Business Digital Transformation: A Study to Evaluate the Current Digital Operating Model in Saudi Airlines Company to Realize the Impact of Digital Transformation

Abstract

Nowadays, digital transformation is a must for most organizations. It is a trend and interesting topic for companies across the world. During the past twenty years, technology has not only changed our personal lives but also changed the businesses around the world. Technology became the most important factor to the success and sustainability and the fast revolution of technology is changing the business industries environment and affecting the nature of competition and it is getting more aggressive. Digital transformation is one of the essential programs to achieve the vision of Saudi Arabia 2030. The kingdom has taken real steps towards implementing digital transformation. However, SAUDIA Airlines, the flag carrier and the biggest airline company at Saudi Arabia, has to be digitally transformed to be in-line with industry trends. The challenge is to transform SAUDIA’s entire digital experience into seamless experience to keep up with the competition. MIT-Capgemini digital transformation framework was the base of this study. The framework contains ten factors for successful digital transformation journey. All these factors have been analyzed and discussed. Finally, Interpretive Structural Modeling (ISM) has been used to prioritize the factors of framework and to define factors’ dependencies among each other.