DIPLOMA IN BUSINESS ADMINISTRATION

CSC 2170 BUSINESS INFORMATION SYSTEMS

GROUP ASSIGNMENT

JANUARY 2013

NAMES: ABERAME DHURGA D/O QUNAISEGERAN (I11009058)

KAVITA D/O MARAIPAN (I11009277)

KAYATTRI D/O MOGAN (I11008614)

SECTION: 1S1

CLASS CODE: CSC 2170

LECTURER: MS.CHONG FONG KIM

SUBMISSION DATE: 15 APRIL 2013

TOPIC: E-BUSINESS MODEL IN AIR ASIA AIRLINES

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TABLES OF CONTENTS

TOPICS PAGESINTRODUCTION 3

BACKGROUND OF COMPANY 4

INTIAL IDEA OF THE TONY FERNANDEZ WHEN SETUP HE ONLINE BUSINESS

5

E-BUSINESS MODEL 5-7

IT IMPLEMENTATIONS AND STRATEGIC ALIGNMENT 7-9

THE IMPORTANT FEATURES OR FUNCTIONS PROVIDED IN THE WEBSITE FOR THE CUSTOMER

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CRM FEATURES AND HOW IT HELPS 11-12

IMPORTANCE INTERNET TECHNOLOGY TO AIR ASIA13

CHALLENGES THEY FACED IN IMPLEMENTHING THE BUSINESS ONLINE

14

THE SECURITY OR PRIVANCY CONCERNS TAKEN FROM THE AIR ASIA

15-16

RECOMMENDATION 17

CONCLUSION 17

APPENDIX 18

RESPONSIBILITY OF THE GROUP MEMBERS 19

REFERENCES 20

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INTRODUCTION

Now days, the technology is very important to every business people because without the

technology they cannot run up in good condition and cannot make the customer satisfied.

However, when an organization use the technology can attract the customer and can make more

profit. From this assignment we are going to explain about e-business model in Air Asia

Airlines. Firstly we like to share what is defining of e-business model. The e-business model

means model is an approach to conducting electronic business through which a company can

sustain itself and generate profitable revenue growth. Actually, the business model spells out

how a company plans to make money and how it is competitively positioned in an industry.

Then, the information technology helps the strategic and operation management of airlines, and

facilitates the successful airlines in the future. Future more, the AirAsia, is analyzes the current

business environment, competitive advantages, current implementation of information

technology, and the recommended future implementation of technology in customer relationship

management (CRM) implementation to pursue competitive differentiation and profitability

effectively in the future. So that, the clear explanation is following pages of the assignment and

we feel happy for it been success.

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To having a nice journey with Air Asia Airline

BACKGROUND OF COMPANY

Air Asia

The Air Asia Berhad is part of the Air Asia Group, a world-famous low cost airline that operates

extensive networks both domestically and internationally. Air Asia found low cost airfares in

Asia and is now currently the largest low fare, no-frills airline in Asia. It is also one of the largest

airlines in all of Asia in terms of passengers carried. Air Asia has also been voted the World’s

Best Low Cost Airline in 2009 and 2010. Air Asia Berhad is currently based in the Low Cost

Carrier Terminal (LCCT), Kuala Lumpur International Airport (KLIA), Sepang. Its associate

airline is Air AsiaX, is also located at the LCCT and shares operational facilities with Air Asia

Berhad.

A Brief History of Air Asia

The airline was established by a Malaysian

corporation in 1993 and commences

operations in 1996. In December 2001, with

the airline heavily in debt, Air Asia was

purchased by Tony Fernandez of Tune Air

Sdn. Bhd. for the price of RM1. As part of the

purchase, Tony also took up the RM40million

debt. Under the leadership of Tony

Fernandez, the airline was flying high in 2002

and launched its new route that year. In 2003,

a second hub was opened in Senai International Airport, Johor Bahru, as well as the airline’s

maiden international flight to Bangkok. After that the only place Air Asia was heading for is up,

as the Thai and Indonesian subsidiaries were set up as well as the commencement of flights to

Indonesia, Macau, China, Philippines, Vietnam and Cambodia in 2005. Air Asia now flies to all

ASEAN countries, a great portion of Asian countries that include India, Iran, Sri Lanka and

Bangladesh; as well as to the United Kingdom, France, Japan, Korea and Australia via Air

AsiaX.In 2011, we are setting up another Air Asia hub in the Philippines and are well on the way

in setting up other similar operations elsewhere in the region soon after.

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The initial idea of the Tony Fernandez when setup the online business to promote the Air Asia

Airline to the customers. The information is following below:

High tech world

In this globalization era everything has been changed to high tech. the word high tech

describe how high the imagination of human turns to reality. In this era everyone was busy for

24/7 in their life. Time taken to have meals also become less, so imagine how people are going to

outlets to booked the airlines ticket. The technology plays its role here. When there is an online

business people in this global era will easily booked their air ticket rather go to the outlets to

booked air ticket. There is no time limit for online business because it is 24/7. Every moment is

available and everyone can make the online booking without any wastage of money, energy and

time.

Business hour 24/7/365

There is no time limit for online business because it is 24/7. Every moment is available and

everyone can make the online booking without any wastage of money, energy and time. So

the founder Air Asia plans carefully here. When there is no time limit why not he starts the

online business which is bringing all the benefits to the organization.

Global reach

Online business is only route to reach all over the world. Everyone will get know about our

business in online. Customer from all over the world will get know about the business and

will purchase our services. When there is online reservation system customer from all over

the world can reserve the ticket without any wastage of energy.

E-BUSINESS MODEL

Basically e –business model is known as a company that has an online presence. An e-

business model is an approach to conducting electronic business through which a company can

sustain itself and generate profitable revenue growth. E-businesses are that have ability to sell,

trade, barter and transact over the web. The use of internet technologies to internetwork and

empower business processes, electronic commerce, and enterprise communication and

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collaboration within a company and within its customer, suppliers and other business

stakeholders. This information took from the (software.ucv.ro. n.d)

However, the Air Asia Airlines is using the E-business Model to increase their profit and

make more customers to travel at there. So they decide to the low cost carrier (LCC) of the

business Model. The low cost airlines like Air Asia have changed the definition of airlines that

air travel is a luxury and it is only for the higher segment of the population. The key objective of

low cost carriers is to increase their reach and provide the services to a large segment. However,

the low cost carriers are now facing some challenges in the market. The information above and

following below is taking from the (Wong Pui Man, Cary, March 2009, skcs.hk/AirAs.ia.pdf)

The Low-Cost-Carrier (LCC) of E- Business Model

Air Asia has been classified into the Enterprise level E-business model

http://booking.airasia.com/ is the website of e-business model used by air Asia for their

online booking or online ticket reservation. This website allowed and make easy for

customer for booked their airlines tickets online.

checkin.airasia.com/ is the website of e-business model for customer for self-check-in

without wasting on long queue to check in before fly.

Social networking: Facebook is the social web page where customer can get information

about the packages and promotions of Air Asia.

Attributes : online reservation systems

Revenue stream sources ‘transaction fee model: all BSP payment transactions for Air

Asia bookings will be charged a fixed BSP transaction fee.

BSP is billing settlement plan standardized system for airlines and agents, providing them

with a simplified approach to the selling, reporting and administration of passenger air

transportation. It is established under the general jurisdiction of the Passenger Agency

Conference (PAConf), delegated to the BSP Committee (BSPC) and co-ordinated by the

Agency Administrator/Plan Management.

The Low-Cost-Carrier (LCC) of E- Business Model

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Air Asia follows the Low-Cost-Carrier (LCC) business model in the airline industry,

which can be characterized as below:

Simple Product

A typical low cost airline product is extremely basic. It focuses on getting passengers from A

to B, cutting out all the “extras”. This means there are no meals, drinks or snacks served free on

board. In certain airlines, these may be purchase on request. The aircraft have Narrow seating to

permit greater capacity. Low cost airlines offer all- economy flights, with no additional space

requirements for wider business class seating. Its means more passengers can accommodated on

each sector. There are no facilities for seat allocations as “free-seating” makes passengers

Board the flights early to get them a decent seat. The pricing structures of low cost airlines allow

for no additional schemes or sales promotion activities, including frequent-flyer programmers.

Positioning

The low cost airlines the world over are known to target Non-business passengers, leisure

traffic and the price-conscious business passenger segment. The low cost model works best on

short-haul point-to-point traffic with high frequencies. These airlines have aggressive marketing

strategies and compete with all transportation carriers, including the road and railway networks.

Most Western low cost airlines fly to secondary airports which are cheaper to land into.

However, this is not yet an option available in India.

Low Operating Costs

Low cost airlines have a very lean organization structure and operating costs are kept to the

bare minimum with low wages such as a crew or staff requirement are low and generally fresher

are preferred , low airport fees, low cost for maintenance and cockpit training like as these are

typically outsourced. There are no requirements for standby crews due to homogenous aircraft

fleet. The low cost carriers aim at achieving high resources productivity. It’s generally achieved

due to short ground waits like turnaround times are kept minimal due to simple boarding

processes, no air freight, no hub services and short cleaning times. However, selling costs are

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also minimized as high percentage of ticket sales is generated online, eliminating the margins

that would otherwise need to be passed on as a commissions to travel agents.

The figure of Low Cost Carrier Business Model

IT IMPLEMENTATIONS AND STRATEGIC ALIGNMENT

Now days the globalize economy, information technology has driven important changes

in the nature and application of technology in business. The implementation of information

technology in its value chain provides powerful strategic and tactical tools for AirAsia, which if

properly applied and used, could bring great advantages in promoting and strengthening the

competitive advantages.

CURRENT STRATEGIC IT IMPLMENTATION

The AirAsia has currently adopted information technologies strategically to integrate the

operations and coordinate all the business and management functions. The followings are few

system implementations that AirAsia has done in its marketing and sales activities as well as

operation activity in the value chain. This information above and following below took from the

(www.skcs.hk/AirAsia.pdf, March 2009)

Yield Management System (YMS)

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The Yield Management System (MYS) is known as the Revenue Management System,

which can understand, anticipates and reacts to the behavior of customer to maximize revenue

for the organization. This takes into account the operating costs and aids Air Asia to improve the

prices and allocate capacity to maximize predictable revenues. The optimization is done on two

levels in Air Asia; it is mention in following below:

•Seat

Every Air Asia seats are considered as an opportunity to maximize revenue. The seats are

available at various prices in different points of time. A reservation done at a later date will be

charged more than the one done earlier and set up for the same seat.

• Route

The Air Asia is adjusting the prices for routes or destinations that have a higher demand

when compared to others. The effective method is to combine these two levels for all flights and

routes, so that the both seat and the route is effectively priced for all the flights.

The Air Asia has realized to increase the revenue in (3-4%) for the same number of

aircrafts by taking advantage of the forecast of the high or low demand patterns, effectively

shifting the demand from low period to high period and charging a premium for late bookings.

Over the past couple of years, Air Asia have actually lowered prices in essential for LCC as the

YMS has been given to them for the window to increase their revenue by offering higher

discounts, more frequently during off-peak times while raising prices only marginally for peak

times. (Voneche, n.d)

Computer Reservation System (CRS)

The Air Asia’s CRS system is open Skies by Navitaire has been helped to grow at a

dramatic pace in the past couple of years. "Navitaire's Open Skies technology has truly enabled

Air Asia’s growth from 2 million passengers to 7.7 million passengers in less than two years.

Open Skies scaled easily to accommodate our growth,” which mention by Mr. Tony Fernandes.

It is an integrated web-based reservation and inventory system. However, it is including

with internet, call center, airport departure control and many more. It also a direct sales engine

that effectively eliminates the middleman (travel agents) and the sales commissions that need to

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be paid. The centralized customer data is maintained by Open Skies and it is helps the Air Asia

to track the booking and schedule flight activities with real-time, on-demand reporting feature.

The huge booking information is provided online to the customers acts as a force that brings

more customers to use the website thus reducing the customer support costs. Besides that, the

important feature is that Open Skies effortlessly integrates with the implemented of YMS, so that

the systems can be used in unison for pricing and revenue maximization and driving down the

costs of operation at the same time. The CRS enabled in AirAsia because to introduce the first

ticket less travel option and also provides features such as advanced boarding passes in addition

to online booking that enabled the growth of AirAsia as these features attracted customers that

did not have the time for purchasing tickets from counters and coming in 1 hour early for

securing a seat on the aircraft. The AirAsia have proposed to implement a Wireless Delivery

System (WDS) to expand its reach via mobile phones. This system is potential customers to able

for booking their tickets via by using the mobile phones. Actually, this strategic to move for

growth as the Asia-Pacific region has a larger population of mobile phone users rather than

internet users.

Enterprise Resource Planning System (ERP)

The AirAsia has recently chosen for a full-fledged ERP system implemented by Avanade

consultants in May 2005. By implementing this package AirAsia is looking to successfully

maintain process integrity, reduce financial month-end closing processing times, and speed up

reporting and data retrieval processes for the Microsoft Malaysia.

e) Find out the important features/functions provided in the website for the customers

Air Asia is the first airline which introduced online booking system in Malaysia. Online booking

system refers to making online, real time, internet bookings for such things as flight, hotel rooms

or even theater ticket. The number passenger of Air Asia has increased from 200,000 to 350,000

after Air Asia was introduced the online booking system to their clients. Furthermore, Air Asia

also became the second largest airline in Asia to go completely ticket less after Sky mark Airline

in Japan. One of the advantages of buying airline tickets online is the convenience of doing it

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inside your house without having to drive all the way to a travel agency office in the city. Within

a few clicks, you are already taking out your credit card and preparing to confirm your booking.

After few minutes, the ticket confirmation is already arrived in your mailbox. In addition, the

airline websites have the facility to compare airline ticket prices across many different days. You

just simply specify your date and time of travel and the search engine will do the rest. This saves

your time of having to visit each and every date in order to get a best deal of flight ticket Air

Asia also provides web check-in service to their customer. Web check-in is refers to the service

that used internet to check-in and print the boarding pass through the website or download it to

the mobile. Use the web check-in and save the time you would spend in queues at the airport

because web check-in allows you to check in between 23 hours and 1 hour prior your departure.

There is another benefit of web check-in which you can drop off your baggage quickly at the

separate counter. Hoot having to drive all the way to a travel agency office in the city. Within a

few clicks, you are already taking out your credit card and preparing to confirm your booking.

After few minutes, the ticket confirmation is already arrived in your mailbox. In addition, the

airline websites have the facility to compare airline ticket prices across many different days. You

just simply specify your date and time of travel and the search engine will do the rest. This saves

your time of having to visit each and every date in order to get a best deal of flight ticket. Air

Asia also provides web check-in service to their customer. Web check-in is refers to the service

that used internet to check-in and print the boarding pass through the website or download it to

the mobile. Use the web check-in and save the time you would spend in queues at the airport

because web check-in allows you to check in between 23 hours and 1 hour prior your departure.

There is another benefit of web check-in which you can drop off your baggage quickly at the

separate counter.

THE CRM FEATURES AND HOW IT HELPS

Electronic customer relationship management (e-CRM) involves the integration of Web

channels into the overall enterprise CRM strategy with the goal of driving consistency within all

channels relative to sales, customer service and support (CSS) and marketing initiatives. It can

support a seamless customer experience and maximize customer satisfaction, customer loyalty

and revenue. This statement takes for the (gartner. com, n.d)

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However, in the e-CRM have a lot of features are following below and the information took from

(panomtech.com, n.d)

Entirely web-based.

Through Panom tech ECRM application Contact with customer is made through the retail store,

phone and fax. Besides, all the other traditional methods are used in addition to Internet, email,

wireless and PDA technologies.

Geared more toward front end, which interacts with the back-end through use of ERP systems,

data warehouses, and data marts.

Personalized individual views based on purchase history and preferences. Individual has ability

to customize view.

System can be designed based on customer needs. Web application designed for enterprise-wide

use.

Reduction in time and cost. Implementation and maintenance can take place at one location and

on one server.

Based on, the Air Asia Airlines also using the Customer Relationship Management (CRM) in

their industry .In long term, customer relationships should be advance for Air Asia to maintain

competitive advantage and profitability. When planning and implementing CRM of application,

while the management is recommended the following approaches. This statement took from the

(Wong Pui Man, Cary, March 2009, skcs.hk /AirAsia.pdf)

Customer segmentation – mileage-based segmentation is inadequate, rather should

focused on value-based and needs-based approaches can guide investment decisions and

drive greater insight into the needs of high value customers.

CRM initiative development – to differentiate from other competitors, AirAsia should not

adopt the “fast follower” approach to CRM initiative development, i.e. learning from

other competitors’ approach such as installing kiosks for fast check-in and etc. Air Asia

implement CRM program in favor of investing in initiatives with a high return, which

respond to the needs and desires of their own customers.

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Organizational design and management – Air Asia needs to train the employees,

empowering them with a complete view of the customer and clearly articulating the

employee’s role in the CRM strategy.

In order to gain market share and sustain its competitive advantaged to be the cost

carrier in the high demanding environment, Air Asia must develop new ways and

program to manage customer relationship loyalty, supplier relationship and revenue.

Between the program customer relationship and information take from

(misairasia.blogspot.com, December 5, 2011)

Travelling Planning

Its site personalization for on- line customer to create travel plan, bundled services

information, flight notification system and gate information displays.

Frequently flyer program

The membership based or point based rewarding scheme offering to the applicable

customer.

Business Intelligence

The Dynamic, updated, multi-dimensional report that help management to do analytics in

various areas such as customer profiles.

Customer Care

The web based on self -services, such as e-ticket booking and reservation, online baggage

and air internet services.

Reservations and Ticketing

The ITA search engines, roving agent check-in, kiosks, internet check-in and phone

check in.

IMPORTANCE INTERNET TECHNOLOGY TO AIR ASIA

The Air Asia has a lot of benefit using the internet technology in business. Actually, Air

Asia make more effective and efficiency and possibly able to reduce the cost and removed

inefficiency in their business. The Air Asia used it to takes into account the operating costs aids

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Air Asia to optimize price and allocate capacity to maximize expected revenues. The Air Asia

can be more understand the behavior of customer and offering the effectives and efficiency

strategy. It also can be allocate capacity to maximize the expected revenue. Air Asia can make

efficiency to know their customer using IT technology with lowest cost by using this system. The

also Open Skies seamlessly integrates with the implemented YMS so that the system can be used

in unison for pricing and revenue maximization and driving down the cost of operation at the

same time. With the strong ERP technology platform, Air Asia is able to successfully maintain

process integrity, red financial month-end closing processing time, speeds up reporting and data

retrieval process. From the information took from the (izam-informationsystem.blogspot.com,

2011 December 8).

h) What are the challenges they face in implementing the business online?

Does no meet every customers demand for convenience in terms e-ticketing

(Not possessing any related card services for transaction, emergency booking (before 24

hours fight)

Minimum air-fare rates

AirAsia faces challenges finding open takeoff and landing slots at opportune times, and

Thailand’s regulation that sets minimum air-fare rates. Although Transport Minister Suriya

Jungrungreangkit said the current minimum air-fare regulations will be scrapped to open up the

market, he couldn’t name a date when this will be done. This seems to be favoritism toward

Thai Airways International’s domestic operations, and affects Thai AirAsia to compete in the

Thailand market.

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THE SECURITY OR PRIVANCY CONCERNS TAKEN FROM THE AIR ASIA

The AirAsia is concerned about the customer right to privacy. Therefore, AirAsia recruits

to be responsible when gathering their personal information and to protect your privacy in every

possible way. Although, this Privacy Policy is not a contract and does not create any legal rights,

however, it does serve as an expression of Air Asia’s commitment to protecting private personal

information. The privacy notice aims is to answer the customer questions about the sources and

kinds of information AirAsia collects, how it is used, when it may be shared with others, and

how they safeguard its confidentiality and security. They also provide to customer ways to

correct data and the option to limit they sharing of data with Air Asia’s authorized third parties.

However, the following below the method of privacy policy using by the Air Asia Airlines and

the information took at the ( airasia.com, n.d).

Cookies

A cookie is a piece of data stored on the user's hard drive containing information about

the user. The usage of a cookie is in no way linked to any personally identifiable information

while on our site. This enables to their system to recognize the customer’s browser and

remember the passenger names and billing information so that they won’t have to retype it. The

address and passenger information will saved to their hard drive by the AirAsia web server. This

information can only be accessed by the AirAsia web server; Internet users and other companies

cannot access to the information. A session ID cookie expires when they close the customer

browser. A determined cookie remains on the hard drive for an extended period of time. They

can remove persistent cookies by following directions provided in the Internet browser’s “help”

file. Besides that, they also use the cookies to track the effectiveness of online advertising. Based

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on the information is treated confidentially and will not be shared with anyone outside of

AirAsia. AirAsia will only use this information to make informed decisions with regard to the

purchase of online advertising. It enables AirAsia to maintain low costs and low fares for the

Customers.

Site tracking

The Air Asia Airline also using the tracking software to monitor customer traffic patterns and

site usage to help for develop the design and layout of the site to better meet the needs of visitors

to AirAsia.com. This kind of software does not enable to them for capture any personally

identifying information.

Security

The Air Asia online reservation system resides on a secure server that encrypts the customer

purchase information by using the Secure Socket Layers. They also use all reasonable

endeavours to protect the personal information from loss, misuse and alteration. Only the official

of the employees and agents, who are under appropriate confidentiality obligations, will have

access to the personal information. However, the customer will be responsible for any user ID or

password that is used on web site.

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RECOMMENDATION

As we know, is the No.1 biggest Air Asia in the world because of they use a lot of

technology to develop their organization. Actually, they choose this kind of information system

for their customer equipment. Therefore, the benefit and features of the system will enable a

good service of the Air Asia to meet and satisfy the need of the customers. But the Air Asia still

has to increase their technology system for inflammation their sales and profit. However the Air

Asia must increase to train their employees and empowered them by giving them guidelines on

how to provide good quality of services to customers. However, employees should be trained to

be familiar about the whole operations of Air Asia to increase effectiveness and efficiency of

customer services, thus build up relationship with customers. Besides, traveler needs minimum

45 minutes to reach to the terminals which are very time-consuming and inconvenient.

Therefore, Air Asia should consider locating their airport near cities.

CONCLUSION

When we start doing this assignment we feel exciting because to learn about the e-

business model in Air Asia Airlines industry. We learn a lot of information about the e-business

model such as, how it help for Air Asia and how solved the problems and many more. Other than

that, they also mention what is internet technology use by the Air Asia to increase the

customer .from the internet technology the customer will get the good website of the Air Asia

about the information and the advertisement of the travel offer in holiday times. However, they

also using the CRM method to support a seamless customer experience and maximize customer

satisfaction, customer loyalty and revenue. Then they also have the security or privacy of the

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company to protect the company information and the customer personal details. They also

benefit of using the internet technology in business because make more effective and efficiency

and possibly able to reduce the cost and removed inefficiency. Finally, the challenges faced by

the Air Asia, they through a lot of problem and achieve their goals based on the vision and

mission. Our opinion all the company must use this e-business model to reach their target.

APPENDIX

AIR ASIA SEATS

LAUNCHING THAT EVERYONE CAN FLY

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AIR ASIA FOOD REVIEWS LOW COST TRAVEL

RESPONSIBILITY OF THE GROUP MEMBERS

As the group leader my group member did a good job. Actually, we didn’t separate the

work because we always do the assignment together. When we start doing this assignment, we

feel happy because to learn about the new things. Then, we share the ideas and combined the

things together to each part. My group members always understanding my situation because the

last Friday I have quiz test so, still they still carry on doing the assignment without me .it’s show

that, they responsibility of the assignment and follow my orders. However, they also corporate

with me in any time to do the assignment even through it middle of the night. In my team, Kavita

is the idea promoter because she always gets the information as fast as possible and good in

editing the assignment. Then Kayattri is good in searching about the information based on the

company and her also help to rearrange the sentences in correct. In my opinion, they are good

group members for me to finish the assignment in the time and I feel happy to get them.

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REFERENCES

Izam, December 8 2011, Information system, http://izam-

informationsystem.blogspot.com/

N.d, Business environment and strategies of Air Asia Airlines,

http://www.ukessays.com/essays/marketing/business-environment-and-strategies-of-air-

asia-airlines-marketing-essay.php

Wong Pui Man, Cary , March 2009, AirAsia, http://www.skcs.hk/AirAsia.pdf

DECEMBER 5, 2011, AIR ASIA, http://misairasia.blogspot.com/

N.d, The Low Cost Airline: AirAsia

elc.polyu.edu.hk/subjects/ELC2202/Air_Asia_Report.doc

N.d, Air Asia Success factors, http://www.ukessays.com/essays/marketing/business-

environment-and-strategies-of-air-asia-airlines-marketing-essay.php#ixzz2Q2ZsLhlV

N.d, Air Asia – Strategic IT Initiative, sandygarink.tripod.com/papers/AA_SITA.pdf

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