The company which I choose to analyze its strategic elements of ICT plan is Qantas. Qantas founded in the Queensland outback in 1920 and it has grown to be Australia's largest domestic and international airline. Qantas is widely regarded as the world's leading long distance airline and one of the strongest brands in Australia. What’s more, it has built a good reputation for excellence in safety, operational reliability, engineering and maintenance, and customer service. Its airline brands operate regional, domestic and international services. The Group's broad portfolio of subsidiary businesses ranges from Qantas Freight Enterprises to Qantas Frequent Flyer.
For the strategic elements of Qantas’s ICT plan, I would like to focus on its Mobile Check-in service and to elaborate. This service is available for most Qantas and QantasLink domestic flights between 24 hours and 45 minutes before flight departure. The boarding pass is sent to customers as a 2D barcode via SMS that customers can scan at the boarding gate for their flight. Please see the flowing Mobile Check-in Demo:
The strategic considerations of this Mobile Check-in service can be summarized as:
l Satisfy consumers – Mobile Check-in service is really ideal for busy people on the move, as it is able to save the time customers would spend in queues at the airport. That means customers can complete the check-in procedure before them arrive at the airport, from the comfort of their own home, between meetings, office, hotel or even on their way to the airport. For those busy passengers, the most important thing is time; the most meaningful thing is saving time, so the Mobile Check-in service is actually useful product to satisfy consumers.
l Improve quality of services – This is always a crucial strategic aim of organizations’ ICT plans. Mobile Check-in service changes the traditional flight check in model, and makes the services of Qantas more professional. As consumers can check in for flight, confirm flight details and choose their preferred seats all from the mobile phones, no matter the customers are travelling alone or in a group, with or without baggage. With the mobile boarding pass, passengers can move directly to the designated departure gates and use the time they win to pursue more agreeable pastimes: relax in a Lounge, perhaps, enjoy a drink or discover the wide range of shopping opportunities at the airport.
l Enhance organizational efficiency and effectiveness –When Mobile Check-in service saves the time that consumers would spend in queues at the airport, it actually also reduces workload of the Qantas airport check in counters and makes counter staffs work more efficiently and effectively. On the other hand, comparing with manual check in, the higher accuracy and less human negligence and fatigue of mobile check in system really helps to enhance organizational efficiency and effectiveness.
You can further research more information access: <http://www.qantas.com.au/travel/airlines/home/au/en>
I think your analysis is very comprehensive, because you talked about to meet the consumers, to improve the quality of services and efficiency. On the use of innovative technology for support self-service to check-in, if ultimately can meet the above three, then it will be very feasible, and also it will the development trends in the all aviation industry.
ReplyDeleteIn my view, this technology will soon be copied then created by other airlines, because it will be able to become a minor reform in check-in service.
So, I am worried about is that this innovative technology on Qantas will not be too attractive in the near future, if other airlines are also using this strategy.
I have to admit that it really brings convenience and efficiency to the consumers in this ever-accelerated society. Many celebrities worried about they would be exposed when they wait in the airports for check in. If we want to check the details of flight, we just need to log in the website to deal with it within 10 minutes or less. And mobile check-in service can avoid this kind of problem to meet the demands of part of consumers.On the contrary, it is not attractive to the consumers which are not good at e-products. The only thing they pay attention is the high quality of aircraft services.
ReplyDeleteOn the other hand, I'm very curious about whether 2D barcode via SMS can be forwarded or not. Do customers have to use own phones to book? A lot of businessmen just ask their secretaries to book for them. At last, I agree with LinShuo, this technology have more possibility to be exceeded by other companies. Qantas need to exploit fresh attractions.
Wait for your reply.
Gladys
I also agree with this ICT strategy. this system brings the customers to efficiency and practical process to check-in. especially for business travelers, they do not have time to check-in at the airport and they usually have to queue up at the counter.
ReplyDeleteAccording to my knowledge, the 2D barcode is not a new technology. it has been used by many company such as clothing companies, Food and beverage, restaurant and etc. customers just have to scan the barcode through their mobile phone and they can easily access information about the company.
so I can conclude that this 2D barcode may also be used by other airlines in the future. For example, mobile check-in service has also been used by Air Asia. I think most airlines company should find a new innovation for their technology system regarding effectiveness and safety of the customers.
2D barcode is in the format of picture so it also can be forwarded via text message so it is not really safe. there are hackers on the internet