SINGAPORE Airlines (SIA) will focus significantly on the digital realm this year, under its overall transformation programme aimed at getting back to being the world’s best airline, chief executive Goh Choon Phong said in a New Year message to staff.
In particular, it will set up an internal digital-innovation unit to boost its digital capabilities, and will soon announce tie-ups with partners in the areas of digital research and development (R&D) and open innovation.
This comes as it has been progressively scaling up its digital capabilities and capacity, in which it will invest several hundred million dollars in a multi-year programme.
Intensifying competition from budget carriers and full-service airlines alike have put pressure on yields. The flag carrier was therefore prompted in May last year to launch a three-year transformation programme in a drive to go back to its glory days.
He noted that the transformation programme has started paying off.
Striking a confident tone, he wrote: “The programme is well on track, with many initiatives already bearing fruit in terms of revenue generation and enhancement of operational efficiency.
“Additional new revenue generating opportunities are also being actively explored, with some close to fruition. We are confident that we will achieve all of our objectives under the programme, which will position the group even better for the future.”
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19 January 2018