Phunware CEO outlines AI Platform 2.0 and expansion across hospitality markets

Phunware Inc. CEO Dmitry Kroshka joined Steve Darling from Proactive to discuss the company’s transformation into an AI-powered guest intelligence platform, the rollout of Phunware 2.0 and opportunities to expand across the hospitality and healthcare sectors.
Kroshka explained that Phunware is moving beyond its traditional mobile application development business following changes to its management team and board. The company is now focused on a modular, subscription-based platform combining digital wayfinding, content management, customer data and artificial intelligence-driven services.
The Phunware 2.0 strategy is designed to help hospitality operators gain a deeper understanding of guest behaviour, anticipate customer needs and improve the overall guest experience, while creating opportunities to strengthen customer loyalty and retain revenue across their properties.
Kroshka described artificial intelligence as a major driver of the company's evolution, highlighting its potential to turn guest data into actionable insights and more personalized services.
The platform integrates several capabilities, including AI-powered concierge services, itinerary planning, indoor wayfinding and location-based notifications. Operators can subscribe to individual modules or adopt the full suite, providing flexibility based on their operational requirements and budgets.
A central element of the strategy is the shift from reactive customer service towards proactive guest engagement. By using real-time information about guest activity and preferences, the platform can recommend relevant restaurants, attractions, amenities and other services without requiring every interaction to be initiated by staff.
Kroshka also emphasized the importance of integrating data from property management systems, reservation platforms and other operational sources. Bringing this information together can provide operators with more timely insights into guest preferences and behaviour, helping them deliver more relevant experiences throughout a customer's stay.
The company is drawing on leadership and advisory expertise spanning data architecture, hospitality, healthcare and large-scale technology platforms as it develops and commercializes its AI-focused offering.
Looking ahead, Kroshka said Phunware 2.0 expands the company's addressable hospitality market beyond resorts to include a much broader range of hotel operators. According to Kroshka, the platform could target approximately 30,000 to 40,000 hotel properties across North America rated three stars and above.
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