Innovation Project: VR in Flight Center - Business Development

This innovation project delves into the application of Virtual Reality (VR) within flight centers, examining its transformative potential across various aspects of the aviation industry. The project highlights the innovative aspects of VR, such as immersive in-flight experiences, pilot training simulations, and engineering system design, while also considering the potential disruptions like adverse weather conditions that could impact the VR services. It then explores strategies to mitigate these disruptions, including the use of pre-loaded video content and chatbot technology to ensure a positive customer experience even during challenging circumstances. The project emphasizes sustainability-led innovation and the importance of addressing customer concerns to maintain a high level of satisfaction, providing a comprehensive overview of how VR can be effectively integrated into the aviation sector.

Running head: INNOVATION PROJECT - VR IN FLIGHT CENTER
Innovation Project - VR in flight centre
Name of the Student
Name of the University
Author Note

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1. What is ‘new and innovative’ about the suggested innovation?
Virtual and augmented reality is having a huge influence in every aspect of the
industrial areas other than its implementations in the home-entertainment market as well.
Previously, it was found that the influence of the virtual reality technology had its
prominence in the home entertainment atmosphere (Boyd and Hart 2016). However, it has
been found that in the recent times, the virtual reality implementation is also finding its way
to the commercial aircrafts as well. The technology is found to be in use for the training to be
provided to the professionals in the aviation industry, the designing the components of the
aircrafts and various other cases for regarded as the use cases for the aviation industry.
The virtual reality market has been increasing every passing day since its intrusion in
the home entertainment market during the 2010s. Ever since the market intrusion of the VR
technology in the aviation industry has taken over since the year 2016, various aircraft
organizations are keen on implementing the technology of virtual reality in the business.
Right now, these there have been utilization of the VR technology to provide the customers
with the most personalized experience of being immersed in the Virtual Reality spaces as an
in-flight experience. The immersive virtual space is provided to the customers so that they
can experience their immersive virtual space and escape to a confined space with an
interactive atmosphere.
In addition, there can be a possibility of the utilization of the early stage for the pilot
trainings with the utilization of the VR technology so that the people with the flight training
at the initial stages can be using the effectivity of the flights when they are not allowed to run
a real aircraft. This is the ways by which the aircraft training can still be provided to the
aspiring pilots without having a risk of having any kind of accidents occurring (Li and Zhou
2016). The ways by which the technology can be used to provide the users a totally
interactive and immersive atmosphere for the betterment of their experiences are already the

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reasons by which the organizations are having the ability to provide the customers as well as
the employees with a completely different experience. The innovative VR experience on the
other hand, is providing the aspiring pilots with an experience such that they cannot be
causing any harm accidentally during their training and at the same time they can also have
the experiences of flying an actual aircraft at the same go.
The same technology will not be just providing the people with the experiences to be
distracted from the phobia they have with travelling in a flight and at the same time they also
used for the development of the engineering system implementations for the aircrafts (Jeon
2015). This is another use of the VR technology where the aviation industry is allowed with
the easy way of manipulation of the complex structures in the engines of the jet aircrafts and
the turboprops, providing much easier interaction of the equipment to the designer.
Therefore, amongst all the other experiences that VR technology has been providing
to the customers with the services of being able to view the nearby hotels and
accommodation would not just be impactful as the VR experience but would also provide a
lot of help to the customers who would be travelling to a new place and look for
accommodations and hotel rooms. Not just this would relieve the customers by saving time to
look for the hotels and accommodations after the get out of the airports but would also
provide services to them by having the availability of displaying the rooms to them at the
same time (Sherman and Craig 2018). This is how the innovative idea would be a bit
different from the available services by the utilization of the VR technology and would be
providing extremely innovative services to the customers.
2. What form of innovation does the suggested innovation idea assume?
Amongst the numerous amounts of the VR technology services already being
provided to the different customers by various aircraft organizations, the ones that are being
mostly utilized are the ones that provide the users with the immersive and interactive in-flight

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experiences and also the provision of the VR flight experience to the flight training pilots
who are at the initial stages of the training and not allowed to fly an actual aircraft (Martos
and DeValois 2017). This is also being utilized by organizations for the manufacturing of the
engineering and the systems for the aircrafts and even treatment of the customers who have a
phobia of flying with the VR technologies. Amongst all these identified techniques, there are
also the innovative idea of providing the customers with the ability to view all the nearby
accommodation options to be viewed during the flight times (Arntzen 2017). The way by
which these are continued makes it easier to understand how the in-flight experiences for
providing the customers with an interactive and immersive environment secluded within the
flight can be replaced or modified to provide the customers with the experiences of viewing
the accommodation options. This is the most effective way of not just having the customers
provided with the home-like experiences that the customers can already receive at the home-
entertainment activities (Duburguet and King 2015). This is the utilization of the same idea
with the modifications done on what the people would be viewing. Instead of interactive
video environment, the customers are being provided with the ability to look for their
accommodation options nearby before the flight lands to choose the best option amongst the
available ones. Not just that, the customers would also be able to view the accommodation
options from within the flights and have a full experience of being bodily present in these
situations as well. The ways by which these would be made available to the customers are the
brainstorming yet to be done to make sure that the idea that is thought about is put into place
for effective services applied for providing the customers with the extremely innovative ideas
(Aslandere, Dreyer and Pankratz 2015).
3. Outline and apply a relevant component of Sustainability-led innovation potential
disrupters for the innovation?
The aircrafts itself has to fall victim to the potential disruptive situations where the

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innovations in the aircraft business itself becomes non-existent due to the potential disruptor
like the weather conditions. The problematic situations arise during the adverse weather
conditions. These are the situations where the aircraft organizations are found to be losing
billions and billions of moneys at an annual basis (Sahai et al. 2016). The innovations that is
being thought about the inclusion of the VR technology for being provided to the customers
on account of the factors that they would be providing the ability for them to view the hotels
and accommodation options nearby would also have to consider the potential disruption
caused by the adverse weather conditions. Mostly, the VR systems would be utilizing the
wireless internet connections for enabling the customers with the ability to view the
accommodation options available within the flights. However, during the adverse weather
conditions it would be problematic for the airlines to provide wireless internet to the customer
and this is why they would not be able to provide the customers with the services of this
innovative strategy. This is why the adverse weather conditions have the higher ability of
providing the customers with the disruptive situations which would also be extremely adverse
for the organizations who would be providing the services to the customers (Kumar, Kumar
and Prasad 2018). The planning ahead for the customers would also be at halt till the weather
conditions become clearer, thus losing a lot of important time that the organizations would
promise to save for the customer due to the innovative service by letting them search for the
accommodation option right in the flight.
In addition to that, this disruption would lead the people within the organization to
experiences the halt in the sustainability of the innovative VR technologies (Mizell 2015). If
the sustainability of the services is not put into action by the organizations and the same is not
being transferred in the services to the organizations, it can lead to extreme amounts of
customer dissatisfaction, which is by far the least expected by the organizations to be
implementing in. The recovery phase of the in-flight passengers is another disruptive factor in

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this matter. The aircraft can be falling into several air pockets while finding the safest flight
options while the adverse weather conditions, and this can cause panic in the customers
(Valdés et al. 2018). The customers would also require time to recover from the situation
even after the weather conditions become easy for the aircraft. All these have the potential of
making the innovative idea have a negative impact on the VR technology by which the
customers would be able to view the potential accommodation options for them by saving
time. The sustainability led innovation options can fall victim to these disruptions and find
problems in providing the services to the customers.
4. What mitigating strategies can be used to manage the potential disruption?
The airline service providing organizations are already thinking about the potential of
the aircrafts being able to have a steady recovery from the weather conditions. The digital
world has the ability of helping the aircrafts in these conditions when the weather becomes
disruptive enough to cause problems to the flight experiences of the people within the flight.
However, the organizations or the aircraft businesses have still not utilized the possibilities
available in the digital world to help them with possible solutions from adverse weather
conditions (Valentino, Christian and Joelianto 2017). Only the operational efficiencies are
increased and the costs at different phases are reduced so that the people associated with the
organization would not face a lot of problems while the aircraft is in a weather condition.
Therefore, the organization would not lose too much money while these weather conditions
arise. This is the way by which the airlines use the chatbots and the machine learning
techniques that helps the aircrafts with the fast recovery, both from the side of the crew and
the customers in the flight.
The passenger experience is to be kept into considerations at the utmost because this
is the most important thing while thinking about the mitigating strategies of the adverse
conditions in the entire scenario. The innovative solutions can still have some stock in-built

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videos feed in the VR machines for these situations where the panic attack of the customers
can be reduced. These videos would not need the utility of the wireless internet, which would
still be unavailable for the customers to see (Cardo, David and David 2017). These stock
videos can be motivating in nature so that the people in the flight can see through them and
have the same interactive and secluded experience so that they can be distracted from the
panic that they might be going through during these situations. With this idea implemented,
the negative travel experiences would be reduced from the side of the customers and instead,
their in-flight experiences would be enhanced because they would be provided with
motivating support through these VR machines during the time of tensions and panic (Qiuyue
and Luling 2017). Thus, this strategy can be utilized as the mitigating strategy for the
customers who would be facing the adverse weather conditions while using the VR
technology experience of viewing the hotel and accommodation options with the help of the
VR machines during the flight. The experience would not be turned into a negative one and
the people within the flight would be provided with a much-enhanced experience. It is
estimated that this mitigation strategy of the disruption would help the organizations in
having a much more enhanced experiences and would in the end provide positive feedback in
favour of the aircraft organization (Jenab, Moslehpour and Khoury 2016). Thus, the VR
technology would not just help the customers or the passengers with the ability of saving time
for finding the accommodation options after the flight but would also provide them support in
the disruptive situations like adverse weather conditions.

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