This deck is a SoH Executive positioning document in 3 parts for Passenger Travel and Leisure

1. July 2013
Delivering Real-Time Business Value
for Passenger Travel and Leisure
SAP Business Suite Powered by SAP HANA
Public

2. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 2Public
The Internet and social media have created smarter
and choosier consumers who expect more
personalized choices. Travel and leisure companies
have to innovate continuously to align business
operations with customer needs:
 Engage and align with the needs of end consumers
 Respond rapidly to evolving trends to seize new opportunities
 Run efficient and cost-effective processes while remaining
flexible and agile
The real-time opportunity

3. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 3Public
Engage and align
with the needs of
travelers
 Predict trends and evolving customer needs
 Gain customer intimacy and a 360-degre view of the
passenger
 Provide personalized offers to target segments
Respond to
market dynamics
in real time
 Leverage all touch points – such as Web, social
media, mobile, and so on – to connect to your
customers in real time
 Improve loyalty and brand reputation through instant
and personalized responses
Drive profitable
growth with
streamlined
operations
 Simplify interaction and engagement with travelers
across all channels in sales, marketing, and service
 Leverage analytics to manage operations better to
control costs and profitability
Becoming an innovation-driven enterprise
Align business operations with customer needs

4. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 4Public
SAP Business Suite, powered by SAP HANA
The next-generation business platform
Real-time business
In-memory
Business
transactions
Digital
connections
Collaborative
business
CloudSocial
Big DataMobile
One platform bringing it all together
Advanced
analytics

5. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 5Public
Industry value map for passenger travel and leisure
Servicing the next-generation traveler
Customer Service and
Interaction
Loyalty Management
Multichannel Customer
Service
Strategic Demand
Management
Business Planning
and Consolidation
Fuel Management
Network and Route
Performance Management
Operations and Asset
Management
Maintenance Repair
and Overhaul
Operational Risk
Management
Real Estate
Lifecycle Management
Multichannel Sales and
Marketing
Multichannel Marketing
Sales Force Automation
Multichannel Booking
Technology
Solutions
Analytics Consumer ExperienceData Management
Application Development
and Integration
Enterprise Mobility
SAP HANA Platform
People and
Talent
Core Human Resources
and Payroll
Talent Management
Time and Attendance
Management
Workforce Planning
and Analytics
Finance
Financial Performance
Management
Accounting and
Financial Close
Treasury and Financial
Risk Management
Collaborative Finance
Operations
Enterprise Risk and
Compliance Management
Procurement
Supplier Discovery and
Lifecycle Management
Strategic Sourcing and
Contracting
Procurement and Order
Collaboration
Collaborative Invoice
to Pay
IT Management
Application Lifecycle
Management
IT Infrastructure
Management
IT Portfolio and Project
Management
IT Service
Management
IT Strategy and
Governance
Billing and Revenue
Innovation Management

6. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 6Public
Industry value map for passenger travel and leisure
Real-time value for key end-to-end processes
Customer Service and
Interaction
Loyalty Management
Multichannel Customer
Service
Strategic Demand
Management
Business Planning
and Consolidation
Fuel Management
Network and Route
Performance Management
Operations and Asset
Management
Maintenance Repair
and Overhaul
Operational Risk
Management
Real Estate
Lifecycle Management
Multichannel Sales and
Marketing
Multichannel Marketing
Sales Force Automation
Multichannel Booking
Technology
Solutions
Analytics Consumer ExperienceData Management
Application Development
and Integration
Enterprise Mobility
SAP HANA Platform
People and
Talent
Core Human Resources
and Payroll
Talent Management
Time and Attendance
Management
Workforce Planning
and Analytics
Finance
Financial Performance
Management
Accounting and
Financial Close
Treasury and Financial
Risk Management
Collaborative Finance
Operations
Enterprise Risk and
Compliance Management
Procurement
Supplier Discovery and
Lifecycle Management
Strategic Sourcing and
Contracting
Procurement and Order
Collaboration
Collaborative Invoice
to Pay
IT Management
Application Lifecycle
Management
IT Infrastructure
Management
IT Portfolio and Project
Management
IT Service
Management
IT Strategy and
Governance
Billing and Revenue
Innovation Management
Highest real-time
business value
for passenger
1
2 3
4
5

7. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 7Public
Today
KPI improvements are high-level estimates and will have to be validated for each customer situation.
Network and route performance management
Business value for profitability and cost analysis
 Data latencies and processes delays
that impact the ability to react to
issues and opportunities
 Lack of data depth and user self-
service that affect internal decision
making
 Siloed systems that suboptimize their
planning domain, demanding manual
intervention to align plans across
systems
 Substantial amount of effort (time
spent) not directly adding value
 Suboptimal resource efficiency and
effectiveness
 Ability to analyze and predict
profitability along any dimension to
make decisions quickly, based on
actuals
 Flexible modeling and what-if
scenario support
 Real-time planning on top of existing
data systems, ensuring flawless
plans for all parties
 Leaner processes from data capture
through data analysis
 Increased productivity through
process-optimized analytics and
mobile support
Increase
profitability of
flights and routes
across the network
Improve
Minimize
flight and ground
operations
operating costs
With SAP Business Suite
on SAP HANA

8. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 8Public
Today
KPI improvements are high-level estimates and will have to be validated for each customer situation.
Maintenance, repair, and overhaul (MRO)
Business value for asset operations and maintenance
 Difficulty in analyzing large volumes
of operational service data to identify
root causes of asset failures and
downtimes
 Delayed maintenance for updating
multiple systems for flight
configuration, log recording, spares,
maintenance, and certificates
 Limited analytics of maintenance
records
 Size of data on wear-down profiles
on assets too large and complex for
reliable failure statistics
 Real-time monitoring of service
operations, service levels, and field
resource utilization
 Real-time rescheduling of field
resources
 Use of mobile devices to combine
data across multiple data sources
such as work order, parts tracking,
work recording, inspection, and
documentation
 Fast access and analysis of real-time
service data from different sources
 Predictive analysis on sensor data
from connected assets
Improve
service-level
performance
Increase
Increase
maintenance turn-
around time
asset utilization
and reduce
unplanned asset
downtime
With SAP Business Suite
on SAP HANA

9. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 9Public
Today
KPI improvements are high-level estimates and will have to be validated for each customer situation.
Multichannel marketing (business to consumer (B2C))
Business value for multichannel marketing management
 Inability to capture market
opportunities as they occur
 Difficulty in distinguishing profitable
customers in the customer pool
 Inability to data-mine social media
and internal customer data to exploit
it for customer segmentation and
real-time personalized offers
 Spread of data across different data
sources that prevents a true 360-
degree view of the customer
 Event-driven marketing automation to
orchestrate in- and outbound
activities
 Easy identification of profitable
customers with account intelligence
analytics
 Real-time analysis of Big Data to
understand preferences and buying
patterns better
 Real-time access and assembly of
sentiments from social channels
 One central platform for collecting all
customer data from various
channels, sources, and tools
 Precision marketing to personalize
every interaction with the customer
Improve
profitability by
0.5%
Optimize
Increase
return on
marketing
investments by
10%
customer
satisfaction
With SAP Business Suite
on SAP HANA

10. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 10Public
Today
KPI improvements are high-level estimates and will have to be validated for each customer situation.
Customer service
Business value for multichannel customer service
 High volume of customer records and
interactions resulting in increased
search times when handling
customer inquiries
 Customers demand consistent
service across channels
 When responding to social media
queries, service reps struggle to get
all relevant customer information
 Limited ability to resolve customer
issues successfully, because
companies are unable to analyze and
resolve root causes of problems
quickly
 Quick identification of customers and
a complete 360-degree view of
customers in real time
 Provision of self-service capabilities
to customers
 Faster routing of all inbound
communications to the best resource
 Lightning-fast, Google-like customer
search
 Ad hoc and advanced, real-time
analytics as a basis for more effective
collaboration with travelers to
increase customer satisfaction
Transform
from service-desk
dependency to
provisioning self-
service
Improve
Increase
service quality
through an end-to-
end view
customer
satisfaction
With SAP Business Suite
on SAP HANA

11. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 11Public
Today
KPI improvements are high-level estimates and will have to be validated for each customer situation.
Manage financial performance
Business value for financial performance management
 Inability to perform financial what-if
scenarios of operations and prices to
simulate the impact of significant
market changes
 Limited linkage between finance and
business operations
 Long performance-management
cycles with complex consolidation
landscapes
 Reporting, loading, and retraction
performance that limits planning
iterations
 Inefficiencies due to disruptions
between planning and execution
 Drill-down limited to OLAP
environment; no drill-through to
transactional data
 Leveraging more granular data for
gaining full transparency and as a
basis for planning
 Ad hoc analytics, iterative planning,
and real-time simulation supported
through real-time platform
 No latency in heterogeneous
consolidation landscapes through
almost-instant response times
(even with a large number of complex
calculations)
 Real-time closing activities
 Improved performance for drill-down
(expand) and consolidation (collapse)
 Fast drill-through to lowest level view
of transactional data in SAP Business
Suite applications
Improve
financial
transparency and
forecasting
Reduce
Minimize
cycle times, month-
end closing times,
and manual effort
financial costs
With SAP Business Suite
on SAP HANA

12. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 12Public
Next step
Business scenario recommendation and value discovery workshop
 SAP offers a proven methodology and approach to
discover customer-specific business improvement
areas and quantify value potential.
 We suggest such a workshop with your line-of-
business and IT experts.
 As starting point, we recommend a performance
and usage analysis of your current system.

13. © 2013 SAP AG or an SAP affiliate company. All rights reserved.
Thank you

14. © 2013 SAP AG or an SAP affiliate company. All rights reserved.
Appendix
with detailed customer cases

15. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 15Public
Customer case: European railway – transportation and logistics
Summary validated scenarios
Feasibility
BusinessvalueLowHigh
Low High
Passenger ticketing
system
(€55 million)
Annual revenue: ~€35 billion
Order settlement
reporting
(€2.6 million)
Legend
SAP Business
Suite on
SAP HANA
SAP HANA:
Applications
SAP HANA
Platform
1 Short term
Order settlement reporting
SAP HANA for use with a passenger ticketing
system
2 Medium term
3 In evaluation
Other functions – TBD in future discovery
workshops
SAP HANA Platform: Customer-specific
SAP HANA, products: SAP NetWeaver BW on
SAP HANA, high-performance applications (HPAs),
and apps powered by SAP HANA
SAP Business Suite on SAP HANA
Scenario
(business value)
Phase – deployment road map
SAP HANA use cases mapped to
industry value map end-to-end solutions

16. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 16Public
Customer case: European railway – transportation and logistics
SAP HANA Platform
Results over 5 years – on SAP HANA
only
Surplus US$52 million
ROI 970%*
Payback period 12 months*
-5.900
2.600
55.000
-10.000
0
10.000
20.000
30.000
40.000
50.000
60.000
2013 Phase 1
Costs SAP Business Suite on SAP HANA Applications Platform
€
*To be validated
SAP HANA Platform: Anything built on the platform that is customer-specific – new business processes and business models
SAP HANA, products: SAP NetWeaver BW powered by SAP HANA; high-performance apps (HPAs); applications – mapped to
inventory value map (IVM) end-to-end (E2E) solutions
Currently available functionality (SP0, 1, and 2) – 23 scenarios mapped to end-to-end IVM solutions, and planned
functionality(all of the end-to-end solutions on the IVM are in scope)
SAP HANA Platform
SAP HANA, Products
SAP Business Suite
on SAP HANA
Annual benefits, SAP HANA
Platform: €55.0 million
Annual benefits, applications
powered by SAP HANA: €2.6 million
Annual benefits, SAP Business
Suite on SAP HANA
Estimated deployment costs
Total transition cost: €5.9 million
Based on actual SAP
customer engagements

17. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 17Public
Note: Use cases in the global use case repository are captured directly from customers and internal SAP innovation
sessions and may not be completely validated.
Innovation scope
SAP HANA, applications and SAP NetWeaver
Business Warehouse
End-to-end (E2E) solution
Financial accounting
Value potential 4
Feasibility 3
Low High
1 5
Low High
1 5
Business Context and Goals
 Order-settlement reporting allows the company to allocate, monitor, and control the internal
costs of services
Business Challenges
 Response times of data retrieval (cost center reporting) do not meet end-user requirements
Process Innovations
 Fast response time of data requests provides decision makers with real-time data insights with
drill-down capabilities on any granularity
Contribution of SAP HANA
 Single platform for order settlement data, synchronized with source systems in real time; line
item reporting for settlement orders; and user-centric and flexible ad hoc analysis
Value Drivers and Key Performance Indicators
 Reduced total cost of ownership; process-cost reduction through transparent cost analysis
European railway – order settlement reporting
Transportation and logistics

18. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 18Public
Note: Use cases in the global use case repository are captured directly from customers and internal SAP innovation
sessions and may not be completely validated.
European railway – passenger ticketing system
Transportation and logistics
Business Context and Goals
 Customer is looking for a solution that could replace the old ticketing system and provide a new
level of operational capabilities (50,000 transactions per second)
Business Challenges
 Current solution was developed over 30 years ago, based on mainframes
Process Innovations
 Fast response time of data-requests provides decision makers with real-time data insights with
drill-down capabilities on any granularity
Contribution of SAP HANA
 SAP HANA was chosen both as an analytics platform and main part of the reservation system.
Several business applications are planned to be developed on SAP HANA.
Value Drivers and Key Performance Indicators
 Revenue growth
Innovation scope
SAP HANA Platform
End-to-end (E2E) solution
Sales
Value potential 5
Feasibility 4
Low High
1 5
Low High
1 5