Jerry Hu, Chief Information Officer, China Southern Airlines

1. Business Intelligence and Mobility
Enhance Customer Experience
Jerry Hu China Southern Airlines
Brussels , 19 June 2013

2. Agenda
 Introduction of China Southern Airlines
 Business Intelligence and Mobility
 New Project SCC(service control center)

3. About China Southern Airlines
 China Southern Airlines is
headquartered in Guangzhou, within
two-hour drive from Hong Kong.
 Guangzhou is the starting point of
the ancient maritime Silk Road.
Map of Land Silk Road and Maritime Silk Road

4. The Pearl River Delta in China
 The Pearl River Delta is the most
developed economy in China, well
known as the "World Factory".
 In 2012, the GDP is 1,076.2
billions USD.
 In 2012, the passenger traffics
at the 6 airports in Pearl River
Delta reach up to 143.1
millions.
 The worldwide production of
shoes, about 50% are
manufactured in Guangdong.
Beijing
Guangzhou(Canton)
Shanghai
Guangzhou (Canton)
Shenzhen
Hong Kong
Macau
Zhuhai
Shantou

5. Excellent Service and Food Culture
 Guangdong has a distinct
regional culture, is well known
for excellent service and food
culture.

6. About China Southern Airlines
 China Southern Airlines has the most
developed route network, with the
center hubs constructed in Guangzhou
and Beijing, densely covers more than
150 routes.
 China Southern Airlines operates 500
passenger and cargo aircrafts, including
5 Airbus A380 and 1 Boeing 787
Dreamliner (9 Boeing 787 Dreamliners
to be delivered).
Airbus A380

7. Passenger Traffic in China Southern
40
20
0
60
80
100
16.7
19.1 21.4 20.4
28.2
86.3
80.7
44.1 49.2 56.9 58.2
Pax carried (Million)
Year
66.4
76.5
2000 2001 20032002 2004 2005 2006 2007 2008 20102009 2011 2012
Top 5 in the world

8. China Southern IT Team
CIO
IT Center
IT Company Research Institute
The standard of IT technology of China
Southern has pioneered in the field of civil
aviation industry in China.
Strategic Planning Investment budget
Product Management Quality Control
R & D Business Research
Operation & Maintenance Algorithm research
IT Strategy
IT Management
IT Implementation
A Team of 1,200 IT professionals

9. Agenda
 Introduction of China Southern Airlines
 Business Intelligence and Mobility
 New project SCC(service control center)

10. Business Intelligence in Marketing
Elite Plus
Elite
Member
Passenger
Precision Marketing
Elite Plus
Elite
Member
Passenger
Potential Member

11. Business Intelligence in Marketing
Name ID
Number of
Flight
Total Fare
CZ Market
Shares
Mr. Liu* 2202**19****122000 24 19,134 4.28%
Mr.Yu* 3303**19****053000 23 21,010 19.80%
Mr. Chen* 3303**19****123000 23 20,628 21.84%
Ms. Wang 1101**19****201000 23 11,763 0.00%
Mr.Tan* 3303**19****120000 22 19,220 19.95%
Mr.Si* 3405**19****09041X 22 40,881 19.14%
Ms.Yang* 5115**19****23736X 22 23,944 0.00%
Create Virtual Account Membership Promotion for High
Value Customers
Estimate Customer Value
The non-CZ Member Frequent Flyers in 2012

12. Mobility Service in Cabin
 Transfer Passengers
 Lost Luggage
 Flight Delay Apology
 Weather forecast
 Horoscope
 Seat Map
 Customer Profile
 Miles Management
 Birthday Wishes
 Passenger Photos

13. Mobility Service in Cabin
SEP 2008 OCT 2009 SEP 2010
In 2009, mobility device
changed to ONDA MID.
Apple's iPad has been
used ever since 2010.
In 2008, HP PDA device
was first used for cabin
mobile service system.
HP PDA ONDA MID iPad
Total 15,664 iPads In Use Now
 Company Provided: 6,138
 BYOD: 9,526

14. Mobility Service in Cabin
Passenger Photos Transit Passenger List

15. Agenda
 Introduction of China Southern Airlines
 Business Intelligence and Mobility
 New Project SCC(service control center)

16. Core Databases and Control Center
SVC
5 Core
Database
CBD COD
Finance
Database
Product
Database
 SVC—Single View of Customer
 SOC,HCC,MCC,SCC
 COD—Centralized Operations
Database
 CBD—Customer Behavior Database

17. SCC—Service Control Center
Search
flight
Reservation
Earlier
Check in
Check in
Handle
baggage
Security
check
Lounge
Mileage
Baggage
claim
Transfer
service
Cabin
service
Web
Mobile
Call Center
Web
Mobile
Call Center
Web
Downtown
Mobile
Catering
Kiosk
Baggage Drop
VIP service
FFP Baggage Tracer
Transfer
iPad
Start
Gate
LBA
SCC
Service
Order
Service
Order
Service
Order
Service
Message
Service
Message
Service
Message
Passive Service
Procedure
Proactive Service
Driven Procedure

18. SCC—Service Control Center
Information Outside
 Search Engine
 Facebook
Information Inside
 SVC
 CBD
 Flight Detail
 Transfer List
Solution Center
 Service Order
 Service Message

19. To Conclude:
 Based on the analysis of big data, business intelligence,
and passing information to each passenger touch point
through mobile devices, we can effectively improve &
personalize the passenger experience across channels.
Big Data
Business
Intelligence
Mobility

21. DISCLAIMER
Any use, republication or redistribution of this content is
expressly prohibited without the prior written consent of
the Author. Permission to copy and reproduce content
may be granted by the author, at their discretion, and
by request only.
Source: presentation of Jerry Hu, China Southern Airlines
at the 2013 SITA Air Transport IT Summit, Brussels.
2013 Air Transport IT Summit