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Kristin Shaw - ModeratorSITAKristin.Shaw@SITA.aero

Emerging Technologies at Airports

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September 15, 2010

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Kristin Shaw - ModeratorKristin Shaw is the Marketing Manager, North America for SITA, based in Austin, Texas.

Before joining SITA in 2005, Kristin worked for Ricoh, WorldCom, SkyTel, and Belgacom North America in marketing and sales roles in Cincinnati and Atlanta.

Kristin graduated with Honors from the University of Cincinnati in 1993 with a B.A. in Communication Arts. She is the Vice Chair of the Marketing and Membership committee for the ACC and is on the annual event planning committee for AAAE.

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Enrique MelendezMr. Enrique M. Melendez is the Managing Principal of Paragon Project Resources, Inc., a national PM/CM and Engineering Services firm. In this capacity Mr. Melendez is overseeing the IT and Security Systems practice. Mr. Melendez has over 20 years of aviation IT experience working with airlines, airports, FAA, DHS/TSA and most recently the Transit agencies. Mr. Melendez holds a BSEE, MSEE and MS in Engineering Management from Northeastern University in Boston, MA.

As an aviation information technology leader, he has served on several national and international IT working groups for such organizations as IATA, AAAE, ACI and ACC.. Mr. Melendez has worked on airport IT projects throughout Asia, Europe, Latin America and North America. Prior to joining Paragon, Enrique worked for GE, RCA, ARINC, Carter & Burgess and most recently Jacobs Engineering. Currently Mr. Melendez sits on the Board of Directors of ACC.

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Ron Reed has worked for SITA for 10 years in various Marketing roles. He currently serves as Director, Portfolio Marketing.

Before joining SITA, Ron was employed by Delta Air Lines from 1995-1999, where he worked in several departments from Pricing and Revenue Management to Corporate Planning and Corporate Safety. Ron began his career in aviation with Lockheed Martin Aeronautical Company in 1991, working as a procurement specialist.

Ron’s background also includes an MBA in Finance from Kennesaw State University and various professional accreditations and memberships, including Airport Management Professional Accreditation Program (AMPAP), American Management Association (AMA), Six Thinking Hats Certification and various Strategic Planning certifications.

Ron Reed

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Objective: To provide the ACC community with an educational, interactive webinar with industry experts.

Agenda: One hour total, including presentations and Q&A

Questions:Please use your chat function to ask questions, and we will address as many as possible within the time frame.

Overview and WelcomeSeptember 15, 2010

Please visit SITA at www.sita.aero

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Enrique M. MelendezManaging Principal, Paragon Project Resources, Inc.

Emerging Technologies at Airports

September 15, 2010

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Purpose

• Discuss new trends in passenger processing technologies

• Impact to airport operations• Impact to future airport planning and focus of

IT projects

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Observations

• Ideas are not new…some go back prior 2001

• Volume and sophistication of advanced mobile devices were lacking

• Content application lacking• Passengers were not yet ready• No longer true

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Current Market Trends

• The average traveler is “mobile application savvy”

• Smart Phones have become the travel “token” medium

• Airport business leaders see the customer service value

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Airport Trends 2011-2013• Electronic documents will practically replace

paper for seasoned traveler• Self-service options to mobile smart phones

shall be more readily available– Optimized mobile web-sites– Flight status notifications/service updates– Targeted retail promotions– Security processing using bar-coded

passes– Automated gates (self-boarding)– In terminal entertainment download

options

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Airport Trends 2011-2013• Increased kiosk capability -- bag tags and

passport scanning more abundant at airports

• International – ePassports – Facilitation• Pushing flight info to commercial vehicles

like rental car shuttle buses and taxi on smart phones

• Parking location services on smart phones

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Enabling Technologies

• Blue tooth• Near-field communications with

mobile smart phone• 2D barcodes• Twitter type technologies• RFID/enabled token technologies• Biometrics

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Case Studies

• Canadian Airport - 100% paperless travel today via a mobile 2D barcode to print a bag tag or document, or go straight to security and have the 2D barcode read by gate reader (assuming airline supports capability)

• Munich Airport – Digital Graffiti type systems• Manchester – Twitter• Multiple Airports (US/International) -

ePassport

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Impact to Airport Operations

• Real-time Flight status updates to passengers, tenants, commercial vehicles

• Passenger can quickly learn of retail promotions on their mobiles

• Improved passenger processing experience at check-in, security and gate – less obtrusive

• Real-time Customer Relation Management –increased interaction with passengers

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Impact to Airport Consultants

• Traditional Airport layouts are changing• Airport Terminal Planners and

Designers must define infrastructure requirements to support mobile application early on

• Customer Services planning become just as important as facilities planning

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For more information

Enrique.Melendez@2paragon.com

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Ron ReedSITA

Emerging Technologies at Airports

September 15, 2010

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Mobility: the next platform for travelers• Approximately 61% of the world population

uses a mobile device

• 180 million smart phones sold in 2009, overtaking notebook sales; a growth of 29% -Gartner

• Smartphone penetration in the US will reach 50% by mid-2011 -Nielsen, comScore

• Approximately 93% of business passengers carry a mobile device and 26% carry smart phones -ATW/SITA survey

• According to Gartner, smart phones will be the major driving force in the adoption of context-aware applications through 2013

• By 2015, 90% of Global 2000 enterprises with consumer relationships will provide context-enriched applications through mobile platforms.

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Mobile Marketing: A New Revenue Channel

User spending for consumer location services to grow rapidly… from $2.2 billion in 2009 to over $12.7 billion in 2013- Gartner

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Optimizing passenger flow

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New mobile services are more personal and context aware

SimpleAny phone…Any browser…

SmartKnows where you are and what services to offer

SocialShare your travel plans right from your phone

GreenTruly paperless travel with 2D barcodes

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Example: Location Driven Parking Services

• Customer asks for Flight Status, or the Customer Journey Portal pushes flight status to customer

• Customer asks where to park

• Once parked, customer tags parking location

• On return, Airport CJP guides customer back to car

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Example: Location Driven Check In

• Customer asks for Flight Status, or Airport CJP pushes flight status to customer

• Airport CJP response includes contextual links (customer is now in the airport)

• Maps, directions and commercial content are provided on request and contextually oriented based on current location and destination

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Alpha Retail Offer

The Alpha offer is pushed to passengers who are within proximity to the store.

The voucher encourages people to purchase items at a discounted rate.

The code and expiration date of the voucher are shown.

ACCEPT DECLINEBack

Alpha Retail Offers

Select Back

Alpha Retail

Select Back

Example: Retail offers through context-aware services

Courtesy of Manchester Airport

$20

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Burger King

Buy a meal get free WIFI

Augmented Reality

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Passenger Flow Management

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Passenger Flow Management Survey21 Airports Interviewed; 2 Airlines; 3 IT VendorsKey Business Drivers Classification

27%

23%5%

9%

32%

4%

Improved infrastructureutilization and efficiency

Developing non-aeronauticalrevenue

Automating alignment ofstaffing and resources

Enhancing security

Improving passengerexperience

Security/immigration wait-time SLA compliance

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3D Dashboard Visualization ScreenshotsView of passengers waiting to board

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Dwell Time Report By Airline (AA = American Airlines)

AA

AA

AA

AA

AAAA

AA PAXAA PAX

Amount of time at location-- Customers’ locations can be tracked , to build up ‘hot spots’ of where passengers spend the most time.

This is then used to improve passenger flow.

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Win-Win-Win• Balanced ecosystem – all benefit

– Airports• Enhanced passenger experience• Improve operational performance• Increased non-aero revenue

– Concessionaires• Increased sales• Improved customer loyalty

– Consumers• Saving while shopping & dining• Better travel experience

30

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For more information

Ron ReedRon.reed@sita.aero

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Questions?

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ACC Webinars

Sustainable Master Plans andAirport Sustainability Plans

Thursday October 7, 2010Thursday October 28, 201012:30 – 1:30 p.m. ESTRegistration to open on ACC website – www.acconline.org

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Thank You