AirAsia ,Microsoft Uncover Insights To Winning The Top Spot, At Bali Conference

World’s Best Low-Cost Airline and World’s Top Multinational Workplace converge at the HR Technology Congress 2013 Bali to highlight their secrets to doing well in a turbulent economy

Online PR News – 06-August-2013 – Bali, Indonesia – Bali, ID (06 Aug 2013) What have AirAsia and Microsoft had in common? The two multinational companies have risen to the top as the most popular companies in the world. AirAsia—the most popular airline in the region and Microsoft—the most popular software company, have retained the top spot despite existing in highly competitive industries.

The landscape that AirAsia works in is very highly competitive. Low-cost airlines have been largely made into a commodity. Discounting schemes have normally been not so sustainable for companies. This is a challenge for the low-cost airline industry which battle survival on a daily basis, given high fuel prices and fluctuating passenger numbers. However, despite the turbulent economy, AirAsia had witnessed a continuous growth in the amount of revenue passenger kilometres. Their revenue has increased at US$ 1.62 billion in 2012. What is its secret? Efficiency.

AirAsia operates with the world's lowest unit cost of USD 0.023/ASK with a passenger break-even load factor of 52 per cent. This means that the airline will make a profit even if only 5 out of 10 seats get sold. Available seat kilometer (ASK) measures an airline flight's passenger carrying capacity to determine efficiency and calculate returns.

Also, AirAsia has hedged 100 per cent of its fuel requirements for the next three (3) years, achieves an aircraft turnaround time of 25 minutes, has a crew productivity level that is triple that of Malaysia Airlines, and achieves an average aircraft utilisation rate of 13 hours a day.

But this efficiency can also be largely attributed to its high employee engagement. "It's not merely having a nice environment," a former AirAsia country CEO said. "It's not just a matter of everyone feeling good. Employees have to have the confidence to give either positive or negative feedback and they must feel comfortable about receiving and embracing feedback." She said some organisations might be pleased to see their staff-engagement scores increasing in their annual surveys, yet it’s not just about some simple survey parameters like the number of working hours, years of service, or how often bosses and supervisors talked to their staff, but engagement was more about mindset and working methods.

Like AirAsia, Microsoft works in a highly competitive software environment as well. Recently, smartphones and tablets have reduced the relevance of PCs, and put a significant dent in PC sales–which is generally how businesses and consumers also purchase the latest version of the Windows operating system. But despite this, Microsoft’s revenue for 2013 was up 5.6 per cent over 2012, and Microsoft’s net income jumped by almost a third. Microsoft ended the 2013 fiscal year with US$77 billion in cash. And whilst subtracting out Microsoft’s debt, the company still has more than US$60 billion on hand. What is its secret? Superior Product.

Windows XP remains to be a phenomenal operating system, and Windows 7 is a worthy successor too that contribute to Microsoft’s good revenue numbers. To catch up with the times, Microsoft has been steadily working to instill a new culture of cloud and subscription services to replace the old-school licensing model.
Microsoft’s Windows remains a virtual monopoly among desktop operating systems. Internet Explorer still dominates its Web browser rivals. Microsoft Office has challengers, but there’s little risk of any taking significant market share any time soon. With businesses and consumers so heavily invested and integrated in a predominantly Microsoft culture, the world is simply not ready to toss out Windows PCs entirely, and switch to a competitor.

And to sustain this high performing company, like Microsoft, are using their engagement and enablement strategies to gain a competitive edge over their peers. Microsoft for instance launched Corporate Citizenship program that adds purpose to work, by serving communities. Its giving program began in 1983, where approximately 200 Microsoft employees raised US$17,000 for nonprofits.

Now Microsoft reached a milestone that really has its employees shouting for joy: its 30th Employee Giving Campaign and $1 billion in employee contributions to more than 31,000 nonprofits around the world since 1983—the most rewarding — not to mention fun — aspects of our jobs, says one Microsoft employee.

“We are pleased to welcome AirAsia and Microsoft today who will join the must awaited Asia’s Biggest HR Congress and share their hard HR pieces of experience at the HR Technology Congress Asia 2013 on 19-20 September in Bali, Indonesia,” says Center for Business Strategy and Tactics, Singapore, Executive Director, Frank Mercado. “These two companies present real-life, captivating and inspiring stories for the HR and leadership community, to battle the hardships of a turbulent economy.”

Microsoft HR Director Ms. Marta Jonatan and AirAsia Group Rewards Director Mr. Yeoh Sai Yew are the experts who will be uncovering their technology purchase decision, their challenges and how they used these tools to manage turbulence in their organization at the HR Technology Congress Asia 2013 in Bali on 19-20 September 2013. Visit

About HRTCA 2013
HR Technology Congress Asia 2013 (19-20 September 2013, Bali) is Asia’s largest convention for human resource professionals and the only one focusing on “hard HR” instead of the “soft HR” discussed everywhere else, giving both sponsors and participants the best venue to discuss the actual business implications of their daily HR activities. Book 3 of your peers and save USD900 off for early birds! Claim this offer NOW. Hurry! Email us at

To register, sponsor or exhibit to the international conference, please email the HR Technology Congress Asia 2013 Secretariat at or call them at +65 6818 6344. Follow us on Twitter, @hrtechasia, please visit our website. It’s fun because it’s in #BaliBaby!

About Center for Business Strategy and Tactics
The Center for Business Strategy and Tactics (Center for Business) is a research and consultancy body, assisting organizations achieve competitive edge and business optimization through training and benchmarking in key strategic skill areas such as Human Resource Management, Finance, Risk Management, Marketing and Sales.

It works to bring top executives together in communities of learning and practice, act as a catalyst for generating actionable high-value business insight and channel top expertise to where you need it most. Call +65 6818 6344 or email

To learn more about the HRTCA conference, please contact
Rex Sayson, Media Relations
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