Home' Asian Aviation : AAV May 2019 Contents 22 AsianAviation | May 2019
SOLVING THE COMPLEXITIES of cross-selling products and ser-
vices within the aviation sector with most of its customers in the
Asia-Pacific region, Air Black Box has created the world’s first system
that provides seamless capability for airlines to network and cross-
sell with each other, regardless of carrier type
or passenger service system (PSS) platform.
Founded by a team of travel industry
technology experts, the company has an
independent sister company based in Sin-
gapore. “ We go where the business is and
where we need to best service our custom-
ers,” Reyner says.
An investment from 777 Partners recently
has expanded the firm’s presence in the avi-
ation sector, including in the Asia-Pacific re-
gion, while enabling the company to build out
its product capabilities for regional and global
airlines of all model types as well as airports
and other travel technology providers.
Because the Air Black Box system can be
used by a single airline or by multiple airlines,
airports and technology companies, the com-
pany says it’s investing significant resources
in marketing and promotions to these client
groups, particularly in the Asia-Pacific region.
The company ’s plans over the next three
years will focus on growth by adding staff to
expand, improve geographic coverage and
enhance the range of products. The com-
pany is also investing significant resources
to target its key markets of airlines, airports
and technology companies and has signed
additional clients for which formal announcements are pending.
Air Black Box is also adding technical staff for its product devel-
opment strategy that calls for a range of enhancements on the back
end to new features that give travellers greater control over their
itineraries after purchase on the front end.
“ The world needs ABB,” says Reyner. The inability to efficiently
connect inventory and systems to drive passenger volume, business
expansion, and increased ancillary revenue has been a limitation in
the airline industry, he explains.
Further he says the proliferation of low-cost carriers (LCCs) has
fuelled a fast-growing market segment: the self-connecting travel-
ler. “Passengers are creating their own itineraries because airlines
aren’t providing them. These passengers are now experiencing a
range of problems inherent in that kind of
travel; missed connections, cancellations,
lost bags, visa problems, additional or un-
necessary fees, long queues, ruined holiday
plans, resulting in both angry travellers and
potential damage to airline brands.”
Air Black Box technology solves this prob-
lem, according to Reyner. It seamlessly com-
bines any airline’s route network with any
other airline to build complex, multi-leg itin-
eraries that can be managed and protected.
“Airlines have fewer frustrated travellers, and
travellers get all the benefits of self-connec-
tions plus service levels similar to full-service
The platform also combines inventories
between carrier models to include, full ser-
vice, budget, ultra-long haul and hybrid. Air-
line benefits too are clear. “ The full service
carrier gains a feeder network and the LCC
can provide a range of itineraries well be-
yond its own route network,” Reyner said.
The platform helps create sales oppor-
tunities by efficiently and cost-effectively
facilitating the cross-selling, distribution and
fulfilment of travel products and services
with partners and has been popular with
airlines in cooperative alliances. They can
now reach a broader audience and build brands in an increasingly
competitive and dynamic marketplace, says Reyner.
Results are apparent with the Value Alliance of low-cost carriers,
“our most prominent customer,” Reyner adds. The world’s first low-
cost carrier alliance and Asia-Pacific’s largest, Value includes Cebu
Pacific, Cebgo, Scoot, Nok Air, NokScoot, and Jeju Air. The shared
inventory enables them to better serve 50 million-plus passengers
across 160 destinations, and to compete more aggressively in the
region, points out Reyner.
Feeding the customers
Airline distribution models have barely undergone a change for decades. Now, UK-based Air
Black Box is disrupting the digital supply chain that feeds the products and services sold by
airlines. Company CEO Ian Reyner told Neelam Mathews how new technology is keeping
in sync with changing airline, airport and travel selling models.
Airlines have fewer
and travellers get all
the benefits of self-
IAN RAYNOR, AIR BLACK BOX
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