Emirates, known for its commitment to cutting-edge technology and innovation, has launched a new ‘One Device’ strategy leveraging Apple products, in which all 20,000 Emirates Cabin Crew receive iPhone 13 or iPad Air configured with custom Emirates apps to improve and streamline passenger service onboard, as well as enhance the overall crew experience.
Emirates has already invested more than AED 32 million in the project, which began with the distribution of Apple devices over a year ago. Today, more than 7,000 Emirates crew members use iPhones on the airline’s 450 daily flights throughout the world. An additional 5,000 cabin staff will receive iPhones and iPads with new apps and functionality in the coming months, building on the successful rollout.
Emirates’ in-house Service Delivery and IT teams conducted extensive user research with cabin crew before designing and building a suite of native, custom-built apps to improve the cabin crew’s user experience and ensure passengers receive the world-class service experience expected from Emirates. So far, feedback indicates that Apple devices empower cabin crew to feel better prepared for work and provide more personalised service to passengers.
Custom-built apps include one that improves the in-flight food ordering procedure in Business Class, assuring quick and precise service and allowing cabin crew to see each passenger’s profile and Skywards status. Another app ensures that cabin crew have access to the most recent roster and flight information and an overview of which cabin employees are onboard. Emirates cabin crew can access critical real-time data and are equipped with the tools they need to perform at their best by providing a 360-degree view of passengers, personalising each customer’s experience to an unprecedented degree, even providing information such as dining and drink preferences and onboard loungewear sizes – if used on prior flights.
The One Device project also improves cabin crew performance and safety requirements by providing 24/7 worldwide assistance, including a team of specially trained experts at the Emirates Dubai hub and through Apple assistance. To improve safety aboard, cabin crew may access remotely updated operating manuals anytime and use One Device as a platform for ongoing training through micro-learning. Emirates Cabin Crew can use the iPhone for private use, and their data is protected.
Apple products, such as rapid charging, longer battery life, lightweight design, and high build quality, serve the demanding operational environment of Emirates cabin crew. Furthermore, Apple’s industry-leading security protects customer and cabin crew information by leveraging the device’s security, authenticating user identity with secure Face ID, and removing flight information once the flight is completed.
The One Device deployment has been supported by an in-person experience zone at Emirates Headquarters in Dubai, which serves as a 24/7 one-stop shop for cabin crew to obtain information about hardware and operating software issues, access Emirates application support, fulfil device accessory needs, and more.