航空公司如何成功实现数字化转型英文版

Agenda

1.Introduction

2.DigitalTransformation

3.Q&A

Introduction

BlairKoch-CTO,Datalex

Ataglance

Controltheoffer

Unlockrevenue

Completetheorder

Omnichannel

Unlockloyalty

GlobalScale&Reach

>500

Globaltravelretailexperts

5officelocationsacross4continentsHighestgrowthmarketse.g.China

ProductStrength&Innovation

$20Bn

Passengerrevenuestransactedthroughourplatform.

InstalledCustomer&PartnerBase

50+

Globalbrandairlinecustomers&partners

EnablingaDigitalMarketplace

>1Bn

Shoppersuseoursoftwaretoshopfortheirtravelneeds.

©Datalex20174

DigitalMomentum

BLufthansa

Lufthansaringfence€500millioninfundstopushwhatitcallsamajorinvestmentin“digitalizationandinnovation.CEOCarstenSpohr,statesLHGgoalistobecome“themostdigitalaviationgroup.”

AlexCrux,CEO:“Ourstrategyisbuiltonfourpillars;customer,operations,efficiency,andpeople.Allunderpinnedbydigitalandtechnology.“

AirAsiaGroupChiefExecutiveOfficer,TonyFernandessaid:“Weareinvestingheavilyindigitalisationandhavebeengrowingourfamilyofdigitalservices“

“EasyJethasbeenattheforefrontofdigitalinnovationintheairlineindustryanditsdigitalstrategyisacorepartofeasyJet’swiderstrategy.“H12017ResultsStatement

JohnHurley,CTO,Ryanair:‘Inthefuture,IseeRyanairasadigitaltravelleaderthathappenstohaveanairlineattachedtoit’

5

DigitalTransformation

DigitalInnovationPlatform

Totransform..

Youmustprioritizescope

Everythingisdigital!

FutureStateAirlineDefinition-LargerthenDigital

Identifytheaspirationsofthefuturestateairline-WHY

Inventorythecapabilitiesrequiredtodelivertheaspirations-WHAT

Defineareferencearchitecturerequiredtodeliverafuturestateairline-HOW

Developaroadmapthatshowstheevolutiontowardthefuturestatearchitecture-HOW

Establishahighperforminginnovativeorganizationtoexecutetheplan-WHO

8

Aspirations-QualityRevenueANDCostReduction

AirlineasaRetailer

CustomerCentric

UniquelyIdentifiedCustomers,Segmentofone,Personalized,Contextual

NewSourcesofRevenueexploration,Enhancedproductsandservices,profitabilitybeyondtheseat

DigitalTransformation

MobileFirst-Omni-Channel

FrictionlessCustomerExperience

RevenueOptimization&Insights

DynamicPricingusingMachinelearning-AIAccurateRealTimeCustomerInsights

Safe,EfficientOperationsandCostConscious

SafeandOn-time&profitable

AdaptiveBusinessModels

©Datalex20179

SupplierandDistributorPartnerships,Alliances,AirlineGroups,

Capabilities

Omni-ChannelCustomerExperience-MobileFirst/Only

Plan&ShopPre-FlightIn-FlightPostFlightArrive

•Personalized-

ContextualOffers

•JourneyPlanning&Preferences

•InnovativeAirlineProduct&ServiceOfferings

•LeverageMachine

Learning/AIforoffers

•AutomatedPreparationofCustomerTravelDocs

•PermanentBagtags

•DoortoGatenavigationwithmerchandising

•Captivecustomer

engagementusingWi-Fi/Portal

•InflightCRM

•Enhanced

EntertainmentOptions

•InflightSales-Seats/Food/Drinks/Snacks

•DutyFreePurchasing

•GatetoDestinationnavigationwith

merchandising

•GroundTransportation

•Improved

Security/Immigrationexperience

•ProblemResolution

•Compensation

•PostTravel

Communications

•TripSurvey/NPS

•DestinationBaggageDelivery

OperationalInteractions

CustomerDisruptionInteractions

MarketingInteractions

ConnectionManagement

DigitalTransformationScope

Products&Marketing

Pre-TravelExperience

AirportExperience

InflightExperience

CustomerRelations

LoyaltyManagement

NetworkPlanning/Scheduling

Alliances

DemandForecasting

RevenueOptimization

Inventory

Pricing

RevenuePerformanceTracking

Network&Revenue

CustomerExperience

OperationalData

Business

Intelligence

Airline

Operations

ResourceManagement

OperationsControl

AirportGroundOps

BaggageHandling

AircraftMaintenance

Strategy

HumanResources

Finance

Legal

IT

Procurement

Enterprise/Back-Office

11

DigitalInnovationPlatform

Products&Marketing

Pre-TravelExperience

AirportExperience

InflightExperience

CustomerRelations

LoyaltyManagement

RevenueOptimization

Inventory

Pricing

RevenuePerformanceTracking

Alliances

DemandForecasting

NetworkPlanning/Scheduling

CustomerExperience

OperationalData

Network&Revenue

Business

Intelligence

ResourceManagement

OperationsControl

AirportGroundOps

BaggageHandling

AircraftMaintenance

Airline

Operations

Strategy

HumanResources

Finance

Legal

IT

Procurement

12

Enterprise/Back-Office

DigitalCommerce-ACriticalSubset

TheDigitalCommercePlatformisacriticalsubsetoftheoverallcapabilityrequirementsoftheDigitalTransformation

13

DigitalCommerceCapabilitiesOffer

Creation

Price,Target&Optimize

Marketplace

Digitalmarketplace

CustomerProfiling

Personalize/Recommend

Payment

Options&Cost

Trip

Management

CrossSell&Engage

Digital

Commerce

Platform

OrderServicing

Fulfilment&service

14

©Datalex2017-Strictlyconfidential

FutureStateAirlineArchitecture

Staff

Enabled

CustomerEnabled

PartnerEnabled

Availability

RES/DCS

..

DigitalCommerceOfferCreation

Other

Retail

Partners

DigitalCommerceOrder/TripService

DataAnalytics

AIMachineLearning

CRM/Loyalty

DataHub

DCS

Data

AirlineOps

Flight

Tarmac

Crew

Gate

Data

Employee

Finance

HR

Data

Data

Data

Data

Data

Data

Data

Data

Data

Data

Data

Data

Data

Corporate

LoyaltyRMScheduleAnalyticsRedemption

InvRezDCS

Data

Commercial

TheRoadmap

Evolutiontowardthefuturestatearchitecture

FutureState-ARoadmap

F