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Pinning down 'The King of good times' is as hard as laying
your hands on the famous Kingfisher Swimsuit Calendar. Quite understandably as Vijay
Mallya, chairman and managing director, Kingfisher Airlines, has his hands
full with managing the multi-billion dollar UB empire-or enjoying the best
that life has to offer, like sailing in the Indian Empress (the yacht that he
acquired from Emir of Qatar).
Fortuitously, Kingfisher Airlines decided to hold a press
conference in Mumbai and in walked Mallya escorted with two nubile hostesses
decked up in red. It has been close to two years since the glitzy Kingfisher has
taken to Indian skies. In such a short span of time, not only has the airline
captured significant market share but also the mind share of the Indian
traveler. The airline is known for its 'premium service' that it offers
right from faster check-ins to more comfortable seats. In fact Mallya more or
less swears by the word 'premium'. So, when Shashwat Chaturvedi from
CyberMedia News queried Mallya on the role IT plays in the scheme of things, he
candidly extolled the virtues of technology and how it was being deployed at
Kingfisher. Excerpts:
How strategic is IT to the business requirements of Kingfisher
Airlines?
Let me ask you a thing instead. Tell me a business, in which IT or
technology does not play a strategic role. To elaborate further, according to
me, technology is the nerve on which business processes of the company operates.
UB Group has always been focused on working with the latest technology that is
on offer and Kingfisher Airlines is no different. Starting from the latest
aircrafts to the high standard of customer service that we provide, Kingfisher
Airlines has always been at the forefront of adopting and incorporating the best
technology has to offer.
Kingfisher is known more for its glamour and glitz. How is IT
being used as a differentiator?
If you are not innovative, you cannot be glamorous. The two things go much
hand in hand. Kingfisher Airlines has been at the vanguard of tech adoption and
we have a number of first in that regards. One of the latest innovation that we
have offered is the Roving Agent; as soon as any of our guest starts walking
towards the security gate, a Kingfisher Airlines agent armed with a hand-held
device and printer, confirms and prints out the boarding pass, saving quite a
bit of time.
Or take the advanced Airborne Communications Addressing and
Reporting System (ACCARS) for example. Whenever a Kingfisher Airplane is flying,
all the vital parameters are being monitored in real-time at our data center and
as soon as it lands, the ground staff knows about all the nitty-grittys of the
plane and can work accordingly. We were the first private carrier in India to be
equipped with ACCARS. Kingfisher Airlines was also the first one in the domestic
sector to boast of an in-cabin entertainment system. Let me also point out that
we do not look at technology for the sake of technology. For us, customer
experience is key and we leave no stone unturned to provide the best that is on
offer.
Internet is the latest buzzword in the domestic airline
industry. How has been your experience of the same, as you mentioned that you
had 'burnt your fingers on the Internet'?
That is certainly not correct. I did not say that I had burnt my fingers or
something, neither did I imply it. It is just that at the onset, we had gone
completely down the online way. The mistake so as to speak was that our entire
reservation system was based on the online model. In India, close to 60% of
travel bookings are done through travel agents be it for individuals or
corporates. These agents had to access the Kingfisher Airline to book a ticket
which was quite cumbersome and we were loosing out on business.
We quickly realized the folly and took corrective measures like
going on the Sabre Global Distribution System (GDS). Now, the agent can book the
tickets without any hassles. I am not discounting Internet, it is just that we
have widened our horizons and now offer multiple booking options
What is the role of your software arm,, UBICS, in the new scheme
of things?
UBICS continues to be an important piece in the jigsaw and was involved in
managing the transition to Sabre Applications. Going forward, it will continue
to partner with Kingfisher Airlines on a variety of tech projects.
Do you think that Indian airline companies have been able to
capitalize on the benefits of IT completely?
I can hardly speak for the other airline companies. At Kingfisher Airlines,
we have indeed managed to capitalize on all that technology has to offer and
among the best in terms of tech adoption. We have always stayed few steps ahead
of the pack and will continue to do so in the times to come.
- With inputs from Pratima
Harigunani Page(s) 1
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