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Singapore Airlines recently announced the launch of its all-new mobile app for Android and iOS smartphones, featuring innovative features, faster performance, improved usability to enhance the customer experience.

The features of the app include a ‘Capture & Discover’ function which uses image recognition as well as speech and natural language processing to identify the user intent, match it to a Singapore Airlines destination, and present relevant destination content and fare deals; a ‘Translation Assistant’, feature which uses real-time language translation by voice to help travellers communicate better when they are overseas; and a ‘Measure Your Baggage’ function to help travellers determine if the size of their bag is within cabin baggage limitations.

“Singapore Airlines has been investing heavily to enhance our digital capabilities. With new user interface designs and insourcing of developer and customer experience talent, we are working to provide faster and more customer-centric products and services to improve the customer experience,” said Campbell Wilson, Senior Vice President Sales and Marketing, Singapore Airlines.

Based on a ground-up rebuild and all-new underlying technical architecture, it also delivers customers significantly enhanced booking and check-in flows, improving transaction time by up to 60%.

Amongst the many improvements in existing functionality, real-time information such as boarding gate details, the destination’s weather and currency, and baggage belt information are added to the “My Trips” function.

Users continue to enjoy greater personalisation, with the enhancement of in-flight entertainment features in the mobile app. These include extended access to e-Library magazine and newspaper content based on KrisFlyer membership tier, as well as a new search and filter function to allow for easier content browsing in the e-Library and KrisWorld catalogue. The app continues to enable customers to bookmark their movies, so that they can pick up where they left off on subsequent flights with the newest in-flight entertainment systems.

The new app also sees enhancements such as a newly designed KrisFlyer account dashboard and the introduction of an ‘Inbox’ feature, which stores push notifications as well as KrisFlyer messages for easy reference.

“The launch of our new app follows many other digital innovation initiatives, such as KrisPay, the world’s first blockchain-based airline loyalty digital wallet, and the progressive redesign of our website and its underlying architecture. Improvements to our mobile app will not stop here and we will continue to invest our efforts to add value to our customers’ experience.”

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