Innovations Alter The Aviation Industry

By Author: Alice Coope
Total Articles: 213
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Innovation is the “life-force” of any and every forward thinking enterprise in today’s competitive market place. The objective is to enhance brand recall value, develop a deeper audience connect and remain competitive by continuously innovating and ideating to drive growth. Great ideas and revolutionary thinking can be sourced from anywhere, but for an enterprise, these ideas are a source of strategic innovations and incremental enhancements.

They say that sky is the limit for success and innovation. However, when it comes to the Aviation industry, with creative ideas they can move even further, reaching new heights of success. This is exactly what leading airline brands have been doing. They have made use of innovative idea capture techniques to reach into the customer’s mind and garnering ‘out of the box’ thinking.

“Open innovation is a catalyst for radical thinking.” Lufthansa Cargo did something similar in the recent past. Its main objective was to make the most of the “crowd wisdom” for minimizing its environmental impact and enhance ...
... its services. Lufthansa’s “Air Cargo Innovation Challenge” welcomed participants from round the world, especially academicians, air freight consumers and logistics experts to contribute their ideas and perceptive insights on any feature of Lufthansa Air Cargo Supply Chain. There was a huge response and the brand was successful in selecting the best idea and establishing a personal connection with its audience.

Crowdsourcing is one of the most popular choices used by aviation brands for getting new innovative ideas. This acts as a mode of effective PR and branding exercise and allows enterprises to target a huge audience in a less time, requesting for their participation.

This is exactly what aviation major Emirates did in 2010, by launching its first edition of ‘Our Future Artists’ competition. This event encouraged artists from round the globe to come up with artwork ideas and submit them for 2013 membership cards for a frequent flyer program named “Skywards”. Emirates received an overwhelming response to this innovative crowdsourcing competition with over 3,500 entries and approximately 50,000 votes. Every participant was encouraged to make use various art styles such as sculptures, painting as well as photography. By engaging with the widest possible audience, Skywards wants to introduce these artists worldwide and showcase their original work and in return will get the best artwork for their Skyward membership cards.

They have little time for companies and brands that don’t deliver genuine innovation and in fact will participate heavily in creating buzz around an innovation they love, which in turn makes it seem more innovative. So there is an innovation virtuous circle, which some companies and brands are exploiting to their advantage, while others, often through no fault of their own, seem to be on a downward spiral in consumers’ minds.

In this changing world, the core essence of idea management has transformed. It is no more restricted within the four walls of a board room discussion including few or selected officials. The “brainstorming” process has expanded and has become more widespread. Consumers value innovation highly and, indeed, care deeply about it. They respect companies and brands that they see as pioneering and striving to improve their world. The spectrum includes one and all thereby promoting a culture of knowledge sharing that conveys a brand’s message to the audience in the most appropriate manner.

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