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Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
Organised in co-operation with
LEAD SPONSOR
Keys to Enabling Air PassesBergmen Consulting
ATPS LatinoAmérica 2013
Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
Keys to Enabling Air Passes - 8/2013 2
Our philosophy:
Be frank,
clear, and
move forward
We call it: clarity forward™
We help airlines bring
technology projects
to the finish line.
We offer IT strategy and
project management services.
Our consultants have worked with:Rod Berger
Founder and [email protected]
• Over 10 years of IT leadership.
• Successfully led large IT
programs at airlines.
• MBA and MS in Computer
Science.
BK Adarsh
Director, Airline IT [email protected]
• Over 13 years of IT strategy
and management within
airline/travel industry.
• E-commerce expertise.
• MSc in Computer Engineering. …
bergmenconsulting.com
[email protected] | +1 888 801 2374
follow us on LinkedIn: in.bergmenconsulting.com
Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
Keys to Enabling Air Passes - 8/2013 3
Let’s create a buzz – the challenge
Constraints and guidelines
Purchase. Redeem. Service.
From fun to business
Takeaways
Agenda
Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
Enable loyalty
members to
purchase a travel
pass to flight
anywhere, and as
much as they want,
for a limited time
period.
Business Goals
Keys to Enabling Air Passes - 8/2013 4
Boost awareness of
the brand.
Attract new
customers through
trial.
Gain loyalty
members.
$1,234
Air Pass
Business Solution
Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
Tick. Tock.Tick. Tock.Tick. Tock…
Time was of the
essence
Only few months
before go-live.
Keys to Enabling Air Passes - 8/2013 5
Resulting guiding principles
1. Timebox everything.
2. Leverage existing products and processes.
3. Limit development efforts to a minimum.
4. Automate common use cases.
5. Co-design product with the business and IT partners.
Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
Taming the complexity
Keys to Enabling Air Passes - 8/2013 6
Use Case
Use CaseUse Case
Use Case
Use Case
Use Case
Use Case
Use Case
Use Case
Use Case
REDEEM
PURCHASE
SERVICE
Buy the
the pass
online.
Use the
pass to
book $0
fares.
Exchange
and
refund $0
fares.
Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
Keys to Enabling Air Passes - 8/2013 7
REDEEM
PURCHASE
SERVICE
How to sell
the pass?
Can we leverage the
e-commerce platform?
Do we have time for
custom development?
How about using a 3rd party?
A seat that
looks like a
pass…
How to sell $0 fares
to pass holders?
How to limit the
risk of fraud?
Gift cards? Reward points?
Promo codes? What else?
Corporate
pricing
rules
How to exchange
and refund?
How to deal
with no-shows?
BOR?
CAT33 and
product
design
Property of Bergmen Group Inc.
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Keys to Enabling Air Passes - 8/2013 8
PURCHASE REDEEM SERVICE
1 FOP
1 distribution
channel
Automated
transaction
reviews
Cap on
available
passes
Required
membership
Adjusted
ticketing rules
Authenticatio
n
Adjusted rules
for $0
transactions
Profile change
lockdown
Read-only
passenger info
No-show
auditing
Offline
monitoring
Training
Reducing identify theft with
IT, processes and people
Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
Customers are still talking about it today.
Customers were engaged.
Promotion attracted business travelers.
Displacement was manageable.
No-show turned out not to be an issue.
Increase in call volume and manual operations were manageable.
Keys to Enabling Air Passes - 8/2013 9
Resulting brand value
exceeded expectations
Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
System
was not
designed
for fast
reuse.
There’s always room for improvements.
System was not designed for reuse. It required
significant effort to get it up and running.
It could not limit the number of uses. Which
resulted in significant risk of displacement.
Keys to Enabling Air Passes - 8/2013 10
Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
Keys to Enabling Air Passes - 8/2013 11
To attract business travelers and secure revenues.
Limited routes, limited number of uses, smaller audience.
Redesigned solution for fasted activation.
100%-off promo codes as FOP turned out to be a better alternative for smaller target audience and markets. Using promo codes can increase exposure to frauds. Appetite for risk
needs to be assessed.
from
Fun
to
Business
Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
Key Takeaways
Do not be afraid to pair up Business with IT leadership from day one.
Build a team with all the stakeholders from the beginning. Airline technology projects usually impacts numerous systems and ultimately business units.
Choose your battles. Do not try to automate all operations. The benefits may be smaller than the associated costs and risks automation may introduce.
Seemingly complex projects can be handled by breaking them down into simple components.
Proactive risk management is the key to avoiding issues. Look ahead.
Keys to Enabling Air Passes - 8/2013 12
Property of Bergmen Group Inc.
Do not distribute or reproduce without approval.
Organised in co-operation with
LEAD SPONSOR
Questions and Answers
ATPS LatinoAmérica 2013
