job interview slides: sita airport communication design solutions
DESCRIPTION
In 2013 I interviewed with SITA for a product manager job. SITA is a large international firm that designs and installs communications systems for airports and airlines all over the world. In the end, I didn't get the job -- SITA had a hiring freeze. However, during the interview the person that I was talking with was so impressed with these slides that he requested a copy of them from me! I've added notes to each of the slides to show my thinking about why I included the slide in the deck. Going into the interview I didn't know anything about SITA and so I build my slides from information that I was able to get from SITA's web pages and some industry research done via Google. SITA has a very large number of products. What I think impressed my interviewer is that I had been able to document all of their products and show how they related to each other -- I could show where the company had been investing its money. Even as an employee, he didn't have this type of information. If YOU would like to offer me a job, feel free to get in touch with me via LinkedIn at: http://www.linkedin.com/in/drjimanderson If anyone would like to have a copy of the ".pptx" file, just send me an email at jim[at]BlueElephantConsulting.com and I'd be more than willing to send you the source. Enjoy! - Dr. Jim AndersonTRANSCRIPT
1
SITA Product And Market Overview
Les solutions de demain aujourd'hui(Tomorrow’s Solutions Today)
2
SITA
Aircraft Products
Aircraft Operational Applications
Aircraft Operational Communications
ATS AIRCOM
e-Aircraft Services
Flight Briefing
In-flight Communications
Aircraft Mobility
Airline Products
Airline Infrastructure Management
Baggage Management
Cargo Management
End-User Computing
Horizon Fares Management
Horizon Passenger Management &
Distribution
Passenger Processing
iBorders Border Management
Airport Products
Airport Infrastructure Management
Airport MSI (Master System Integration)
Airport Management
Airport Safety & Security
Unified Communications
Wireless & Mobility
ITC Infrastructure
Application Performance & Service
Management
ATI Cloud
Community Messaging
Network
SITA’s CompleteLine Of Solutions
Note: I visited the SITA web site and discovered that they have an enormous number
of products. I used PowerPoint’s tree tool to
create an initial grouping of all of the products.
3
SITA
Aircraft ProductsAircraft
Operational
ApplicationsAIRCOM Cockpit Datalink Applications
Aircraft Operatio
nal Commu
nicationsAIRCOM ACARS ServicesAIRCOM Cockpit Datalink ApplicationsAIRCOM Cockpit VoiceAIRCOM Information ServicesAIRCOM Server
AIRCOM Server Online
ATS AIRCOM
AIRCOM ATN Services
e-Aircraft Services
e-Aircraft Applications
Flight Briefing
Airport InformationFlight Planning
FMS Wind Uplink
Surface Weather & NOTAM
In-flight Commu
nications
Aircraft Mobility
Managed Mobile DevicesMobile Data AccessWireless@Airports
Airline ProductsAirline
Infrastructure
ManagementContact Center Advanced ServicesCrewTablet
Managed Mobile DevicesMobile Data AccessVoice Over IP
Baggage Manage
ment
BagConnect
BagFast BagManager
BagManager Online
BagMessage
BagSmart
WorldTracer
Cargo Manage
ment
Cargospot AirlineCargospot
GSACargospot HandlingCargospot RevenueCargoWEB
CHAMP-SAP ERP
eXpressWEB
Global Cargo Community System (GCCS)Global Customs Gateway (GCG)ULD Manager
End-User
Computing
Deployment ServicesEnd-user Consulting and Integration ServicesIntegrated Office
LAN Management
Managed Client ServicesOn-site Services
Server ManagementService Desk
Horizon Fares
ManagementAirfare DistributionAirfare Insight
Airfare Price
Integration PlatformRevenue ManagementTicketing
Horizon Passeng
er Management &
DistributionAirfare P
rice
Departure Control ServicesE-Commerce
FrequentFlyer
Integration Platform
iTravel
Reservations
Reservations Data
Reservations Web ServicesRevenue Integrity
Revenue ManagementTicketing
Weight & Balance
Passenger
ProcessingAirport
iFlow
Airport iTrack
Airport iValidate
AirportConnect
KioskAirportConnect
OpenMaestroDCS
LocalPassenger
iCheckPassengerBagdrop
PassengerBoardingPassengerHandler
Self BagDrop
iBorders Border
ManagementiBorders AdvancedManagementiBorders BioThenticateiBorders Gateway Services
Airport ProductsAirport
Infrastructure
ManagementIP VPN@AirportsProfessional Mobile Radio (PMR)Voice Over IP
Wireless@Airports
Airport MSI
(Master System
Integration)
Airport Manage
ment
AirportCentralAirportResource Manager
Airport Safety & Security
AirportSafety ManagementAirportSurveillance
Unified Commu
nications
Small Site Managed TelephonyVoice Over IP
Wireless &
Mobility
Managed Mobile DevicesMobile Data AccessMobility Access
Professional Mobile Radio (PMR)Wireless@Airports
ITC Infrastru
ctureApplicati
on Performance & Service Manage
mentContent Delivery NetworkIntegrated Performance Reporting Service (IPRS)Integrated Traffic Management Proactive Fault Management Service
ATI Cloud
Desktop-as-a-Service (
DaaS)Infrastructure-as-a-Service (
IaaS)
Community
Messaging
Message Connect MailboxMessage Relay
PRM Data TransformationSITATEX
SITATEX Online
SITATEX Software Developer's KitType B Messaging ServiceType X Distribution Service
Network
Air Transport eXchange ServicesCatalyst ManagementDSL Access to IP VPNExpress IP
Internet Direct
IP VPN@AirportsISP Services
Managed Security ApplianceMDNS at Airports
Regional Internet Gateway ServiceServiceNet
Strong Authentication Service
SITA’s Products Grouped by Solutions
Horizon Passenger Management & Distribution Passenger Processing
Cargo ManagementNetwork
Aircraft Operational Communications
Note: Next I added specific products to my tree. The text got so small that I then had to label it so you could tell where the greatest number of
products were.
4
SITA
Aircraft Products
Aircraft Operational Applications
AIRCOM Cockpit Datalink Applications
Aircraft Operational
Communications
AIRCOM ACARS Services
AIRCOM Cockpit Datalink Applications
AIRCOM Cockpit Voice
AIRCOM Information Services
AIRCOM Server
AIRCOM Server Online
ATS AIRCOM
AIRCOM ATN Services
e-Aircraft Services
e-Aircraft Applications
Flight Briefing
Airport Information
Flight Planning
FMS Wind Uplink
Surface Weather & NOTAM
In-flight Communications
Aircraft
Mobility
Managed Mobile Devices
Mobile Data Access
Wireless@Airports
Airline Products
Airline Infrastruct
ure Manageme
nt
Contact Center Advanced Services
CrewTablet
Managed Mobile Devices
Mobile Data Access
Voice Over IP
Baggage Management
BagConnect
BagFast
BagManager
BagManager Online
BagMessage
BagSmart
WorldTracer
Cargo Management
Cargospot Airline
Cargospot GSA
Cargospot Handling
Cargospot Revenue
CargoWEB
CHAMP-SAP ERP
eXpressWEB
Global Cargo Community System (GCCS)
Global Customs Gateway (GCG)
ULD Manager
End-User Computing
Deployment Services
End-user Consulting and Integration Services
Integrated Office
LAN Management
Managed Client Services
On-site Services
Server Management
Service Desk
Horizon Fares Management
Airfare Distribution
Airfare Insight
Airfare Price
Integration Platform
Revenue Management
Ticketing
Horizon Passenger Management & Distribution
Airfare Price
Departure Control Services
E-Commerce
FrequentFlyer
Integration Platform
iTravel
Reservations
Reservations Data
Reservations Web Services
Revenue Integrity
Revenue Management
Ticketing
Weight & Balance
Passenger Processing
Airport iFlow
Airport iTrack
Airport iValidate
AirportConnect Kiosk
AirportConnect Open
MaestroDCS Local
Passenger iCheck
PassengerBagdrop
PassengerBoarding
PassengerHandler
Self BagDrop
iBorders
Border
Manageme
nt
iBorders AdvancedManagement
iBorders BioThenticate
iBorders Gateway Services
Airport Products
Airport Infrastru
cture Manage
ment
IP VPN@Airports
Professional Mobile Radio (PMR)
Voice Over IP
Wireless@Airports
Airport MSI (Master System Integration)
Airpor
t Management
AirportCentral
AirportResource Manager
Airpor
t Safety &
Securit
y
AirportSafety Management
AirportSurveillance
Unified
Com
munications
Small Site Managed Telephony
Voice Over IP
Wireless & Mobility
Managed Mobile Devices
Mobile Data Access
Mobility Access
Professional Mobile Radio (PMR)
Wireless@Airports
ITC Infrastructure
Application
Performance & Service Manage
ment
Content Delivery Network
Integrated Performance Reporting Service (IPRS)
Integrated Traffic Management
Proactive Fault Management Service
ATI Cloud
Desktop-as-a-Service (DaaS)
Infrastructure-as-a-Service (IaaS)
Community Messaging
Message Connect Mailbox
Message Relay
PRM Data Transformation
SITATEX
SITATEX Online
SITATEX Software Developer's Kit
Type B Messaging Service
Type X Distribution Service
Network
Air Transport eXchange Services
Catalyst Management
DSL Access to IP VPN
Express IP
Internet Direct
IP VPN@Airports
ISP Services
Managed Security Appliance
MDNS at Airports
Regional Internet Gateway Service
ServiceNet
Strong Authentication Service
Note: I now used PowerPoint’s tree structure to show the products
grouped by size of the product lines
5
SITA
ITC Infrastructure
Application Performance & Service
Management
Content Delivery Network
Integrated Performance Reporting Service (IPRS)
Integrated Traffic Management
Proactive Fault Management Service
ATI Cloud
Desktop-as-a-Service (DaaS)
Infrastructure-as-a-Service (IaaS)
Community Messaging
Message Connect Mailbox
Message Relay
PRM Data Transformation
SITATEX
SITATEX Online
SITATEX Software Developer's Kit
Type B Messaging Service
Type X Distribution Service
Network
Air Transport eXchange Services
Catalyst Management
DSL Access to IP VPN
Express IP
Internet Direct
IP VPN@Airports
ISP Services
Managed Security Appliance
MDNS at Airports
Regional Internet Gateway Service
ServiceNet
Strong Authentication Service
SITA’s InfrastructureSolutions & Products
Note: Finally I pulled out the one section
of products that I was interviewing for and proceeded to list out all of their products.
The goal was to show which type of products had
received the most investment from the
company.
6
ATI Market Facts: Airports• 44,000 airports in the world
– 15,000 in the U.S.– 836 International airports– Largest Airports
1. Hartsfield-Jackson Atlanta 2. International Airport3. Beijing Capital International Airport 4. London Heathrow Airport 5. Tokyo International Airport 6. Los Angeles International Airport
• 70% of airports lose money– 13,200 airports make money– 30,8000 airports lose money
• 60% of airports worldwide handle less than 1M passengers– 17,600 airports handle > 1M passengers per year– 26,400 airports handle < 1M passengers per year
The goal here was to start a discussion
about how SITA see’s their market. In this
case, airports…
7
ATI Market Facts: Airports
• Busiest airports by # passengers:1. Hartsfield–Jackson Atlanta International Airport2. Beijing Capital International Airport3. London Heathrow Airport4. Los Angeles International Airport5. O'Hare International Airport6. Tokyo International Airport7. Dubai International Airport8. Paris Charles de Gaulle Airport9. Dallas-Fort Worth International Airport10. Hong Kong International Airport The biggest customers
often drive products and features
8
ATI Market Facts: Airlines• 230 major airlines in the world which are registered with the
International Air Transport Association (IATA)
• Top airlines by # of passengers:1. Delta Air Lines2. Southwest Airlines3. United Continental4. American Airlines5. China Southern Airlines6. Ryanair7. Air France KLM8. China Eastern Airlines9. Lufthansa10. US Airways
SITA serves two customers: airports
and airlines. This slide starts the discussion
about airlines…
9
SITA Product Facts
• SITA products are sold by terminal, not necessarily by airport
• SITA products allow multiple carriers to share the same airport gate
Now we start to have a discussion about
SITA product details and how it relates to
customers…
10
SITA Product Opportunities
1. 11/1/13 shooting at LAX shows need for effective inside airport communication system for first responders
2. Frankfurt and NYC Kennedy Intl and NYC JFK all have a thriving animal transport business
3. Big data opportunities to analyze data from multiple airports & airlines.
The last slide is designed to show forward thinking: what are the next steps that SITA can take to grow its market and
its customer base? Food for discussion…