China Southern Airlines aims to enhance the customer experience through business intelligence and mobility initiatives. It operates 500 aircraft and has over 150 routes centered around its hubs in Guangzhou and Beijing. The company's new Service Control Center project will integrate data from core databases to power proactive, personalized service across customer touchpoints using over 15,000 mobile devices. By analyzing customer behavior data and passing customized information to passengers during their journey, China Southern Airlines hopes to improve the travel experience.