Emirates prepares for a very different airline industry

At the recent IATA AGM in Cancun, Mexico, Christoph Mueller, chief digital and innovation officer, Emirates Airline delivered a fascinating vision for 2025. Airlines will be acting very differently in the next decade, driven by the need to respond genuinely to the big data kings. The big intermediaries will own the commoditised part of the market. It will be up to the brands to drive the personalised experience. “The sharing of big data is the last step in digital maturity of our industry,” he said. Mr Mueller also challenged the segregation of transportation classes, instead taking into account the whole basket of goods and services.