Today, we are a digital company first, then an airline: Amar Abrol, MD & CEO, Air Asia

At the “Dentsu Aegis Network-exchange4media Digital Advertising Conference,” Abrol shared insights on how digital is transforming the way they operate and grow

e4m by Misbaah Mansuri
Updated: Jan 17, 2018 8:55 AM

Prominent digital industry leaders attended the second edition of the “Dentsu Aegis Network-exchange4media Digital Advertising Conference.” Amongst these, was Amar Abrol, Managing Director & Chief Executive Officer, Air Asia, who delivered a keynote address around AirAsia’s digital journey and the whopping growth they’ve witnessed by embracing the online space.
Abrol reminisced how the airlines first decided to go digital and how it helped them grow to the behemoth it is today. “We decided to go for a digital future and we have only been growing. Today, we are a digital company first and then an airline.”
Another thing he mentioned was how the company disrupted the airline space first, by going web only. He revealed that the company did run various campaigns on Facebook and YouTube and some of them have helped the company create a mark at ‘zero cost’.
The CEO also opened up on how the airline company is taking huge leaps in the digital space. “Our loyalty program is digital-only. “We also have an in-flight entertainment channel and are digitizing with the times,” he explained. Interestingly, Abrol also spoke about the phasing out on emails. “All the interactions take place through photos and tweets. Every part of the company is being digitized,” he added.
Opening up on their various investments on digital, he said, “We have had work-chat-partnering with Facebook and are investing heavily on E-games as it is the future.”
Going digital also means investing heavily in technology to better connect with consumers. “We have invested heavily on technology in order to learn more about the consumer habits and ensure personalisation. 75% of the work happens on mobile. Around 25 million calls which are made to us are recorded. As we’re moving into the spectrum of AI, we are trying to increase customer personalization,” he said.
He also spoke about how they incentivize people for using the AirAsia app.” Our app has received a 4 and half star rating on PlayStore. To promote our digital platform, we have 10% cheaper flights and other incentives when a person books our flight by using the app. The airplane is the biggest Internet of Things and we believe that we will be the Amazon of the sky,” he concluded.

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