Collaboration opens opportunities for future 5G-AI innovations to elevate retail operations
PETALING JAYA, 10 March 2025 – Sunway Group (“Sunway”) and CelcomDigi Berhad (“CelcomDigi”) have joined forces to provide 5G in-building connectivity in select hotspots within Sunway Pyramid mall under a Proof of Concept (POC) initiative. This is part of Sunway’s broader effort to modernise the mall, positioning it as the first 5G smart mall in Malaysia. This strategic collaboration lays the groundwork for digitalising retail operations, leveraging 5G and AI to transform how retailers operate and engage with customers. Additionally, it enables smarter mall operations and enhances overall retail efficiency.
The collaboration between CelcomDigi and Sunway will allow both parties to explore the potential of 5G-AI solutions to optimise mall management and support retailers with advanced digital tools and services to enhance customer engagement.
Some of the innovative use cases under assessment include AI-powered smart CCTV to enable real-time surveillance analytics for crowd management, security enhancements, and operational efficiencies, as well as AR-based indoor navigation and store information display, offering interactive digital directories for seamless navigation and real-time store promotions.
Commenting on the partnership, Sunway Group’s Chief Information Officer, Kevin Khoo said, “We are always looking at how innovation and technology can drive operational excellence and enhance customer engagement. Through our collaboration with CelcomDigi, we look forward to leveraging smart solutions, powered by 5G, to manage the mall more efficiently while offering new digital capabilities to our retailers. As we ramp up our AI and digital capabilities, this initiative is testament to Sunway Pyramid’s position as a leading lifestyle destination, attracting both retailers looking for a digitally enabled business environment and shoppers seeking a seamless and enhanced retail experience. We hope to adopt such smart solutions across all our malls and hopefully our other operations group-wide.”
CelcomDigi’s Chief Enterprise Business Officer, Afizulazha Abdullah emphasised the broader impact of this partnership as it paves the way for next-generation retail experiences. “We’re pleased to collaborate with Sunway Group, marking an important step in exploring how 5G-AI can modernise retail operations. As we work towards enabling Sunway Pyramid with 5G-powered AI solutions, we are laying the groundwork for future innovations that will enhance operational efficiency, security, and overall retail experiences. This partnership reflects our commitment to being a technology enabler, driving digital transformation across industries and shaping Malaysia’s future as a 5G-AI-powered digital nation.”
This partnership underscores the growing role of 5G in reshaping the retail landscape, enabling mall operators to adopt data-driven, AI-powered solutions for a smarter and more sustainable retail ecosystem. The collaboration between CelcomDigi and Sunway Group, with support from Digital Nasional Berhad (DNB), will continue to explore innovative use cases, setting the stage for a future where 5G-AI plays a central role in mall management and retail transformation.
