Global Airline Digital Transformation Programmes, 2017

Global Airline Digital Transformation Programmes, 2017

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

RELEASE DATE
23-Mar-2017
REGION
Global
Research Code: 9AB0-00-32-00-00
SKU: AE01234-GL-MR_20098

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Description

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

Executive Summary—Key Findings

Digital Transformation Driven by Digitization, Connectivity, and Big Data Applications

Airline Digital Transformation Requirements Driven by Corporate Strategic Objectives and Supported by the IT Function

Airline Digital Transformation Program Divided into Five Key Workstreams

Airlines Linking Digital Transformation Workstreams and Related IT Projects to Strategic Objectives and KPIs

Business Intelligence Leveraging Data to Fuel Business Growth

Airline Data Sourced from Different Business Functions Categorized by Type and their Business Value Measured

Airline Business Intelligence Blueprint Designed to Enable Real-time Reports for Different Users

Specific Requirements of Airlines from their BI Technology Partners

Market Trends that Necessitate a Digital Marketing Strategy

Digital Passenger Journey Mirrors the Physical Journey

Digital Marketing Most Visible of DT Workstreams

Airlines Assessing TCO and Prefer Platforms Over Solutions

Development of Essential Digital Marketing Capabilities Required by Airlines to Grow and Succeed

Focus Areas and Projects Making up the Digital Marketing Workstream

Digital Marketing Competitive Landscape Fragmented, with Vendors Competing Across Industry Verticals

Key Digital Marketing Projects—Passenger Segmentation

Key Digital Marketing Projects—Passenger Segmentation (continued)

Key Digital Marketing Projects—Distribution

Key Digital Marketing Projects—Distribution (continued)

Key Digital Marketing Projects—Distribution (continued)

Key Digital Marketing Projects—Distribution (continued)

Airline Distribution Market Ready for Disruption

Key Digital Marketing Projects—Call Centre Automation

Key Digital Marketing Projects—Call Centre Automation (continued)

Case Study—Call Centre Virtualization

Key Digital Marketing Projects—Loyalty Programs

Key Digital Marketing Projects—Loyalty Programs (continued)

Key Digital Marketing Projects—Loyalty Programs (continued)

Key Digital Marketing Projects—Loyalty Programs (continued)

Core Systems Assume the Largest Share of Airline IT Budgets

Architecture of Core Airline Systems and Need for Efficient Integration Driving IT Vendor Collaboration

Competitive Landscape in Core Airline Systems Crowded, but Dominated by Few Global Contenders

Passenger Service System (PSS)—Backbone of Core Airline Systems

PSS Implementation Impacting 5 Key Airline Domains

PSS Implementation the Most Costly and Long-term IT Project

Core Airline Services Projects—Flight Operations

Core Airline Services Projects—Flight Operations (continued)

Core Airline Services Projects—Pricing Management

Core Airline Services Projects—Cargo Management

Core Airline Services Projects—Cargo Management (continued)

Core Airline Services Projects—Baggage Management

Core Airline Services Projects—MRO 4.0

Core Airline Services Projects—MRO Flight Data Management

Core Airline Services Projects—MRO Management

Core Airline Services Projects—MRO Management (continued)

Transformation in the Aviation Industry Ecosystem—2016

Emergence and Growth of Innovation Labs

Growth Opportunity 1—Disruption Management

Growth Opportunity 2—Blockchain Technology

Growth Opportunity 3—Multi-Model Search

Airlines—Changing their Technology Vision Setting and Procurement Processes

The Last Word—3 Big Predictions

Legal Disclaimer

Major Airline Digital Transformation Projects

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 Airline Digital Transformation Projects (Continued)

Major Industry Partnerships

Emergence and Growth of Innovation Labs

Emergence and Growth of Innovation Labs (continued)

Emergence and Growth of Innovation Labs (continued)

Emergence and Growth of Technology Accelerators

Emergence and Growth of Technology Accelerators (continued)

Emergence and Growth of Technology Accelerators (continued)

Emergence and Growth of Technology Accelerators (continued)

The Frost & Sullivan Story

Value Proposition—Future of Your Company & Career

Global Perspective

Industry Convergence

360º Research Perspective

Implementation Excellence

Our Blue Ocean Strategy

Related Research
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 Orac
More Information
No Index No
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Author Diogenis Papiomytis
WIP Number 9AB0-00-32-00-00
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