Big Data Analytics in Emirates Airlines: Opportunities and Challenges

This article discusses the impact of big data analytics on Emirates Airlines, its opportunities and challenges, and how value is created and delivered in the business using the value chain and virtual value chain. It covers the characteristics and importance of big data analytics globally and its application in the aviation industry.

Business Information
System

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Identify and evaluate the characteristics and importance globally of big data analytics.............1
TASK 2............................................................................................................................................4
Analyse the organisational opportunities and challenges posed to Emirates Airlines by big data
analytics.......................................................................................................................................4
TASK 3............................................................................................................................................6
Apply the value chain and/or virtual value chain to analyse how value is created and delivered
in your business by big data analytics.........................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The concept of business information system is giving the effective data about the performed
functioning of an organization with all the care and with the aid of advanced technology and its
innovation as well. In this, its introduction is for only to encourage while making effective
decisions by simply participating the people within an organization in order to accomplish its
effective goals and objectives. in order to do the project, it will cover the concepts of business
information system as well as to understand the concepts more accurately an aeronautics
enterprise that will be taken into consideration and in that settings the most popular Airline such
as Emirates Airlines, Dubai (Ajmal et. al., 2021). In the current times, the Aeronautics Airlines is
generally a vast sector that involve a high contribution within the national economy. Emirates
Airlines is the largest Airline in the Middle East that got functioned at Dubai International
Airport. In addition to this, there is also a discussion about necessity of big data analytics along
with its opportunities and difficulties of Emirates Airlines organization.
TASK 1
Identify and evaluate the characteristics and importance globally of big data analytics.
The concept of big data generally involves a large volume of data that is quite challenging
to process as well as analyse if it can be done by the traditional data analysis tools. It is mainly
considered by Volume, Veracity, Variety and Velocity. In this, Volume means an amount of
information that is specifically analysed by the organization in order to make an efficient and
better decisions. In addition to this, the term Veracity specifically refers to a quality as well as an
originality of the information. On the other hand, Velocity is a mainly a speed in which the data
is produced by an organization and a variety means the unique types of the data. The concept of
big data is very important in improving a competitive benefit, there are some of the sources of
big data like the cloud applications, data warehouse utilizations and social network profiles. It is
known that the Information Technology (IT) sector is one of the major creators of the big data
(Al Hosani, Dweiri and Ojiako, 2020).
In contrast with Emirates airlines, the management team generally uses the big data in
order to develop a great competitive benefit. The organization has produced its customer
relationship management application which is particularly called as “Knowledge-driven In-flight
Services (KIS). The application specifically helps the organization to store the effective
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information of several clients that can makes them aware about an effective service that
organization have to improve within flight. It is very well known that the Emirates airlines is
generally the world's largest airlines organization and it will be understandable that organization
can use a high advance technology in order to store the data. However, they use an integrated
Elite Pad 9000 which is a tablet and is used to stockpile the big data. In this, there are several
information that the organization has to store within that pad such as several opinions of the
clients and also the complaints regarding the service which is offered within flight. It can provide
an opportunity to the flight crew of an organization to collect the big data. In addition to this, the
application of an airline company Emirates generally allows to be aware about the effective
behaviours of customer's during the travelling as well as also various other data associated with
the client’s behaviour. By effectively using an Elite Pad 900, the cabin crew of Emirates
organization can allow to positively offer a tailored service. The Big data plays a significant role
within the business of Emirates airlines as it can enhance the system of delivering consumer
services due to which they can hold a high reputation in the aviation business (Bala, Hossain,
Bhagwatwar and Feng, 2021). The clients are generally the only one towards whom they can
provide their services in a better way and it can be done easily by means of the big data analysis.
The organization not only offers a high quality of services to its clients, but big data can also aid
the management team of Emirates in order to make effective decisions which can positively
enhances the organization’s competitiveness. There are some appearances of big data analytics
that can helps the organization to know how it can work as well as how they use it are given as
below:
Velocity: It generally refers to the speed of processing the data. It is quite important for the
organization to have high velocity in order to perform its operations of any big data process.
Volume: In this, volume mainly refers to an amount of information that an organization can
holds, they effectively degree the volume of data in the form of Gigabytes, zettabytes and
Yottabytes.
Value: It is generally an advantage that the Emirates Airlines organization mainly derives
from the data. It can specifically make the organization aware about the requirements that is
needed as well as also it can improve the growth of an organization.
Variety: It is generally the data that an organization can collect from various unique sources.
In addition to this, there are generally various big data and it can now become the greatest
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problem for the information technology sector industry as it can highly influence their
performance.
Veracity: While talking about Veracity, it can inform the accuracy of the information, it is
generally essential feature as the low veracity will destroy the accuracy of the outcomes of an
organization.
Validity: In context with validity, it can effectively inform about the accuracy and relevancy
of the data. In this, the data can be effectively used or not for the intended purpose.
Volatility: In this, the big data mainly has a nature of altering constantly, the information that
the organization can collect from various sources a day ago, it may be unique from what an
organization can found at analysing time. Furthermore, it can influence the organizational data
homogenization.
Visualizations: Visualization is generally an approach of presenting the big data via visual
representations like graphs and charts.
In this, there are some effective features of the big data analysis that can provide the Emirates
Airlines ab easy to access in order to store the data more securely as well as can use it as per
their needs (Bini, 2018). Furthermore, there are some of the necessities of big data that an
organization can use it for their advantages. In addition to this, some of the necessary big data
are as detailed below:
 In this, Emirates Airlines can use the big data analysis system as well as its software in
order to make the information driven decisions which can enhance their business
associated results.
 The big data analysis is mainly used by the Emirates for their effective marketing, to
produce the fresh revenue chances, to enhance the client’s personalization as well as an
operational efficiency as well.
Therefore, these are some of the effective advantages of using the big data analysis, it can give
an efficient strategy as well as a competitive benefit over their competition.
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TASK 2
Analyse the organisational opportunities and challenges posed to Emirates Airlines by big data
analytics.
The opportunities within the organization generally means that an event or a time for which
the organization is specifically waiting for. In this, the organization mainly has several functions
to execute and the big data can effectively assist the organization in order to store a great amount
of data in both structured and unstructured manner. In addition to this, it cannot be processed
using the traditional data systems (Büyüközkan and Göçer, 2018). In addition to this, Emirates
Airlines can take various advantages from big data but, they can also have various difficulties
that they may have to face while accessing. In this context, the big data analysis can give great
necessity as it can give broad opportunities for the management of aeronautics. In this, there are
various scopes in which Emirates Airlines can effectively grab by efficiently using a big data
like:
 The Emirates Airlines generally has found a better operational after using the big data
analytics. it can improve the flexibility while dealing with the clients or passengers. they
could be aware about the preferences of the clients or passengers with the aid of big data
analysis.
 The organization generally involve all the data that they can drive from the big data
analysis associated with clients or passengers. They specifically got the issues and the
grumbles from the clients as well as they can effectively store it in their big data systems.
They can aid the organization to significantly solve the issues much faster, it is because
they are already got prepared for the similar grumbles as well as are trying to enhance
those issues as well.
 In this, the big data analysis can assist the airlines about the surrounding environment
within the airspace, it can warn them about any of the challenges. such facilities can aid
the organization in order to give the safe flights with all the necessary requirements
within the Airlines. Organization can take the encouraging decisions, can support the
maintenance as well as enhance their performance more efficiently with aid od using the
big data analysis.
In addition to this, there are various types of big data analytics within the Emirates Airlines
that can involve such as:
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1. Big data for designing craft and improvement in performance: It can involve both the
big data that can reflect an internal well-being as well as the performance of an aircraft.
Furthermore, the big data can also reflect an extrinsic environment and services as well.
2. Big data for the operating conditions of aircrafts and maintenance and its malfunction:
In this, the information associated to the malfunctioning as well as maintenance of the
crafts is presented over a big data platform and within the information system.
3. Route planning of big data and management of air traffic: In this, the Emirates airlines
generally have an effective data within the big data system as per the routes available.
4. Big data for environment of flight and its safety: In this, it generally refers to the data
particularly associated to the cabin pressure, altitude as well as the data linked to the
consumption of fuel as well.
5. Big data for management of Airports and Airline: It can refer to the information system
and data for the management of Airports and Airlines at both the national and global
level (Castelo-Branco, Cruz-Jesus and Oliveira, 2019).
6. Big data for Cabin passengers or clients and Crew service management: In this, it is
generally the most essential role mainly played by the big data. it can effectively
facilitate an automated and intelligent management of the cabin passengers and crew
services. In addition to this, it can aid the Airlines in decreasing the cost of management,
can effectively remove the operational barriers as well as can aid in enhancing the
performance of management.
There are some of the big data opportunities that the Airlines is mainly consisting while
using the big data analysis but along with the scopes, there are also some of the difficulties which
the Airlines organization can face and are as mentioned below:
Technical difficulties: In this, storing of the information is generally an essential
challenge. it can generally occur when the organization did not gather the information from a
specific place.
Business and financial difficulties: In this, there are some of the difficulties mainly
associated with cost, return over investment (ROI) as well as some of the commercial
difficulties.
Regulatory difficulties: In context with Emirates Airlines, there are some of the specific
difficulties that come across such as in terms of privacy, safety and individuality.
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Improve expectations of passengers: In this, there is a big difference in the form of
traditional business in the Airline sectors as well as with the modern form of the business. In this,
it mainly improves the expectations of the clients. Furthermore, passengers after enjoying every
amenities of the Airlines, still they involve some of the effective demands that they generally
want to get available within the Airlines (Mahi, Ismail, Phoong and Isa, 2021).
TASK 3
Apply the value chain and/or virtual value chain to analyse how value is created
and delivered in your business by big data analytics.
In this, the analysis of virtual value chain is generally a brief concept which can aid in producing
and effective products and amenities for the commercial organization. It can mainly start from
creation of the services till the delivery of services. there are generally five primary activities
which can aid in framing the organization in Airline company of Emirates Airline that are
collecting, systematizing, choosing, producing as well as dispersion (Parasa et. al., 2020)
(Sughnani, 2021).
Collection: In this, the collection of the data can play an essential role within the business
organization. It can generally aid in collecting as well as synthesising the accurate data and
content as per the requirements and demands of the clients to lay out more efficient business
operations. In current state, the progression in the gathering of information is generally greater
than the earlier times. In addition to this, searching online can aid in collecting vast amount of
information in context with specific policies of the higher authorities and the recent economy. In
this, the specific data which can be used for the functioning of business can aid in having a more
efficient business model. In this, the business in aviation industry has effectively reached at the
stage which it has allowed in offering several offers and the services via the Emirates Airlines by
effectively offering more comfortable and the luxurious facilities within the flight to its clients.
In this, the offering of such quality of services mainly need the sufficient data about the clients
with their taste and the desires so that they can also take the luxurious experience of travelling.
Furthermore, the official websites of the Airlines can maintain the information securely about
their clients so that a cordial relationship can also be kept among them. In this, the big data
analytics has allowed the organization in retaining the data of the clients that has produced a
chain which is valuable for the company for the growth within the business.
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Systematize: In this, systematizing the gathered information can significantly aid in
regaining the procedure of the segmentation that can be converted into the form of text, data,
tables or it can be in the form of videos as well for further analysis of the gathered information.
the process can only work if the clients are allowed to effectively share their data in context with
data security within the business of aeronautics industry. In this, these trainings cam only be
offered if the business of the aeronautics industry can able to effectively interpret in a pathway
with the help of several marketing tools as well as various digitalisation tools.
Selection: In this, the data gathered via the data analysis can aid in determining as well as
adding additional values to the effective practices made out for their clients. It is generally one of
the necessary procedure which can aid in determining its client’s contribution in the
improvement of their business. The availability of the digitalisation with the progressive
technology can aid in storing the information via a secure pathway of the digital security for
adding additional values within the business of aeronautics enterprise (Tubaishat and Al Jouhi,
2020).
Production: In this, the production of the gathered information can allow in filtering the
information for use of the clients in their desired format. The procedure of production can aid the
business of aeronautics enterprise in order to offer additional valuable as well as a productive
service for their clients. In this, the data analysis can be effectively protected by accumulating
the security walls for the data security of its clients for proper operations of the business in the
aeronautics enterprise. Having more improvement within the data security, additional
improvement will be in the system of aeronautics enterprise for development and growth within
the business.
Dispersion: In this step, the final services as well as the products are being delivered to the
clients. The growth within the business can effectively improved via the supply of the goods and
services from one of the sources to another one. It generally aids to attract the vast base of the
clients as well as can produce a brand loyalty within the market. Therefore, it is necessary for the
aeronautics enterprise to establish some positive relations with the clients so that they can
effectively use their services as well as can aid to contribute in the progression of an
organization.
It is generally believed that the values can be produced within the market with an
effective service that is being available to its clients. In context with Aeronautics enterprise, it is
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essential to keep the privacy as well as integrity of the passengers so that the value and trust is
imbibed within the clients. In addition to this, there are several kinds of the services that are
attached to the aeronautics enterprise and it is generally one of the essential source via which the
customers can easily take profits by effectively using the quality services to travel more
comfortably with having a luxurious experience (Wang et. al., 2018).
CONCLUSION
From the above discussion, it is concluded that the outbreak of effective technologies and
the upgraded notions can lead towards a progressive demand of the data analysis in order to
make an effective record of the information in an aeronautic enterprise. Therefore, the
information is mainly used to determine the difficulties and the possible scope which will aid the
organization to frame an effective plan as well as the policies to grow within a market. It is
generally one of the most essential sources via which the data is being gathered, systematized,
chosen, produced as well as dispersed for the effective operations of the business. Furthermore, it
is essential to keep the data privacy in order to protect them from the malpractice and various
frauds against the company.
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REFERENCES
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stakeholder road projects in the United Arab Emirates. International Journal of System
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Bala, H., Hossain, M.M., Bhagwatwar, A. and Feng, X., 2021. Ownership and governance,
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computing: what do these terms mean and how will they impact health care?. The
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M., Colombo, M., Gabbiadini, R., Artifon, E.L. and Repici, A., 2020. Prevalence of
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