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Digital Landscape Analysis of
Airports in Dubai Market
By:
Richa Goel
NMIMS Bangalore

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Agenda
Regional Trend Analysis
Leading Competitor’s Digital Landscape analysis
High level Digital Strategy for increase in Sales & Branding
Conclusion
References ( links & Documents)
1
2
3
4
5

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Regional Trend Analysis

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• Dubai International Airport, the world’s second busiest hub for international passengers
• Key contributor to the performance of Middle East region’s aviation industry
• The international airport expected to host more than 100 million passengers in 2020
• Aviation to drive 37% of Dubai economy by 2020
• Dubai culture and heritage and the Dubai shopping festival adds a unique flavour to its
cosmopolitan flare
• Ranked 24th in the world and 1st among arab countries in its use of IT
• Ranked 1st in per-capita no: of mobile telephone subscriptions
• The Dubai Airshow – continue to set a track record of growth
• Dubai World Central is slated to become the world’s largest airport by 2030

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Global and regional gateway
The Dubai International Airport serves more than 145 airlines flying to over 260
destinations across six continents

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Dubai Airport Freezone

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Customer’s Journey

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Leading Competitor’s Digital Landscape analysis

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Average Fleet Age of
Leading Airlines

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Emirates Terminal 3 Allow for self-service check-in
technology
Interactive voice response (IVR) and live agents at
Dubai airports
The interactive NCR Netkey Wayfinding solution to
help passengers easily locate gates, flight
information, retailers and concessions throughout
Dubai International’s three terminals
Master Antenna Television Network (MATV) to
convey useful information to the passengers
Bluetoth Low Energy (BLE) beacon tag/ Location
Technology pilot programmes

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High level Digital Strategy for increase in Sales & Branding

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• Airlines’ customer relationship management (CRM) - focus on frequent flyer programs,
narrow-up sell and cross-sell features
• Customer engagement via geolocation services
• Mapping apps (Heathrow maps) - so that customers can directly locate desired shops
without wasting time
• Digital wall giving shopping experience to the customers while at the airport
• RFID to facilitate search of lost bags
• NFC phone allowing payment at the counters
• Creating and sustaining change through internal branding
• Free mobile app to check flight status and access information instantly
• Offer free Wi-fi to all the customers
• Web analytics to measure engagement, no: of site visits
• Social media use to solve all customer questions

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More Digital Technologies
i-Beacons can be used to
improve wayfinding, to
send location-specific
messages to passengers,
tracking staff members
Wearable
technology-
smartglasses and
smartwatches-
smartwatch
boarding passes
Predictive Modelling
and Wi-Fi networks
for passenger tracking

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Conclusion

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• Dubai rich culture and tourism set to boost the aviation industry
• According to DASP 2020, the passenger traffic at the airports in Dubai is expected to
increase to 98.5 million in 2020 from 47.2 million in 2010
• Dubai has allocated an outlay of around US$ 15.8 billion towards the airport
expansion
• A next aviation district in Dubai is set to spearhead growth, next to AI Maktoum
airport

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References ( links & Documents)
• http://www.amadeus.com
• http://news.yahoo.com/aviation-drive-37-dubai-economy-2020-study-150650220.html
• http://www.dubaiairshow.aero/news-center/middle-east-middle-east-aviation-industry-flies-high
• http://www.alpencapital.com/downloads/GCC%20Aviation%20Sector%20Report%202014.pdf
• http://www.oxfordbusinessgroup.com/news/new-facilities-provide-boost-dubai%E2%80%99s-aviation-
industry
• http://www.ncr.com/newsroom/resources/dubai-airports-to-improve-the-passenger-experience-with-
ncr-netkey-wayfinding
• http://scala.com/dubai-airport/
• http://gulfnews.com/business/technology/emirates-dubai-airports-to-deploy-location-technology-in-
pilot-programme-1.1397688
• ProQuest Database

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