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Singapore Airlines embarks on digital transformation drive as it seeks to remain a preferred choice

Singapore’s flagship carrier is hoping that these digital partnerships will help it cope with the rising competition. Photo: CNA

Singapore Airlines has joined forces with Singapore’s Civil Aviation Authority of Singapore (CAAS), Economic Development Board (EDB), Agency for Science, Technology and Research (A*STAR) and the National University of Singapore (NUS) to drive digital transformation.

Singapore’s flagship carrier is hoping that these digital partnerships, form under its ‘Digital Innovation Blueprint’, will help it cope with the rising competition, which has seen it suffer profit losses.

Some of the partnerships under this new blueprint include A*STAR, using data analytics, Internet of Things, virtual and augmented reality to help SIA predict when critical parts of aircraft need to be fixed or replaced, while CAAS and EDB will help drive digitally-enabled experiences and engagements for the airline’s customers.

As for its collaboration with NUS, the airline will work with the university’s business, computing and engineering schools to establish and pursue joint research projects, with a focus on longer term research related to future business challenges. SIA will also work with NUS Enterprise, the entrepreneurial arm of NUS, to develop and grow new technologies, start-ups and talents that can solve SIA's businesses challenges.

"The agreement will allow SIA to leverage technology such as video and data analytics, virtual and augmented reality, and automated technologies to boost the efficiency of airline operations. Such joint innovation partnerships will position Singapore's aviation sector well in future,” said Professor Tan Sze Wee, executive director of A*STAR's science and engineering research council.

Within the company, the airline is also setting up a digital innovation lab to enable staff to work with innovative companies including start-ups, established incubators and accelerators, to stimulate innovative ideas and facilitate collaboration in a creative environment.

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