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Air Malta Embarks on a Digital Transformation Journey

Posted on: November 27, 2017

As originally published in Sunday Times of Malta, Tech Supplement on Nov 26, 2017


Digital Transformation may seem like a buzzword, some distant world trend, but in reality it is already happening right here in Malta. Over the past 10 years, 50% of the global Fortune 500 companies have changed. Some of them even went out of business, resulting in structural changes in the employment market and economy as a whole.

In the globalised world even monopoly companies in a country aren’t safe, as international corporations are penetrating all markets. How can Maltese companies stay competitive and profitable in this environment? Air Malta – the flag carrier airline of the island, has an answer to this question.

Leveraging an Application Programming Interface (API) economy to broaden our reach in a hugely competitive market is a key element of our Digital Transformation Strategy , says Alan Talbot, the CIO of Air Malta.

The company goal is not only to be competitive, but also offer a first-class service and become more efficient and profitable. To achieve that goal Air Malta has embarked on a digital transformation journey, starting with the modernisation of IT systems and processes. Legacy modernisation is required to provide end-to-end visibility and seamless transactions between key airport, flight operations and commercial systems.

[Read more: Legacy modernisation: Get the edge and create opportunities]

The latest trends are showing that the world is moving towards a platform economy*. The biggest corporations, such as Amazon, Facebook or Etsy are offering platform as a service, and one of the key elements to their business model are APIs. Air Malta has recognised this trend and have engaged Ricston as a trusted partner and expert in API-led connectivity, to help in building an API-led platform to be at the core of the airline’s IT architecture.

The system will connect airlines existing and new applications, third party Software as a Service (SaaS) , e-commerce platforms, Customer Relationship Management (CRM) and a unique airline booking and reservation systems, creating a light and composable IT structure. This new system will allow Air Malta to offer a unified and convenient customer experience across all channels (native mobile app, website, or third party platform), easily roll-out joint offers with other airlines and provide customers with the most relevant “just-in-time” information. The platform will also facilitate direct sales and internal efficiency, which in turn translates into better margins for the airline and more competitive pricing for its customers.

Air Malta is redefining the airline customer experience, and we are happy to partner with them on this journey”, says Ryan Delia, a business development manager at Ricston. Our mission as an organisation is to help customers transform their businesses to take advantage of new market opportunities enabled by disruptive technology trends and we are extremely excited to bring this vision to life here in Malta , he concludes.

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Ryan Delia
Services Director