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Etihad Airways Digital Masters

1. Etihad Airways Business Model Sketch

The Etihad Airways is a transportation company, based on the air. The primary company

service is transport service provision to people and cargo. Etihad Airways is based in Abu

Dhabi United Arab Emirates, and it’s the second largest airways company in the UAE. The

company has a composed digital and business model, which has been in operational since the

year the airways was adopted, with minimal changes being done on the airways company

(Cole, 2013).

The company collaborated with Cognizant, a leading global provider of information

technology, consultancy, and client based business to enhance their customer based business,

while similarly outsourcing their services. Cognizant has been tested and proven as one of the

leading information technology company, and their collaboration and usage in the Etihad

Airways is of vital importance. The company established the business-oriented service that

the airways company requires (Cole, 2013). The services range from the client based online

booking of the Etihad Airways, as well as the online serving of the customers in the flight.

Etihad Airways fly two classes of passengers, the business, and the economy class.

Both classes of travel see their travellers get served and use the best information technology

platforms to suit their interests. The Cognizant signed a three-year deal with the Etihad

Airways to help improve its digital business model. The company re-imagines the travel
guest experience through a guest traveling. Apart from the engagement the Cognizant

Company similarly manages the Etihad Airway existing website application, where all the

customers get their service manual, including the company portals and integrate them.

The business model for the Etihad Airways involves four different actors; the high the

entry barriers, i.e. high start-up coast, risks, etc. high start-up the medium power of buyers,

i.e. Customers are very sensitive to quality; the power of suppliers, i.e. the Airbuses, the

airplanes, the airports etc. and the low power of substitutes, i.e. buses and railway(Cole,

2013). The diagram below represents the Etihad airways business model.

2. Etihad Airways Unification Business Operating Model similar to Delta Airlines

Delta Airlines have one of the best and inclusive business models in the world of airlines in

the 21st century. The Delta airlines company is based in Atlanta, Georgia, United States its

main airport is the Hartsfield, Jackson Atlanta International Airport, alongside other

international airport hubs such as the John. F. Kennedy International Airport in New York

City (Urna, 2009). The airline's company is the largest in the United States, and among the
most major airlines in the world, today, the business model of the Delta airlines is based on

the customer orientation it business minded prices which suit the client.

Etihad Airways is a rising airways company, and its business model can be aligned to

suit the delta airlines one. The following are the key concepts of the delta airlines which the

Etihad Airway can hugely copy, and align itself for an effective customer service and profits

maximization.

i. Business aggressiveness and defending of its territory. The Delta Airlines have over the

recent past years shown its aggressiveness but mainly defending its territory of the United

States; the airways have established itself as the best when it comes to quality service and

pricing in the United States, to attract a significant share of the United States market. The

Etihad Airways can start by commanding its progress in the United Arab Emirates (Urna,

2009). The fierce competition can be the barrier to this move by in improving the service

provision regarding quality and pricing the company can surpass its competitors at home, as

it seeks to enlarge to the rest of the middle east.

ii. Taking risks and making money where others cannot. The Delta has over time applied its

tactics in an attracting customers where then other airlines in the United States don’t.

Similarly, the Etihad can begin by attracting customer based, and also making money in

regions where their competitors don’t reach, for instance in the rest of middle east and other

areas such as Muslim north Africa.

iii. Flexibility. The Delta company airlines fly everywhere where their customers want to

go, even if it doesn’t maintain consistency. For instance, the company makes few flights to

Africa, but when there is any global summit of the heads of the government are going to

Africa, the delta company rescheduled its shifts to tale its customers there (Urna, 2009).

Similarly, the Etihad Airways should focus on being flexible on its flights, to commence
flying to the region on attracting more customers, when the company is not maintaining its

consistency.

iv. Keeping the balance of the near monopolies highly competitive market. Delta keeps the

two balanced in the United States, where no airways can maintain as a monopoly, but it tries

to balance it, likewise, the Etihad Airways can do so by reducing the monopoly power of the

Emirates Airways in the UAE. Whole working on balancing it with the perfectly competitive

market in the country and the wider Middle East region (Urna, 2009). Below is the model of

the Delta airlines, which the Etihad Airways can apply in its business doing.
 3. Digital Masters- Best Suited Quadtanr for Etihad Airways.

In the table nbelow, te etihad airways wuld best suit the digital masters quadrasnt, this is due

to the prolonges exemplary perfoamnce the company has been having in its digital platfoms

since it signesd acointract witrh the Cognizant information technology company (Cole,

2013) This quadrant the Etihad airways is strong in digital vision, in governance as well as in

its culture. The company similarly has several global initiatives under this quadrant.

4. Leadership and management of Etihad airways in the digital and business model play

book

As the digital masters in the chart above, the Etihad Airways collaboration with the

Cognizant, the company has improved marginally over the past one year since the deal was

signed. The table above represents the Etihad Airways leadership as one of the best, with an
exceptional leadership of the company president, James Hogan. It’s this president whose

tenure has secured the information technology deals with the Cognizant to improve its

marginal technological performance. The company is highly motivated and its leadership id

at the peak. The progress made by this effort is meant to similarly improve the management

playbook in the senior management, where every officer in the company will take charge of

developing their information technology field while advancing to make the Etihad Airways

one of the beats in the region (Cole, 2013). The business model is similarly well applicable

for Etihad, basing the fact that it’s the second regarding size in UAE.
 Works cited

Cole, Alex. Analysis of the Etihad airways. Place of publication not identified: Grin Verlag

Ohg, 2013. Print.

Urna. Airline industry: potential mergers and acquisitions driven by financial and. Place of

publication not identified: Diane Pub Co, 2009. Print.