Transforming Distribution For Partners

to enhance customers experience

Agenda

• Overview of KrisConnect Program

• Overview of SIA NDC Technology and capabilities

• KrisConnect Value Proposition

• Ways to Connect

• Support for Partners

• NDC in Action

• Next Steps

OVERVIEW OF

KRISCONNECT PROGRAM

Industry Landscape before NDC

Summary of painpoints in Indirect Distribution via GDS today

• Takes longer/not possible to roll out products/services (eg. Seat Selection) already

available on direct channels

• Limited to Fares/Content available in 3rd Party Databases (eg. Can’t access

personalised fares, products not filed in 3rd Party Databases)

G L O B A L

D I S T R I B U T I O N

S Y S T E M S

AIRLINE

F AR E S

SC H ED U L E

3RD PARTY

DATABASES

E - C O M M ER C E

EN G I N E

INDIRECT DISTRIBUTION

DIRECT DISTRIBUTION

Traditional Flight Distribution

BEFORE

AV A I L A B I L I T Y

T R A V E L L E R SA G E N T S

T R A V E L L E R SA G E N T SAIRLINE

Industry Landscape after NDC

Summary of benefits of Direct Distribution via NDC/APIs

NDC

NDC

AFTER

SIA

MERCHANDISING

PLATFORM

NDC

OFFER/ORDER

CONTENT

AGGREGATORS

BEFORE

Air Retailing in NDC

Figure from IATA Readiness Guide

• Quicker rollout of products/services available in Airline Systems

• Access to additional fares/content (NDC/API exclusive products created by MP)

• Agent can still connect via a Content Aggregator (eg. GDS, New NDC

Aggregator) or to connect directly with Airline (Agent must have Content

Aggregation/UI capabilities)

CONTENT

AGGREGATION

DIRECT DISTRIBUTION

OverviewSIA Merchandising Platform

• In line with our merchandising

and personalisation objective,

SQ has procured a

merchandising platform to

better tailor our product

offerings to the customers.

• The Merchandising platform

allows SIA to create customised

offerings (fares, ancillaries),

bundles that are tailored based

on customers’ needs and

preferences

STANDARD AIRFARE

MERCHANDISING PLATFORM

+

CUSTO M ISED

O FFERS

ANCI LLARI ESPERKS AND

BENEF I TS

PRO DUCT

BUNDLES

DYNAM I C

PRI C I NG

CREATE

OverviewSIA Merchandising Platform

• These customised offers are

already available to SIA Direct

Channels such as the SIA

website and mobile app

• To distribute the content to SIA’s

partners in the indirect channel,

a NDC gateway has been

developed to facilitate

connections with the trade.

MERCHANDISING PLATFORM

+

STANDARD AIRFARE

CUSTO M ISED

O FFERS

PRO DUCT

BUNDLES

DYNAM I C

PRI C I NG

NDC GATEWAY SIA Direct

Channels

(website, mobile

app)

SIA Indirect

Channels (agents,

aggregators etc)

CREATE

ANCI LLARI ESPERKS AND

BENEF I TS

OVERVIEW OF SIA NDC

TECH AND CAPABILITES

SIA NDC Technology and

Capabilities

Amadeus Altea NDC is powering SIA’s NDC capability.

Current supported version: 18.1

Certified level 4 by IATA since Oct 2019

Supports an e2e shopping/ordering flow and servicing via NDC

Developments and Roadmap

PILOT

Launched our

first pilot

connection with

Skyscanner

BECAME

CERTIFIED

Obtained IATA

NDC L3

certification,

joined IATA

LeaderBoard

UPGRADED

SCHEMA

Upgraded to NDC

v18.1 to include

servicing

capabilities

LAUNCHED

KRISCONNECT

Connected first

aggregator and rolled

out 2 agents,

announced

KrisConnect official

launch

LAUNCHED GDS

PILOTS

Connection to more

agents and

aggregators

Connection to rest of

travel trade via the 3

major GDS

Obtained IATA NDC L4

Certification

APR 18 MAY 18 SEP 18 OCT 18 2019

NDC Technical Capabilities

Supported features in NDC IN PRODUCTION

• Sale of Flights

• Seat Selection (Inc.

sale of chargeable

seats)

• Sale of Other

Ancillaries (e.g.

Excess Baggage)

• Air Discount

• Ancillary Discount

• Servicing (Refund,

Change Bookings)

• Calendar Search

• Agent Notifications for

Involuntary changes

UPCOMING

• Air Promocode

• Ancillary Promocode

• Connection of ARC

• Personalisation by

agency code

• Personalisation by

Corporate ID and

SSR CLID

• Enhanced deferred

payment flow for

markets with CC fees

2018 Q1/Q2 2019 Q3 2019Q3 AND

BEYOND

IN PRODUCTION

*NEW*

• OfferPrice from flight

details with upsell

• Rich media via File

Retrieve

• Enhanced Shopping

(i.e. Open Jaw

itinerary)

• Seat Selection with

KF validation

(Seat Avail v18.1)

• Packs of Services

• Demo UI

IN DEVELOPMENT

*NEW*

• Multi-city shopping

• Handling of high

shopping volume

• Enhanced fare

conditions handling

• Agent notification via

OrderChangeNotif

• Agency handling via

content aggregators

• Connection to BSP

Existing live partners

Newly connected partners

7 new aggregators are connected to provide more options for agents, provides a wider coverage

across different geographies

NDC partners

New and work-in-progress partners

NDC partners

New and work-in-progress partners

Work in progress partners

In progress to connect 7 new partners – 1 OTA, 3 aggregators and 3 GDSs. Each across different

stages. Target to complete all GDS integrations by Apr 2020.

OTA

Aggregators

GDS

KRISCONNECT

VALUE PROPOSITION

SIA value proposition for

KrisConnect

• Better Content

• Various Incentives for

bookings made through NDC

API distribution channel:

passenger driven / ancillary

driven

.

Content Offering

(differentiated content offering from traditional pipe)

• SIA will provide better content in NDC/API pipes vs traditional EDIFACT

pipe

• Seat Selection, Excess Baggage & Merchandising Actions already

exclusively available via NDC/API, rest to come as NDC/API roadmap

develops

CATEGORIES

Available in production

NDC EXCLUSIVE

FARES

PERSONALISED

OFFERSSALE OF SEATS CALENDAR FARE

SEARCHPROMOCODE

SALE OF BAGGAGETHIRD PARTY

CONTENTAIR DISCOUNT RICH MEDIABUNDLING OF

ANCILLAIRES

Better fare products

• Tactical purposes

• Can be introduced any time

throughout the year

• Can be applied by markets, flight

routes etc…

• Unbundling of fare conditions

• Allowing fare add-ons. I.e. add

on a cancellation condition

while purchasing the most

restrictive fares

• Interim price points that are in

between filed fare levels

• Dynamically adjusted and may

differ based on customer profiles

• New bundled fares, e.g. Super

Lite, Super Flexi

• More fare options to suit

travellers’ needs

NEW BRANDED FARES CONTINUOUS PRICE POINTS

NDC EXCLUSIVE FARES ENABLING FARE ADD-ONS

Personalisedoffers

LOYALTY PROFILE CUSTOMER PROFILE

AGENT PROFILECORPORATE TIERS

• Loyalty members enjoy varying perks

and benefits ranging from discounted to

free ancillaries

• Unlocking loyalty discounts and

privileges (i.e. special fares

for requalification)

• Travel patterns, special

subscription-like fares for

customers who frequent a

particular route

• Varying perks and benefits ranging

from discounted to free ancillaries,

lounge access, onboard wi-fi

• Dynamic waivers of fees, charges

• Unlocking unique corporate discounts

and promocodes

• Negotiated discounts, fare

products that are only meant for

your customer base

• Unlocking special bundled

offerings

(i.e. packaged fare with

ancillaries to push ancillary

sales)

Additional Incentives

(rewarding for performance beyond current schemes)

1)Additional incentives for sale of

flights through NDC• Based on flown pax-segments

2) Additional incentives for sale of

ancillaries through NDC• Based on ancillary revenue

WAYS TO CONNECT

AGENT

1CONNECT

WITHOUT

INTERMEDIARY

AGENT

2SIA TRAVEL

AGENT WEBSITE –

AGENT 360 (upcoming)

AGENT

4SIA NDC TECH

PARTNER

3GDS SERVICE

PROVIDER

AGENT

Method of

Connection

Control over

Integration

Effort Required by

PartnerCost of Integration Usage Costs Content

Direct Connect

Good control over

when and what to

integrate

Requires Content

Aggregation, UI

Capabilities, etc

IT investment and

resources required

SIA do not charge an

usage cost for NDC

API

Exclusive

NDC Content

Agent 360Nil integration effort

required

Nil integration effort

required. Transactions

will be performed on a

separate UI

Nil integration cost

SIA do not charge an

usage cost for NDC

API

Connect via SIA

NDC Tech

Partner

NDC Tech Partners

must be already

consuming SIA NDC

content today

Dependent on Tech

Partner

Some costs might be

needed to integrat

new NDC Tech

Partner to your

platform

Dependent on Tech

Partner

Connect via

GDS Service

Provider

Limited control,

Dependent on GDS

roadmap and timeline

Dependent on

GDS

Minimal cost if using

existing GDS

Dependent on

GDS Service Provider

4 WAYS TO CONNECT

PROCESS FOR DIRECT CONNECTION

1) Submit NDA +

Implementation

Questionnaire to

krisconnect@singaporeair.

com.sg

2) Once the NDA is

completed and reviewed,

a SIA representative will

be in touch to grant you

access to a generic

sandbox environment.

3) Begin integration in

generic sandbox

environment (optional)

1) SIA will prioritise set-up of partner specific sandbox environment based on commercial discussions[2]

2) Once the partner-specific sandbox environment has been set-up, partner to begin/complete integration

3) Dedicated support will be provided during this integration

1) Demonstrate evidence of successful integration; SIA to conduct UAT

2) Partner to sign necessary contracts

3) Live environment details to be provided

Access to generic

sandbox

environment

Access to SIA’s

live/production

environment

Access to partner-

specific sandbox

environment

[1] UAT has to be done in partner-specific environment.

[2] Factors taken into consideration include projected NDC volumes, alignment in commercial model between

SIA and partner, proven capability to integrate with NDC, etc

Process for Direct

Connection

CONNECTION THROUGH AGGREGATORS

Connection

through

Aggregators

• Review and finalize chosen technology partner

• Submit “NDC via Tech Partner” form to KrisConnect@singaporeair.com.sg

Submit Application Form to KrisConnect Mailbox

• SQ local station rep will contact you within two weeks of form submission for further discussion

• If/when SQ local station gives the approval, seller needs to sign SIA’s NDC agreement

Get Approval from local SQ station

• Demonstrate evidence of making successful bookings via your platforms

• SQ local station to give approval for sale in local market

Demonstrate evidence of successful integration

• Gain access to SIA’s NDC content! Start selling in Production

Environment

Connection

through

Aggregators

SUPPORT FOR

PARTNERS

Support for Partners

Dedicated mailbox to support

technical queries.

Outages and/or scheduled

maintenance work will also be

broadcasted to partners’

distribution list

24/7 dedicated technical

support hotline to support

technical queries

24/7 dedicated helpdesk to

manage servicing queries

Via NDC Servicing API

Servicing Support Technical Support

NEXT STEPS

Next Steps

• Reach out to your respective SIA account managers to kick start discussions

• Visit SIA’s Developer portal at developer.singaporeair.com/apis/ndc for more

information

• Links are added to the portal for agents to download the various onboarding

forms easily.

API Descriptions

Sandbox to our generic

environment *upcoming*

Technical documentations

Full list of API features

THANK YOU