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Benjamin Hamilton

April 2011

Amadeus

“Innovation & Ideation Platform”

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Brighter, Bolder, BetterWho am I?

Benjamin Hamilton

6 months in Amadeus Asia (Bangkok – Thailand) taking care of Innovation &

Quality, previously have worked with some leaders in the industry including IBM,

SUN, ANZ Bank, Telstra, Rio Tinto, K.C.I, Citibank and GE Money Corporate.

Has innovation been present within Amadeus?

1. YES

2. Innovation has always been present within Amadeus, we used to call it change,

change management, new products & services. The only difference is – we are

trying to define it more, find the common language, better formalize and leverage

our internal regional innovation management capabilities now. And I am honoured

to talk to you about it today.

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Brighter, Bolder, BetterDo we have innovative products?

YES – We do have many innovative products. And we do have wonderful people that

foster and manage them with Mind 2 Market and Time 2 Market.

Reservation, Departure Control, Inventory, e-

Commerce etc.

Example

1. Amadeus SMS Solution (Flight Notification)

1. Once upon a time in China - 2010, China airline moved its flight 2 hrs

early and caused many passengers missed their flight. China airline

speaker blamed the travel agent by saying “We have informed the travel

agent”. In other words, drop the ball in the Travel Agent court.

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Booking Airline

System

Travel agent created a Booking

Status = Confirmed

Airline changed flight status

e.g. Cancelled

Booking

Booking is put into

the corresponding

queue

Queue 1

Queue 2

Queue N

1 2

3

If change takes place during non-

working hours, agent might not be

aware and take action in time

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Customer Impact:

• Additional cost

(new itinerary)

• Damages

TA Impact:

• Customer Complaints

• Additional effort & cost

to monitor

Flight Notification – 2010

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1. Well today, we have a solid solution and able to monitor booking status

changes “SMS Solution- Flight notification”

1. Automatic SMS, e-Ticket and flight status to TA / T

Flight Notification – 2011 (TODAY)

Benefits:

1. Increase traveller's satisfaction

2. Deliver premium service at optimal time & cost

3. Save 200* hrs/year for each TA in queue monitoring

Q1:Cancellation

Q2: Confirm from Waitlist

Q4: …………..

Q3: …………..

Q7: Schedule Change

Flight Notification

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Brighter, Bolder, BetterWhy did Amadeus start “Ideation Platform”?

New idea did not receive any traction

Amadeus wanted;

To be known as Magnanimous & Thought leader

People to speak up

To improve the quality of services, products,

processes and people’s lives

To support & increase the value offered to travel

agencies and airline companies.

Amadeus strategy is to move to “Agility”, “Innovation” and

“Customer Focus”

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What have we done?

1. Conducted a series of workshop;

1. Innovation Management Concepts & Practices

2. Practical approach to creativity & Innovation

3. Creative thinking techniques & Shift perspective

4. Overcoming the most common barriers to creativity, etc.

2. We selected Brightidea’s Ideation management tool as an enabler, a tool to

facilitate the capture, the ranking and the approval of ideas. And we called it

“Idea Farm”.

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100+ IDEAS submitted

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Innovation Committee

Steering Committee

Evaluation Process & MethodologyUtilize a Six Sigma methodology that rates Impact,

Revenue, and Risk

1.Standard Evaluation Criteria

1. Distinctiveness

2. Feasibility

3. Opportunity

4. Organizational & People Impact

5. Market Impact

6. Customer Impact

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Challenges

Keeping the idea pipeline

1. Improving communication with staff community

2. Develop ways to stimulate creative thinking

Culture drives Innovation

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Thank You