News & Analysis

AirService and Village Roadshow partnership demonstrates the growing taste for white-labelling by enterprise

- September 22, 2016 2 MIN READ

It was announced on Tuesday this week that Sydney-based startup AirService has entered into a partnership with Village Roadshow Theme Parks (VRTP) that will see its mobile ordering solution rolled out across the group’s theme parks, including Wet ‘n’ Wild, Movie World, and Dream World.

The mobile application, which allows guests to order and pay for food, provides users with a seamless experience, even messaging them when their order is ready to pick up so they do not have to endure the annoyance of queuing and instead can continue to walk around the theme park and enjoy the rides while they wait for their meal.

“Instead of standing in a queue with your young children and missing out on all the fun of Movie World, you just make an order and continue to enjoy the rides and entertainment until your food is ready to pick up,” said cofounder and CEO at AirService, Dominic Bressan.

While some in the media have labelled the service a world first they are incorrect – the first theme park in Australia to enable mobile-ordering for food and beverages was Jamberoo, a water park located in New South Wales. While small in comparison to VRTP, the park still welcomes over 300,000 visitors each year.

The new application will be called eServe, powered by AirService and it is one of many examples of how enterprise are leveraging startup technologies and platforms to solve problems.

Gotham City restaurant at Warner Bros. Movie World will be the first of many venues at VRTP to use the new Village-branded, AirService-powered eServe app. The next logical step is to add further restaurants to the application before expanding across the company’s network of theme parks, with Wet ‘n’ Wild on the Gold Coast next in line.

Once an organisation reaches a certain size or notoriety, the expectations around the customer-facing technology that they use begins to change from a public perspective.

For example, when you are flying on Qantas or Virgin Airlines, the expectation (although presumptuous) is that they would have their own native and branded applications for smartphones instead of utilising an external service like ABC*App to deliver XYZ to their customers. Some corporates hire entire teams to build those types of platforms from scratch – however you would be surprised how many technology businesses offer their owned tech in white-label B2B arrangements.

Salesforce.com and Google Apps are examples of big companies that have tapped into significant revenue opportunities by doing so. The beauty with tech-based businesses is that when you are building something bespoke for your internal usage, there is always a strong possibility that you can license that tech and integrate white-labelling as part of your go-to-market strategy.

Image: Dominic Bressan. Source: Supplied.