Emirates is a public limited company that operates in the global airline industry. The airline provides a wide range of tour and travel services (The Emirates Group 2013). In its operation, Emirates has integrated the concept of big data in an effort to develop a competitive advantage (Mayer-Schonberger & Cukier 2013).
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Definition of big data
Big data refers to a large volume of data that is difficult to process and analyze using traditional data analysis tools (Yiu 2012). It is characterized by volume, veracity, variety, and velocity (Zadrozny 2013). Volume refers to the amount of data to be analyzed by an organization in order to make an effective decision (Simon 2013). Veracity refers to the quality and originality of the data (McGuire, Manyika & Chui 2012). On the other hand, velocity entails the speed with which data is generated while variety refers to the different types of data (Sicular 2013).
Some of the sources of big data include cloud applications, social network profiles, and data warehouse appliances (Brust 2012). Examples of big data include customer contacts and activity reports on social media (Dymacz 2013). The Information Technology sector is one of the largest producers of big data. Big data is very essential in developing a competitive advantage (Furrier 2012).
The usefulness of big data to Emirates in identifying business information
Emirates Airlines’ management team is committed to developing a high competitive advantage by utilizing big data (Enderie 2013). The firm has developed a customer relationship management application known as Knowledge-driven In-flight Service (KIS) (McKeon 2012). The application enables the firm to store diverse customer information hence improving its in-flight services (Kollau 2012).
The firm has also integrated ElitePad 900 as one of the tablets to be used in gathering big data (Lardinois 2012). This provides the firm’s flight crew with a unique opportunity to gather big data. For example, the firm will be able to gather numerous customer opinions and complaints regarding the services offered. Moreover, the application will enable Emirates to gain insight into the customer’s travel behavior and other personal information (Microsoft: News Centre 2013). Enderie (2013) asserts that ElitePad 900 will enable the firm’s cabin crew to offer personalized services. By using big data, Emirates will be able to improve the effectiveness with which it delivers customer services. Additionally, the firm’s management team will be able to make optimal decisions that enhance the firm’s competitiveness.
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