AIME 2010: Emirates man extols innovation as mobile phone soars

  As the airline’s passenger communications and visual services VP, Brannelly drove many of the innovations enjoyed by Emirates passengers, including its industry-leading ICE inflight entertainment and the onboard mobile phone service. Introduced in March 2008, phone capability is now available on more than 70 Emirates aircraft and is being rolled out to the rest of the fleet.  

In just under two years 1.6 million passengers have logged on to the service, which has been offered on more than 55,000 flights. Around a quarter of a million text messages have been sent from Emirates aircraft this year alone. “Sooner or later the whole debate over connectivity in aircraft will be over,” said Brannelly. “The only question is when, not if.”  

Brannelly looked forward to the imminent addition of BlackBerry connectivity to the service, asserting that hard times are no reason for a company to back off from innovation. “There are real, pressing reasons for innovation,” he declared. “To begin with, the passenger goes ‘Wow’ at the latest offering. Then as time passes it becomes ordinary and people want something newer and better. For example, today’s business-class traveller wants more than was offered in first-class ten years ago.”    

He described the Middle East as a real centre for innovation, citing a much lower level of legacy thinking and ample opportunities to work from a clean sheet of paper. But he also warned against complacency: “There is competition out there and it will make itself felt in this region. At Emirates we respond not so much by looking at what other carriers are doing, but at the needs of the passengers and how we can make their experience even better.”

Brannelly concluded: “The Middle East is a very good opportunity for vendors, and events like this are a very good showcase. I shall be looking for suppliers with a passion for excellence, and I advise you to do the same.”