MEDIA-I: SIA spends dollars 100m to revamp web service

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.

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