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Connecting to content the Amadeus view
Tim RussellManaging Director
Amadeus UK & Ireland
TTI Autumn Conference22 September 2009
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Agenda
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� GDS: the original content aggregators
� Content fragmentation
� The future is Open
� Business strategies to support content goals
� Airline
� Hotel
� Web Services
� The impossible dream?
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The original content aggregators
� It started with airline reservations (CRS)
� The addition of car, hotel and rail made the GDS the tool of choice for business travel
� Along came the web enabling what seemed to be easier, “cheaper” direct distribution
� Some hastily predicted the demise of the GDS in a wired (www) world
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The muddy waters of content fragmentation
� For the first time, Low Cost Carriers gave travel agents a reason to use the web
� Providers invested in enhanced user interfaces for direct connect (e.g. car rental)
� Agents could no longer be sure of getting the best room rate for their customer without checking online
� Leakage meant content was flowing in the wrong direction!
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The future is Open Systems
� From proprietary TPF systems we could see the necessity to migrate to Open System architecture
� There’s no future in trying to go it alone, pretending to be all things to all people
� There’s benefit in focusing on core strengths and partnering with complementary travel technology companies
� That way we’ll get the best content and integrate it within the efficient GDS environment
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Amadeus supported systems
2008 2011
TPF, MVS, VM
UNIX, LINUX, Windows
Unisys, BS2000
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Our airline content strategy
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Securing airline content
� Development of new distribution solutions for LCCs (e.g. Amadeus Ticketless Access)
� Pursue full content agreements – preferably without additional POS fees
� Work with 3 rd parties to deliver solutions offering web and agency fares (e.g. Ypsilon AG and Travelfusion)
� And for airlines – reduce the gap between GDS marketing capabilities and web
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Benefits� Allows airlines to
communicate effectively with agents and differentiate themselves
� Facilitates real-time, high impact targeted promotions
� Can be deployed on a worldwide basis or selectively to travel agent(s)
� Provides additional information on the airline’s product and services to influence choice
Flight Features & Banners
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Creating a virtuous circle
Become Airline’s preferred platform to reach TAs worldwide
Further enhance value proposition for TAs to book airline content
Improve TAs competitive positioning and enhance
functionality
Integrate key features and benefits of the direct channelA
irlin
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avel
Age
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Securing hotel content
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� Pro-actively added unique and smaller independent properties for increased choice
� Promoted participation in Best Available Rate programme to increase confidence
� > 75% of properties are included
� Studied B2C online hotel booking applications to see how to incorporate user-friendly design
� Researched the market to determine what was deterring leisure bookers
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� Working with bed banks to develop Hotel Store launch partner: Transhotel
� Agents access the new content from within the front office Amadeus Selling Platform
� Instantly adds another 50,000 properties
� Solution integrates with the Passenger Name Record for back office hand-off
� Offers prepayment facility and commission taken before customers checks in at the hotel
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Integrating new hotel content
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Two-way content & information flow
� The GDS houses a wealth of content that can be utilised by 3 rd party developers
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500 airlines
80,000 hotels
17 cruise lines
32 car companies
Railway operators
Fares & Pricing
Application developers
Online Travel Sites
Meta Search engines
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Web Services: an Open Door to content
� No platform / language / framework dependency� Use Java, C#, C++, Javascript, PHP or whatever you want!
� No need to deliver a proxy for every platform
� No software deployed� Open standard:
� Plenty of tools available
� Most popular IDEs integrate web services functionality ( .net, eclipse, etc.)
� New services immediately available� The customer doesn’t need to wait the proxy to be deployed
� Ease of use� Lower development costs
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Web Services Technical ArchitectureA new ‘door’ to Amadeus content
ServicesIntegrator
Web ServicesAccess Point
Air
Logon&
Security Server
Services Integrator is our new enterprise service bus
We support both intranet and internet public access to our platform!
A Web Services Access Point is the entry point for the client system
Hotel
Car
Ticket
Fare
Queue
Profile
Inventory
DCS
Client
Server
InternetSOAP / https
IntranetSOAP / http
WSDL+
Doc
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Full content – the impossible dream?
� We’re not chasing full content
� We need to deliver relevant content to our travel agency customers
� Integration is crucial to improve agent workflow
� Content integration improves efficiency, reduces costs and improves accuracy
� We’re working towards the super PNR – a single master trip record housing all booking related information & content
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Thank you
Any Questions?