Global Airline Digital Transformation Programmes, 2017

Airline Requirements Driving Project Design and Implementation in Business Intelligence, Digital Marketing and Core IT Systems

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There is an evident increase in the level of sophistication and acceleration in the pace of implementation of digital transformation programs in the airline industry. A growing number of airlines are investing in modern IT systems and partnering with global technology integrators and niche solution suppliers. It is estimated that the incremental value of a digital transformation program could reach up to $5-$10 per passenger annually, mainly generated from improved productivity, cost savings, and new ancillary revenue streams. This wide-reaching digital transformation is mainly driven by airline corporate strategy departments, with business requirements and IT projects now aligned to incorporate strategic objectives.
Digital transformation is taking place across every airline function and can be separated into 5 key workstreams: Business Intelligence, Digital Marketing, Core Airline Services, Corporate Services, and Infrastructure.
o     Business Intelligence: Leveraging internal/external data and analytic capabilities to fuel long-term airline growth
o     Digital Marketing: Enhancing customer interactions and improving the overall customer experience through the use of intuitive digital tools
o     Core Airline Services: Modernizing the IT systems responsible for core airline functions, ranging from revenue management to network planning and flight operations
o     Corporate Services: Streamlining back-office operations, including finance, supply chain management, resource, and asset management
o     Infrastructure: Enabling digital transformation with the right mix of hardware and cloud-based operations

Research Scope
This study looks at the current status of airline digital transformation programs and highlights the key airline objectives across core and non-core functions. It provides an overview of the required IT architecture and assesses the competitiveness of key IT suppliers in meeting airline objectives. Companies mentioned in this study include IBM, Adobe, Sabre, and Oracle.

Key Questions This Study Will Answer
o     What are the components of an airline digital transformation program?
o     What are the key trends and structure of business intelligence, marketing, and core digital workstreams?
o     Who are the main competitors and what is their positioning to meet airline requirements?
o     Which key growth opportunities do IT suppliers take advantage of to succeed in this market?

Table of Contents

Global Airline Digital Transformation Programmes, 2017Executive SummaryExecutive Summary—Key Findings The Digital Transformation ProgramDigital Transformation Driven by Digitization, Connectivity, and Big Data ApplicationsAirline Digital Transformation Requirements Driven by Corporate Strategic Objectives and Supported by the IT FunctionAirline Digital Transformation Program Divided into Five Key WorkstreamsAirlines Linking Digital Transformation Workstreams and Related IT Projects to Strategic Objectives and KPIsBusiness Intelligence WorkstreamBusiness Intelligence Leveraging Data to Fuel Business GrowthAirline Data Sourced from Different Business Functions Categorized by Type and their Business Value MeasuredAirline Business Intelligence Blueprint Designed to Enable Real-time Reports for Different UsersSpecific Requirements of Airlines from their BI Technology PartnersDigital Marketing WorkstreamMarket Trends that Necessitate a Digital Marketing StrategyDigital Passenger Journey Mirrors the Physical JourneyDigital Marketing Most Visible of DT WorkstreamsAirlines Assessing TCO and Prefer Platforms Over SolutionsDevelopment of Essential Digital Marketing Capabilities Required by Airlines to Grow and SucceedFocus Areas and Projects Making up the Digital Marketing WorkstreamDigital Marketing Competitive Landscape Fragmented, with Vendors Competing Across Industry VerticalsKey Digital Marketing Projects—Passenger SegmentationKey Digital Marketing Projects—Passenger Segmentation (continued)Key Digital Marketing Projects—DistributionKey Digital Marketing Projects—Distribution (continued)Key Digital Marketing Projects—Distribution (continued)Key Digital Marketing Projects—Distribution (continued)Airline Distribution Market Ready for DisruptionKey Digital Marketing Projects—Call Centre AutomationKey Digital Marketing Projects—Call Centre Automation (continued)Case Study—Call Centre VirtualizationKey Digital Marketing Projects—Loyalty ProgramsKey Digital Marketing Projects—Loyalty Programs (continued)Key Digital Marketing Projects—Loyalty Programs (continued)Key Digital Marketing Projects—Loyalty Programs (continued)Core Airline ServicesCore Systems Assume the Largest Share of Airline IT Budgets Architecture of Core Airline Systems and Need for Efficient Integration Driving IT Vendor CollaborationCompetitive Landscape in Core Airline Systems Crowded, but Dominated by Few Global ContendersPassenger Service System (PSS)—Backbone of Core Airline SystemsPSS Implementation Impacting 5 Key Airline DomainsPSS Implementation the Most Costly and Long-term IT ProjectCore Airline Services Projects—Flight OperationsCore Airline Services Projects—Flight Operations (continued)Core Airline Services Projects—Pricing ManagementCore Airline Services Projects—Cargo ManagementCore Airline Services Projects—Cargo Management (continued)Core Airline Services Projects—Baggage ManagementCore Airline Services Projects—MRO 4.0Core Airline Services Projects—MRO Flight Data ManagementCore Airline Services Projects—MRO Management Core Airline Services Projects—MRO Management (continued)Growth Opportunities and Call to ActionTransformation in the Aviation Industry Ecosystem—2016Emergence and Growth of Innovation LabsGrowth Opportunity 1—Disruption ManagementGrowth Opportunity 2—Blockchain TechnologyGrowth Opportunity 3—Multi-Model SearchConclusionsAirlines—Changing their Technology Vision Setting and Procurement ProcessesThe Last Word—3 Big PredictionsLegal DisclaimerAppendixMajor Airline Digital Transformation ProjectsMajor Airline Digital Transformation Projects (Continued)Major Airline Digital Transformation Projects (Continued)Major Airline Digital Transformation Projects (Continued)Major Airline Digital Transformation Projects (Continued)Major Airline Digital Transformation Projects (Continued)Major Airline Digital Transformation Projects (Continued)Major Airline Digital Transformation Projects (Continued)Major Airline Digital Transformation Projects (Continued)Major Airline Digital Transformation Projects (Continued)Major Airline Digital Transformation Projects (Continued)Major Airline Digital Transformation Projects (Continued)Major Airline Digital Transformation Projects (Continued)Major Industry PartnershipsEmergence and Growth of Innovation LabsEmergence and Growth of Innovation Labs (continued)Emergence and Growth of Innovation Labs (continued)Emergence and Growth of Technology AcceleratorsEmergence and Growth of Technology Accelerators (continued)Emergence and Growth of Technology Accelerators (continued)Emergence and Growth of Technology Accelerators (continued)The Frost & Sullivan StoryThe Frost & Sullivan StoryValue Proposition—Future of Your Company & CareerGlobal PerspectiveIndustry Convergence360º Research PerspectiveImplementation ExcellenceOur Blue Ocean Strategy




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