sustainability report 2011/2012, 2012)
Astro partnering with Local businesses:
Astro leads Malaysia’s first live underwater broadcast. In order to work across the radio
community, the company partnered with the Royal Malaysian Navy to equip announcers from
Malaysia’s top English language radio station with specialized training and equipment that enables
radio listeners everywhere to tune in to a special one hour marine conversation underwater
broadcast. (Stevieawards.com, 2017)

6. Working Outwards: Business-to-Customer
It is an important aspect in the modern industry for a large organization such as Astro to maintain
a sophisticated computer system that would address quality service and speed. Especially to
stabilize a competition in the market. As a leading entertainment group, the company is strategic
when it comes to using any technology for upcoming services. Strategically using IT to work
outwards is competitive and innovative as well since technology updates itself frequently and
staying connected to customers and analyzing customer trends.
Problem faced for not having IT resources:
Even though Astro is a multinational organization, there are still few issues that would be critical
for Astro customers with the view of payment in multiple locations. For example: their manual
subscription payment method could be one major phase where IT could be strategically applied.
The manual subscription payment would have three major problems: Inaccessibility, long queue
and timing.
Electronic Voucher Recharge System and Benefits:
Electronic voucher recharge systems would offer Astro customers better access to their services.
The company would also be able to provide better service with on time services. The system is an
encrypted payment of service bills. Rather than having to go to the Astro service centers, payments
would be made on the recharge basis either by an online or by a normal recharge voucher using
Astro’s satellite services. (ASTRO, 2009)
Figure: Astro Electronic Recharge Voucher System. (ASTRO, 2009)
The adapted technology architecture tracks payments by using Astro intelligence client interface.
The interface allows the customers to key in the electronic code purchased. The services comes

7. with three modules: Electronic vouchers generation, Electronic voucher authentication and End
user account management that runs on the decoder. The client-side interface is a secured
transmission of reactivation code. At the back end of the program, Astro would authenticate the
reactivation request.
Astro adopting new IT trends:
The company has always been up-to-date according to trending technologies. Prior to the Online
era, Astro was one of the first companies to introduce services for their customers to get more
involved. One of the most successful interactive technologies that the company had achieved back
in 2003 is the SMS through television programs. In Malaysian television SMS technology was
popularized by Astro through a local musical program “Akademi Fantasia” where the audiences
were encouraged to send their votes to decide on the winner of the show. For this purpose, the
company tied up with Maxis as the service provider for the interaction. (Abdul Wahab (Ph.D),
2006)
Astro using Technology to understand customer needs (Astro On The Go):
Astro believes with the fast growing digitalization in entertainment industry, more innovation and
technological services need to be introduced especially on the online platform. Thus Astro On The
Go was launched. This online service is available for Apple iOS devices and many android devices.
The service leverages on customers’ desire for flexibility to view contents on multiple devices.
Astro On The Go offers channels ranging from live events, kids, news and other TV channels,
radio channels, ‘catch up’ service and VOD content. (Jamco.or.jp, 2014) The app has been a huge
success with approximately 2.2 million downloads. The program has one million active users
spending 173 minutes per week on the app. The company is aware of the problem of the app
running on smaller screens and bandwidth requirement for out-of-the-home experience. In order
to provide more available services, Astro has partners with few telecommunication companies
such as Maxis, Digi and U Mobile which has helped the organization to work across their business
as well. (Inn, 2016)
E-commerce and Improved Broadcast Service:
Astro has a strong online presence in the e-commerce field offering 24/7 online home shopping
channel “Go Shop”. The service offers customers to watch Go Shop TV channel, browse and order
products from the website.

8. One of the major problems faced by the company is during a rainy day Astro broadcast faces
interference thus resulting in bad signal. In order to improve the broadcast service and customer
satisfaction, Astro launched Astro Beyond that works on broadcast interruption issue as well as
improves resolutions to High Definition channels. The improvement allows the viewers to keep
watching channels during a rainy day. For further customer satisfaction, the company has
collaborated with Maxis in order to resolve interruptions during rain and to offer customers to use
Astro in a cheaper package.
Astro using IT for Customer Comfort:
There have been issues regarding Astro interface not being user friendly for viewers especially
from rural locations. The company has implemented updated more user-friendly interface for Astro
Beyond programs resolving this issue. Astro Beyond comes with a magnified sensory experience.
The video quality is improved with sharper, brighter and more colorful images. The audio has been
qualified with multi-dimensional cinematic surround sound by Dolby Digital technology.
(SYUFFINA JALIL, 2012)