Qualex Asia

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Making sense of the BI, CI, CRM, SCRM, EDW, MA, PA and in-memory landscape.

Solutions04.

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Today, the gaming industry has gone global and our leadership knows no bounds.

From fully Integrated Resorts to Native American Indian casinos, we’ve done it all.

Techonology changes by the second. Good ideas last forever.

Thought leadershipClients

Philosophy

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Contents

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Qualex Asia Limited is a subsidiary of Qualex Consulting Services, Inc., a Virginia-based corporation that maintains its corporate headquarters in Miami, FL, USA, and has a current worldwide employee staff of over 90 consultants. Founded over two decades ago, Qualex is a leading software solutions services company that provides software and consulting services to multiple industries, including, gaming and hos-pitality, professional sports, financial services, insurance, telecommunications, en-ergy, healthcare, manufacturing, and retail.

In 2011, Qualex Asia Limited opened an office in Macau, (SAR) China, to tap into the burgeoning casino and hospitality business in Macau. Since then, Qualex Asia has worked on projects in the Philippines, Singapore, Malaysia and Australia.

Since 2004, Qualex has been implementing several business intelligence, customer intelligence, data integration, ERP, enterprise data warehouse, campaign manage-ment, data visualization and predictive analytics solutions for the casino and gaming industry. Qualex has experience with both small and large-scale casino implemen-tations throughout the world. Recognizing the power of mobile and social media technology, Qualex Asia has partnered with vendors such as SAP and QlikView to offer casino-specific solutions that exploit both the mobile and social media chan-nels through their respective app stores.

Macau, Hong Kong, Singapore, The Philippines, Australia

About Us

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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”, “big data analytics”, “real-time customer interaction”, “personalization” -- these are all today’s technological buzzwords that mean nothing without the correct peo-ple and technology behind them. Qualex Asia can show you how to make these technologies work for your organization. Let us put our more than a decade’s worth of casino industry experience to work for you.

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Collaborative partnerships. Educating tomorrow’s workers. Experience worldwide.

* http://blog.scoutapp.com/articles/2011/02/10/understanding-disk-i-o-when-should-you-be-worried

Qualex was involved in the development of the SAS Patron Value Optimization (PVO) solution. Today, we are taking SAS PVO to a whole new level by delivering it on SAP’s powerful HANA in-memory platform. Execution speeds are increased over 200 times; it’s the difference between crawling like a garden slug or cruising through the sky at Mach 1.8 in an F/A-18 fighter jet*.

Technology Partners Universities and Research Institutes

Expertise

Predictive AnalyticsIn-memory ComputingCRM/SCRMFast DataPersonalizationSocial Media MonitoringRelationship marketingBI/CI

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Are you patrons baccarat, blackjack or poker players? Or do they prefer a spin on the roulette wheel? Or is a chance to break the bank on slots too much to pass up? How about Fast Action Bacca-rat? Or stadium seating Sic Bo? Your pa-trons like to play the trend or go against it?

If you don’t know what your customers like, your competition soon will. Good luck to you then.

CI takes the guess work out of patron interactions. Let your data work for you. Ensnare it. En-slave it. Exploit it.

Personalization

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Qualex Asia is commited to working in Asia and under-standing the specific needs of the ASEAN client. We are hir-ing and training locals in coun-tries as diverse as Macau, Hong Kong, Singapore, Australia and the Philippines. We know there is a uniqueness to the Asian gambler that our clients must understand to keep them com-ing back. And back. And back.

Going localHow are you reaching your customers?

Mobile

Social

OTT

Augmented reality

Geolocation

Content marketing

If you’re not using these channels, your competi-tors probably are.

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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 the consultants Qualex brings to the table is unrivaled and all are highly trained, with solid educational backgrounds, including several with PhDs, MBAs, MSs, and MAs. Qualex Asia is also working with a local Macau 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 InfiniteInsights predictive analytics solution.

Macau Hong Kong The Philippines Singapore Australia

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Clients

Qualex’s casino gaming clients include large integrated casino resorts in the United States and Asia, several smaller Native American gaming properties, lottery and sports bet-ting companies, and hybrid racetrack/casino complexes. Implementations have been con-ducted at South Point Casino (Las Vegas), Foxwoods (Connecticut), Delaware Park (Dela-ware), Pinnacle Corporation (Las Vegas), The Venetian Macao (Macau), Sands Bethlehem (Pennsylvania), The Cosmopolitan (Las Vegas), Pearl River Resort (Mississippi) and Osage Ca-sino (Oklahoma).

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The Venetian MacaoQualex implemented the SAS PVO solution at The Venetian Macao. The market-leading data integration and data quality solution allowed the Venetian Macao staff to access information from disparate operational source systems, then cleanse it and match customer records to cap-ture interactions across the enterprise. With its advanced segmentation techniques, SAS PVO allows the Venetian Macao to predict patron at-trition, calculate total patron value, and identify cross-sell and up-sell opportunities. A reporting framework also allows marketers to track and an-alyze how campaigns are running, while provid-ing a consolidated view across all channels.

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Unrivaled experience

A Qualex Asia solution enables an improved casino custom-er experience because it allows clients to establish a frame-work to capture and intelligently manage a casino’s collect-ed customer data. It also provides access to property-wide patron information, which allows users to generate strategic marketing campaign initiatives that improve the utilization of information throughout the property. A centralized data repository of information coming from such disparate data sources as casino management systems, property manage-ment systems, point of sale, retail and other gaming & hospi-tality systems will simplify reporting and setting up a frame-work for all predictive analytic functions.

“Qualex contributed insights regarding the choice of data that should be extracted from the various back-end systems and how that data should be structured and mapped to dif-ferent fields, as it was saved to the data warehouse and into the marketing data mart from which campaigns are run.”

Harvard Business Review

Global workforce

SAS Implementations

Client list

Pearl River ResortsVenetian Macao Sands BethlehemStar CruisesTattsThe Galaxy MacauOsage CasinoAmongst others

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Panelist

Columnist

Author

Thought Leadership

Technology changes at the speed of light. If you don’t keep up with it, you’ll get left behind. That’s the philosophy we live by.

Qualex Asia executives and consultants write books on the latest technology trends affecting the gaming industry.

Understanding a client’s needs is only half the battle. Showing them how the latest technology fits within their unique IT systems as well as their own personal corporate culture is para-mount.

We believe in honest, trustworthy as-sessments that help avoid long and winding roads that lead to nowhere.

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“Thought leadership is not about being known, it is about being known for making a difference.”

Connecting with customers to un-derstand their individual needs.

Attracting engaged customers who can become brand evangelists.

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在特洛伊戰爭期間, 詩人荷馬筆下的希臘神話英雄Palamedes 被歸功於發明骰子並給軍隊帶來了機會率遊戲的娛樂. 希臘神話故事中提及波塞頓, 宙斯和凱帝斯是用骰子遊戲三分世界.

(ComputerworldHK article“From Dice to Predictive Analytics” translated into traditional Chinese)

Qualex Asia’s executives have written books that con-stantly top the Amazon.com bookseller charts for gaming and casino marketing subject matter.

Qualex Asia’s Managing Director, Andrew Pearson, has written on subjects ranging from Big Data to predic-tive analytics to mobile and social media marketing and how these specific topics affect the worldwide gaming industry.

The company’s multitude of casino-related books, arti-cles, columns (some translated into Chinese) and con-tent marketing pieces consistently put us at the top of the Google rankings for casino and casino marketing subject matter.

Thought leadershipLast Event: Big Data Analytics

Hong Kong. June 18, 2014

Shaping the worldwide gaming analytics discussion

DMTX51: Text Analytics Using SAS Text MinerST193: Statistics 1: Introduction to ANOVAMADA54: Managing the SAS Marketing Automation Data EnvironmentJDEX10: JMP Software: Data ExplorationJANR10: JMP Software: ANOVA and RegressionAAEM71: Applied Analytics Using SAS Enterprise MinerFSTU41: Forecasting Using SAS Forecast Server SoftwarePMLR93: Predictive Modelling Using Logistic Regression

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Publications:

The Mobile Marketer

ComputerworldHK

Digital & Social Media Marketing

Enterprise Innovation

Speaking Events:

Macau ICT Forum

BigData Tech

G2E Asia

ComputerworldHK Certified trainers

Typical class offerings

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In-memory solutions have been around for decades; IBM’s solidDB and Oracle’s TimesTen date back to 1992 and 1996, re-spectively, but these systems were devel-oped as niche products and aren’t useful for today’s mass ERP market. Current in-memory heavyweights include IBM, Tera-data, and SAP.

SAP advertises that its Hana platform can run an entire company, including both its mission-critical transactional applications (like ERP and CRM), and its analytic needs (things heretofore handled by the separate database management systems (DBMSes) underpinning data warehouses and data marts).

Business Discovery bridges the gap be-tween traditional BI solutions and stan-dalone office productivity applications, en-abling users to forge new paths and make new discoveries. Business Discovery works with what you have and infuses new capa-bilities into BI: insight for everyone, zero-wait analysis, mobility, an app–like model, and a social and collaborative experience. Gain user-centric interactivity, associative experience, access to business data—from anywhere, speed-of-thought analysis, and rapid time to business value.

In-memory computing

Data Visualization/Storytelling

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Solutions Qualex Asia has teamed up with its soft-ware partners to create cutting-edge, industry-specific gaming solutions. We believe the software war has been won by the app so we are working with companies like SAP, SAS, and QlikView to deliver their powerful software solutions on the mobile device.

Managed services: how can companies keep up with the daily changes in IT? They can’t. And they never will be able to. Qualex Asia has created a Manage Predictive Ana-lytics Service that allows companies to tap into our ever-evolving knowledge-base. It’s attuned to your needs, highly scalable

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Qualex Asia can help you understand where, why and how best to market to your patrons. Remember, this is an ongo-ing relationship, which doesn’t end once your patron walks out the door. When they leave your property, they could be the best marketers you’ve ever had. Listen to them, understand them, and empower them and they will the best brand ambas-sadors you could ever imagine.

Engagement

Social Media Analytics

OTT/Geolocation

Brand LoyaltyWhen it comes to a successful ROI and profitable customer relationships, en-gagement is key. Mobile and social media can be vital components of this success. Augmented reality, blogs, brand and anti-brand management, dyanmic pricing, geofencing applica-tions, mobile applications - how do all of these pieces fit together to make a profitable customer? Let us show you.

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Qualex Asia is working with QlikView to develop gaming-specific applications like a Host Management System, a Slot Floor and Table Games Optimization system that will give casino floor hosts access to invaluable, actionable intelligence right on the gam-ing floor.

Mobility

Managed Services

Anytime, anywhere BI

In-Memory computing

Customer acquisition modeling

Customer segmentation modeling

New customer scoring modeling

Customer churn modeling

Customer’s propensity to respond

Novelty detection

Fraud detection

Slot Floor Optimization

Table Games Optimization

SAP® HANA is a completely re-imag-ined platform for real-time business that enables organizations to in-stantly explore and analyze all of their transactional and analytical data in real time. As an SAP incubation part-ner, Qualex Asia is working on appli-cations that bring the power of HANA to gaming organizations.

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Andrew Pearson is the Managing Director of Qualex Asia. With a degree in psychology from UCLA, Pearson has had a varied career in IT, marketing, mo-bile technology, social media and entertainment. In 2011, Pearson relocated to Hong Kong to open Qualex Asia Limited, bringing its parent company’s ex-perience into the ASEAN region. Pearson has since opened Qualex Asia offices and is currently working on corporate deals in countries such as Hong Kong, Macau, Singapore, Malaysia, the Philippines and Australia. Pearson has also leveraged Qualex’s expertise to implement software solutions from such ven-dors as SAS, IBM, SAP, QlikView, Oracle, and Microsoft at some of the world’s biggest casino operators and lottery companies.

Andrew Pearson

Managing Director

Clive Pearson is the co-founder of Qualex Consulting Services, Inc. In the last ten years, he has been consulting in business intelligence, data modeling and integration for strategic gaming and hospitality organizations. An oft-request-ed speaker on casino marketing topics, Pearson’s leadership has been instru-mental in the implementation of business solutions for Paragon Casino, Pearl River Resorts, Foxwoods Resort Casino, Hard Rock Las Vegas, Delaware Park and the Venetian Macao.

Clive Pearson

CEO

Our Team

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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

Our Team

Macau: +853-6265-5885 HK: +852-5184-2660

Qualex Asia