SINGAPORE: Singapore Airlines (SIA) will spend Sdollars 100 million
(USdollars 55 million) over three years to develop its e-commerce
capabilities and revamp its e-commerce website. By revamping, it aims to
offer more comprehensive travel information and a flight alert service,
providing people with booking confirmations and live updates on arrivals
and departures via email and SMS wherever they are in the world.
Previously, only Singapore mobile phone subscribers could receive flight
alerts via SMS. "Our customers are on the move and they are spread
around the world," said Yap Kim Wah, SIA senior vice-president (products
and services).
"We must ensure customers can access our services wherever they are and
whichever telecommunications company they use," he added.
People, who register with Singaporeair.com (www.singaporeair.com) can
receive alerts for up to three flights thanks to technology from US
wireless data service provider Unimobile.
Users are also encouraged to purchase plane tickets via the site and
there is information on flight schedules as well as weather reports, a
world clock and articles taken from Lonely Planet travel guides.
The airline itself plans to use the site to gather customer information
so it can tailor direct marketing campaigns by ensuring offers are
relevant to customers' needs and preferences. For example, people
interested in golf will receive information on golfing holidays.
In future, the site will be expanded so users can book flights with
partner airlines and services from third party companies in the travel
sector - hotels and rental car firms.
There will also be maps and information on conferences, events, visa and
immigration requirements, airports, dining and entertainment.
Huang Cheng Eng, SIA executive vice president, marketing, said the site
would act as a travel assistant, providing information to help people
plan their trip.
The website, developed by CCG.XM, makes use of various devices such as
mobile phones, personal computers and personal digital assistants, he
added.
To encourage people to use the site, the flag carrier has launched an
online promotion whereby people who book a ticket via Singaporeair.com
have the chance to win extra frequent flyer points.
There are 800,000 KrisFlyer frequent flyer miles to be won with a top
prize of 400,000 miles.
The e-commerce development is part of the airline's Sdollars 700 million
investment in e-business, IT infrastructure, as well as its CyberCabin
initiatives.
"We want to make sure the high standard of service that our customers
have come to expect on board our aircraft is matched by an equally
excellent online service, with the highest level of consistency and
reliability," explained Huang.
