bringing business value and competitive
advantage through the technology
factory. For example, “How do we
enable better services for our custom-
ers through API and open systems?
What value can we bring by accelerating
our move to the cloud, and how will the
automation of our IT operation improve
our customer satisfaction?”
When faced with the goal of creating a
more personalised customer experience
using its Adobe marketing automation
solution, the focus was on finding a
solution that could process large
amounts of data but also provide the
flexibility the business demands.
EL AL has also implemented a Big Data
solution based on Cloudera. “The
queues, the various dates, and the
analytics we run on the Cloudera
infrastructure are to decide what kind of
marketing message we should provide,
and how to better appeal to each
customer,” he explains.
As EL AL looks to the future,
Markovitch says that there is already a
lot in the pipeline. After a recent upgrade
to the mobile app, the company has
launched a new website, which will
improve upon customer engagement
and allow customers to access and
better understand their frequent traveller
miles. Additionally, the airline is acquiring
new planes, including the Dreamliner 787,
which are being equipped with Wi-Fi.
“Overall, we’re going through quite a lot
of changes and technology is a vital part
of these changes.” With a clear path set,
it is without a doubt that EL AL will
continue to strengthen its position as the
‘smart airline’ of the startup nation.IT'S NOT JUST AN AIRLINE. IT'S ISRAEL153http://www.gigabitmagazine.com