Business Information Systems and Big Data Analytics in Emirates Airlines

This report discusses the characteristics and importance of big data analytics globally, the opportunities and challenges posed to Emirates Airlines by big data analytics, and how value is created and delivered in the business through big data analytics using the value chain and virtual value chain analysis.

Business Information
System

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Identify and evaluate the characteristics and importance globally of big data analytics.............1
TASK 2............................................................................................................................................3
Analyse the organisational opportunities and challenges posed to Emirates Airlines by big data
analytics.......................................................................................................................................4
TASK 3............................................................................................................................................5
Apply the value chain and/or virtual value chain to analyse how value is created
and delivered in your business by big data analytics..................................................................5
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Business information system is a concept of providing the information of an organisation
about its operation performed with all care and with the help of latest technology and
innovations. Its introduce to support decision making by the people engaging in the organisation
to attain its objectives. The business information system gets the information from environment
and process them to satisfy the need by using IT infrastructure associated with business
enterprise. This report will cover the topic of business information system, and to understand the
topic perfectly an aviation sector will taken into consideration and in that sector the most famous
and popular airline of Dubai, Emirates Airlines would taken to understand the concept of
business information system. As in recent time the aviation is a huge sector which have a great
contribution in the nation economy (Abeyratne, 2018). It is the largest airline in the Middle East
which, got operated at Dubai International airport. It has a huge name in the business of aviation,
it has the biggest airbus 777 and Boeing A380 fleet in the world, more than 250 aircraft etc.
Emirates airlines has a huge network almost in six continent it has a route. The company is
known for its in-flight, entertainment, regionally based cuisine and luxury services. It is the only
flight which takes a longest rote from Dubai to Auckland, It has almost 21000 cabin-crew staff.
This airline company generally has three revenue sources; which are passengers, cargo and non-
transport revenue i.e. hotel operations. Through this company in this report, characteristics and
importance of big data analytics will be discuss, opportunities and challenges of Emirates airlines
will be discuss and the importance of value and how it is created in business will get discuss in
the report.
TASK 1
Identify and evaluate the characteristics and importance globally of big data analytics.
Big data generally means, a large volume of data which difficult to process and analyse
if it is done by traditional data analysis tools. It is characterized by Volume, Veracity, Variety
and Velocity. Volume means the amount of data which is analysed by the company to make an
effective decisions (Adarsh, 2018). Veracity is a term which refers to quality and originality of
data. Velocity is the speed in which the data is generated by a company and variety means the
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different types of data. The big data is very essential in developing a competitive advantage,
there are some sources of big data such as; cloud applications, social network profiles and data
warehouse appliances. The Information Technology( IT) sector is one of the largest producer of
big data.
In context to Emirates airlines, their management team uses the big data to develop the
high competitive advantages (Ravikumar, 2018). The company developed its customer
relationship management application known as “Knowledge-driven In-flight Services(KIS), this
application helps the company to store the information of various customer's which, makes them
aware about the services which they have to improve in-flight. As it is very cleared that the
Emirates airlines is one of the world's largest airlines, it will be obvious that they use highly
advance technology to store the data. Therefore, they uses integrated Elite Pad 9000. is a tablet
which is used to store the big data. There are various information which the company has to store
in that pad like; various customer opinions and also the complaints regarding the service offered
in-flight. This provide the opportunity to the company flight crew to gather the big data, this
application the airline company Emirates enables to be aware about the behaviour of customer's
during the journey and also many other information related to customers behaviour. By using
Elite Pad 900, the cabin crew of Emirates company enables to offer personalised services. The
Big data plays a crucial role in the business of Emirates airlines, it improves the system of
delivering customer services due to which they carry such well reputation in the aviation
business (Antwi-Boateng, 2022). The customers are the only one to whom they provide their best
services and it can be done easily by using the big data analysis. Apart from the services offered
to customer's, the big data helps the management team of Emirates to make the optimal decisions
that improves the company competitiveness.
There are some characteristics of big data analytics which helps the company to know how it
works and how they use it;
 Velocity- It refers to the speed of data processing . It is essential for the company to have
high velocity to perform its functions of any big data process.
 Volume- It refers to the amount of data which company holds, they measure the volume
of data in Gigabytes, zettabytes and Yottabytes.
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 Value- It is the benefit that Emirates airlines company derives from the data. It makes the
company aware about the need which require and also it enhance the growth of the
company. It is the most characteristic of big data.
 Variety- It is the data which company gather from different sources. There are variety of
big data and it becomes the biggest issue for the data industry as it affects their
performance (Alhashmi,2022 ).
 Veracity- It inform about the accuracy of data, it is very important characteristic as the
low veracity will damage the accuracy of company results.
 Validity- It informed about the data relevancy that, data can be used or not for the
intended purpose.
 Volatility- The big data has a nature of changing constantly, the data which company
gathered from a source a day ago it might be different from what company found at the
time of analysing. Ait affects the company data homogenization.
 Visualizations- It is the method of presenting big data through visual representations
such as charts, graphs.
These are some characteristics of the big data analysis which gives the Emirates airlines easy
access to store their data securely and use it according to their need. There are some importance
of big data also which the company can use it for their benefits. Some importance of big data are
discuss below;
 The Emirates airlines use the big data analysis systems and its software to make the data-
driven decisions that improve their business related outcomes.
 The Big data analysis is used by the emirates for effective marketing, to generate new
revenue opportunities, to improve their customer personalization and operational
efficiency (Bühler, 2019).
These are some benefits of using the big data analysis, it provides an effective strategy and
competitive advantages over their competition.
TASK 2
Analyse the organisational opportunities and challenges posed to Emirates Airlines by big data
analytics.
Organisational opportunities means an event or time for which the company is waiting
for it. The company has many functions to perform and the big data assist the company to store
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huge amount of information in structured as well as unstructured way, it cannot be processed
using the traditional data systems. Airlines can take many benefits from big data but also there
are many challenges which they have to face. The big data analysis has a great importance as it
provide wide opportunities for aviation management. There are many opportunities which the
Emirates Airlines can grab by using the big data such as;
 The emirates airlines has found better functioning after using the big data analytics. It
enhancing the flexibility in dealing with their passengers. They would aware about the
customer preferences with the help of big data analysis.
 The company have all the information which they derive from the big data analysis
related to customers (Bick, 2019 ). They got the problems and complaints from the
customer and they store it in their systems of big data. This would help the company to
solve the problems faster because, they already got prepared for the same complaints and
try to improve those problem.
 The big data analysis assist the airline about the environment in airspace, it warn them
about any difficulty. This facility helps the company to provide the safe flights with all
the important need and requirements in flight. The company took the supporting
decisions, boost their maintenance and improve their performance with the help of
using the big data analysis.
There are multiple types of big data analytics in Emirates Airlines which includes;
 Big data for aircraft design and performance improvement- It includes both the big
data which reflecting the internal health and performance of aircraft and the big data
which reflect the external environment and services.
 Big data for aircraft operating conditions and malfunction and maintenance- The
information related to malfunctioning and maintenance of the aircraft is present in big
data platform and in information system.
 Big data for route planning and air traffic management- The airline have the
information in their big data system regarding the available route.
 Big data for flight environment and safety- It refers to the information related to the
cabin pressure, altitude and also the information relates to fuel consumption
(Büyüközkan, 2018).
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 Big data for flight and airport management- It refers to the data and information
systems for flight and airport management at national as well as global level.
 Big data for crew and cabin passenger service management- It is most beneficial role
play by big data, it facilitate the intelligent and automated management of crew and cabin
passenger service. It helps the airlines in reducing the management cost, remove
operational errors and also helps in improving the management performance.
These are some opportunities of big data which airline is having while using the big data analysis
but along with the opportunities there are some challenges also which are discuss below briefly;
 Technical Challenges- Storing the data is an important challenge , it occurs when the
company did not collected the data from one particular place.
 Financial and Business Challenges- There are some challenges related to cost, return
on investments(ROI) and some commercial challenges (Göçer,2018 ).
 Regulatory Challenges- To the company there some challenges which come ahead in
terms of privacy, individuality and safety.
 Enhance customer Expectations- There is a big difference in traditional form of
business in aviation sector and with modern form of business. It enhances the customer
expectations . The customer after enjoying all the facilities in flights, still they have
some demands which they want to get available in flight.
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.
The analysis of virtual value chain is a brief concept that helps in creating effective
product and services for business organisations (Cha, and Park, 2019). It starts initially from
creating of services to delivery of services. There are five primary activities that helps in framing
the business in aviation industry of Emirates Airline which are gathering, organising, selection,
synthesisation and distribution.
 Gathering : The gathering of information plays a significant role in the business
organisation. It helps in gathering and collecting the relevant content and data in
accordance to the need and demand of the customers in order to lay out more effective
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functions. At present stage, the growth in accumulating the data is much higher than the
previous time. Internet helps in gathering or accumulating huge amount of data in
accordance to the policies of government and the current economy (Cui,and Li, 2021).
The relevant information that is used for functioning of business helps in having a more
effective business model. The business in aviation industry has reached at such a stage
that it has enabled in offering various offers and services through the Emirates Airline by
offering a comfortable flight with luxurious treatment of its customer's. The offering of
such services requires the information of the customers with their taste and desire in
taking the luxurious experience of travelling. The official website of the airline keeps the
data safe and secure of its customers so that a cordial relationship can be maintained
among them. The big data analytics has enabled in retaining the information of the
customers which has created a chain that is valuable for the organisation for growth in its
business.
 Organising: The organisation of accumulated data can help in regaining the process of
segmentation which can be converted into text, data, tables or videos etc for further
evaluation of the collected data. This process can only work if the customers are able to
securely share their information in consideration off the data security in business of
aviation industry. Such practice can only be offered if the business of aviation industry is
able to successfully interpret in an effective manner with the aid of various marketing
tools and different tools of digitalisation.
 Selection: The information collected through data analysis helps in analysing and adding
more value to the practices made out for its customers. This is one of the important
process that may help in identifying the contribution of customers in the development of
their business. The availability of digitalisation with advanced technology can help in
accumulating the data through the secure way of digital security for adding more value
in the business of aviation industry (Ingram, 2018). The official websites can see a rush
of customers with offering of reasonable rates and luxurious experience in travelling for
its customers. The prioritising of needs and demands of the customers can help in growth
of business by offering luxurious services at reasonable price for convenience of its
customers and also having the service of help desk to solve any last minute query or
fulfilling the demands of its passengers in Emirates Airline.
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 Synthesisation: The synthesisation of accumulated data enables in filtering the data for
use of customers in their desired format (Kazemian, and Grant, 2022). The process of
syntesisation can help the business of aviation industry to offer more valuable and
productive services for its customers. The data analysis can be protected by building
more security walls for security the data of customers for effective functioning of
business in the aviation industry. The more development in the security of data, the more
development will be in the system of aviation industry for growth and development in
the business.
 Distribution: In this procedure, the final product and services are delivered to the
customers. The growth in the business can be developed through supply of goods and
services from one source to another. It helps to attract the large base of customers and
create brand loyalty in the market. However it is important for ns aviation industry to
develop positive relation with the customers so that they can use their services and helps
to contribute in the development of the organisation.
It is believed that value can be created in the market with the effective services available to the
customers. In aviation industry, it is important to maintain the privacy and integrity of the client
so that trust and value is imbibed in the customers (Nagariya, Kumar, and Kumar, 2020). There
are various kinds of services attached to the aviation industry and it is one of the most important
source through which client can easily take benefit by using their services to travel comfortably
with a luxurious experience.
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CONCLUSION
From the above report it is concluded that the emergence of new technology and
upgraded ideas leads to increase in the demand of data analysis to make effective record of
information in the aviation industry. The dissemination of information of various customers
helps to evaluate the performance of an organisation. However, this data is used to identify the
challenges and opportunities that will help the company to frame effective plans and policies to
succeed in the market. This is one of the most important source through information is collected,
analysed, evaluated and implemented for effective functioning of business. Therefore, it is
important to maintain the privacy of data to protect them from any kind of malpractices and
fraud against the organisation.
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REFERENCES
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of airline tweets using sentimental analysis. In 2018 4th International Conference on
Electrical Energy Systems (ICEES) (pp. 676-679). IEEE.
Antwi-Boateng, O. and Alhashmi, A.A., 2022. The emergence of the United Arab Emirates as a
global soft power: current strategies and future challenges. Economic and Political
Studies, 10(2), pp.208-227.
Bühler, J. and Bick, M., 2019. From text messages to WhatsApp: cultural effects on m-
commerce service adoption in the UK and Russia. International Journal of Mobile
Communications, 17(4), pp.441-464.
Büyüközkan, G. and Göçer, F., 2018. Digital Supply Chain: Literature review and a proposed
framework for future research. Computers in Industry, 97, pp.157-177.
Cha, Y.U. and Park, M.J., 2019. Evaluating and planning information systems in the public
sector: The case of Korea. Information Development, 35(4), pp.655-665.
Cui, Q. and Li, X.Y., 2021. Which airline should undertake a large emission reduction allocation
proportion under the" carbon neutral growth from 2020" strategy? An empirical study
with 27 global airlines. Journal of Cleaner Production, 279, p.123745.
Ingram, R.N., 2018. Recent developments in management information systems in the UK motor
industry. Management Information Systems, pp.193-229.
Kazemian, S. and Grant, S.B., 2022. The impact of the COVID-19 pandemic on knowledge
sharing in UK higher education. VINE Journal of Information and Knowledge
Management Systems.
Nagariya, R., Kumar, D. and Kumar, I., 2020. Service supply chain: from bibliometric analysis to
content analysis, current research trends and future research directions. Benchmarking:
An International Journal.
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Zakzak, L., 2019, June. Citizen-centric Smart City Development: The Case of Smart Dubai's
“Happiness Agenda”. In Proceedings of the 20th Annual International Conference on
Digital Government Research (pp. 141-147).
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