02-Nigel Pickford - Vienna DRAFT 6€¦ · Sales & Marketing Operational Awareness Business...

Nigel PickfordDirector, Marketing Operations and Market Insight and Market Insight

SITA

AIR TRANSPORT IT TREND SURVEYS AND REPORTS

Airline IT Trends

SurveyAirport IT Trends

Survey

Launches onNov 11th

2

Passenger

IT Trends Survey

Baggage report

Launches today

PEOPLE LOVE THEIR MOBILE PHONES..

Emotional attachment from a unique combination of

usefulness and usability

| EURO IT Forum Vienna | © SITA 20133

Air Transport Industry Insight

DO PASSENGERS DO PASSENGERS REALLY WANT TO GO MOBILE?

| EURO IT Forum Vienna | © SITA 20134

OVERVIEW

Passenger attitude towards technology & mobile

Do passengers want m-commerce?Do passengers want m-commerce?

Will passengers use mobile for access?

Do passengers want information on the move?

| EURO IT Forum Vienna | © SITA 20135

“TECHNOLOGY MAKES TRAVELLING EASIER”

| EURO IT Forum Vienna | © SITA 20136

“TECHNOLOGY MAKES TRAVELLING EASIER”

| EURO IT Forum Vienna | © SITA 20137

“TECHNOLOGY MAKES TRAVELLING EASIER”

| EURO IT Forum Vienna | © SITA 20138

EXPLOSIVE GROWTH FOR SMART PHONES AND

TRAVEL SERVICES

| EURO IT Forum Vienna | © SITA 20139

STAYING INFORMED IS THE TOP PRIORITY

FOR PASSENGERS

| EURO IT Forum Vienna | © SITA 201310

STAYING INFORMED IS THE TOP PRIORITY

FOR PASSENGERS

| EURO IT Forum Vienna | © SITA 201311

Additional

20-30%“Maybe” use mobile

services

STAYING INFORMED IS THE TOP PRIORITY

FOR PASSENGERS

| EURO IT Forum Vienna | © SITA 201312

USABILITY IS THE NUMBER 1 CONCERN

| EURO IT Forum Vienna | © SITA 201313

USABILITY IS THE NUMBER 1 CONCERN

| EURO IT Forum Vienna | © SITA 201314

OVERVIEW

Passenger attitude towards technology & mobile

Do passengers want m-commerce?Do passengers want m-commerce?

Will passengers use mobile for access?

Do passengers want information on the move?

| EURO IT Forum Vienna | © SITA 201315

TRAVELLERS PREFER WEB BOOKING

BUT MOBILE GAINS POPULARITY

88%Of passengers would search for

ticket fares on mobile apps

| EURO IT Forum Vienna | © SITA 201316

M-COMMERCE:A BIG OPPORTUNITY FOR AIRLINES & PASSENGERS

| EURO IT Forum Vienna | © SITA 201317

OVERVIEW

Passenger attitude towards technology & mobile

Do passengers want m-commerce?Do passengers want m-commerce?

Will passengers use mobile for access?

Do passengers want information on the move?

| EURO IT Forum Vienna | © SITA 201318

MOBILE NOT THE PASSENGER’S FIRST CHOICE

82%

75%

66%

65%

92%

82%

| EURO IT Forum Vienna | © SITA 201319

MOST PASSENGERS NOT YET READY TO

USE MOBILE FOR SENSITIVE INFO

| EURO IT Forum Vienna | © SITA 201320

OVERVIEW

Passenger attitude towards technology & mobile

Do passengers want m-commerce?Do passengers want m-commerce?

Will passengers use mobile for access?

Do passengers want information on the move?

| EURO IT Forum Vienna | © SITA 201321

MOBILE (SMS) IS STILL THE PREFERRED

CHANNEL FOR FLIGHT INFO UPDATES

| EURO IT Forum Vienna | © SITA 201322

PASSENGERS WANT TO STAY

CONNECTED ON BOARD

Interest in in-flight services on mobile devices

| EURO IT Forum Vienna | © SITA 201323

SO ..

DO PASSENGERS REALLY WANT TO GO MOBILE?

YES

• Technology in travel is viewed positively• Most passengers would definitely use mobile

services• Information is top priority but there is interest in

• For mass adoption throughout the passenger journey ....................Usability, Usability, Usability

BUT

• Information is top priority but there is interest in

mobile services is across the entire journey

| EURO IT Forum Vienna | © SITA 201324

Find out more…

| EURO IT Forum Vienna |

Confidential | © SITA 2013

www.sita.aero/ittrendshub

SITA AIRLINE IT TRENDS SURVEY2013

| EURO IT Forum Vienna | © SITA 201326

SITA AIRLINE IT TRENDS SURVEY 2013

BY 2016 …….

Airlines will maximise revenue opportunities and relevancy for passengers

Mobile services will become mainstream and extend Mobile services will become mainstream and extend across the entire passenger journey

Airlines will have much deeper business insight regarding their passengers and operational performance

| EURO IT Forum Vienna | © SITA 201327

AIRLINE INVESTMENT PRIORITIES

| EURO IT Forum Vienna | © SITA 201328

PANELS

PANEL 1 – TOGETHER WE INNOVATE TO SERVE THE PASSENGERBy 2016 airlines will maximize revenue opportunities and relevancy for passengers

PANEL 2 – TOGETHER WE ARE GOING MOBILE

By 2016 mobile services will become mainstream, offering more

choice for the passengers throughout their journey

PANEL 3 – TOGETHER WE WILL LEVERAGE MORE & MORE DATABy 2016 airlines will have much deeper business insight regarding their passengers and operational performance

| EURO IT Forum Vienna | Confidential | © SITA 201329

Context for Panel 1

TOGETHER WE INNOVATE TO SERVE THE PASSENGERContext for Panel 1

By 2016 ...

Airlines will maximise revenue opportunities

and relevancy for passengers

ANCILLARY SALES: INCREASING

DEPENDENCE ON DIRECT CHANNELS

| EURO IT Forum Vienna | © SITA 201331

SALES ON MOBILE ACCELERATING –

SOCIAL MEDIA STRUGGLING

By 2016,

14%of sales through mobile, social mobile, social media and kiosks

| EURO IT Forum Vienna | © SITA 201332

MOBILE APPS FOR ANCILLARY SALES

TO BECOME MAINSTREAMBy 2016,

10%of ancillary revenue

through mobiles apps

| EURO IT Forum Vienna | © SITA 201333

By 2016…

Airlines will maximise revenue opportunities and

relevancy for passengers – selling more directly

through mobile & kiosks

| EURO IT Forum Vienna | © SITA 201334

Context for Panel 2

TOGETHER WE ARE GOING MOBILE

By 2016.....

Mobile services will become mainstream

and extend across the entire passenger

journey

MOBILE SERVICES EXTEND ACROSS

ENTIRE JOURNEYA

dd

itio

na

l %

im

ple

me

nte

d b

y 2

01

6

% already implemented

Ad

dit

ion

al

% i

mp

lem

en

ted

by 2

01

6

| EURO IT Forum Vienna | © SITA 201336

THE LANDSCAPE FOR CHECK-IN IS EVOLVING

By 2016,

8% of passengers won’t

need to check-inneed to check-in

| EURO IT Forum Vienna | © SITA 201337

MORE OPTIONS FOR MOBILE BOARDING

| EURO IT Forum Vienna | © SITA 201338

MOBILE SERVICES WILL TRANSFORM

AIRLINE OPERATIONS

| EURO IT Forum Vienna | © SITA 201339

By 2016…

• Mobile services will extend across the entire

passenger journey

• Airlines will offer more options for check-in and

mobile boardingmobile boarding

• New mobile services will transform airline

operations

| EURO IT Forum Vienna | © SITA 201340

Context for Panel 3

TOGETHER WE WILL LEVERAGE MORE AND MORE DATA

Context for Panel 3

By 2016…

Airlines will have much deeper business

insight

PRIORITIES FOR BUSINESS INTELLIGENCE

100%of airlines invest in

Business IntelligenceBusiness Intelligence

in the next 3 years

| EURO IT Forum Vienna | © SITA 201342

IT ALL DEPENDS ON DATA!

Sales & Marketing

Operational Awareness

Business Intelligence

88%Personalisation

90%Mobile – ancillary sales

92%Mobile – Promotions 69%Real-time baggage status to staff

Mobile Flight dispatch/Ramp Mgt59%

Cabin Crew Mobile77%

Aircraft Maintenance71%

Passenger Experience

88%Personalisation

*Airline plans by 2016

95%Flight Status Notification

68%Missing Baggage Reporting

Bag status notification61%

Geo-location technology59%

| EURO IT Forum Vienna | © SITA 201343

MULTIPLE CHALLENGES TO OVERCOME

5%of airlines see no

challenges with data or

system compatibilityOnly

*Airline IT Trends Survey 2012

| EURO IT Forum Vienna | © SITA 201344

BI Best

practice

Governance

OUR INDUSTRY IS MAKING GOOD

PROGRESS IN SEVERAL AREAS

2

3 Data

quality

Data

Data mgtRequired

Latency

4

BI M

atu

rity

In

dex

2

3

4

Technical

Infrastructure

Fully accomplished

ROI

on BI

practice

BI

organisation1

Self-service

dashboards

Data

access

BI M

atu

rity

In

dex

Integration across

the business

1

Dashboards &

Visualisation

Infrastructure &

IntegrationData access &

quality 0

0Business

& Organisation

| EURO IT Forum Vienna | © SITA 201345

By 2016…

Airlines will have much deeper business insight –

enabling more tailored services to passengers

and better visibility of operational

performance performance