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SIA invests in digital innovation to stay ahead

Singapore Airlines has pledged to invest "hundreds of millions" to use digital technology to improve customer experience as well as to drive cost savings in areas such as maintenance.

As part of its digital innovation blueprint, launched on 29 January, the airline signed partnerships with four Singapore organisations – the Agency for Science, Technology and Research (A*STAR), the Civil Aviation Authority of Singapore (CAAS), the Economic Development Board (EDB) and the National University of Singapore.

Speaking at the event, SIA chief executive Goh Choon Phong says that as competition becomes more intense, the carrier is mindful of the need to reinvent and find ways to distinguish itself and stay ahead of the competition.

"We have been significantly stepping up investment in the digital side of the business as an enabler to support our continued growth and importantly to improve our customers' overall experience," he says.

"With the launch of our digital innovation blueprint, we aim to be the leading digital airline in the world."

Its partnership with A*STAR will, for instance, develop predictive maintenance solutions for critical components in aircraft to increase dispatch reliability. Work has already started on Airbus A380 components and will be progressively extended to other types in SIA's fleet.

With CAAS and EDB, the aim will be to develop innovative digital solutions to personalise travel experience and transform the ground handling process, enhancing the industry's effectiveness and making Singapore an attractive travel and aviation hub.

With the university, the target is to develop an "innovation ecosystem" to develop and grow new technologies, start-ups and talents that can solve SIA's business challenges.

Goh says the airline is also building on its customer experience management system to understand customers' preferences and travel patterns, so as to offer more personalised service and targeted marketing.

It also wants to use data analytics to boost the forecasting mechanism in its revenue management system, to get a better sense in areas such as demand elasticity.

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