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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