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flydubai invests in innovation for improved customer service

Extends agreement with Radixx International for enhanced Passenger Services System

  • Reinforces airline's strategy for implementing innovative technology and delivering benefits to travellers
  • Creation of dedicated data centre in Dubai to support technical requirements 

As part of its strategy to enhance its ability to manage with greater autonomy and continued growth of its operations, flydubai has announced a new agreement with Radixx International that will allow it to take the customer experience to a new high.

The agreement between flydubai and the provider of cloud-based reservation and distribution systems for airlines, includes a license for flydubai to access and modify the Radixx Air Passenger Services System (PSS) source code and ongoing customer service system.

This is a pioneering move which effectively eliminates constrains of the more traditional one-size-fits-all software management approach. It offers flydubai control over its core software solutions by integrating the best-of-breed systems with Radixx's robust and cutting-edge technological platform, thus resulting in significant cost efficiencies and ultimately enhancing the customer travel experience.

The agreement will also see the formation of a dedicated team and facility within flydubai to further develop the capabilities of Radixx's Air PSS and create the best PSS in the world, optimised for fast-growing airlines.

Recently awarded the Best Regional Airline serving the Middle East at the 2015 Business Traveller Awards Middle East, flydubai continues to seek innovative means for further enhancing travellers' experiences. Be this through its continued commitment to serve previously underserved markets, its modern fleet, or the early adoption of new and innovative technologies.

flydubai plans to further develop capabilities including offering the full suite of products across all distribution channels and provide more ancillary services as a part of the offering, to make travelling with flydubai an outstanding experience. Customers will also have numerous options to pay for their travel through integration with a variety of payment partners.

Commenting on the extension of the agreement, Ghaith Al Ghaith, CEO at flydubai said, "As flydubai enters into its next stage of development, we seek partnerships that not only meet our current requirements but those that support our future growth. Customers remain the core focus of our business and consistently delivering a seamless service is critical - this starts from booking their journey, to disembarking the aircraft at their destination. Through this USD $50 million investment, we aim to create a customised and easily scalable platform both in terms of functionality and volumes which support our deeply tailored, flexible customer offering that meets the evolving needs of the business."

"By taking control of core software capabilities and moving away from a one-size-fits-all approach, flydubai is leading the industry in developing a bespoke software capability that is more flexible to the changing requirements of a growing airline. The extension of this agreement demonstrates the scalability and robustness of the Radixx platform," said Ramesh Venkat, CIO at flydubai.

About Radixx International

Radixx International, Inc., headquartered in Orlando, Florida, is now delivering its fifth-generation cloud-based Passenger Service System. Designed from inception as a merchandising platform for airlines to sell anything, Radixx International is the leading provider of next generation airline distribution solutions. Radixx Air is a complete enterprise system that caters to the needs of hybrid, low-cost, and traditional airlines including support for interlining, code sharing, and distribution through GDSs. Founded in 1993 and now hosting airlines on six continents, Radixx’ fully integrated, cloud-based solutions support all airline business models. For more information, visit

Radixx International Press Contact:

John Beisner, +1 504.897 0462,   

About flydubai

From its home in Dubai, flydubai has created a network of more than 90 destinations and over the next decade the airline will see its fleet grow by up to 236 aircraft. Since commencing operations in June 2009, flydubai has been committed to removing barriers to travel, creating free flows of trade and tourism and enhancing connectivity between different cultures across its ever-expanding network.

flydubai has marked its journey with a number of milestones that represent the scale of the ambition planned for the airline:

  • An expanding network: Created a network of more than 90 destinations in 48 countries across Africa, Central Asia, the Caucasus, Central and South-East Europe, the GCC and the Middle East, and the Indian Subcontinent.
  • Serving underserved markets: Opened up more than 65 new routes that did not previously have direct air links to Dubai or were not served by a UAE national carrier from Dubai.
  • An efficient single fleet-type: Operates a single fleet-type of more than 50 Boeing 737 aircraft. 
  • Record-breaking orders: Placed the largest single-aisle aircraft orders in the region at the 2013 and 2017 editions of the Dubai Airshow.
  • Enhancing connectivity: Carried more than 75 million passengers since it began operations in 2009.

For all our latest news, please visit the flydubai Newsroom.

Dubai Aviation Corporation, trading as “flydubai”,
Dubai International Airport,
PO Box 353,

For enquiries relating to your booking, please call the Contact Centre on +971 600 544 445