Dubai, 12 Oct 2023:Emirates has set a new standard in inflight services and crew management by initiating its 'One Device' strategy, providing 20,000 of its cabin crew with Apple products - either iPhone 13 or iPad Air - that are configured with customized Emirates applications aimed at enhancing passenger service and optimizing the overall crew experience. With an investment exceeding AED 32 million, the initiative has been underway for a year, with over 7,000 crew members already utilizing iPhones across 450 daily flights worldwide. In the coming months, 5,000 more cabin crew members are slated to receive the Apple devices, further embedded with new applications and features that springboard from the success of the initial deployment.
This pioneering initiative of Emirates, renowned for its penchant for state-of-the-art technology and innovation, aligns with the airline’s commitment to delivering unparalleled service experiences to its passengers and fostering a supportive, technologically-advanced working environment for its crew. Prior to developing and installing a variety of custom-built, native applications on the devices, Emirates’ in-house Service Delivery and IT teams engaged in a comprehensive user research campaign, collaborating closely with the cabin crew to finely tune the user experience. The applications, which have garnered positive feedback for empowering crew members and enabling a more personalized service to passengers, range from streamlining the Business Class inflight meal order-taking process to providing real-time roster and flight information, seat changes, and upgrades.
A pivotal feature of the 'One Device' strategy lies in its capacity to provide a 360-degree view of passengers to the cabin crew, offering crucial real-time information that facilitates a high degree of service personalization, including aspects like dining, drinks preferences, and onboard loungewear sizes - all based on prior flight data. Moreover, the initiative underscores an elevation in safety and performance standards by granting crew members 24/7 global support, which includes access to a team of specialists at Emirates' Dubai hub and Apple Support. The ability for crew to check official procedures anytime via operation manuals that are updated remotely and to use 'One Device' as a continual learning platform also highlights a significant advancement.
Emirates has prioritized data security and user privacy within this initiative, utilizing Apple’s industry-leading security to safeguard customer and cabin crew information by incorporating secure Face ID for user identity authentication and erasing flight information upon completion of a journey. While cabin crew are permitted to use the iPhones for personal purposes, their private data remains protected.
In support of the 'One Device' rollout, an in-person experience zone at Emirates Headquarters in Dubai provides a 24/7 one-stop-shop for cabin crew to address hardware and software issues, access application support, fulfill accessory needs, and more, thereby enhancing the implementation and ongoing utility of the initiative.