indra - aviationmena
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AIRLINE DIGITAL TRANSFORMATIONHEADING NDC
AVIATION MENA
Dubai, October 2015
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1.Introduction2.Definition of the Digital Strategy3.What’s next?
Inde
x
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1.Introduction2.Definition of the Digital Strategy3.What’s next?
Inde
x
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• 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 INTRODUCTIONIBERIA EXPRESS and INDRA OVERVIEW
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1.Introduction2.Definition of the Digital Strategy3.What’s next?
Inde
x
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02 DEFINITION OF DIGITAL STRATEGYIBERIA 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!
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WEB STRATEG
Y
02 DEFINITION OF DIGITAL STRATEGYDEFINING STRATEGY
1.CLOUD COMPUTING
2. ENHANCING DISTRIBUTION SYSTEM
3. TIME TO MARKET
5. QUICK ADOPTION AFFILIATION
avios
4.CUSTOMER ORIENTED INTERFACE
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ALIGNMENT BUSINTESS &
IT
SERVICE FLEXIBILITY STANDARDIZATION
ELASTICITY
02 DEFINITION OF DIGITAL STRATEGY1. 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
+
VIRTUALIZATION+
=+
INDUSTRY STANDARDS
+
AGILITY
+
Business
“leverages virtualization, standardization and automation to free up operational budget for new investment”
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WEB STRATEGY
02 DEFINITION OF DIGITAL STRATEGYWEB STRATEGY: ENHANCED DISTRIBUTION SYSTEM
ENHANCED BOOKING
EXPERIENCE
BOOKING FLOW
MANAGER (BFM)
ENHANCED SHOPPING
NEW REVENUE
& CUSTOMER ATTRACTIO
N
PAYMENT ALTERNATIV
ES
ONLINE CHANNELS
CONVERGENCE
• 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
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WEB STRATEGY
02 DEFINITION OF DIGITAL STRATEGYWEB STRATEGY: ENPOWER DISTRIBUTION SYSTEM
IndraBFM, the Platform to integrate and customize airline offer into your Ecommerce platform
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WEB STRATEGY
02 DEFINITION OF DIGITAL STRATEGYWEB 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
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• DEVELOP FEATURE.• TEST YOUR HYPOTESYS• INCLUDE BEST
PRACTICES
02 DEFINITION OF DIGITAL STRATEGYWEB 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 BFMKPIs
NON-NATIVE DIGITALMOBILE
PROFESSIONAL
YOUNG EXPLORERMATURE
HEDONIST
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02 DEFINITION OF DIGITAL STRATEGYWEB 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
Card
Affiliation program: Quick access to discount
with only email required.
- No EMD- No Special Fares- Quick promotion
definition
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4Month
sProject duration
02 DEFINITION OF DIGITAL STRATEGYWEB STRATEGY: MEASURING FIRST RESULTS
Availability on cloud premises
x4Bookings through Iberiaexpress.com
+100k Club Express users on first 4 months
99,99%
Functionalities focused on customer needs
NEW
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1.Introduction2.Definition of the Digital Strategy3.What’s next?
Inde
x
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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 BOOKINGPAYMENT & TICKETING
AIRLINE PROFILE
SERVICING INTERLINING
REPORTING & ACCOUNTING
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NDC NDCNDC
03 WHAT’s NEXT?APPLYING NDC FOR INDIRECT CHANNELS >> LOGITRAVEL PARTNERSHIP
IBERIAEXPRESS.COM
TA.COM
AirlineOffer Mgmt System
Airline
Content Aggregators
GDS/ New Entrants
Travel Agents
TMC / OTA / Independent
Travellers
Business / Leisure
NDC
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03 WHAT’s NEXT?APPLYING NDC FOR INDIRECT CHANNELS >> SERVICES AVAILABLE
Avail & Price Services Discriminator
Flex Pricer Amadeus
I2 (Cache+Avai
l)
NDC Services & REST Services
I2.com OTA
Shopping Amadeus
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03 WHAT’s NEXT?APPLYING NDC FOR INDIRECT CHANNELS >> PROJECT OVERVIEW1 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)
Indra, We Speak Airlines! Pablo Sanz SalcedoTravel & Transportation ManagerIndustry & Consumer Business SectorJumeirah Business Centre 3, Unit. No. 1404. Jumeirah Lakes Towers, Cluster Y, P.O. Box 9338, Dubai
T +971 4 434 39 19 – ext. 110F +971 4 434 39 18M + 971 50 229 8337psanzs@indra.esindracompany.com
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