Evaluating the Effectiveness of Unified Communication Systems for Flydubai

The unified communication system is a technology-based solution that aims to consolidate business applications, collect data, voice, and remove hurdles in communication. However, the use of this system has its limitations, including interoperability issues and lack of independence from software solutions. As a result, Flydubai may struggle to maintain customer status and resolve queries effectively. To improve operations, the organization should implement IP communication technology and enhance staff skills to operate the chosen technology efficiently.

Running Head: IT Strategy Issue
it strategy issue in flydubai
[Document subtitle]

IT Strategy Issue 1
Table of Contents
Introduction......................................................................................................................................1
Information Technology Strategy Model of Flydubai.....................................................................1
Goals behind Information Technology Alignment..........................................................................3
How Information Technology Alignment provide Competitive Advantage...................................5
Weaknesses of Current Information Technology Model of Flydubai.............................................6
Recommendations............................................................................................................................8
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

IT Strategy Issue 2
Introduction
Flydubai is an Aviation organization of Dubai. It is a government owned organization whose
headquarter is situated in Terminal 2 of Dubai International Airport. In this paper, we will study
the IT strategic issue faced by the organization. Apart of this, we will also study about the
strategic project of the organization that it had executed to solve its strategic issue. Flydubai is
operating in the more than 95 destinations. It is mainly serving the Europe, Africa, Middle East,
and Asia from Dubai. It was established during 2008 by the government of Dubai.
Strategic Issue or Problem
Flydubai has been receiving a large volume of inquiries to its customer center. Due to a large
number of customer inquiries, the organization faces the problem of severe disruption. This
caused heavy loss to the organization. Delay in sharing information makes them disappoint, and
they don't want to travel further by using Flydubai services. This not only reduces the
profitability but also influences the competitive advantage of the organization in its potential
market. To resolve this problem, Flydubai decides to implement IP communication system.
With the help of IP communication system the organization can significantly resolve its
customer quarries and can manage the overall system in an effective manner.
Information Technology Strategy Model of Flydubai
Flydubai mainly uses unified communication strategy model to integrate, voice, record, and
manage its passenger record. Generally, it is considered that unified model is an intelligent
network but the organization fails in using it appropriately. Unified communication technology
covers a wide range of technologies. With the help of Unified communication technology the

IT Strategy Issue 3
organization effectively manage communication with its target customers and passengers (Baxter
2013). It brings various benefits for the organization such as:
 Reduce cost of networks
 Improve security of transportation
 Bring new sources of revenue
But, apart from these benefits, it brings a lot of problems for an organization such as the poor
system of passenger record management. Due to such problems the organization loses its market
reputation and image in the mind of customers. This IT strategy model is used by Flydubai to
control and manage its day to day operations. On the other hand, Flydubai also uses it to
integrate its different communication channels, systems, networks, and IT business applications.
With the help of unified communication system, the organization connects information and
teams with its comprehensive and collaborative experiences (Davenport, 2013). Furthermore, it
can be said that if unified communication system boost productivity, it also brings various
problem for an organization. Today due to unified communication system the organization not
able to manage its passenger queries.
Flydubai is facing strong competition from LATAM Airlines which is generally known as LAN
Airlines. LAN Airlines capture a large share of Aviation industry due to its competitive strategy
and strong information tool. LAN Airlines mainly use IBM information management system to
proceed and record their day to day transactions. This helps it to manage the data effectively and
solve customer query on a timely basis. IBM management system is considered as a joint
hierarchical database with a large number of transaction processing capabilities. It can be said
that the information technology system utilizes by both the organizations have a great difference.
The unified communication system has all such features which an organization requires to gain

IT Strategy Issue 4
competitive advantage. But it requires some concern and skills from the management of the
organization. Unified communication system facilitates better team interaction which never
facilitated by IBM information management system. On the other hand, with the help of unified
communication system, one can successfully integrate communications and collaborations into
applications which can never perform by using IBM information management system (Keh,
2014). Due to this, it can be said that Flydubai requires management efforts and some working
skills to operate it effectively.
Goals behind Information Technology Alignment
Flydubai wants to implement the IP communication system to resolve its management problem.
Due to heightened security requirements, increasing passenger traffic, and changing business
models, it is necessary for the organization to select a better system which can help it to resolve
its customer queries, and management problem effectively. With this motive, the organization
has chosen IP communication system. The below mentioned are some goals behind the
implementation of IP communication system:
 Overcome the competitive and operational constraints of disparate, and multiple
communication environments: Overcome operational and competitive constraints can
bring the organization into a profitable situation. The organization wants to avoid its
constraints to gain a large number of market customers and utilize available resources in
an effective manner (Kemmerer, 2016). By utilizing available sources, the organization
can easily grasp the availing market opportunities. All this can successfully perform by
implementing IP communication system.

IT Strategy Issue 5
 Increase operational flexibility and efficiency: Generally, it can be said that every
airline organization has their own data and voice system. Due to this, they need to suffer
more in performing their day to day activities. With the help of IP communication
system, Flydubai can minimize its risk significantly. This is done through assign
common-use areas to different airlines.
 Reduce Network Costs: The main motive behind technology alignment is reducing the
cost of the network. By doing so, Flydubai can significantly reduce the cost of its
services. This will able to attract a large number of customers which will automatically
enhance the profitability of the organization.
 Improve Airline and Tenant services: Generally, airport tenants and airlines make their
own arrangements with carriers for voice services. When Flydubai deploys an IP
communication infrastructure, the management of the airport itself can act as the service
provider for tenants and airlines. By doing this, the organization can successfully gain an
ongoing source of revenue and accelerate new service introduction. After implementing
IP communication technology tenants and airlines become operational faster (Mendez,
2014). In that situation, the organization can successfully resolve its customer queries on
a timely basis.
 Improve Passenger Services: Flydubai increasingly competes for travelers based not
only on their flight schedules but also on convenient passenger services. IP
communication technology facilitates the organization by improving its passenger
services.
Thus, it can be said that implementation of IP communication technology facilitates the
organization by improving its services and existing transaction recording system. If the

IT Strategy Issue 6
organization is able to fulfill all above-mentioned goals, it can significantly establish its image in
its potential market.
How Information Technology Alignment provide Competitive
Advantage
Generally, it can be said that implementation of IP communication technology enables the
organization to satisfy a large number of customers. Information technology alignment provides
not only a competitive advantage but also create a significant image in the mind of customers. IP
communication technology helps the organization in gaining a competitive advantage by doing
following acts:
 Improve Passenger Services: It is a significant manner by which Flydubai can gain
significant competitive advantage in the market. Improvement in passenger services
enhances consumer satisfaction level. Due to it, they like to use services offered by the
organization (Nakanishi, 2015). IP communication technology improves the passenger
services by connecting them with car rental agencies, hotels, visual displays like maps
and company logos. Helping them and giving additional facility improve organization
image in their mind.
 Improving tenant and airline services: Generally, it can be said that by improving
tenant and airline services the organization can significantly gain competitive advantage.
IP communication system improves tenant and airline services by offering value-added
voice services such as unified messages, conferencing, interactive voice responses, and IP
telephony. Improvement in such services improves its market image which helps it
further in gaining a competitive advantage over its competitors.

IT Strategy Issue 7
 Enhance flexibility and efficiency in Operations: Improvement in operations brings
various growth opportunities for the organization. If the organization have flexible and
efficient operational environment, it can gain competitive advantage effectively.
Moreover, flexibility and efficiency in operations give an opportunity to make an
expansion. With the help of expansion business operations, the organization can
successfully serve a large number of target customers. This not only enhances their profit
level but also enhance the competitive advantage by growing market share (Pinedo,
2016). On the basis of such competitive advantage, Flydubai can successfully capture a
large share of the market.
 Enhance Passenger Safety: Most of the person likes to use such services which give
them full security features. In the same manner, IP communication technology gives a
chance to gain a competitive advantage by improving passenger safety. This is done
through enabling security personnel to access security-related information anywhere they
want.
Thus, it can be said that IP information technology not only improves the productivity and
customer relation but also improves the competitive advantage of Flydubai. Improvement in
competitive advantage enables the organization to deal with its competitors in an effective
manner.
Weaknesses of Current Information Technology Model of Flydubai
As we have discussed earlier, the organization utilized Cisco Unified communication technology
to manage its operations. Weaknesses and limitations of the unified communication technology
enforce it to use the new framework with which it can utilize its resources to gain a competitive

IT Strategy Issue 8
advantage in its potential market. The first and foremost weakness of unified communication
technology is that no vendor or enterprise is sure exactly what it is and how it should utilize. This
is not a simple part the result of the enterprise portfolio different in maturity and capability so
that it is often difficult for the enterprise to evaluate it and its outcomes (Tong, 2015).
Furthermore, a large number of the enterprise who continues to reinvent themselves makes it
more complicated to use. Generally, the unified communication system is considered the use of
technology to consolidate business applications, collect data, voice, and to remove the hurdles so
that communication can be done effectively irrespective of the difference in location.
On the other hand, another big problem behind the use of unified communication system is
interoperability. Due to present of interoperability, no any single enterprise able to provide all the
capabilities that fall under a banner of unified communication system. Generally, the success of
the organizations considered as a reflection of their technology convergence. It is because these
technologies are highly linked with the business applications utilizes by the organizations to
perform their day to day functions (Wang, 2014). Another main weakness of the unified
communication technology is that it produces solutions which are completely based on software.
Due to a software solution, it becomes very difficult for the organization to achieve
independence of the solution. Communication solutions are considered the key part of the
organization operation. Due to the lack of independence the Flydubai not able to change its
software models or additional processing power in hardware solutions. Due to such complexities,
it becomes difficult for Flydubai to maintain its customer status and resolve their queries
effectively.
The presence of all such problems makes it less popular, and the organization needs to shift to
another information technology model. Thus, it can be said that Flydubai can't gain a significant

IT Strategy Issue 9
competitive advantage if it further utilizes the same system. By using it, Flydubai lost not only its
competitiveness but also lost its potential customers and not able to survive for more time.
Recommendations
It can be said that the organization should implement the IP communication system in effective
manner. With the help of IP communication technology, Flydubai can enhance service
effectiveness and can also save its operational costs. On the other hand, the organization needs to
improve the skills of its staff so that they can operate and implement the chosen technology in
desired manner (Zhu, 2015). This not only improves their productivity but also brings
effectiveness in operations. Generally, network solutions for delivering safety to passengers are
considered the priority task for every organization. So, the organization need to emphasis more
on generating effective solutions.
Conclusion
After studying about the IT strategy of Flydubai it can be concluded that the organization need to
bring improvement in its strategic choice. It is because improvement in strategic choice brings
more growth opportunity and also improves current operations. Furthermore, IP communication
system may prove efficient in resolving the current problem of organization (Arunan, 2016). It is
because most of the organizations are using it and gaining success in their potential market. In
the similar manner, with the help of IP communication system Flydubai can improve its
offerings and can satisfy large number of customers which ultimately helpful in gaining
competitive advantage and large number of shares in potential market.

IT Strategy Issue 10

IT Strategy Issue 11
References
Arunan, T., Badvel, J. R., subba reddy Kota, V., & Won, E. T. (2016). U.S. Patent No.
9,325,382. Washington, DC: U.S. Patent and Trademark Office.
Baxter Jr, J. F. (2013). U.S. Patent No. 8,428,228. Washington, DC: U.S. Patent and Trademark
Office.
Davenport, T. H. (2013). Process innovation: reengineering work through information
technology. Harvard Business Press.
Keh, H. C., Shih, C. C., Chou, K. Y., Cheng, Y. C., Ho, H. K., Yu, P. Y., & Huang, N. C. (2014).
Integrating unified communications and internet of m-health things with micro wireless
physiological sensors. 淡淡淡淡淡淡, 17(3), 319-328.
Kemmerer, F. C., Gray-Preston, C. L., & Fuller, J. (2016). U.S. Patent No. 9,485,707.
Washington, DC: U.S. Patent and Trademark Office.
Mendez, D. J., Riggins, M. D., Wagle, P., Bui, H. Q., Ng, M., Quinlan, S. M., ... & Bailes, R. S.
(2014). U.S. Patent No. 8,812,702. Washington, DC: U.S. Patent and Trademark Office.
Nakanishi, A., Hatayama, K., Onoduka, T., & Kimura, T. (2015, October). An embedded system
of TCP/IP communication by using FPGA. In Consumer Electronics (GCCE), 2015 IEEE 4th
Global Conference on (pp. 489-492). IEEE.
Pinedo, C., Aguado, M., Lopez, I., Higuero, M., & Jacob, E. (2016, June). A multi bearer
adaptable communication demonstrator for train-to-ground IP communication to increase
resilience. In International Workshop on Communication Technologies for Vehicles (pp. 98-
100). Springer International Publishing.

IT Strategy Issue 12
Tong, C., Tak, W. I. W., & Wong, A. (2015). The Impact of knowledge sharing on the
relationship between organizational culture and Job satisfaction: The perception of information
communication and technology (ICT) practitioners in Hong Kong. International Journal of
Human Resource Studies, 5(1), 19.
Wang, H. (2014). Consensus of networked mechanical systems with communication delays: A
unified framework. IEEE Transactions on Automatic Control, 59(6), 1571-1576.
Zhu, L., Peng, L., Han, H., Bao, X., Gang, W., Hou, Z., & Xu, M. (2015, November). Research
on the security of unified communications system's applications in the power system. In Electric
Utility Deregulation and Restructuring and Power Technologies (DRPT), 2015 5th International
Conference on (pp. 2475-2479). IEEE.