The document discusses insight sessions at the 2015 Air Transport IT Summit that focus on how airlines are working to connect with travelers through technology. The sessions will explore how airlines are personalizing services for travelers, reducing stress and anxiety during the passenger journey, and keeping travelers informed in real-time through improved communications. Emerging technologies like the internet of things and mobile applications have potential to further transform the passenger experience, but airlines need to focus on developing useful services to increase adoption of these technologies by travelers.
3. 2015 AIR TRANSPORT
IT SUMMIT
Arthur Calderwood
Senior Vice President
Marketing & Sales Operations
SITA
4. • Working in association with
Airline Business for 16 years
• Insight Sessions now in their 7th
year
• Sessions today emphasize the
importance of the connected
traveler
• Showing how airlines and
airports aim to meet their needs
throughout the journey
5.
6. Insight Session A
• Launch of SITA's latest Airline IT Trends research
• Exploring how airlines are:
• meeting the demands for personalization
• easing passenger stress at pain points
• developing better communications to keep
passengers informed
7. Insight Session B
• How technology influences behaviour
• 83% of air travelers now travel with a Smartphone
• Human factors in technology adoption
8. Insight Session C
• De-stressing passenger processes
• Applying IT in new ways to engage with the
connected traveler
• Seeking to leverage IT to make time spent at
the airport less stressful, more enjoyable
9. Insight Session D
• Explore the potential for truly tailored
services on-board
• Use capabilities of today’s newest connected
aircraft
• Passengers will be connected throughout the
flight
15. ARE AIRLINES READY
TO CONNECT WITH
TRAVELERS?
Moderated by: Max Kingsley-Jones
Editor of Airline Business and
Flightglobal’s Executive Director
Content
16. Airport IT Trends
Baggage Report
Airline IT Trends
Passenger IT
Trends
AIR TRANSPORT IT TREND SURVEYS
AND REPORTS
18. ARE AIRLINES READY TO CONNECT
WITH TRAVELERS?
PANEL
• Thomas Windmuller, Senior Vice President - Airport, Passenger,
Cargo and Security, IATA
• Ashraf Ayoub, Chief Information Officer, Royal Jordanian Airlines
• Allison O’Neill,VP Passenger Solution Line, SITA
SPEAKER
• Nigel Pickford, Director, Market Insight, SITA
22. OVER 80% OF AIRLINES ARE FOCUSING
ON PERSONALIZATION
R&D
Major program
Solutions to improve
personalization
52%
82%
30%
Passenger
services via
smartphone
Passenger
services via
tablet
Passenger
services via
social media
76%
63%
31%
92%
85%
73%
16%
22%
42%
Wireless in-flight
services for
passengers
38%
75%
Expanding
ancillary sales
53%
91%
38%
37%
29. READY TO...TAILOR MY TRIP?
By 2018
• Over 80% of airlines are focused on personalisation
• Omni-channel shopping channels are maturing fast
• Half of airlines will offer more in-flight choice
YES, airlines are increasingly delivering personalization
BUT, inconsistency in BI and data quality may hinder progress
30. ARE AIRLINES READY TO...TAILOR THE TRIP?
PANEL DISCUSSION
Thomas Windmuller, Senior Vice President - Airport, Passenger,
Cargo and Security, IATA
Ashraf Ayoub, Chief Information Officer, Royal Jordanian Airlines
Allison O’Neill, VP Passenger Solution Line, SITA
Nigel Pickford, Director, Market Insight, SITA
31. READY TO...EASE MY ANXIETY?
• On departure
• In-flight
• On arrival
• Check-in
• Bag-drop
• Bag collection
33. 9%
12%
23%
Global average - Today
Global average - By 2018
24%
17% 20%
56%
75%
55%
High - Today
1% 1% 1% Low - Today
47%
8%
23%
Low Cost Airline Average
MAJOR LEAP EXPECTED IN MOBILE CHECK-IN…
35. OPTIONS INCREASE TO REDUCE
BAGGAGE ANXIETY
Bag Tag Printing 77%
Missing Bag Reporting
61%Missing Bag Reporting
Baggage location status
36%
49%9%
11%
10% 70%
17% 74%Bag drop (unassisted)
37% 78%Bag drop (assisted)
Today By 2018
-16
-8
+8
36. ARE AIRLINES READY TO...EASE TRAVELER
ANXIETY?
• Passengers are less anxious when given control
• Major uptake in self-service check-in
• Mobile check-in is taking off
• Multiple self-service options set to reduce baggage anxiety
YES, services addressing pain points are developing quickly
BUT, not all stressful areas are under airline control:
• Security & passport checks – driven by multiple stakeholders
• Baggage collection – not just an IT issue
37. ARE AIRLINES READY TO...EASE TRAVELER
ANXIETY?
PANEL DISCUSSION
Thomas Windmuller, Senior Vice President - Airport, Passenger,
Cargo and Security, IATA
Ashraf Ayoub, Chief Information Officer, Royal Jordanian Airlines
Allison O’Neill, VP Passenger Solution Line, SITA
Nigel Pickford, Director, Market Insight, SITA
38. READY TO...KEEP ME POSTED?
• Real-time
information
• Bag tracking
services
• Integrated
communication
services
• Location-based
communications
• Tablets for direct
contact
42. MASSIVE GROWTH IN USE OF STAFF TABLETS
BY 2018
100%
75%
50%
25%
100%
75%
43. AS AN INDUSTRY, HOW CAN WE IMPROVE
PASSENGER SATISFACTION ACROSS THE BOARD?
Tailor my trip:
Booking
Entertainment
Shopping
Eating & drinking
Relaxation
• Shopping
• Booking
• Entertainment
• Eating & drinking
• Relaxing
• Real-time information
• Bag tracking services
• Integrated
communication/
services
• On departure
• In-flight
• On arrival
44. 58% OF AIRLINES RUNNING ‘INTERNET OF
THINGS’ PROGRAMES BY 2018
IoT
48. AS AN INDUSTRY, HOW CAN WE IMPROVE
PASSENGER SATISFACTION ACROSS THE BOARD?
• 58% of airlines running ‘internet of things’ programmes by 2018
• 37% have budget allocated
• Growing short term interest in beacons
• Location, location, location: Important for over 33% of airlines by 2018
• As IoT matures, apps will become more sophisticated and more
and more data will be created and consumed
IoT is seen as an opportunity by airlines to improve services
BUT, airlines need to invest to develop services
IoT
49. IS THE INTERNET OF THINGS SET TO
TRANSFORM THE PASSENGER EXPERIENCE?
PANEL DISCUSSION
Thomas Windmuller, Senior Vice President - Airport, Passenger,
Cargo and Security, IATA
Ashraf Ayoub, Chief Information Officer, Royal Jordanian Airlines
Allison O’Neill, VP Passenger Solution Line, SITA
Nigel Pickford, Director, Market Insight, SITA
50. Download the 2015 Airline IT
Trends Survey at:
www.sita.aero/surveys
Thank you
58. TRAVELER’S & TECHNOLOGY:
IT’S AN EMOTIONAL JOURNEY
SPEAKERS
• Renaud Irminger, Director of SITA Lab, SITA
• Michael Zaddach, Senior Vice President IT, Flughafen München GmbH
• Gilles Brentini, Innovation Manager IT-Airport, Genève Aéroport
• Pearl Pu, Human Computer Interaction Group (EPFL)
60. 2015 PASSENGER IT TRENDS SURVEY
• Investigates the connection between a passenger’s
use of technology and their emotions
• Coverage:
17 countries, representing 76% of the world’s passengers
5,871 respondents
77. Need a lot of improvements !!!
«Another crap »
« Useless app»
«Still bad Pathetic.»
«Useless»
« Rubbish and will never use again »
« Does not work properly »
Sentiment analysis
MY PHONE IS MY LIFE
MY APPS ARE MY LIFE
78. 2015 Passenger
IT trends Survey:
Mobile is
• 26% of bookings
• 11 % of check-ins
Facebook is 83% mobile
(March 2015)
AIR TRANSPORT
MOBILE ADOPTION
HAS ROOM FOR
IMPROVEMENTS
79. • The survey confirms that technology applied right
produces more positive emotions
• Passengers want more useful mobile services
• Adoption of mobile apps in the ATI will increase only
when we engage the passengers throughout
the entire journey
CONCLUSIONS
117. Dream – Innovation Oriented
“I heard about it later, and when they called us blasphemers and demon-creators, I always thought of him. Robbie was a non-vocal robot. He
couldn’t speak. He was made and sold in 1996. Those were the days before extreme specialization, so he was sold as a nursemaid.”
I. Asimov, extract from Robbie, 1940
120. Keep it simple !
Source : http://www.letsgraph.com/2012/06/keep-it-simple.html Quality Tag Cloud - created with :http://www.wordle.net/
…and Flexible !
135. Hotels in
Japan
Role : Check-
In
Shops
Information Robots
To be or not to be … Humanoid ?
136. Also in our industry !
“Interactive forums on key new
trends and topics, including :
• Mobile and Wearable
Technology,
• Robotics and AI,
• and Cabin Connectivity.”
144. Emotion Detection in Social Media
School of Computer and
Communication Sciences
EPFL
Pearl Pu
145.
146. Why Emotions?
• They motivate us to take actions
• They regulate decision and thought
processes
• They help us understand human behaviors
http://nobaproject.com/modules/functions-of-emotions
147. What is emotion?
✓emotion is a reaction to events
important to our organism
✓emotion leads to changes in
multiple organismic subsystems
Plutchik, The Nature of Emotions, 2001
Brave & Nass, Agents that care: Investigating the effects of orientation of emotion
exhibited by an embodied computer agent, 2003
148. Emotion = coordinated changes in
organismic subsystems
5 emotion components
Cognitive (appraisal)
Neurophysiological (bodily symptoms)
Motivational or Behavioral (action tendencies)
Motor expression (facial and vocal expressions)
Subjective feeling or Affectiv (emotional experience)
156. 170
How does it work?
Given a piece of text, detect automatically
one or several words indicative of the
respective emotions
Possible output
One emotion Distribution of emotionsSeveral emotions
159. Detecting emotion in social media helps us
understand users’perception & attitudes
Conclusion
160. • Renaud Irminger, Director of SITA Lab, SITA
• Michael Zaddach, Senior Vice President IT, Flughafen München GmbH
• Gilles Brentini, Innovation Manager IT-Airport, Genève Aéroport
• Pearl Pu, Human Computer Interaction Group (EPFL)
PANEL DISCUSSION
167. CREATING A SENSE
OF PLACE:
AIRPORTS GET
PERSONAL
Moderated by
Matthys Serfontein
VP Airport Solution Line,
SITA
168. CREATING A SENSE OF PLACE:
AIRPORTS GET PERSONAL
SPEAKERS
• Robert O’Meara, Director, Media & Communications, ACI EUROPE
• Piet Demunter, Director Strategic Development,
Brussels Airport Company
• Pedro Casimiro, Manager Ground Product and Ground Processes,
Brussels Airlines
• Carlos Kaduoka, Director, Airport Solution Line, SITA
169. CREATING A
SENSE OF PLACE
Robert O’Meara
Director, Media &
Communications,
ACI EUROPE
171. CREATING A REAL
SENSE OF PLACE
Piet Demunter
Director Strategic Development,
Brussels Airport Company
Pedro Casimiro
Manager Ground Product &
Ground Processes,
Brussels Airlines
173. Pax CEM is an AND/ AND story
Customer Experience Management
Premises People
Passenger Experience
+ +
=
Processes
Source: ACI EUROPE’s ‘Guidelines for passenger services at European airports’.
180. Increasing efficiency: largest security platform in EU
Improving processes and products
• Central platform with 25 screening lanes
- Largest platform in Europe
- Automatic tray return and diverter lanes
- Expendable to 29 lanes in total
• World’s first remote screening of cabin
baggage on a large scale
- Separate control room
- Security officer receives a scan with a
virtual mark on the image
181. New gate seating with comfort and functionality
Improving processes and products
183. Alternative Check-In & Automated Drop-off
Improving processes and products
• Alternative check-in methods:
- Online check-in
- Mobile check-in
- CUSS check-in
- Automated check-in
• 75% of local SN departing pax out of BRU check-
in alternatively
• 11 automated bag drop-off units
- 65% of local Schengen SN Departing pax out of
BRU use automated bag drop-off
184. Home Printed Bag Tags and Permanent Tags
Improving processes and products
• HPBT (Home Printed Bag Tag) as of Q3/Q4 2016
- Available through the online check-in
application
• Baggage reconciliation (in- and outbound) by
end of 2016
• Permanent bag tags
185. Airport crew as ‘face’ of Brussels Airport
Improving people
Airport Crew is crucial
+ Shop staff + F&D staff + Cleaning staff + ….
187. Going for the WOW factor through emotions
Customer Experience Management
Source: ACI EUROPE’s ‘Guidelines for passenger services at European airports’.
194. AGENDA
• Creating a sense of place
• Singapore Changi
• Mumbai International Airport Terminal 2
• New Mexico City International Airport
• The role of technology
• Closing remarks
195. CREATING A SENSE OF PLACE
• Lifestyles and traditions are sources of inspiration to
create a sense of place
• The airport as a destination
• The passenger as “guests”
196. Moshe Safdie Architects – Jewel Changi Airport
• To be completed by 2018
• 5 storey above ground and five basement
storeys
• 22,000 sqm of space dedicated to
landscaping:
• Forest valley (5-storey garden filled with
thousands of trees, plants, ferns and
shrubs
• 40 metres Rain Vortex
197. Source: Mumbai airport (T2) by SOM - Dezeen
• Opened in January 2014
• The design incorporates regional patterns
and textures in all scales to give a sense
of place
• It combines international and domestic
passenger services under one roof,
optimizing terminal operations and
reducing passenger walking distances
198. Source: New International Airport Mexico City by Foster & Partners and Fernando Romero Enterprise - Images by DBOX
New Mexico City
International Airport
• To be completed by 2019
• Single airport enclosure with flexibility to
accommodate internal change
• The architecture is inspired by Mexican
architecture and symbolism
• Less walking distances, few level changes
and easy navigation are key elements of
the design
199. CREATING A SENSE OF PLACE: THE ROLE
OF TECHNOLOGY
• Self-service
• Processing flexibility
• Early check-in
• Biometric identification
• Seamless
200. CREATING A SENSE OF PLACE: THE ROLE
OF TECHNOLOGY
• Video-walls
• Create the space
• Enhance the mood
• Way-finding integrated with BI
and beacons
• Reduced stress
• Dwell time
Source: SEGD – LAX Welcome Wall
201. CLOSING REMARKS
• The airport as a sense of place is about connecting people
and cultures
• It is about making the airport a destination and the passenger
the airport’s guests
• Technology enables airports to enhance the experience by:
• Enabling early check-in – more dwell time
• Providing faster communications – connectivity
• Creating or extending the sense of place throughout
202. • Robert O’Meara, Director, Media & Communications, ACI EUROPE
• Piet Demunter, Director Strategic Development,
Brussels Airport Company
• Pedro Casimiro, Manager Ground Product and Ground Processes,
Brussels Airlines
• Carlos Kaduoka, Director, Airport Solution Line, SITA
PANEL DISCUSSION
205. GALA DINNER
• There is a full seating plan for the gala dinner
• Please check the information in the lobby and ensure you
know where you will be seated
• If you are no longer attending, please let the
Event Team know
• If your name isn't there and you will be going, please let
us know so we can seat you at a table
211. SPEAKERS
• Tim Grosser, Head of Digital Transformation, IATA
• Michel Duléry, Client Service Director, DigitasLBi
• Ian Dawkins, CEO, SITA OnAir
CONTEXTUAL ENGAGEMENT AT 30,000 FEET:
THE NEW PERSONALIZED ON-BOARD EXPERIENCE?
212. HOW CAN WE
IMPROVE THE
FLYING EXPERIENCE?
Tim Grosser
Head of Digital Transformation
IATA
226. A G E N D A
A F E W W O R D S A B O U T D I G I TA S L B I
M O B I L E C O N S U M E R ’ S E X P E R I E N C E I N S I G H T S
I N T E R N E T O N A I R T O W A R D S B E S T - I N - C L A S S E X P E R I E N C E
W H A T ’ S N E X T
231. LEARNINGS FROM OUR STUDY WITH IFOP
ON CONSUMERS’ BEHAVIOUR
12 COUNTRIES 2013 2014 2015
MOBILE
Mobile is still driving the change being the personal assistant for consumers.
USAGE
Smartphones are increasingly important during all stages of the customer journey.
77% of smartphone users use their smartphones to connect to the internet at least once a day.
85% of smartphone owners have used their mobile phone in store versus 74% in 2014
•
•
233. I NTER NET ON AI R TOWAR DS
BES T- I N- CL AS S EXPER I ENCE
234. WHAT IS AT STAKE
IFE Revenue Forecast to
double by 2020*.
Free Wi-Fi session as
key driver for adoption
growth.
BUSINESS AWARENESS USAGE
• Source : http://www.aviationtoday.com
Weak service awareness
and value proposition
as friction points for
adopting massively
Wi-Fi.
High user expectations
in terms of easy and
quick access to Internet,
secure payment forms.
235. HUMAN CENTERED DESIGN
4. TEST3. EXPLORATION2. IDENTIFICATION1. IMMERSION
• Observe, hear
• Collect and group
all insights
• Brainstorm
• Key findings
• Identify main issues
• Co-create solutions
with client
• POC
• Prototyping
236. USER FLOW WITHOUT IN-FLIGHT WI-FI
SECUITY LUGGAGE OUTSIDE STAYTAKE OFF. CRUISE ATT
A B
TRANSMITTER TRANSMITTER
PLANE
USER + OWN DEVICE
AIRPORT AIRPORT
IN MOBILITY
HOME/OFFICE
HOME/OFFICE
IN MOBILITY
INTERNET
SERVER
INTERNET
SERVER
ONBOARDWAITINGSECURITYCHECK-INWAITING PREP.PURCHASEBEFORE
BEFORE DURING AFTER
237. SECURITY LUGGAGE OUTSIDE STAYTAKE OFF. CRUISE LANDING
BEFORE DURING AFTER
INTERNET
SERVER
TRANSMITTER
SATELLITE
PLANE + ONAIR
USER + OWN DEVICE + SIGNIN + PAYMENT
A
TRANSMITTER
AIRPORT
IN MOBILITY
HOME/OFFICE
SERVER
ONBOARDWAITINGSÉCURITYCHECK-INATTENTE PREP.ACHATAVANT
B
TRANSMITTER
AIRPORT HOME/OFFICE
IN MOBILITY
USER FLOW WITH IN-FLIGHT WI-FI
238. PERSONAS THINKING
USING PERSONAS TO DRIVE RELEVANT CUSTOMER PATHS
DEFINE WHO ARE WE DESIGNING FOR
ANALYZE MOTIVATIONS AND NEEDS
DESIGN CUSTOMERS CENTRIC JOURNEYS / BUSINESS SCENARII
239. PERSONAS THINKING
3 CUSTOMERS PROFILES, HIGHLY REPRESENTATIVES OF BUSINESS & ECONOMY POPULATION
MARC, CEO EMEA of a big
corporation, living in Paris, is
a frequent traveler because
of several meetings per
month in New York (US) at
global HQ.
He will review sheets and
exchange with the CFO and
others executives, to validate
the final deck before the
arrival in NY.
EVA, Industrial designer from
Berlin, is accustomed to visit,
every year, 3 or 4
destinations around the
world, to discover new
people and cultures.
As she takes long carriers,
she could have to connect to
the Internet in flight, in order
to update her own blog,
share photos or videos with
friends and prepare arrival.
YANN and his family live in
London. Yann works as
Editorial in Chief for a well-
known lifestyle magazine.
They need a WI-FI connection
for everyone: parents could
have a tablet each one to
prepare trip and relax. Teens
have his/her own smartphone
to chat and share with friends.
FREQUENT TRAVELERS OCCASIONALS
WHO
WHAT
242. MARC’S CUSTOMER JOURNEY OVERVIEW
Marc is entitled
of a free and
quick access to
the WebApp’s
dashboard
Booking
confirmation email
with CTA to connect
to the Internet
ONAIR service
Web App
dashboard
1
Marc can get
through tailored
contents and
take some info
about New York
Content & services
discovery
Once arrived to NY,
Marc receives a recall
by email to give a
feedback about his
connected trip and
learn more about NY
Customer’s
feedbacks and
services recall
2 3 4
BEFORE THE ONBOARD IN FLIGHT GETTING OFF THE AIRCRAFT
246. Internet ON AIR
Five steps journey outcome, limited to the onboard experience
Splash Screen
Sign in /
Sign up
Browsing
before purchase
Purchase Free/Paid
Browsing after
purchase
Repurchase
Once on board, customer is invited
to sign in or create an account (by
email, code or Social login)
Once connected, user
can can explore the
service and content.
For full exploiting the
service, user can
purchase free or paid plan.
Customer can
restart
browsing and
decide to
play/pause WI-FI
Once the voucher
expired, customer
is invited to
repurchase
248. TODAY, DIGITAL IS AT THE CORE OF NEW USAGES
SHARE MOVE STAY
FACEBOOK UBER AIRBNB
249. Any innovation must start
from a problem consumers
are facing.
PRINCIPLE #1
To build on real
(observation +
experimentation).
PRINCIPLE #2
PRINCIPLE #3
Any innovation pattern
must integrate within his
process failure and
solution.
3ESSENTIALPRINCIPLES
250. Story
HOW TO BUILD A DIGITAL EXPERIENCE
REFLECTING THE BOLD CREATIVE SPIRIT
OF THE MAISON DIOR ?
WE HELPED DIOR TO CREATE ITS OWN
VIRTUAL REALITY HELMET NAMED
« DIOR EYES », MIXING FOR THE FIRST
TIME IN THE WORLD VR AND 360
SOUND.
AND OFFERING AN EXPERIENCE TO
DISCOVER DÉFILÉ BACKSTAGES.
THE DIGITASLBI INNOVATION TEAM
HAS DELIVERED IN LESS THAN 3
MONTHS A VERY EFFICIENT VR
HELMET.
Case Dior Eyes
IMMERSIVE EXPERIENCE USING VIRTUAL REALITY AND 360 SOUND
280. PANEL DISCUSSION
• Tim Grosser, Head of Digital Transformation, IATA
• Michel Duléry, Client Service Director, DigitasLBi
• Ian Dawkins, CEO, SITA OnAir
• Willem Kasselman, Marketing Director: Aero, Cobham SATCOM
285. GALA DINNER
• There is a full seating plan for the gala dinner
• Please check the information in the lobby and ensure you
know where you will be seated
• If you are no longer attending, please let the
Event Team know
• If your name isn't there and you will be going, please let
us know so we can seat you at a table