ATIS 2016: JetBlue talks digital strategy

tAt SITA’s 2016 Air Transport IT Summit (ATIS) in Barcelona, JetBlue’s CIO and EVP innovation, Eash Sundaram, told delegates about JetBlue’s latest digital developments.
Talking about the carrier’s new lobby at New York JFK, which Sundaram said is due to be unveiled over the next few weeks, he declared the airline’s philosophy is still very much ‘inspiring humanity.’
While JetBlue has automated processes such as check-in with the aim of eliminating crewmember processes which didn’t add value to the passenger experience, it very much still sees the value of having crewmembers present elsewhere.
Sundaram stated that JetBlue looks at the way in which technology can enable the improvement of the hospitality experience for both passengers and crewmembers, asserting that in the future, crewmembers will have access to NFC-enabled devices which will allow them to see a passenger’s PNR as they approach. This way, Sundaram demonstrated, crewmembers could open by asking “How can I help you with your flight to Boston today, Mr. Smith?”
During his presentation, Sundaram also confirmed JetBlue is currently working on permanent bag tags, assigning the concept of the mobile boarding pass to what he referred to as “JetBlue’s previous chapter.”
In-flight, Sundaram asserted that its real-time in-flight connectivity allows crewmembers to see if passengers will miss their connecting flight, allowing them to re-book passengers onto the next available service to provide a solution before the plane lands. This ability to manage disruption, explained Sundaram, is why the airline sees in-flight Wi-Fi as ‘foundational’ – and why it remains a free service for passengers – because it allows JetBlue staff to improve passenger experience.
Stephanie Taylor, assistant editor, Low-Fare & Regional Airlines / LARAnews.netBarcelona, Spain

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