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Embarking on a digital transformation journey

Digital transformation may seem like a buzzword, some distant world trend, but in reality it is already happening right here in Malta. Over the past 10 years, 50 oer cent of the global Fortune 500 companies have changed. Some of them even went out of business, resulting in structural changes in the employment market and economy as a whole. In the globalised world even monopoly companies in a country aren’t safe, as international corporations are penetrating all markets. How can Maltese companies stay competitive and profitable in this environment?

Air Malta, the flag carrier airline of the island, has an answer to this question.

“Leveraging an Application Programming Interface (API) economy to broaden our reach in a hugely competitive market is a key element of our digital transformation strategy,” said Alan Talbot, Air Malta’s CIO.

The company goal is to be competitive while offering a first-class service. To achieve that goal Air Malta has embarked on a digital transformation journey, starting with the modernisation of IT systems and processes. Legacy modernisation is required to provide end-to-end visibility and seamless transactions between key airport, flight operations and commercial systems.

The latest trends are showing that the world is moving towards a platform economy. The biggest corporations, such as Amazon, Facebook or Etsy are offering platform as a service, and one of the key elements to their business model are APIs. Air Malta has recognised this trend and have engaged Ricston as a trusted partner and expert in API-led connectivity, to help in building an API-led platform to be at the core of the airline’s IT architecture.

The system will connect airlines’ existing and new applications, third party Software as a Service (SaaS), e-commerce platforms, Customer Relationship Management (CRM) and a unique airline booking and reservation systems, creating a light, composable IT structure.

This new system will allow Air Malta to offer a unified and convenient customer experience across all channels (native mobile app, website, or third party platform), easily roll-out joint offers with other airlines and provide customers with the most relevant “just-in-time” information. The platform will also facilitate direct sales and internal efficiency, which in turn translates into better margins for the airline and more competitive pricing for its customers.

“Air Malta is redefining the airline customer experience, and we are happy to partner with them on this journey,” said Ryan Delia, a business development manager at Ricston. “Our mission is to help customers transform their businesses to take advantage of new market opportunities enabled by disruptive technology trends and we are extremely excited to bring this vision to life in Malta.”

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