3549497.ppt

© 2012 IBM Corporation
Tourism Cloud –
Enabled Business Model Innovation
Jen-Yao Chung
IBM T. J. Watson Research Center

2
Agenda
Introduction and Industry Trend
Tourism Ecosystem
What is Cloud, Why Cloud – Rethink IT / Reinvent Business
Enterprise Cloud Approach
Cloud Adoption Patterns - Business Cloud Services
Innovative Business Model for Cloud
Summary

3
The World Wide Tourist Market
 WTTC’s latest Economic Impact Research shows that world Travel & Tourism
continues to grow in spite of continuing economic challenges.
– Despite progressive downgrades to growth forecasts through 2011, the industry grew
by 3% over the course of the year (in terms of Travel & Tourism’s contribution to
GDP).
– Tourism’s direct contribution to GDP in 2011 was US$2 trillion and the industry
generated 98 million jobs.
– Taking account of its direct, indirect and induced impacts, Travel & Tourism’s total
contribution in 2011 was US$6.3 trillion in GDP, 255 million jobs, US$743 billion in
investment and US$1.2 trillion in exports. This contribution represented 9% of GDP, 1
in 12 jobs, 5% of investment and 5% of exports.
– Growth forecasts for 2012, although lower than anticipated a year ago, are still
positive at 2.8% in terms of the industry’s contribution to GDP.
– Longer-term prospects are even more positive with annual growth forecast to be
4.2% over the ten years to 2022.
Source: World Travel & Tourism Council (WTTC) http://www.wttc.org/research/economic-impact-research/

4
Tourist Industry Trend
 Internet continues impact on tourism
 Strong efforts in standardization and interoperability
 Increasing importance of mobile devices and geographical information systems
– Always on
– Integrated circuits (RFID) enter tourism industry
 Market segmentation will become more sophisticated and specific
– Individualization/personalization as an ongoing trend
– Travel agents reinvent themselves for personalized service
– Promote customer centricity
– Personalize with precision
– Demographic changes and consequences
 Elderly people is increasing rapidly
 Further decrease in the average number of persons per household
– Extend the experience
 the experience doesn’t begin at departure or end upon completion (e.g. virtual
experience)
 Sustainable tourism
– Global catastrophes as facts of daily life

5
Barriers to e-business adoption
The small size of the company
Costs of e-business technologies
Complexity of e-business technologies
Lacking compatibility of technologies
Security risks and concerns about privacy issues
Perceived unsolved legal issues
The difficulty to find reliable IT suppliers.

6
Agenda
Summary

7
The Travel Ecosystem
Providers
Global Dist Systems
Distributors
Travelers
Air Hotel Car Other
Traditional Other
TA/OTA Other

8
Traveler
“Push”
Brick & Mortar
Agencies
Distribution
Networks
Travel
Providers
Shifting paradigms in travel distribution…
 Suppliers once controlled data and used this to
their advantage, but as customers gained access
to the same data they became adept at meeting
their own needs
 The continued flood of information is too complex
and is adding to customer dissatisfaction with
travel distribution
Traveler
Multiple
Intermediaries
“Pull”
Distribution
Networks
Travel
Providers
“Swarm”
Traveler
Intermediaries
Travel
Provider
s
On/offline
Agencies
Social
Networks
Media &
Advertisin
g
Online
Forums
Evolution of travel distributions

9
Hot Issues and Key Questions to Focus
 Hot issues in travel
technology:
– exponential transaction
growth / look to book ratios
– explosive distribution channel
growth
– single view of customer /
systems integration
– cloud computing
– mobile
– green compliance /
sustainability strategy
– social networking / social
media
– dynamic packaging
– descriptive/rich visual content
 For the tourism industry service
providers, these are the key questions
to focus:
– Which distribution channels are most /
least effective?
– How does your travel distribution
website compare to best-in-class
websites?
– How do customers view travel
distribution and fulfillment?
– Do current segmentation schemes
match current and future needs?
– How can partner data be used to
formulate a more robust view of
customers?
– What capability gaps can partners fulfill
more effectively?

10
To enable seamless travel: information aggregation and partner
coordination must become top priorities in the travel industry
Does the necessary
data exist?
Has it been stored for
reuse?
Can the data be
shared?
Can it be integrated
with other data?
Can the data be
analyzed for travelers?
Can the analysis be
packaged?
Can it be delivered
efficiently?
Can customers
interact with the
information?
Will travelers be
willing to pay for this
service?
Will the resulting
analysis prove useful?
The journey toward seamless travel

11
Agenda
Summary

12
Cloud Computing – A Business Value
Cloud computing is a model for enabling cost effective business
outcomes through the use of shared application and computing
services. The value …. if possible …. is better economics in the
execution of business processes.
Cloud computing is a new consumption
and delivery model inspired by
consumer internet services.
Key characteristics:
 On-demand self-service
 Ubiquitous network access
 Location independent resource
pooling
 Rapid elasticity
 Flexible pricing models
Virtualization
Service
Automation
Usage
Tracking
Web 2.0
SOA
End User Focused

13
Flexible pricing
Rapid provisioning
Cloud Computing is a model of shared network-delivered services, both public and private, in which
the user sees only the service, and need not worry about the implementation or infrastructure
Infrastructure
Services
Platform
Services
Application
Services
Business
Services
People
Services
Built on radically
scalable, manageable,
virtualized IT resources
Service layers separated by
clean APIs, enabling
composition.
Important roles for both
public and private
clouds.
Consumable web-
delivered services
requiring no installation,
minimal setup
Elastic scaling
Advanced
virtualization
Standard Internet
technologies
Cloud: A Model for Shared Services

14
Agents End Users Support
Community
Crowdsourcing
Customer Care Payments Int. Risk Mgmt.
Retail Banking Trade & SC Finance Single Euro Payments Mobile Banking Front Office Optimization
Infrastructure
Services
Platform
Services
Application
Services
Business
Services
People
Services
Data Mgmt. Virtualization Workload Mgmt SLA & Capacity
Provisioning Security Monitoring
Dynamic Provisioning Process & Policy Mgmt. Problem & Change Mgmt.
Service Cloud Business & Operations Support
Fulfillment Assurance Billing
Mashup Server
User Manager Service/Software
Catalogs
Open SOA Foundation (WS Framework, Service Bus)
CiC Design Space
B2B
Partnerships
Experience
Management.
Industry Frameworks & Information Foundation
Distributed Cloud Computing Services
Cloud technologies offer operational expense reductions at all layers
Clouds will be used at each layer, and stacked to easily create new solutions

15
Rethink IT
Reinvent Business
•Rapidly deliver services
•Integrate services across cloud environments
•Increase efficiency
Business and IT are attracted to cloud for different reasons
Efficiency
Transformation
•Initiate new revenue streams
•Faster time to market for new services
•Focus on differentiated processes
•Meet changing customer expectations
of CIOs plan to use cloud (up from
33% 2 years ago)
60%
of business executives believe
cloud enables business
transformation and leaner, faster,
more agile processes
55%
Economics of Computing are Changing

16
Businesses are seeing significant results
 Reduce IT labor cost by 50% in configuration, operations,
management and monitoring.
 Improve capital utilization by 75%, significantly reducing
license costs.
 Reduce provisioning from weeks to minutes and improve cycle
times
 Eliminate 30% of software defects and improve quality.
 Reduce IT support costs by up to 40% for end users.

17
2006 2007 2008 2009 2010 2011
Efficient
Transformational
Disruptive
•Cost Savings
•Time to market
•CapEx to OpEx
•Reduced TCO
•Speed of transformation
•Lower barriers to
innovate
•Reduce risks
•Increase productivity
•Things are possible
which were not possible
before
•Create new business
models
•Triggers competitive
advantage
o IaaS
o Private Clouds
o Cloud Management
o Further Automation
o APIs
o New services
o Applications built for Cloud
o Brokering
Cloud perception is evolving
Optimizing
Speeding
Enabling
2012

18
Agenda
Summary

19
Enterprise Cloud Approach
…workload optimization
– Development and Test; Desktop; Collaboration; Analytics; Compute
– Rapid return-on-investment and productivity gain
…deployment choices
– Public, private, hybrid
…integrated service management
– Service delivery, service request, service monitoring
– Lowers operational costs, drives efficiency, enhances security

20
Key Consideration 1: What workloads to move to cloud and
what application delivery model is best for that workload?
Networking
Storage
Servers
Virtualization
O/S
Middleware
Runtime
Data
Applications
Traditional
On-Premises
Networking
Storage
Servers
Virtualization
O/S
Middleware
Runtime
Data
Applications
Platform
as a Service
Networking
Storage
Servers
Virtualization
O/S
Middleware
Runtime
Data
Applications
Software
as a Service
Vendor Manages in Cloud Client Manages
Standardization; OPEX savings; faster time to value
Networking
Storage
Servers
Virtualization
Middleware
Runtime
Data
Applications
Infrastructure
as a Service
O/S
*Capex: Capital Expenses, *Opex: Operating Expenses

21
Ready
for Cloud
Workloads Matter: Cloud adoption is driven by workloads
May not yet
be ready
for Cloud …
Sensitive
Data
Complex
processes &
transactions
Regulation
sensitive
Not yet virtualized
3rd party SW
Highly
customized
Analytics
Collaboration
Development
& Test
Workplace, Desktop
& Devices
Infrastructure Storage
Infrastructure
Compute
Business Processes
Industry Applications
Pre-
production
systems
Information
intensive
Isolated
workloads
Mature
workloads
Batch
processing
New Industry
workloads
Collaborative Care
Medical Imaging
Financial Risk
Energy Management

22
Enterprise
Data Center
Private
Cloud
Managed
Private Cloud
Hosted
Private Cloud
Shared
Cloud Services
Public
Cloud Services
Enterprise
Data Center
Third-party
operated
Enterprise
Third-party
hosted and
operated
Enterprises Users
 Free
 Register
 Credit Card
 Click to contract
Hybrid
Internal and external service delivery
methods are integrated
Private Public
IT capabilities are provided “as a
service,” over an intranet, within the
enterprise and behind the firewall
IT activities / functions are
provided “as a service,” over
the Internet
Key Consideration 2: What deployment
model is best for a given workload?
60% of CIOs plan to use cloud up from 33% two years ago
…the majority being hybrid clouds

23
Enterprise Cloud adoption
presents unique challenges
 Integration of cloud and
traditional IT
 Migration over time
 Security and compliance
issues
 Global business process
transformation
In the enterprise cloud is an
evolution, revolution and game changer
An evolutionary transformation to cloud is typical for
enterprises and provides unique challenges
Virtualize
Standardize
Shared Resources
Automate
Cloud
Traditional IT

24
Transforming application development
– end to end - for the cloud
Design Development Deployment Production
Requirements
Requirements
Analysis
Maintain
Code Analysis
& Reporting.
ALM Tools
Application
Virtualization
Performance
Testing Services
Defect
Analysis
Website & Mobile
Application
Performance
Project
Initiation
Test
IBM Testing Services
25 IBM Confidential
System Stability/Completeness
Missing is increasing over time and overall
proportions are significantly higher than
desirable at 41%
Missing decreasing over time & overall
E2E proportions 25-35%
Missing percentage during UAT should be
10% - 15%
System Completeness: Qualifier over
Time
(Code Defects Only)
Overall Rating
 Percentage of “missing” is very high compared to the benchmark, and the trend is increasing.
 Overall volumes are decreasing, but higher severities and simpler defects continue to surface.
 Insufficient
Defect volume trend is decreasing over
time. Function defects have not surfaced
for several periods. Algorithm, Assignment,
and Checking defects continue to surface
throughout UAT.
Defect volumes are decreasing
Sev1s = 6% overall but decreasing
Sev2s = 52% but decreasing
Defect volumes are decreasing
Sev1s = 9% overall, no obvious trend
Sev2s = 53% but decreasing
Actual
Simplest issues and total defect volumes
decreasing over time
System Code Stability: Artifact Type
over Time
(Code Defects Only)
High severity defects and total defect
volumes decreasing over time
Sev1’s <= 3%
Sev2’s <= 35%
Severity over Time, Code Defects Only
High severity defects and total defect
volumes decreasing over time
Sev1’s <= 6%
Sev2’s <= 40%
Severity over Time, All Valid Defects
Expected
Metric
Integration : Cloud-to-Cloud ;
Cloud-to-Enterprise
xCloud Testing
Image/ & Services
Mgnt/Monitoring
Data Security
Billing &
Metering
Services Optimizations
Cloud Brokering / Deployment
Cloud Deployment Topology &
Security Modeling

25
Agenda
Summary

26
Infrastructure Services
Platform Services
Application Services
Business Services
2000 2006
‘People’ Services
2012
Service
Cloud
Layers
Static, dedicated, outsourced Network-delivered, off-premises Shared, automated, dynamic
All clouds will not be the same …
Does your people cloud use knowledge-enablement
and social computing to create increased value?
Does your business cloud have deep industry
capability that lets me benefit from the increasing
returns of sharing (e.g., information)?
Can your application cloud easily function as a
component in my application?
Do you have platform and management technologies
to overcome the potential complexities/downsides of
multiple clouds.
Can your cloud technologies to help solve “out-of-
space, out-of-power” and lower costs? Quality of
service?
Questions to ask the Cloud Service Provider at every layer

27
New Cloud Computing Architecture and delivery models are already
changing the application and business services ecosystem
ANALYTICS
Turning data into insight to
anticipate business
conditions, avoid risks and
capture new opportunities.
STORAGE
Putting rapidly increasing
volumes of data in a location
that is scalable and accessible
from anywhere.
COLLABORATION
Simplifying and improving
daily business interactions
with customers, partners
and colleagues.
DEVELOPMENT AND TEST
Deploying virtual
environments for the
construction of software
applications.
DESKTOP AND DEVICES
Storing files and applications
remotely and pushing them to
clients in real time.
Key Future technologies:
• Extreme Automation
• Highly differentiated platform as a
service
• Fine grained cloud security
• Seamless secure operations
across private and public cloud

28
Cloud services
Business Desktop
• Reduce the cost of desktop hardware and
management
• Safeguard data and applications
• Increase business flexibility
• Reduce complexity and energy consumption
Real-Time Collaboration
• Work beyond the boundaries of an organization
• Share information more easily with customers,
suppliers and Business Partners
• Lower upfront investment and operating costs
• Reduce/eliminate IT staff for implementation
• Acquire services extremely easily
• Provide work-ready integrated business
applications
Development and Test
• Access a security-rich, standardized test and
development environment
• Reduce operational costs and large amounts of
capital outlays,
• Improve cycle times for faster time-to-market
• Improve collaboration and quality
Managed Backup Cloud
• Provide remote data protection with a managed,
offsite data backup and recovery solution that is
automatic, secure and reliable
• Reduce backup windows with automated, de-
duplicated technologies.
• Shift to a pay-as-you-use pricing model that
enables predictable monthly costs and requires no
up-front capital investment.
VPN or
dedicated
circuit
Applications
and data
Systems
(AD, DHCP,
DNS)
PCs
Thin clients
Virtual
machines
Connection
Broker
Remote Data
Protection Service
Platforms
Server and
PC Data
Customer Location(s)
Offsite Data
Protection
Remote Recovery Site
Wide
Area
Network
(WAN)
Messaging
Collaboration
Web conferencing

29
E-Commerce on Cloud
Helping companies transform how they buy,
market, sell and service goods and services with
customers and suppliers
Helping companies accelerate their ability to turn
information into insights
Integrate the collective knowledge of people-
centric networks to accelerate decision-making,
strengthen business processes, and increase
innovation
Helping cities of all sizes leverage information,
anticipate problems and coordinate resources to
deliver exceptional service to their citizens
Software as a service coupled with deep industry insights,
business process skills and analytics
Cloud Solutions
Social Business on Cloud
Business Analytics &
Optimization on Cloud
Smarter Cities on Cloud
Software and Business Process as a Service
Business Process as a Service
Software as a Service
Business Analytics
and Optimization Social Business
Commerce Smarter Cities

30
Agenda
Summary

31
Major Technology Trends driving Business Change
 Mobile revolution
– Connectivity, access and participation are growing rapidly
– Smart devices are becoming the primary route to get connected
– Devices are getting smarter as they are increasingly enriched by mobile apps
 Social media explosion
– Social media is quickly becoming the primary communication and collaboration format
– “digital natives” use of technology and social media platforms is accelerating adoption
– Enterprises are adopting social media but are struggling to realize the value and manage risk
 Hyper digitization
– Digital content is produced and accessed more quickly than ever before
– Internet traffic is growing globally driven by consumer use of video, mobile data,
interconnectedness
– An increasing number of connected devices and sensors is further driving growth
 The power of analytics
– New capabilities for real time analysis, predictive analytics and micro-segmentation are emerging
– Top performing companies use analytics to drive action and business value
– Analytics are making information “consumable” and is transforming all parts of the organization,
from customer intimacy to supply chain management

32
“Game Changing” Cloud Business Enablers
Source: IBV Analysis
Cost
Flexibility
1
 Shifts fixed to variable cost
 Pay as and when needed
Business
Scalability
2
 Provides limitless, cost-
effective computing capacity
to support growth
Masked
Complexity
4
 Expands product sophistication
 Simpler for customers/users
Context-driven
Variability
5
 User defined experiences
 Increases relevance
Ecosystem
Connectivity
6
 New value nets
 Potential new
businesses
Market
Adaptability
 Faster time to market
 Supports experimentation
3

33
Cost Flexibility
Cloud enables businesses to reduce fixed IT costs and
shift to a more variable, “pay-as-you-go” cost structure
1
Characteristics
 Shifts CapEx to OpEx, when
and as needed
 Shifts cost from fixed to
variable
 Generates faster payback and
higher ROI
Example: An online marketplace company
The cloud frees up capital by significantly
reducing the need for IT investment
 An online marketplace company provides service to
buy and sell travel-related goods. In addition to
bringing buyers and sellers together, the marketplace
offers product recommendations based on analysis of
buyer preferences.
 The marketplace company uses cloud based
analytics capabilities for its targeted marketing
approach by renting hundreds of computers every
night to analyze data from a billion views of its
website.
 Cost flexibility of the cloud allows the marketplace
company access to tools and compute power that
only large retailers could afford.

34
Business Scalability
Cloud enables businesses to grow efficiently, expanding
the range of business options
2
Characteristics
 Rapid / elastic provisioning of
resources
 No scale limitations
 Benefit from scale economics
without achieving large
volumes on your own
Example: An internet media company
Cloud’s ubiquitous and nearly unlimited
computing power drives scale economics and
enables self-provisioning and peak/non-peak
responsiveness
 An internet media company streams movies on-
demand with large surges of capacity required at
peak times.
 The company can use cloud to rapidly scale up its
business without having to buy, support and operate
infrastructure and resources to meet its growth
requirements.

35
Market Adaptability
Cloud enables businesses to rapidly adjust processes,
products and services to meet the changing needs of the
market
3
Characteristics
 Facilitates prototyping
 Speeds time to market
 Supports rapid prototyping
and innovation
Example: An open application platform for TV
Cloud-enabled services can be tuned for market
dynamics and demand and then rapidly updated,
revamped and deployed via web services
 An open application platform for TV allows content
providers and distributors to react immediately to
changing consumer demands and deliver what the
consumers want.
 Cable, IP and Satellite TV providers can create and
deliver interactive, on-demand content dynamically to
consumers on any device.
 Content providers, TV programmers and web content
developers can create or change an application – for
entertainment, commerce, advertising, social media,
gaming or news and sports – and deploy it all-at-once
for all end-users.

36
Masked Complexity
Cloud enables businesses to attract a broader range of
consumers with elegantly simple solutions
4
Characteristics
 Expands feasible range of
sophistication in products and
services
 Minimizes requirements of
user to understand how
product works or how to
maintain it
Example: the Mobile Print platform
Cloud-enabled services leave the complexity to
the experts, delivering only outcomes to the
end-user
 The Mobile Print platform uses tools via a cloud to
convert and process print requests from any mobile
device (e.g. tablet, smart phone) to a printer.
 It can remove complexity for users – no need to
understand / install / maintain printer device drivers
for their mobile devices or targeted printers.
 It will reduce cost and management of supporting
diverse end-user mobile devices, content-producing
applications, network configurations and printer types.

37
Context-driven
Variability
Cloud enables businesses to create personal experiences
that adapt to subtle changes in user-defined context
5
Characteristics
 Supports context-driven, user-
centric experiences
(preferences, movements,
behaviors)
Example: A cloud-based, natural language assistant
The computing power and capacity of cloud
enables individualized, context-relevant
customer experiences
 This is to support user defined preferences. Cloud
can be used to store information about user
preferences and enable the customization of product
or service which is being delivered.
 A cloud-based, natural language “intelligent personal
assistant and knowledge navigator” that relies on
context to create a more personal, intimate
interaction. Leveraging the computing capabilities
and capacity of the cloud, the application
“understands a wide variety of ways to ask a question,
grasps the context and returns useful information in a
friendly way, either audibly or by displaying results.

38
Ecosystem
Connectivity
Facilitating engagement, alignment and innovation, cloud
enables external collaboration with partners and
customers
6
Characteristics
 Facilitates new value nets of
partners, customers and other
external players
Example: tourism value chain
More and more, companies are relying on
collaborative ecosystems to provide the input
for innovation that will drive their growth
 New value nets can be created including subject
matter experts (SMEs), shared infrastructure and
services from cloud service providers. Productivity
can be enhanced through customer and partner
interactions.
 In tourism value chain, cloud based platforms can
support sharing of resources, processes and
workforce between companies, hence it can also
enable joint marketing and collaboration. The
ecosystem connectivity enables efficiencies required
in an emerging market to deliver quality tourism at
low cost.

39
Using cloud’s business enablers to optimize, innovate and disrupt
business models
Improve
Transform
Create
Enhance Extend Invent
Value
Chain
Customer Value Proposition
Optimizers
Disruptors
Innovators
Customer Value Proposition
Value
Chain
Cloud Enablement
Framework
Context-driven
Variability
5
Masked
Complexity
4
Market
Adaptability
3
Business
Scalability
2
Ecosystem
Connectivity
6
Cost
Flexibility
1
Cloud’s Business Enablers
Cloud offers six “game changing”
business enablers …
…that are fuelling innovations
across enterprise value chains and
customer value propositions…
…empowering organizations to
optimize, innovate or disrupt
business models
Organizations need to assess themselves using the Cloud Enablement Framework
and examine the potential to innovate by leveraging the cloud’s business enablers

40
Agenda
Summary

41
Six Steps to Getting Started with Cloud
Benefit
Cost
High
High IT Provider Relationship Profile
Provider researches,
recommends and implements
technology to enable quantum
leap in business capability
Utility
Commodity
Provider works with others to develop a
service and provide resources/skills
necessary to support the service
Provider of a quality service at a cost equal to or
lower than the competition
Provider of an adequate service at a cost lower
than the competition
Partner
Enabler
1
Develop the Strategic
Direction
Analyze Workloads
E-Mail,
Collaboration
Software
Development
Test and Pre-
Production
Data
Intensive
Processing
Database ERP
2
Determine Delivery
Models
Enterprise
Private Public
Hybrid
Trad
IT
3
4
Define the
Architectural Model
Service
Definition
Tools
Service
Publishing
Tools
Service
Fulfillment &
Config Tools
Service
Reporting &
Analytics
Service
Planning
Role
Based
Access
OSS
BSS
Infrastructure
Platform
Software
End
Users,
Operators
Service
Catalog
Operational
Console
Cloud
Services
Cloud Platform
Build the
Business Case
5 6
Implement the
Roadmap
Enterprise
Architecture
Phase 2
Phase 2
Phase 3
Phase 3
Phase 4
Phase 4
Phase 1
Phase 1
Business Architecture
Alignment
Data Model
Metadata
Information Systems
Architecture
Define the information integration
architecture
Information
Integration
Information
Transformation
Master
Data
Management
Information Placement
& Structure
Optimize data & content
placement and structure across all
LOBs & technology silos
Extend the Information Integration
Architecture for placement &
structure optimization
Document business directions
and IT’s alignment with them,
across the enterprise
Provide a baseline of agreement by
educating all stakeholders on the
fundamentals of Enterprise Architecture
Integrate information transformation
with common metadata and data
cleansing services
Extend the information integration
architecture across the
organization & technologies
Integrate data placement with the
Information Lifecycle Management
implementation
Develop and implement enterprise-wide
business architecture initiatives
Assess the existing IS Architecture for a
selected set of LOBs
Develop an overall IS enterprise architecture
framework to guide the enterprise
Develop and execute an IS Architecture
roadmap across the enterprise
Develop metadata technical strategy
Pilot Metadata integration with key tools and
applications
Document business glossary into metadata
repository for some LOBs
Establish a cross-functional Information
Architecture (Data Administration) team
Establish data entity naming standards
Define and document common semantics
(business glossary) across LOBs for some
subject areas

42
Business Cloud Summary
 Cloud Computing is a model of shared network-delivered services, both
public and private, in which the user sees only the service, and need not
worry about the implementation or infrastructure
 The Cloud has 5 distinct layers and value propositions. Very significant
opportunities exist above the infrastructure level, where much of the cloud
discussion has been focused previously.
 The Cloud model can be truly disruptive if it can reduce the IT operational
expenses of enterprises: development, management, integration, and energy
consumption.
 By reducing expenses and increasing efficiency and flexibility, the Cloud
model of services can improve the way we manage travel, transport, airline,
finance, mobile information, and more.
 In the long run, development of an enterprise will depend on composable
web-delivered services on flexible infrastructure: that is, the Cloud.
 Moving to higher value business services with focus on “data”, “analytics”
and “people”.

43
Summary
 Travel industry was expected to be among the greatest beneficiaries
of new, low-cost, information-rich distribution opportunities.
 More than a decade later, however, online channels have mostly
focus on price.
 Now the new internet and cloud computing technologies and
business models can offer the potential for online differentiation and
the provision of value-added services and features for which tourists
will pay for the services.
 To capitalize on these developments, enhance the tourists travel
experience and create opportunities for improved financial
performance,
– the tourism ecosystem must learn to use the new cloud computing to
“play well” with all the others in the ecosystem.

3549497.ppt

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