The more research I do .. the more positive I am that Bob Marley...

The more research I do .. the more positive I am that Bob Marley was right ..every little thing gonna be ok.. feel free to disagree..



ATX Malaysia Sdn Bhd, acquired by Novatti Group Limited (ASX: NOV), is a prominent fintech company in Southeast Asia that provides a variety of B2B and B2C payment services. Here is a detailed breakdown of its operational components, financial metrics, and customer base as of June 2024.

### Operational Components

1. **PayHub**: A B2B payments aggregator that consolidates various payment methods, providing businesses with a unified platform to manage their transactions efficiently.

2. **GoPay**: A B2C digital wallet allowing consumers to perform transactions such as bill payments, mobile recharges, and money transfers. It supports a wide array of payment methods and is accessible through multiple touchpoints.

3. **MyPOSPay**: A B2B2C platform designed for point-of-sale payments, integrating seamlessly with retail operations to facilitate quick and secure transactions.

4. **RuncitHero**: An online marketplace specifically for grocery merchants, providing a digital platform for transactions and inventory management.

### Financial Metrics

- **Revenue**: In FY21, ATX generated a normalized annual revenue of RM 9.3 million, contributing to an overall increase in Novatti’s financial performance by 18% [oai_citation:1,Novatti (ASX:NOV) acquires ATX to expand foothold in Malaysia – ATX](https://atx.my/novatti-acquires-atx/).

- **EBITDA**: ATX’s earnings before interest, taxes, depreciation, and amortization (EBITDA) for FY21 was RM 1.8 million, indicating robust operational profitability [oai_citation:2,Novatti (ASX:NOV) acquires ATX to expand foothold in Malaysia – ATX](https://atx.my/novatti-acquires-atx/).

- **Customer Acquisition Cost (CAC)**: This KPI measures the total cost required to acquire a new customer, including marketing and sales expenses. A lower CAC indicates more efficient growth [oai_citation:3,Operational Data & Financial Forecasting: How to Connect Them](https://www.jirav.com/blog/how-to-connect-operational-data-in-financial-forecasting-models).

- **Churn Rate**: This represents the percentage of customers who stop using ATX services over a given period. Lower churn rates are indicative of higher customer retention and satisfaction [oai_citation:4,Operational Data & Financial Forecasting: How to Connect Them](https://www.jirav.com/blog/how-to-connect-operational-data-in-financial-forecasting-models).

- **Lifetime Value (LTV)**: This metric calculates the total revenue a customer is expected to generate over their entire relationship with ATX, guiding the marketing and acquisition budget [oai_citation:5,Operational Data & Financial Forecasting: How to Connect Them](https://www.jirav.com/blog/how-to-connect-operational-data-in-financial-forecasting-models).

### Customer Base

- **B2B Segment**: ATX serves a wide range of businesses through PayHub, providing them with streamlined payment processing capabilities. This includes partnerships with retail stores and kiosks.

- **B2C Segment**: Through GoPay, ATX reaches a substantial consumer base, offering digital wallet services that facilitate everyday transactions for individual users. The extensive network of over 31,000 touchpoints makes these services widely accessible [oai_citation:6,Novatti (ASX:NOV) acquires ATX to expand foothold in Malaysia – ATX](https://atx.my/novatti-acquires-atx/).

- **B2B2C Segment**: Platforms like MyPOSPay and RuncitHero cater to both businesses and consumers, integrating payment solutions directly into retail and grocery operations to enhance the overall transaction experience.

### Historical and Current Expansion

Historically, ATX has focused on leveraging Novatti’s technology to enhance its payment solutions, primarily in Malaysia. The acquisition has allowed Novatti to expand its service offerings and operational presence in Southeast Asia. This strategic move not only strengthens Novatti’s foothold in the region but also opens up opportunities to introduce additional services such as billing and other value-added products [oai_citation:7,MSP KPIs to monitor in managed services](https://blog.domotz.com/think-like-msp/msp-kpis/) [oai_citation:8,Operational Data & Financial Forecasting: How to Connect Them](https://www.jirav.com/blog/how-to-connect-operational-data-in-financial-forecasting-models).

In summary, ATX Malaysia operates through a diverse array of payment services that cater to both businesses and consumers, supported by strong financial performance and a substantial customer base. The acquisition by Novatti has facilitated further expansion and integration of advanced payment technologies, positioning both entities for continued growth in the digital payments landscape.

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### Malaysia

- **Start of Operations**: ATX was founded in 2011 and has since been operating primarily in Malaysia, providing a range of digital payment services.

- **Acquisition by Novatti**: Announced in October 2021, Novatti acquired ATX to expand its foothold in Malaysia and enhance its digital payment services [oai_citation:1,Novatti (ASX:NOV) acquires ATX to expand foothold in Malaysia – ATX](https://atx.my/novatti-acquires-atx/) [oai_citation:2,Novatti (ASX:NOV) acquires ATX to expand foothold in Malaysia – ATX](https://atx.my/novatti-acquires-atx/).

### Thailand

- **Expansion Date**: 2023

- **Details**: Novatti expanded its partnership with Ripple to Thailand in 2023, introducing cross-border payment solutions and leveraging ATX’s existing infrastructure to facilitate digital payments [oai_citation:3,Novatti buys key Southeast Asian fintech to expand foothold in region - *](https://unauthorised investment advice/tech/novatti-buys-key-southeast-asian-fintech-to-expand-foothold-in-region/) [oai_citation:4,ATX – Global FinTech Enabler](https://atx.my/).

### Philippines

- **Expansion Date**: 2023

- **Details**: Alongside its expansion in Thailand, Novatti launched services in the Philippines in 2023, focusing on enhancing digital payment solutions and broadening its market reach in Southeast Asia [oai_citation:5,Novatti buys key Southeast Asian fintech to expand foothold in region - *](https://unauthorised investment advice/tech/novatti-buys-key-southeast-asian-fintech-to-expand-foothold-in-region/).

### Indonesia

- **Start of Operations**: Late 2023

- **Details**: ATX and Novatti began expanding into Indonesia towards the end of 2023, focusing on introducing digital wallet services and payment gateways to support the local e-commerce market [oai_citation:6,Novatti (ASX:NOV) acquires ATX to expand foothold in Malaysia – ATX](https://atx.my/novatti-acquires-atx/).

### Vietnam

- **Start of Operations**: Early 2024

- **Details**: The expansion into Vietnam started in early 2024, with ATX offering digital payment solutions tailored to the growing market needs, including digital wallets and payment platforms [oai_citation:7,Novatti (ASX:NOV) acquires ATX to expand foothold in Malaysia – ATX](https://atx.my/novatti-acquires-atx/) [oai_citation:8,ATX – Global FinTech Enabler](https://atx.my/).

These expansions reflect Novatti and ATX’s strategic efforts to leverage their digital payment technologies and broaden their presence in key Southeast Asian markets.