Description of Company
Fly Dubai (2014) is a Dubai-based, government-owned, low-cost airline. Since its establishment in 2008, the company has grown to serve more than 60 destinations around the world. The airline flies to different continents around the world, including Africa, Europe, and Asia. At its inception, the airline received technical support from Emirate Airlines (Kemp 2012). However, the company is not part of the Emirates Group. The airline’s main goals are to provide safe, comfortable, and affordable air travel to all its customers (Fly Dubai 2014). Currently, the company operates a fleet of more than 30 aircraft (Boeing 737s) that fly across its multiple destinations (Fly Dubai 2014).
Data Collection Method
This paper mainly relies on two types of information about Fly Dubai (2014) – primary and secondary information. Data from the company’s website (Fly Dubai 2014) and its associated pilot training website (Flydubai Virtual 2014) outline the main sources of primary information. This study relies on such pieces of information because they are credible and reliable. Moreover, they provide a first-hand account of the airline’s activities. Credible and independent academic publications, such as book reports and online business publications, outline the main sources of secondary information used in this paper. This study uses secondary information to verify the data provided in the primary information sources. Moreover, such information sources provide independent accounts of the airline’s activities.
Role of Information Systems in Company Management
Fly Dubai (2014) extensively uses information systems to support its virtual functionalities. Business-to-customer (B2C) relationships and business-to-business (B2B) relationships are the main types of business interactions that appear on the company’s web platform. Fly Dubai (2014) uses information systems in B2C relationships through online booking and flight tracking. For example, “Cleartrip” is a virtual platform that allows the airline’s customers to make online bookings to more than 65 destinations around the world (Cleartrip Private Limited 2014). The platform also allows customers to monitor flight schedules and get the latest information about their travel plans (such as flight cancellations, delays and similar events). The same platform allows customers to make hotel and taxi bookings (Cleartrip Private Limited, 2014).
Comparatively, the company uses information systems in B2B relationships through its virtual training platform (Flydubai Virtual 2014). The company uses the program to train pilots and acquaint new staff with the flight environment. Fly Dubai (2014) established the program in 2012 by introducing Microsoft’s Flight Simulator 2004 and Flight Simulator X to undertake the above-mentioned functions (Flydubai Virtual 2014).
Website Utilisation
A website’s ability to translate visiting customers into paying customers is a key success factor for companies that use virtual business technologies. However, doing so requires an effective website design that could guide customers to get what they want. Fly Dubai (2014) has recognised this fact and supports a simple online platform for users to interact with the company. Key features of the company’s website utility functions include accessibility, navigation, and identity.
Accessibility
Accessibility refers to issues that may prevent a website visitor from gaining access to a website’s contents. Fly Dubai (2014) is relatively accessible to all visitors because few features prevent a visitor from gaining access to the website’s contents. For example, the website loads in a reasonable time have a readable font-size and spacing and have adequate text-to-background contrast (Fly Dubai 2014). These features simplify the retrieval of information from the company’s website.
Navigation
Navigation refers to the identification of clear paths for retrieving desired website contents. Fly Dubai (2014) has a simple information architecture that simplifies website navigation processes. For example, users can easily identify the main navigation features and the company logo. The website also has a reasonable number of buttons and links that do not overwhelm the users.
Identity
Identity refers to the ease that websites explain the nature, history, and values of a company (what the company is about). Fly Dubai (2014) has a “hidden identity” because the home page does not explain the nature, history, or the values of the company. Instead, it appeals to existing customers because it contains information concerning flight search, booking, travel essentials, flight status, and check-ins (Fly Dubai 2014). Users have to search for information regarding the company’s identity in another link.
Based on the above features, Fly Dubai (2014) has a relatively good usability record. However, its features are firmly within the click-and-mortar framework because they supplement (not substitute) the company’s physical activities. Therefore, the website’s features simplify the company’s physical activities, like check-ins, on-board services, car rentals and similar travel essentials found on the website’s home page.
Interactivity
Fly Dubai (2014) has a good interactivity level because customers can easily customise their search processes through the company’s website. For example, the company website allows customers to track their flights by choosing their destinations, date of travel, and age. Similarly, customers can check their flight status by searching the flight’s route, or number (Fly Dubai 2014). While the website’s interactivity is good, it poses a security risk for the company because anyone can track a flight’s status, or search for other details concerning a flight (the website does not have a security feature to limit such actions) (Fly Dubai 2014).
Nonetheless, despite this security flaw, the website’s interactive platform does not have any privacy concerns because the company does not require users to provide personal details. Instead, the interactive sessions only highlight the technicalities of travel (travel accessories, flight status, flight planning, and the likes) (Fly Dubai 2014). Concerning ethics, Fly Dubai (2014) does not have unethical practices. For example, there are no platforms for customer manipulation, confusing privacy options, or spamming. Most of the details required from customers concern flight booking and flight planning. Comprehensively, the website has a good ethical and privacy record.
Summary: Management Challenges
The greatest challenge emerging from the above case study is the replication of offline customer experiences on the online platform. For example, the airline has replicated its booking services offline and online. Because of the challenges of operating a virtual platform, the online customer service quality fails to meet the quality of similar services offered offline. Consequently, the company’s management needs to develop new strategies for improving the online customer experience to meet the standards of the offline customer experience. Balancing security and interactivity needs is another management problem for the airline.
For example, this paper shows that Fly Dubai (2014) needs to improve the security features of its website. However, this process should not complicate user interactivity because Worldwide Optimize (2014) cautions that website complexity often increases security challenges. Therefore, Fly Dubai (2014) needs to be wary of the need for cross-browser compatibility and security compliance because these challenges characterize its interactivity/security balance. Comprehensively, striking a balance between adequate security and interactivity features and the maintenance of consistent customer experiences (online and offline) outline the company’s main management challenges.
References
Cleartrip Private Limited 2014, FlyDubai Airlines. Web.
Fly Dubai 2014, Company Information. Web.
Flydubai Virtual 2014, Welcome to Fly Dubai Virtual. Web.
Kemp, G 2012, The East Moves West: India, China, and Asia’s Growing Presence in the Middle East, Brookings Institution Press, London. Web.
Worldwide Optimize 2014, Integrating Interactive Features in Your Restaurant Website. Web.