1. AIRLINE DIGITAL TRANSFORMATION
HEADING NDC
AVIATION MENA
Dubai, October 2015

2. 2|
1. Introduction
2. Definition of the Digital Strategy
3. What’s next?
Index

3. 3|
1. Introduction
2. Definition of the Digital Strategy
3. What’s next?
Index

4. 4|
• Madrid-based airline operating short
and medium-haul flights
• Started operations in March 2012,
and now flies over 6 million
passengers and 50,000 flights
• Most punctual European airline and
recognized as one of the best in the
world
• Wholly-owned subsidiary of Iberia
• Operates 31 routes in Spain and
Europe, flying 17 Airbus A320
aircraft
• Indra is one of the leading IT
companies in the world both in
consulting and technology.
• 43.000 employees and projects in
138 countries.
• First-class customers worldwide from
all sectors
• Focus on Travel and Transportation
with specific solutions for Airlines, Air
Traffic Management, Railway
Systems or Hotels
01 INTRODUCTION
IBERIA EXPRESS and INDRA OVERVIEW

5. 5|
1. Introduction
2. Definition of the Digital Strategy
3. What’s next?
Index

6. 6|
02 DEFINITION OF DIGITAL STRATEGY
IBERIA EXPRESS STARTING SITUATION
First Iberia
Express website
is set out as a
spin off of
Iberia’s.
For it’s go live
day the portal is
just a clone.
MAJOR INCONVENIENCES:
- Not oriented to its own customer
- Heavy content website
- Offer based on legacy carrier
- Architecture based on central
systems.
GOAL:
Create a website
focused on the
customer and ready
to compete with other
LCC and legacy
carriers.
2012
September 2015: 1st
Anniversary of the
new web!

7. 7|
WEB
STRATEG
Y
02 DEFINITION OF DIGITAL STRATEGY
DEFINING STRATEGY
1.CLOUD
COMPUTING
2. ENHANCING
DISTRIBUTION
SYSTEM
3. TIME
TO MARKET
5. QUICK
ADOPTION
AFFILIATION
avios
4.CUSTOMER
ORIENTED
INTERFACE

8. 8|
ALIGNMENT
BUSINTESS & IT
SERVICE
FLEXIBILITY
STANDARDIZATION
ELASTICITY
02 DEFINITION OF DIGITAL STRATEGY
1. CLOUD COMPUTING WEB
STRATEGY
PNRs generated in a week
 TRAFFIC PATTERNS ARE
UNPREDICTABLE: Marketing campaigns,
special sales, daily behavior impact on
infrastructure sizing.
Unfeasible dimension
infrastructure attending only to
traffic peaks
CLOUD COMPUTING:
Cost
=
+AUTOMATION
+
VIRTUALIZATIO
N
+
=
+INDUSTRY
STANDARDS
+
AGILITY
+
Business
“leverages virtualization, standardization and automation to free up
operational budget for new investment”

9. 9|
WEB
STRATEGY
02 DEFINITION OF DIGITAL STRATEGY
WEB STRATEGY: ENHANCED DISTRIBUTION SYSTEM
ENHANCED BOOKING
EXPERIENCE
BOOKING
FLOW
MANAGER
(BFM)
ENHANCED
SHOPPING
NEW
REVENUE &
CUSTOMER
ATTRACTIO
N
PAYMENT
ALTERNATIVE
S
ONLINE
CHANNELS
CONVERGENC
E
• Simple configuration setting from PSS &
GDS, Ancillaries and payment gateways
• Easy product, price and offer definition
• Web services integration with agnostic
Technology
• NDC Compliant
BFM

10. 10|
WEB
STRATEGY
02 DEFINITION OF DIGITAL STRATEGY
WEB STRATEGY: ENPOWER DISTRIBUTION SYSTEM
IndraBFM, the Platform to integrate and customize airline offer into
your Ecommerce platform

11. 11|
WEB
STRATEGY
02 DEFINITION OF DIGITAL STRATEGY
WEB STRATEGY: FAST TIME TO MARKET
Using Scrum (an Agile methodology) allows us to:
 SMALL DELIVERIES makes things simple, with continuous
feedback and «real- time» tailoring.
 QUALITY ON DELIVERIES establishing checkpoints in the delivery
process, including automated tests, users validation, good design…
 MANAGE CHANGES, CONTROLLING COSTS giving the clients
flexibility and agility to avoid big reworks
 TEAM MOTIVATION: involving client and provider in the scrum to
improve collaboration by continuous customer involvement

12. 12|
• DEVELOP FEATURE.
• TEST YOUR HYPOTESYS
• INCLUDE BEST
PRACTICES
02 DEFINITION OF DIGITAL STRATEGY
WEB STRATEGY: CUSTOMER ORIENTED INTERFACE WEB
STRATEGY
BUILD
LEARN
MEASURE
• HOW USERS REACT?
• GET FEEDBACK
• IS A PIVOT NEEDED, SHOULD I
PRESERVE?
• DID I OBTAINED THE EXPECTED
RESULTS?
LEAN + UX:
Learn Fast & Cheap
Indra BFM
KPIs
NON-NATIVE
DIGITAL
MOBILE
PROFESSIONA
L
YOUNG
EXPLORER
MATURE
HEDONIST

13. 13|
02 DEFINITION OF DIGITAL STRATEGY
WEB STRATEGY: QUICK ADOPTION AFFILIATION PROGRAM WEB
STRATEGY
AIRLINES LOYALTY PROGRAM STRATEGIES HAVE EVOLVED OVER THE
YEARS, FROM DISCOUNT COUPONS IN PRESS TO ADVANCED LOYALTY
SCHEMAS
Attract and retain customer base with a quick adoption product
with minimum complexity
Discount
coupons in
newspapers and
magazines
Loyalty card by
points
• Exchange points for
flights with other
carriers
• Diversification and
synergies with hotels,
car rental ...
Loyalty model
by Apps
Personal
Loyalty Model
Customer
Identification Ca
rd
Affiliation program:
Quick access to
discount with only email
required.
- No EMD
- No Special Fares
- Quick promotion
definition

14. 14|
4
Months
Project duration
02 DEFINITION OF DIGITAL STRATEGY
WEB STRATEGY: MEASURING FIRST RESULTS
Availability on cloud premises
x4 Bookings through Iberiaexpress.com
+100k Club Express users on first 4 months
99,99%
Functionalities focused on customer needsNEW

15. 15|
1. Introduction
2. Definition of the Digital Strategy
3. What’s next?
Index

16. 16|
03 WHAT’s NEXT?
APPLYING NDC IN ALL CHANNELS
Enables
airlines to
construct their
full product
offerings
Enables
airlines and
travel
agencies to
manage
orders from
clients
Process the
payments and
triggers ticket
issuance
Defines
markets where
airlines are
willing to
respond to
requests
Enables
traceability for
airlines and
travel
agencies
Enables R&R
protocols
between
interline
partners
Supports
existing BSP,
ARC
processes and
proper
revenue
accounting
SHOPPING BOOKING
PAYMENT &
TICKETING
AIRLINE
PROFILE
SERVICING INTERLINING
REPORTING
& ACCOUNTING

17. 17|
NDC NDCNDC
03 WHAT’s NEXT?
APPLYING NDC FOR INDIRECT CHANNELS >> LOGITRAVEL
PARTNERSHIP
IBERIAEXPRESS.COM
TA.COM
Airline
Offer
Mgmt
System
Airline
Content
Aggregators
GDS/ New
Entrants
Travel
Agents
TMC / OTA /
Independent
Travellers
Business /
Leisure
NDC

18. 18|
03 WHAT’s NEXT?
APPLYING NDC FOR INDIRECT CHANNELS >> SERVICES AVAILABLE
Avail & Price Services Discriminator
Flex Pricer
Amadeus
I2
(Cache+Avail)
NDC Services & REST Services
I2.com OTA
Shopping Amadeus

19. 19|
03 WHAT’s NEXT?
APPLYING NDC FOR INDIRECT CHANNELS >> PROJECT OVERVIEW
1 Availability & price using I2 cache
• Will allow a new shopping flow using existing BFM availability services
• Fallback: if cache results are not available it will trigger flexpricer price &
availability request
2 Discriminators
• Cache vs flexpricer discriminator: discriminator should allow to tailor flows
according to: Route, Client type, OW vs RT, Direct flights vs Connecting
flights, days in advance…and many more.
• Discriminator should have a simple web application for maintenance
(crud operations)
3 NDC Functionalities
• Service orchestration based on booking flow and pax data tailoring
• Connect different channel services for booking management using NDC standards
• Phase 2: ancillaries (2016)

20. Indra, We Speak Airlines!
Pablo Sanz Salcedo
Travel & Transportation Manager
Industry & Consumer Business Sector
Jumeirah Business Centre 3, Unit. No. 1404.
Jumeirah Lakes Towers, Cluster Y,
P.O. Box 9338, Dubai
T +971 4 434 39 19 – ext. 110
F +971 4 434 39 18
M + 971 50 229 8337
psanzs@indra.es
indracompany.com