SINGAPORE (Apr 15): A year and a half ago, Tony Fernandes, CEO of the wildly successful low-cost carrier AirAsia, talked about data as “the new oil”, and revealed plans to use data and machine learning to customise the pricing of air tickets and ancillary services to individuals. “We begin to know what your tolerance level is for a certain ticket to a certain destination,” Fernandes said. Effectively, AirAsia would be able to monetise the information it has gathered from its half a billion customers. “We will charge you differently for baggage,” Fernandes adds.

Have a premium account? Sign in to continue reading.

Unlimited access to all stories from $99.9/year*

The latest reporting and analysis from business and investments to news and views on social issues.


  • Simultaneous logins across all devices
  • Instant access to past digital issues
  • Unlimited access to The Edge Malaysia
  • *For annual subscription plan only. T&Cs apply