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India ICT Forum 2013 - Ian Tunnacliffe, SITA


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PANEL 2: Intelligent Airline of the future in fast-changing environment - Driving innovation, cost savings & bringing agility – Introduction of the New Gen Passenger Management Technology - Ian …

PANEL 2: Intelligent Airline of the future in fast-changing environment - Driving innovation, cost savings & bringing agility – Introduction of the New Gen Passenger Management Technology - Ian Tunnacliffe, SITA

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  • 1. ICT Summit India 2013
  • 2. THE NEXT GENERATION PASSENGER THE SYSTEM VENDOR VIEW Ian Tunnacliffe PSL Business Consultant SITA Passenger Solutions
  • 3. A NEW ERA OF CUSTOMER SALES & SERVICE We want consistent service on any device, any channel 24*7 We want sales and service available anytime, anywhere Exploiting technology We want customized products and services We want targeted offers We want to exploit trends such as social networking Keeping up with customer expectations The perfect journey is about more than the trip… We want choice and recognition in all channels NDC
  • 4. A NEW ERA OF AIRLINE SOPHISTICATION We want control of our system and the flexibility to adjust to business drivers..real time We want to utilize best of breed options from multiple providers We want community benefits but need to differentiate our offering We want to adopt hybrid business models We want to define our brand and manage the customer experience at all touchpoints Enabling the Business Defining the Brand For the airline, it is about the brand…
  • 5. AN AGILE PSS FOR A COMPETITIVE AIRLINE… Sell more, sell more profitably • Sell more with packaging and personalization • Retailing enabled by rules and simulation Offer responsive, personal service • Faster, more efficient and personalized service • Consistent across all channels • Wherever needed – on the ground, in the air with „hands on‟ airline control • Self-configurable workflows and rules • Integrated business intelligence • Scalable, adaptable, extensible • Open design enables flexible deployment and no design constraints
  • 6. CORE SERVICES Reservations, Inventory, DCS, Seats, W&B, Ticketing etc  Roles / Permissions  Pricing (ATPCO)  Customer Profile  Create booking record  Issue ticket  Reprice / Rebook  Exchange Ticket  Check-In and Board Passengers  Flight Close Out  Evaluate Fuel Burn DIFFERENTIATING SERVICES Revenue Optimization, Customer Value Merchandising,, BI etc • Business Rules • Configuration  Availability  Personalized offers  Customer Value  Provide up- sell options  Push offers  Provide notifications  Upgrade passenger  Provide in- flight service  Handle Disruptions  Report “wheels up” revenue  Update CRM SUPPORTING ARCHITECTURE  User Interface / Application Programming Interface  Workflow / Business Process Engine  Business Intelligence / Big Data Warehouse and Exports  Transaction and Operational Data Stores ACROSS THE AIRLINE VALUE CHAIN
  • 7. CHOOSE HOW MUCH CONTROL NEEDED  Shared cost  Standards evolution  Shared innovation  Control, agility, flexibility  Differentiation  Deeper integration Commodity and ASP Tailored solutions International pricing eTicket, EMD Revenue & pricing management Loyalty and CRM Touch points Process and workflow Retailing Inventory Reservations & DCS Community benefit Maximum control
  • 8. AN ENABLING PLATFORM Scalable on commodity hardware Compute grid for very high speed inventory Integrated business intelligence Orchestrated business services Consistent management of rules & roles Omni-Present Touchpoints • Fast, dependable, cost effective Core Services • Flexible, configurable and fungible Differentiating Services
  • 9. Online journey history PSS BUILT AROUND RICH, CONSISTENT DATA Rich customer awareness for all services, all channels Control data Flight itinerary Traditional flight products & PNR data Full industry PNR compatibility Customer journey Ancillary items Car rental AncillariesHotel Flexible retailing capability Interaction & events Check in, in-flight, service remarks, etc.
  • 10. Pick a seat alongside them Find „friends‟ travelling on the same flight Online info & service for premium passengers Social travel portal In-flight service CUSTOMER ORIENTED • Omni-present and customer aware
  • 11. Optimisation Pricing control Sales analytics Customer Journey Customer journey acts as „super PNR‟ for all sales Merchandising Flight shopping Inventory Rules Context aware sales Multi- channel sales Customer ProfilePush promotions SOPHISTICATED RETAILING • A “learning” retailing engine
  • 12. WHAT SHOULD WE EXPECT FROM A 3RD GENERATION PLATFORM? • Deep customer intimacy and social network integration • Sophisticated, multi-channel direct retailing across the passenger journey • Fast-acting, context aware, intelligent pricing and inventory control • Seamless multi-channel self-service across the passenger journey • Near-real time business intelligence and potential for „Big Data‟ integration and exploitation • Customisable workflow and business process • Hands-on control for the airline • Modular design to enable evolution and manage risk …confidence that the next “big idea” is at your fingertips
  • 13. WHERE DO WE STAND WITH HORIZON NEW GEN DEPLOYMENT? • Leading components already in production with launch customers • Customer Journey • Weight and Balance • First complete software release delivered by Development to the business • Undergoing extensive validation, integration and testing • Next major component to enter service early 2014 • Horizon Departure Control System • Extensive planning for the introduction of the complete NewGen suite across the existing customer base • In advanced discussions with two new significant airlines customers • One in Europe, one in Asia …Complete roll out of NewGen will be a multi-year process but it is already under way