Dubai’s Emirates has announced its latest strategy, ‘One Device,’ featuring the use of Apple products for its cabin crew.
Under this initiative, all 20,000 Emirates cabin crew members have been equipped with iPhone 13 or iPad Air devices loaded with custom Emirates apps.
The primary aim is to enhance passenger service during flights and improve the overall crew experience.
iPads and iPhones for Emirates crew
Emirates has invested more than AED32 million in the ‘One Device’ strategy, with the distribution of Apple devices commencing one year ago.
Currently, over 7,000 crew members are using iPhones across 450 daily flights within the global network.
In the coming months, an additional 5,000 cabin crew members will receive iPhones and iPads featuring new apps and features.
To ensure the success of this strategy, the airlines’ in-house Service Delivery and IT teams carried out extensive user research with the cabin crew.
The goal was to design and build a suite of native, custom-built apps tailored to revamp the user experience for cabin crew and ensure passengers receive a top-tier service.
The ‘One Device’ initiative offers applications that streamline the inflight meal order-taking process in Business Class, provide real-time roster and flight information, and offer a 360-degree view of passengers.
This enables cabin crew to offer highly personalised service to passengers, even taking into account individual preferences from prior flights.
‘One Device’ strategy elevates efficiency
Additionally, these Apple devices provide 24/7 support to cabin crew, enhancing both performance and safety standards.
This support can be accessed globally, including through a team of trained experts at the airlines’ Dubai hub and Apple Support.
Cabin crew members can also check official processes at any time, access operational manuals, and engage in continuous education through micro-learning.
These innovations are further supported by Apple’s security features, protecting both customer and cabin crew information.
The rollout of the ‘One Device’ strategy is complemented by a dedicated in-person experience zone at Emirates Headquarters in Dubai, offering a comprehensive support system for cabin crew.
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