DXB ENTERTAINMENTS
DIGITAL REPORT 2020
Leveraging data to drive business value IN ASSOCIATION WITH
DXB Entertainments: Leveraging data to drive business value WRITTEN BY
PRODUCED BY
SEAN GALEA-PACE MICHAEL BANYARD
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Bollywood Boulevard
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D X B E N T E R TA I N M E N T S
Satyan Abraham, ICT Director at DXB Entertainments, discusses his organisation’s digital transformation journey in Dubai
D
DXB Entertainments is the owner of Dubai Park and Resorts™, the region’s leading integrated theme park destina-
tion, featuring four theme parks, two hotels and one retail and dining facility, spread over 30.6 million square feet of land. Since its opening two 04
years ago, it has evolved into the largest integrated theme park destination in the region and offers unique experiences and fun for all ages and has won several awards in recognition of its achievements. With over 100 rides across four theme parks, that range from high-adrenaline thrill seeking rides to family friendly activities, Dubai Parks and Resorts is an unmissable destination for any visitor to Dubai. Satyan Abraham, ICT Director at DXB Entertainments, has been with the organisation since 2016. Born in India, Abraham worked in Mumbai before relocating to the Gulf country. Prior to his role at DXB Entertainments, Abraham spent over a decade at Emirates Airlines in a variety of different roles and also headed his own consultancy
Motiongate Mad Pursuit
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D X B E N T E R TA I N M E N T S
2014
firm called Josh Consulting. “I was truly enjoying my consulting career, when
Year founded
I was approached by a senior execu-
30.6 mn
2
Facility land square footage
100+
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Rides across the four theme parks
tive at DXB Entertainments, who said that they were building a world-class leisure and entertainment destination, the first of its kind in the UAE and in the region, and that they wanted to bring someone onboard to oversee their major ICT infrastructure project. From the onset, Dubai Parks and Resorts’ vision was to establish itself as a key component of Dubai’s world class leisure and entertainment experience. “The challenge and excitement associated with working on a project of this magnitude, where I could help contribute to the growth of Dubai’s leisure sector, encouraged me to give up my consulting career and join the company full-time.” As an award winning entertainment destination and the largest of its kind in the region, Waseem Hassan, the Chief Business Support & Transformation officer at DXB Entertainments believes that in the future, tourists will travel to Dubai
Lapita Lobby
specifically to visit Dubai Parks and Resorts™, in the same way that Disney
Lapita Pool
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that range from high-adrenaline thrill
“When people come to Dubai, we want
seeking rides such as our Capitol
to be considered the destination
Bullet Train at MOTIONGATE™
of choice,” affirms Hassan. “Dubai is
DUBAI, to more inclusive family
already a major tourism hub and we
friendly activities such the Build-A-Raft
want our theme parks to be the place
River at the LEGOLAND® WATER
to visit, have fun and socialise. There
PARK. The combination of world class
are many destinations around the
rides and the opportunity to meet
globe with theme parks, but what they
characters from your favorite movies
don’t have is an integrated theme
and shows makes Dubai Parks and
park destination like Dubai Parks
Resorts an unmissable destination
and Resorts™ which has something
for any tourist.”
for everyone, and all age groups.
Using data analytics to improve
Across our four theme parks, we have
the customer experience is a key
approximately with over 100 rides,
area for DXB Entertainments. With w w w.dx be nte r t a i nme n ts . com
D X B E N T E R TA I N M E N T S
“ With over 100 rides across four theme parks, that range from high-adrenaline thrill seeking rides to family friendly activities, Dubai Parks and Resorts is an unmissable destination for any visitor to Dubai” — Waseem Hassan, Chief Business Support & Transformation Officer, DXB Entertainments
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Legoland Entrance
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D X B E N T E R TA I N M E N T S
Bollywood Raj Mahal
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digitalisation driving change in industries
believe that data will help us better
all over the world, DXB Entertainments
understand our customers,” explains
prides itself on being renowned as
Abraham. “Customer footfall analytics
a ‘smart park.’ “Our digital transfor-
allows us to make informed decisions
mation approach has been centered
about operational management,” he
around the smart park concept,”
says. “They provide us with an under-
explains Hassan. “Visitors could come
standing about which part of the parks
into our theme parks with wristbands
are visited the most, as well as the
to gain access and make any purchase
time and duration spent at each site.
without using a wallet – this technology
By understanding and tracking each
exists. I believe we’ve built our services
step of the guest journey we ensure
to be incredibly scalable.”
we are responsive to the needs of
“We truly understand the importance
our customers, continuously improv-
of a customer-centric approach and
ing our offering and delivering on our
E X E C U T I V E P R O FILE :
Waseem Hassan Title: Chief Business Support and Transformation Officer Industry: Entertainment
Location: United Arab Emirates
Waseem Hassan joined DXB Entertainments in 2014 and has headed Human Resources and Administration through the critical pre-opening phase of Dubai Parks and Resorts. In 2018, Waseem took on additional responsibility for Information Technology, Procurement and Business Excellence in his new role as Chief Business Support and Transformation Officer. With over 13 years’ experience in human resources management at leading leisure and development companies, Waseem brings extensive knowledge of human resources and experience in managing successful large-scale resourcing projects and in implementation of IT infrastructure. Prior to joining DXB Entertainments, Waseem was the Corporate Director of Human Resources & Administration at the Leisure and Entertainment division, within Meraas Holding, where he led human resources initiatives to support the organisation’s strategic goals. Waseem also spent five years as Director of Human Resources at the Jumeirah Group with responsibility for the Madinat Jumeirah Resort, Jumeirah Creekside Hotel and the Food and Beverage Group of Jumeirah International Group. Previously, Waseem has held key positions within Dubai Holding and the Executive Office (Government of Dubai). Waseem is a CIPD Associate, and holds a postgraduate degree in Human Resources Management. w w w.dx be nte r t a i nme n ts . com
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“ On the analytics front, we use AI technology and analytics to measure customer footfalls and movements through the park and are able to analyse the dwell patterns across the entire customer journey” — Satyan Abraham, ICT Director, DXB Entertainments
Abraham understands the importance of leveraging technology to drive business growth and considers it as a two-part process. “Firstly, we have
promise to offer best-in-class guest
to ask ourselves this question: can
experiences.”
technology bring service improve-
“We bring together a unique blend
ments? Secondly, how can we use
of value and innovation to create
technology as an enabler for business
unforgettable experiences for our
growth?” he says. “In other words,
visitors,” says Abraham. “In our industry,
what can we introduce as a value
you must be extremely customer-
addition which enhances the value
centric – it’s essential.”
chain for the business? For example,
Legoland Water Park Build-A-Raft River
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D X B E N T E R TA I N M E N T S
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E X E C U T I V E P R O FILE :
Satyan Abraham Title: ICT Director
Company: DXB Entertainments
Industry: Entertainment
Location: United Arab Emirates
Satyan Abraham joined DXB Entertainments in early 2016, heading the ICT Infrastructure stream within the ICT Smart Services program. In 2018, he took on additional responsibilities, overseeing the entire ICT portfolio in his new role as Corporate IT Director. An astute technology leader with over 25 years’ experience in multinational organisations Emirates Airline, Compaq, Tandem and DXB Entertainments, he led transformational programs across various portfolios, delivering significant cost reductions, whilst building a rich capability of people, processes and technologies. With extensive experience in the Travel & Transport and Leisure & Entertainment industry, he successfully implemented several large-scale IT projects, positively impacting passenger and customer experience. He has a strong track record, leading organisations from vision through to execution. In his functional role as CIO/Director, he has implemented IT operating models centred around consolidation, standardisation, digital enablement, strategic sourcing, shared services. Passionate about digital innovation, his main interests are in enhancing customer experience through the introduction of innovative technologies and solutions. Satyan also sits on the advisory board of startup companies, offering free mentoring and advisory services to early stage entrepreneurs. As part of pro bono consulting, he also provides ICT advisory services to a few governments in Africa. Satyan holds a Master’s in Business Administration from the London Business School, UK and a Bachelor’s in Computer Engineering from Bombay University, India. w w w.dx be nte r t a i nme n ts . com
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D X B E N T E R TA I N M E N T S
Riverland Fireworks
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we can introduce store credits on
available for a defined period of time.
the wristband to encourage visitors
It’s all about monetising these services
to purchase items with it, eliminating
while generating additional value for
the need for them to carry wallets on
the customer.”
rides. If the customer doesn’t spend
Having developed several strategic
the credits during their first visit, it
business relationships, Abraham
creates an opportunity for a re-visit
points to DXB Entertainments’ part-
as the store credits would still be
nerships with Dell EMC, Cisco, IBM,
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GBM & Microsoft as particularly influ-
partnered with Kloudspot, a company
ential. “Dell EMC has been providing us
based out of the US that is focused
with key services for our data centers.
on AI and analytics, which we use to
In terms of infrastructure, Cisco is a
measure customer footfalls and move-
key partner for us as we have consoli-
ments through the park and are able
dated on their networking services
to analyse the dwell patterns across
– everything goes through these,” he
the entire customer journey. We have
explains. “On the analytics front, we’ve
also forged strategic collaborations w w w.dx be nte r t a i nme n ts . com
D X B E N T E R TA I N M E N T S
Motiongate Meet and Greet kid with Smurfette
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with companies like Inferrix, MGC, Infobeans, who specialise in the IoT, AI and robotic process automation (RPA) space. They constantly evolve their products and develop their capabilities, which we benefit from.” Looking to the future, Waseem Hassan – Chief Business Support & Transformation Officer – believes the next stage of his organisation’s digital transformation is a complete automation across all processes and operations. “We will use RPA to streamline our back-end processes, such as procurement, invoicing, payables, and everything in the value chain,” says Hassan. “We piloted RPA within IT to fast track all the service calls, so it doesn’t require human intervention. The next stage is to scale it further and automate finance, procurement and HR. The entire onboarding process of staff can be an RPA-driven process, which will make it more efficient and cost-effective.”
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DXB ENTERTAINMENTSÂ PJSC SHEIKH Z AYED ROAD OPPOSITE THE PALM JEBEL ALI EXIT 5 SAIH SHUAIB PO BOX 337 72 DUBAI T +97 14 8200820 www.dxbentertainments.com
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