e-brochure about Qualex Asia Limited, a software consulting company working throughout the ASEAN region.

1. Qualex Asia
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2. 01.
04.
Our R&D solutions are built specifi-
cally for the needs of the gaming
and sports betting industry.
Solutions04.
02.
Making sense of the EDW, BI,
CI, CRM, SCRM, MA, PA and
in-memory landscape.
Technology moves at the
speed of light. Good ideas
last forever.
ClientsTechnology Partners
Philosophy
03.
03.
02.
01.
Contents
From huge IRs to small Indian
casinos to intimate Asian casino
cruise lines, we’ve done it all.
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3. Qualex Asia Limited is a Hong Kong-based software consulting company focused on the
needs of the casino, hospitality, sports betting and enteraintment industries.
For over four years, Qualex Asia has been implementing BI, CI, data integration, EDW,
campaign management, data visualization and predictive analytics solutions for the casino
and hospitality, gaming and sports betting industry throughout the ASEAN region. Our
clients include The Venetian Macao, Galaxy Macau, Macau Slot, Genting Hong Kong, Star
Cruises, Tatts and Resorts World Casino New York.
Our growing Asia-based staff includes highly skilled SAS programmers and analytics
architects, as well as Qlik, Datameer, Alteryx, Hadoop, R and Microsoft consultants. Our rates
are some of the most competitive in the industry. Our software partners include SAS, SAP,
Qlik, Tableau, R, Hadoop, Datameer, Alteryx, CDI, amongst others. We are also partnered
with serveral worldwide cloud and managed service providers, such as Rackspace, AWS and
Microsoft, as well as some local Macau and Chinese ones as well.
We are constantly testing the limits of our technology partner’s software as well finding new
ways to use older versions. With the SAP Startup Focus Group, Qualex Asia also developed
BetWatch™, a risk management and marketing solution designed specifically for the sports
betting industry. Working with our clients and software partners, Qualex Asia has produced
several highly focused PoCs that showcase the latest software products and tools.
Macau, Hong Kong, Australia,
Singapore, Philippines
About
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4. Philosophy Qualex Asia believes that the cutting edge
of technology is the only place to be and we
collaborate with our vendor partners and
our clients to understand how the latest
technology works for their unique business
needs.
“In-memory computing”, “Data Blending”,
“Fast Data,” “Real-time customer interaction”,
“Context marketing” -- these are some of
today’s buzzwords, but they mean nothing
without the correct people and technology
behind them.
Qualex Asia can show you how to make these
technologies work for your organization. Let
us put our BI, CI, marketing, data governance,
social media, mobile, and analytics expertise
to work for you.
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5. Collaborative partnerships. Educating tomorrow’s workers. Worldwide experience..
Qualex was involved with the development of some of the earliest predictive
technology for the casino industry. Today, we are delivering solutions on data
blending platforms like Datameer and Alteryx as well as predictive platforms like
SAS, SAP, Qlik and Tableau. SAP’s powerful HANA in-memory system, as well as
their hybris commerce and marketing solutions. We are also developing gaming
solutions on mobile platforms like Datameer and Qlik, which allows casino
companies to download our products directly from the web.
Technology Partners Expertise
Analytics
In-memory Computing
CRM/SCRM
Fast Data / Big Data
Personalization
Geo-location
Social Media Monitoring
Chinese SM Marketing
Relationship Marketing
Contextual Marketing
Facial Recognition
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6. Unrivaled gaming experience
Global workforce
Integrating disparate data sources isn’t easy, but in today’s world of
demanding customers, businesses have to know everything they
can about their customers. Qualex Asia has implemented solutions
that combine patron data with POS, retail, social media, mobile
and analytical data. This kind of customer personalization has been
completed for large integrated resorts in Macau, on cruise lines
throughout the ASEAN region and at sports books in both Macau
and Australia.
Casinos can use this information to predict patron attrition, calculate
total patron value, and identify cross-sell and up-sell opportunities. A
reporting framework also allows marketers to track and analyze how
campaigns are working, while providing a consolidated business
view across all of a company’s marketing channels.
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7. To show its commitment to the hospitality & gaming industry, Qualex has diligently recruited consultants with experience both in the
gaming and hospitality industry from around the world. The caliber of our consultants is unrivaled and all are highly trained, with solid
education backgrounds, including several with PhDs, MBAs, MSs, and MAs. Qualex Asia is also working with a Hong Kong university to
train the next generation of IT leaders. As an SAP incubation partner, Qualex Asia is customizing gaming-specific applications for the
next generation of SAP software, including its HANA and InfiniteInsights predictive analytics solution.
Macau Hong Kong Philippines Singapore Australia
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8. In 2015, Qualex Asia’s Managing Director Andrew Pearson founded the
Advanced Analytics Association of Macau to spread the knowledge of
analytics in the gaming, hospitality and sports betting industries. That
year, the Association held several seminars at local casino companies to
showcase how analytics could be used to increase customer intelligence.
The AAA’s goal is to create an online community in Macau and
throughout the ASEAN region to promote analytics. The association’s
website -- advancedanalyticsassociation.org -- is a portal that allows
people to learn about the latest developments in analytics, giving them
access to free software, free datasets, and links to manuals and video
tutorials that empower users to gain knowledge that will increase their
marketable skills not just in Macau but also throughout the world.
Advanced Analytics Association of Macau
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9. Partnered with data visualization software companies like Qlik and Tableau, Qualex Asia has helped
its clients create dashboards that assist business users and gaming executives to understand multiiple
facets of their business, from casino floor management to HR personnel management to daily opera-
tional duties as well as customer marketing and host management.
Qualex Asia’s AML app allows casinos and sports books to track individuals who might be using their
patron accounts to launder money. Other apps allow casinos and cruise lines to manage casino hosts
as well as track patron play, while segmenting customers in ways that make marketing simpler and
more effective. through the addition of real time social media and news feeds.
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10. One of Qualex Asia’s newest software partners, Datameer is a powerful data blending tool that
helps companies big and small get big data insights faster than normal analytics technology. The
use cases are many, but the underlying methodologies are the same: it’s all about getting disparate
data together so you can discover the insights that matter to you.
Getting your data into Hadoop, for downstream prep and analysis, can be a formidable task, but
Datameer gives businesses the data source connectivity and schema flexibility businesses need
to make analytics easy. With 70+ connectors to the most common data sources (like SQL, Google
Analytics, Facebook and Twiter data), and an SDK for those less-common ones, Datameer lets
businesses load structured, semi-structured, and/or unstructured data from any source with ease.
How can Datameer help casinos?
• Spot and act upon fradulent behavior
• Align pricing to table demand almost in real-time
• Understand the true price and cost of VIP customers
• Spot problem or addictive gambling behavior in almost real-time
• Add unstructured social media data to structured patron data to create personalization
• Geo-locate patrons as they move about a casino to understand behavior and floor dynamics
• Enrich data with dimensions like geo-location or merchant metadata and then run time series
analysis to spot marketing opportunities
Datameer enables business analysts to utilize both descriptive and predictive analytics models
quicker and more effectively to dramatically increase ROI. Qualex Asia and Datameer are committed
to creating PoCs with definable and verifiable ROI. We won’t waste your time.
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11. Qualex Asia is implementing SAS Patron Value Optimization (PVO) -- a solution specifically
designed for the casino and hospitality industry -- at casino properties and cruise lines in
Macau, Hong Kong and Manila. Qualex Asia has also implemented SAS Marketing Automation
solution at a sports books in Australia. Qualex Asia’s consultants have also worked as offshore
solution providers for a casino in New York. Qualex’s SAS certified consultants have succesfully
implemented the following solutions throughout the ASEAN region:
• SAS Customer Intellgence
• SAS e-Miner
• SAS e-Guide
• SAS Marketing Automation
• SAS Forecast Studio
• SAS DI Studio
• SAS Management Console
• SAS Anti-Money Laundering (AML)
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12. BetWatch™
BetWatch™ is a real time risk management solution developed for the wagering
industry. BetWatch™ tracks individual bets and alerts an end user in a sports book’s
trading department when a segment bets outside the Sports book’s defined
“comfort zone”. A segment that doesn’t consistently beat the book can exceed the
thresholds without triggering an alert; it is only when a customer from a segment
that has been marked as a “watch” segment wagers an amount large enough to
exceed the Sports book’s threshold level that alerts will be triggered. This way a
sports book can proactively manage their risks on offered bets.
BetWatch™ can also assist in the following areas:
• Risk Management
• Customer Profiling
• Customer Experience Management
• Problem Gambling
• Anti-Money Laundering (AML)
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13. BetWatch™
Detail of BetWatch’s Customer History screen, showing player’s ROI, profit, turnover, down to individual bet level.
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14. Social Media Connectivity
QualexAsiacanhelpitsclientsconnectwiththeircustomers throughsocialmedia.Whetherit’sdefininingkeycustomer
moments,marketingthroughtheever-changingsocialmediaplatforms,ormakingcustomerservicecalls,QualexAsiacan
helpcompaniesunderstandthelatestsocialmediamethodsandchannels--eventhedifficulttounderstandChineseones.
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15. Data Governance
Qualex Asia can help with Data Governance solution, including Datamer. With
comprehensive big data governance features that are open-architected and
forward-compatible, Datameer ensures that you don’t have to choose between
self-service big data analytics, and a robust, governable big data architecture.
Visual data profiling lets you spot data outliers easily, quickly and early in the cleansing and
analysisprocess,safeguardingdownstreamanalysisfromdirtydata.Impactanalysisallows
you to understand who or what will be affected if a change is made in the data pipeline.
Detailed data statistics illuminate issues with quality, completeness and throughput.
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16. Andrew Pearson is the Managing Director of Qualex Asia. With a degree in
psychology from UCLA, Pearson has had a varied career in the IT, marketing,
mobile technology, social media and entertainment fields. In 2011, Pearson
relocated to Hong Kong to open Qualex Asia Limited, bringing its parent com-
pany’s experience into the ASEAN region. Pearson has since opened Qualex
Asia offices and is currently working on projects in countries such as Hong
Kong, Macau, Singapore, Malaysia, the Philippines, Australia and the U.S. Pear-
son has also leveraged Qualex’s expertise to implement software solutions
from such vendors as SAS, IBM, SAP, Qlik, and Tableau at some of the world’s
biggest casino operators and lottery companies.
Andrew Pearson
Managing Director
Dr. Forbes is the Chief Analytics Engineer for Qualex Australia. Don
completed his PhD at Swinburne University in the field of sports sta-
tistics and has almost 10 years of consulting experience across many
industries. Known for his ability to disseminate technical information
into easily understood logic, Don is always looking to apply a practi-
cal and useable solution. His passion for sports analytics is unbridled,
with his spare time often devoted to building new sports prediction
models.
Dr. Don Forbes
Chief Analytics Engineer
Executive Team
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17. Contact
Qualex Asia Limited
505 Hennessy Road, Suite 613
Causeway Bay, Hong Kong
+852-5184-2660
Rua da Estrella, No. 8
Macau
+853-6265-5885
www.qlx.com
Andrew.Pearson@qlx.com
Social Media
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18. 505 Hennessy Road, Suite 613
Causeway Bay, Hong Kong
HK: +852-5184-2660 Macau +853-6265-5885
Qualex Asia
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