Singapore Airlines has announced the launch of its
all-new mobile app for Android and iOS smartphones, featuring innovative
features to enhance the customer experience.
The new app is designed for faster performance and improved usability, and
introduces new features that offer customers a seamless and more personalised
experience. Based on a ground-up rebuild and all-new underlying technical
architecture, the new app delivers customers significantly enhanced booking and
check-in flows, improving transaction time by up to 60%.
In addition to significant improvements in existing functions, the new App introduces
several entirely new features, including:
• Capture & Discover, a new search function that uses image recognition
as well as speech and natural language processing1 to identify the user
intent, match it to a Singapore Airlines destination, and present relevant
destination content and fare deals.
• Translation Assistant, a feature that uses real-time language translation
by voice to help travellers communicate better when they are overseas.
• Measure Your Baggage2 to help travellers determine if the size of
their bag is within cabin baggage limitations.
Amongst the many improvements in existing functionality, real-time information
such as boarding gate details, the destinations weather and currency, and
baggage belt3 information are added to the "My Trips" function.
Users continue to enjoy greater personalisation, with the enhancement of
in-flight entertainment features in the mobile app. These include extended
access to e-Library magazine and newspaper content based on KrisFlyer
membership tier, as well as a new search and filter function to allow for
easier content browsing in the e-Library and KrisWorld catalogue. The app
continues to enable customers to bookmark their movies, so that they can pick
up where they left off on subsequent flights with the newest in-flight
entertainment systems4.
The new app also sees enhancements such as a newly designed KrisFlyer account
dashboard and the introduction of an Inbox feature, which stores push
notifications as well as KrisFlyer messages for easy reference.
"Singapore Airlines has been investing heavily to enhance our digital
capabilities. With new user interface designs and insourcing of developer and
customer experience talent, we are working to provide faster and more
customer-centric products and services to improve the customer experience,"
said Senior Vice President Sales and Marketing, Mr Campbell Wilson.
"The launch of our new app follows many other digital innovation initiatives,
such as KrisPay, the world's first blockchain-based airline loyalty digital
wallet, and the progressive redesign of our website and its underlying
architecture. Improvements to our mobile app will not stop here and we will
continue to invest our efforts to add value to our customers experience."
The new app will be available for download progressively, following the beta
launch that began in October 2018. For Android users, the new app is being
released by countries progressively between July and September 2019, while iOS
users may download the new app from the App Store in September 2019. The beta
version will continue to be available for download in the meantime.
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