In a groundbreaking move, Emirates, Dubai's renowned flagship carrier, has unveiled its innovative strategy known as 'One Device.' This strategy involves the distribution of 20,000 Apple devices, including iPhone 13 and iPad Air, to Emirates Cabin Crew. These devices come preconfigured with exclusive Emirates applications, designed to enhance and streamline the passenger service experience in-flight while also elevating the overall working experience for the cabin crew.
Emirates has made a substantial investment, exceeding Dh32 million, into this visionary initiative. The distribution of Apple devices commenced a year ago, and currently, more than 7,000 Emirates crew members benefit from iPhones across 450 daily flights within the extensive global network. Over the coming months, an additional 5,000 cabin crew members are slated to receive iPhones and iPads, expanding the reach of the 'One Device' strategy.
Before developing and implementing the custom-built apps, Emirates' in-house Service Delivery and IT teams conducted a thorough user research campaign in collaboration with the cabin crew. The primary goal was to overhaul the user experience for the cabin crew, ensuring that passengers receive the exceptional service that is synonymous with the Emirates brand. Early feedback has been overwhelmingly positive, with Apple products empowering cabin crew to be better prepared and to offer highly personalized services to passengers.
The suite of custom-built applications includes an app designed to streamline the inflight meal order-taking process, particularly in Business Class. This app guarantees swift and precise service, as it allows cabin crew to access each passenger's profile and Skywards status.
Another application ensures that cabin crew have up-to-the-minute roster and flight information at their fingertips. They can easily view seat changes, upgrades, and gain insights into which fellow cabin crew members are onboard.
With these tools, Emirates cabin crew now have a 360-degree view of passengers, providing them with critical real-time information and the means to deliver an unparalleled level of personalization. This includes details such as dining and drink preferences and onboard loungewear sizes, based on prior flights.
The 'One Device' initiative not only boosts cabin crew performance but also elevates safety standards. Cabin crew can access 24/7 support on a global scale, which includes a team of specially trained experts at Emirates' Dubai hub, as well as Apple Support.
Furthermore, this initiative enhances safety onboard as cabin crew can review official processes at any time, thanks to remotely updated operational manuals. The 'One Device' also serves as a platform for continuous education through micro-learning. Importantly, Emirates Cabin Crew are allowed to use their iPhones for personal use, with their private data safeguarded.
To support the rollout of the 'One Device' initiative, Emirates has established an in-person experience zone at its headquarters in Dubai. This zone operates 24/7 and offers a one-stop shop for cabin crew to address hardware and operating software issues, access Emirates application support, and fulfill their device accessory requirements, among other services.
In conclusion, Emirates' 'One Device' strategy represents a significant leap forward in the airline industry. By providing its cabin crew with cutting-edge Apple devices and custom applications, Emirates is ensuring that passengers receive a world-class service experience, while also enhancing the working conditions and safety of its dedicated crew members.