Rethinking airports for future connected travelers
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The future role of airports – the meeting grounds for airlines and travelers – is driven by unprecedented social and technological change. Expect new levels and diversity of service, personalized travller experiences, universal availability of mobile connectivity and many changes in the airport as a merchandising environment. In this webinar presented by Tnooz and Amadeus, we examine technology shaping the needs and expectations of airport visitors. How will airline and airport operators engage with customers? What strategies and business models enable airlines and airports to seize new opportunities for managing the total trip experience? Our expert panel includes: * Brian Beard, Amadeus, executive technology consultant * Glenn Gruber, Ness Technologies, AVP travel technologies * Patricia Simillon, Amadeus, head of airlines operations strategy
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Rethinking airports for future connected travelers
- 1. Rethinking airports for future connected travelers A Tnooz-Amadeus webinar June 12, 2012
- 2. Kevin May Gene Quinn Tnooz Tnooz Editor & Moderator CEO & Producer
- 3. Panelists Glenn Gruber Patricia Simillon Brian Beard Ness Technologies Amadeus Amadeus AVP Airlines Operations Executive, Travel Strategy Technology
- 4. Poll no. 1
- 5. Poll no. 2
- 6. The Impact of Mobile on the Next Generation Airport Experience Glenn Gruber, AVP © 2009 Ness Technologies
- 7. Mobile is…. Location-driven Transactional Social Sensors Still a phone Blends Physical & Digital 7 www.ness.com
- 8. The New Travel Experience Source: BCD Travel graphic www.ness.com
- 9. Mobile Travel Trends Common Trending Schedules Check-in/Self Service Tomorrow Ancillary Services Itinerary Management Seat Assignment Advanced Disruption Last Minute Booking Push notification Management SMS Alerts Airport Merchandising Mobile Payments www.ness.com
- 10. Airports as a Destination, Not Just a Point of Departure Entertainment Fine Dining Shopping http://www.flickr.com/photos/tedmurphy/3007971767/]JetBlue Terminal 5 JFK /by http://www.flickr.com/people/tedmurphy/]tedmurphy on Flickr www.ness.com
- 11. The Airport Journey Arrival Check In Security Waiting Boarding www.ness.com
- 12. Geo-fencing for Alerts and Offers Running late, automatically re-book on next available flight Gate changes Travel Partner Marketing (add hotels, car) Offer upgrades, priority boarding www.ness.com
- 13. Mobile Enabling Spur of the Moment Ancillary Sales Priority Check in and Screening Early Boarding Premium Seating Club Access Pre-purchase of Meals www.ness.com
- 14. Please Make Security Faster & Easier www.ness.com
- 15. Navigating the Airport: Gate Guru www.ness.com
- 16. Navigating the Airport: OTG Management www.ness.com
- 17. QR Codes Check in Promotions/Contests Enroll Frequent Travelers Purchase Launch web page Call Customer Service www.ness.com
- 18. Mobile Boarding Pass www.ness.com
- 19. iPads in the Cockpit www.ness.com
- 20. Just Remember to Turn the Phone off www.ness.com
- 21. The Travel Industry’s Sasquatch Source: Patently Apple www.ness.com
- 22. Poll no. 3
- 23. Airport Technology Emerging technologies and the Airport experience © 2010 Amadeus IT Group SA Brian Beard, Executive, Travel Technology & Consulting, Amadeus Patricia Simillon, Airlines Operations Strategy, Amadeus
- 24. Airports – The start of the real time Information flow For many trips the true The traveller experience starting point is when you will be enhanced by reach the airport. emerging technologies Book Early Security Co- Contacts workers Expenses © 2010 Amadeus IT Group SA Mobile devices will enable greater information sharing
- 25. Real time Connectivity As it relates to information, your Mobile device will evolve from a user initiated search and retrieve tool, to a more automated interpret and push tool. GPS Guides Augmented reality Location based opportunities Voice Interface Gamification Real time Notifications © 2010 Amadeus IT Group SA NUMBERS Use my mobile phone to check in and Use Location based services while navigate me through all touchpoints e.g. traveling boarding gates
- 26. My airport experience by 2020 Dear Mrs. Simillon, your designated parking is at A27. Mrs. Simillon recognized © 2010 Amadeus IT Group SA
- 27. Stress Level at Airports We will see greater emphasis on technologies that lower levels of stress in transit, driven by the rise of the overall well-being agenda and an increase in the number of older travelers More informed travelers m-Health Reduced uncertainty Better security flow Improved scanning © 2010 Amadeus IT Group SA NUMBERS Length of time required to complete Intrusive security procedures Speed of baggage delivery core activities from Check-in to boarding
- 28. Ultra High Speed Mobile Broadband Headlines NUMBERS Ericsson: 85 percent of the world's population covered by high-speed mobile internet in 2017 Cisco: There will be about 3.7 Billion mobile Timely information provision on users in 2016 delays, cancellations Sys-con media: Currently, average mobile download speeds exceed 14 Megabytes per Free and reliable WiFi throughout the second (Mbps) and are expected to approach facility 20 Mbps by the end 2012. © 2010 Amadeus IT Group SA Mobile broadband information transfer speeds will continue to improve for the next 20 years. Tasks that take minutes or hours today will be performed in seconds
- 29. Data Privacy – When to share The value gained by sharing information and letting systems know where you are will override privacy concerns Transparency User control User filtering Global standards © 2010 Amadeus IT Group SA Duty of care Numbers Control access to their personal data
- 30. Conclusions Drivers for change Detractors from change Competition Politics Revenue Investment Technology Time Customer demand Data Privacy UNKNOWNS © 2010 Amadeus IT Group SA The airport experience will change, technology will be a key driver, Mobile connectivity will get faster, devices will get smarter.
- 31. The conceptual model The infrastructure model Revenue generating model Mapping strategic direction for the next 20 years Customer engagement Financing model Service delivery model model
- 32. The Conceptual model A mini-city, separate from its An extension of the local city local surroundings A shopping mall with runways A walkway to pass through security
- 33. The Revenue generating model, passengers… believe in the growth of non- Aeronautical revenues Customer engagement model want to define the extent of the engagement each entity can have with me
- 34. Collaborative airport ecosystem Airlines 3D printer Vertical Virtual farming worlds Airports Ground handlers Touchable Hologram New partners
- 35. with Amadeus Brighter, Bolder, Better © 2010 Amadeus IT IT Group SA © 2010 Amadeus Group SA
- 36. Q&A
- 37. Thank You! Send your questions and comments to kevin@tnooz.com Video replay and presentation available on www.tnooz.com Tnooz’s FREE newsletter at www.tnooz.com/newsletter/
Notas del editor
- Mobile is one of the most impactful technologies in play today and along with Cloud and Big Data -- and in many ways these technologies play off of each other -- a centerpiece of the future of almost any business. It has the unique ability to radically alter business processes and enable higher levels of service and engagement with both customers and employees.But first what is mobile? Location driven: mobile engagement is driven by the context of the user: when and where they areTransactional: Forrester Research predicting that mobile commerce will hit $6 billion in 2011 – and reach up to $31 billion by 2016. PayPal, a Ness client, upped their mobile payments forecast to $3B and note merchants are seeing sales of up to 37% when they use their mobile productsSocial: Smartphones most popular “camera” on Flickr; Foursquare special offers and Groupon integrationSensors: not just gyroscopes and accelerometers, but NFC integration for payments (Google Wallet, ISIS), Nike+, the rumored Apple iTravel patentsStill a phone: amazing how many sites botch click-to-callBlends Physical and Digital: augmented reality is still a work in progress and perhaps more a curiosity at this point.
- While mobile is in play in most ever industry, few areas call out for mobile more than travel. You’re not at home, likely in an unfamiliar place and have to juggle all sorts of information like itineraries. Plus there are painful, but necessary business processes like checking in, figuring out what carousel your bags are coming in on and expense reporting.Mobile, more than any other technology, has the potential to redefine all these interactions and reduce the friction in the system leading to better information, reduced stress on the traveler and higher conversion rates.Just look at HotelTonight’s 7 second booking (and recent funding round) or LaQuinta’s one-click reservation hold and you can see the potential. There are many other examples across the entire spectrum of travel.
- The airport experience is changing pretty dramatically. Long gone are the days of arriving at the airport just before your flight and sprinting through the terminal like OJ Simpson. Pictured here is the mini-Rijksmuseum at Amsterdam’s Schipol airport where works of the Dutch Master are displayed, JetBlue’s new Terminal 5 at JFK and the monstrous shopping concourse in Dubai.But there are plenty of similar improved airport experiences popping up everywhere.ShoppingZurich Airport (ZRH) where they feature leading luxury brands like Bally,Bulgari,Davidoff and Hugo BossEntertainmentMassageSports BarsHair and Nail SalonsKidport (BOS)Fine DiningJFK: The Palm Bar & GrilleORD: Rick Bayless’ Frontera GrillBOS: Todd English’s BonfireIAD: Vino VoloThis evolution is happening in large part because of post-911 airport security, the rise of hub airports and longer layovers and international travel. You are at the airport for a long time and people need distractions to make the time pass more quickly. Xpress Spa may be one of the best additions to the airport experience.On a personal note, I would still prefer shorter dwell time and the potential to sleep later for early morning flights (especially when traveling with my daughter), but given the foreseeable future, these kinds of evolutions are necessary and welcome
- There are many opportunities to improve the traveler’s journey throughout the airport, we’ll touch on some of those now.
- Geofencing is a relatively new trend. It got a lot of buzz at SXSW this year with “serendipity apps” like Highlight and Glancee, which were more broadcast oriented and disappeared almost as quickly as they arrived. Geofencing done right is different. Essentially it’s the next phase in location based services where the user’s proximity to a given point creates triggers for activity.Think about the traveler before they arrive at the airport. We know when they’re leaving, we know when they should be arriving and through GPS we can determine how far out they are from the airport. From there you can create triggers that can potentially improve their experience once they arrive (walk through examples). Just because you can, doesn’t mean you should. Must be a balance between service, marketing and permission.
- Some of this is available today from certain airlines. But this will become de jure and replace the kiosk over time as the primary mechanism to check in and be prompted for services. The next level down will be to overlay the intelligence that you have about the particular customer and design custom offers to build loyalty.
- This is my one plea. The security lines are the worst part of the airport experience. If the removal of clothing and shoes and unloading your carry-ons wasn’t enough of a hassle, we now have the new-fangled metal detectors which slow the process even further. What we need is a system like highway speed toll collection where you zoom though at normal speeds. Something like what was pictured in the 1990 version of Total Recall with Arnold Schwarzenegger.
- Once you arrive at the airport the biggest challenge is figuring out what you can do and where things are. This is not so challenging in your home airport, as it is when you’re traveling. Gata Guru does a great job of helping users navigate new airports.
- I just read an article on GigaOM last week where OTG Management, who runs many airport eateries is going to roll out thousands of iPads at airports for travelers to use for free – with the primary intent to help drive customers to its other airport properties like restaurants and shops. This new take on internet kiosks also acts as charging station for their other electronic devices.I’m not sure if there’s an ROI to be had one snicker’s bar at a time, but it should be an interesting learning opportunity.
- QR codes is another trendy technology which incorporates the phone’s camera to reduce friction to a number of activities such as (list):(when reading the last bullet): as I said before…don’t forget the phone is a phone!
- Over time the information on these devices won’t be static, but perhaps tied directly into air traffic control and other systems. Once again, science fiction provides a vision of the future.
- Just remember to turn the phone off once you get on the plane! As annoying as this can seem, at least this has provided a fair amount of comedy fodder.
- The last point I want to make is that you have to remember others from outside the industry, particularlyApple, is thinking about how mobile can impact all aspects of the travelers journey. The oft rumored, but never spotted iTravel app could have the same impact on the travel industry as Apple has on the digital music industry, mobile carriers and publishing. As Intel’s Andy Grove once said: “Only the paranoid survive”. Don’t get caught sleeping at the wheel. Experiment and Innovate.
- Case study: Airline /Airport collaboration – Lufthansa and Franz Josef Strauss Airport in Munich When the original terminal at Franz Josef Strauss Airport in Munich had almost reached its 20 million passenger capacity, the airport set about creating Terminal 2 - a new 25 million passenger facility. A key partner was Lufthansa which also found itself approaching capacity at its Frankfurt Rhein-Main Airport hub. Together they decided to build the new 1.2 billion Euro terminal through a joint venture company, 40% owned by Lufthansa and 60% by Munich Airport. The terminal opened in June 2003 and was designed specifically for, and dedicated to Lufthansa and its Star Alliance partners. The terminal’s capacity exceeded the region’s catchment potential and was intended to become a new hub for Lufthansa. Case study: Airline revenue sharing at Dallas Forth Worth Airport (DFW) DFW has implemented a ten year hybrid revenue-sharing agreement with the airlines. The non-airline revenues at DFW are collected in a fund, which is shared with the airlines once it exceeds $60 million. The split of proceeds is 75 percent to the airlines, 25 percent to DFW. The $60 million is invested in capital projects within the airport, whilst any revenue spend from the remainder above that $60 million requires airline approval through an MII (majority-in-interest clause).