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Digital drive: Singapore Airlines taps into content creation with its App Challenge

Second year of competition will see participants enjoying access to airline’s programming interfaces for flight schedules, flight status and check-ins

PUBLISHED : Friday, 12 August, 2016, 11:25am
UPDATED : Monday, 15 August, 2016, 9:58am

Tourism is receiving a technological boost with the return of a Singapore Airlines App Challenge. The competition seeks to improve the travelling experience on the airline.

It’s all part of a digital drive that has seen the Lion City boosting its content creation and digital entertainment credentials, while pushing forward smart connected urban infrastructure and the Internet of Things as part of a Smart Nation initiative.

Singapore hosts entertainment giants ESPN, Discovery Asia, BBC World, Lucasfilm and Walt Disney Television, along with game makers Bandai Namco and Ubisoft. And with content creation so strong in the city, Singapore Airlines is seeking to further tap into this wealth of talent.

“The whole nation is very receptive to new solutions that will make Singapore an even more efficient and attractive city for both businesses and individuals.

“It seems like every other week there is something interesting and significant taking place in Singapore,” says Andrew Au, managing director, Southeast Asia, Imagination.

The App Challenge kicks off in October, and will see participants have access to Singapore Airlines programming interfaces for flight schedules, flight status and check-in. Designers can use these real-life examples to see where they can go with them. In its second year, the competition has expanded from universities and polytechnics to add an additional open category that anyone can enter.

The whole nation is very receptive to new solutions that will make Singapore an even more efficient and attractive city for both businesses and individuals
Andrew Au, managing director, Southeast Asia, Imagination

Participants will have access to mentors from Singapore Airlines, Microsoft, IBM and Amadeus, while Deloitte, Cisco, StarHub, Singtel, Expedia and PayPal are sponsors. There are lucrative winners’ prizes.

The first prize in the students’ category is a trip to Silicon Valley with visits to Airbus, Google and IBM, and a potential internship with Singapore Airlines. In the open category, cash prizes and return tickets to selected destinations are being given out.

Aside from holding competitions, the Singapore digital eco-system has benefitted from hosting media events. These include industry gatherings Festival of Media Asia-Pacific and BroadcastAsia; advertising meeting Spikes Asia; and entertainment spectacle the Singapore International Film Festival.

This vibrant ecosystem of media organisations, tech professionals and events makes the Lion City a leading tourism and travel technology player in Asia.