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A Mimamsa Thought

locus focus

HOW SHOULD AIRPORTS DESIGN THEIR

EXPERIENCE?

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A Mimamsa Thought

The demand for air travel is continuously increasing

across the globe. There are many factors that are fuelling

this demand. This includes myriad factors ranging from

the growth of low cost airlines that make the skies

democratic to a global village populated with multinational

corporates that are connected both through the virtual

networks as well as physical networks to a more aware

individual with itchy feet, curious minds and restless souls

treading the world in search of new adventures. To cater

to this new world there is an alliance of two key players

that manage the travel ecosystem - airports and airlines.

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A Mimamsa Thought

Airlines to a large extent have reinvented themselves on

various factors - space, speed, safety to distance,

dimensions, destinations. The airport have a challenge of

reinventing the existing infrastructure to fulfil this

demand. For this purpose many new airports are being

built across the globe and in addition the existing airports

are also getting expanded to handle more capacity. In such

a scenario it is important the airport management takes

into account the new traveler reality and her expectations.

It will be worth their while, as they become bigger in size,

to acknowledge that for airports the reality that should

guide and motivate their strategy should be “PLACE along

with SPACE”.

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A Mimamsa Thought

BIG IS BEAUTIFUL

The general tendency that we have

n o t i c e d a m o n g s t a i r p o r t s i s

something that comes from two

opposite ends of the spectrum. Truth

is that airports have a transformative

influence on its destination and

region, this leads to a very high

internal and external pressures. The

airports feel to overcome the external

p r e s s u r e , f r o m t h e c i t y, t h e

government and other stakeholders

and at the same time achieve their

internal ambitions, they believe the

best strategy to adopt is “Lets

Impress”.

This “to impress” belief finds its

manifestation in the structure of the

airport, generic global markers

resulting in a building that is BIG

A N D M A G N I F I C E N T , y e t

unidentifiable in experience from

any other airport. The thinking

behind this approach is that the big

with international recognisable

markers will impress everyone

outside, it will connote ambition and

the ensuing capacity will help the

airport manage the burgeoning

demand.

Or the prevalent conventional wisdom

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A Mimamsa Thought

airports are specific not

generic

The business of the airport is defined by what happens under

the roof and not what is seen from outside

The roots of the airport define the flights of possibilities

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A Mimamsa Thought

travel is local

Airpots as they build higher efficiencies must be conscious of

the fact they are part of travel. And travel is the only

industry or activity or experience that cannot be globalised.

To experience a place you need to be at the place. If Airports

want to behave like brands and pull traffic (not just fulfil

traffic) the airports must embed themselves within this

truth. For this airports also need to move their attention

from numbers to names. They need to start building

relationships with their users. Technology offers that

opportunity. What airports need is to bring imagination in

their thinking and innovation in their application.

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A Mimamsa Thought

locus focus

For this airport reinvention process towards

differentiated behaviour, what we have done at

Mimamsa is to build certain guidelines,

principles, truths that an airport must take

into consideration while they are defining

themselves as a product, as a service and as a

brand. Airports are complex businesses, they

grapple with many realities, there attention is

divided between diverse customer groups. In

such an environment it is critical that they

follow a structured approach in defining their

purpose. They must combine all their

diversities into a cohesive vision delivered

through a differentiated branded experience.

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A Mimamsa Thought

the mimamsa checklist

Insights and Questions

A Sample

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A Mimamsa Thought

fåëáÖÜí=@=NW

Human evolution is a result of human curiosity. To explore places beyond what an eye can see. We all humans are genetically coded to travel.

_ê~åÇ=`Ü~ääÉåÖÉ=@=NW

What part does your airport play in building that curiosity and enabling that curiosity?

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A Mimamsa Thought

fåëáÖÜí=@=OW

Airport business is nothing but ‘People Business’. Business of ‘human emotions’. People travel to meet People. People Connect with People.

_ê~åÇ=`Ü~ääÉåÖÉ=@=OW

Are airport people being Process or being People? What is your “Human Purpose” and What is your “Human Promise”?

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A Mimamsa Thought

fåëáÖÜí=@=PWAll the experiences that most airports offer to the passengers including the tastiest food to the widest retail offering to all other forms of entertainment are compensation to the the time they are stealing from the passengers. In truth, most airports today are nothing more than luxurious jails

_ê~åÇ=`Ü~ääÉåÖÉ=@=PWHow would you change this perception of being a benevolent confinement to your ambition of being a desired destination?

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A Mimamsa Thought

fåëáÖÜí=@=QW

The fundamental of travel is MOVEMENT. Airports are an interruption and a disruption to that movement.

_ê~åÇ=`Ü~ääÉåÖÉ=@=QWWhat is be your strategy to make this forced hiatus feel like a reward? How will you turn this displeasure into gratitude?

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A Mimamsa Thought

fåëáÖÜí=@=RW

The future of airport business is not to minimise process complexity but to eliminate the processes completely.

_ê~åÇ=`Ü~ääÉåÖÉ=@=RWHave you given your process efficiencies human meaning that is understood and appreciated by your audience?

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A Mimamsa Thought

fåëáÖÜí=@=SWMost of the airports remain unaware that the passengers have an indifferent attitude towards their efforts. The point of view are so different towards the same environment that the passengers and the airports could be people from two different planets.

_ê~åÇ=`Ü~ääÉåÖÉ=@=SWHave you made your thinking in terms of material, people, experience visible to the people? Can they see, touch, feel, smell your effort to appreciate?

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A Mimamsa Thought

fåëáÖÜí=@=TW

If the passenger is the most important person for the airport then why is she so unhappy?

_ê~åÇ=`Ü~ääÉåÖÉ=@=TWWhat are dreams and dreads? Pains and Gains? Is she just a number or do you know her name, recognise her face? Understand her unique expectations? Or is everything generic and standard?

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A Mimamsa Thought

fåëáÖÜí=@=UWAirports must constantly check with themselves whether they are ____ Million Capacity Airport or they are _____ Million Passenger Airport

_ê~åÇ=`Ü~ääÉåÖÉ=@=UWDo you know how many of your passengers use your airport by compulsion, how many use it by choice and how many desire to use it? And why?

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A Mimamsa Thought

fåëáÖÜí=@=VW

Inspiration for an airport cannot be a shopping mall. Or an efficient factory. It has to be the place where it belongs.

_ê~åÇ=`Ü~ääÉåÖÉ=@=VWWhat is your inspiration? What is your responsibility? What showcases your muse? Do you know your local? Have you defined your local footprint?

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A Mimamsa Thought

fåëáÖÜí=@=NMW

Airport Commercial Strategy has to evolve and emanate from travel and not brands.

_ê~åÇ=`Ü~ääÉåÖÉ=@=NMW

Are you a just a global mall or also a local experience? Do you know your local brands? Do you know if it makes sense for your airport? What is your split and why?

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A Mimamsa Thought

fåëáÖÜí=@=NNW

Constantly ask yourself if you are a destination for the destination.

_ê~åÇ=`Ü~ääÉåÖÉ=@=NNWWhat will make you a destination? What should you adopt? What? How? When? Where?

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A Mimamsa Thought

fåëáÖÜí=@=NOWAirports must ensure that travel starts with landing and ends with take-off. Those two hundred meters will decide whether you are just an airport or an airport brand.

_ê~åÇ=`Ü~ääÉåÖÉ=@=NOWHow true is it for your airport? What is your experience? How will you measure it? How will you benefit from it? And how should you benefit from it?

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A Mimamsa Thought

fåëáÖÜí=@=NPW

Travel is a new experience or a new discovery. Is your airport offering either of the two?

_ê~åÇ=`Ü~ääÉåÖÉ=@=NPWWhat will your passenger experience new at your airport? What will she discover at your airport?

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A Mimamsa Thought

fåëáÖÜí=@=NQWThe minute a passenger enters the airport she is aware of her environment. But how aware is the environment of her presence. Most “modern” (??) airports unfortunately in this digital age still behave primitive in their thinking.

_ê~åÇ=`Ü~ääÉåÖÉ=@=NQWWhat is your technology need? Strategy? How is it integrated into your moment of truth experience?

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A Mimamsa Thought

fåëáÖÜí=@=NRW

Many airports think that to select their primary customer between an airline and a passenger is like chicken and egg story. While it is not.

_ê~åÇ=`Ü~ääÉåÖÉ=@=NRWWhat is your passenger strategy? Do you know who to attract and how to attract?

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A Mimamsa Thought

mimamsathought collaborators

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A Mimamsa Thought

“qÜÉ=êÉ~ëçå~ÄäÉ=ã~å=~Ç~éíë=ÜáãëÉäÑ=íç=íÜÉ=ïçêäÇ;=íÜÉ=ìåêÉ~ëçå~ÄäÉ=çåÉ=éÉêëáëíë=áå=íêóáåÖ=íç=~Ç~éí=íÜÉ=ïçêäÇ=íç=ÜáãëÉäÑK=qÜÉêÉÑçêÉ=~ää=éêçÖêÉëë=ÇÉéÉåÇë=çå=íÜÉ=ìåêÉ~ëçå~ÄäÉ=ã~åKÒ=GEORGE BERNARD SHAW

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A Mimamsa Thought

WHO WE ARE ///

We are an independent idea consultancy specialising in Designing Innovation Ecosystems, Brand Experiences, and Brand Engagements with employees and customers. We partner with organisations in their effort to bring commonality in their internal brand and external brand (communication delivery and service delivery) to build a branded experience and innovative thinking across all touch points.

Through our Mimamsa Creative-Conversations Model, Mimamsa Internal Brand Consistency Model and Mimamsa Experience Model we audit, evaluate and design a branded ecosystem that enable organisations to converse with clarity and connect with consistency with all stakeholders - current and future.

We practice an integrated process of research, development and crafting to build a collaborative framework pertinent to a defined environment and ecosystem to grow people, brands, businesses and profits.

AN INDEPENDENT INNOVATION FIRM

tÉ= ÅçJÅêÉ~íÉI= ÅçJÉîçäîÉ=~åÇ= ÅçJÅê~Ñí= ~ëëÉíë= íÜ~í=Éå~ÄäÉ= çêÖ~åáë~íáçåë= íç==ÅçåîÉêëÉ= ïáíÜ= Åä~êáíó= ~åÇ=ÅçååÉÅí= ïáíÜ= ÅçåëáëíÉåÅó=ïáíÜ=ÉîÉêó=ëí~âÉ=ÜçäÇÉêK

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A Mimamsa Thought

WHAT WE DO/// WE CREATE ROBUST BRAND ECOSYSTEMS

BRAND INNOVATIONBRAND BEHAVIOURSBRAND EXPERIENCEInnovation is the new word for success. The discipline of innovation is emerging today because innovation is needed to drive market growth, but despite its pervasiveness and demand, innovation is an elusive concept. Innovation is a complex, multi-disciplinary activity that involves all the functions of an organisation, in-addition to its clients, suppliers, and its customers. We collaborate with organisations in their effort to answer the question- How should companies seeking to increase their innovative capacity make decisions regarding innovation-directed structures?=

In a world of commoditisation, organisations are realising their key asset today are their employees. It is not the products or services that make the difference but employee behaviour, actions and beliefs. Despite this, employee engagement is at its lowest. The journey of market success and brand differentiation is a journey of employee participation. Employee today is not just the first customer, he is also the first promoter and the first creator. Our engagement model brings the aspiration of organisations and employees on a common platform to energise internal culture with creativity and inspiration.

Brands today need to reinvent themselves and work towards creating memorable experiences for a relevant audience. The customer segments can no longer be identified just on the basis of traditional demographic or functional dimensions. Organisations today need to segment basis experience expectations. Brands must own experiences and bui ld differentiations in the market place basis these unique experience promises. We help brands identify symbols and meaning by strategising around all “The five senses” to create differentiated experience promise

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A Mimamsa Thought

If you would want to know more

about us or would like to

connect with us you will find our details on

the next slide

All images for this presentation have been courtesy www.freepik.com

A Mimamsa Thought

thought collaborators

Raman Kalia Managing Partner

Mobile: +91 9742223518 e-mail: rmnkalia@gmail.com

skype: rmnkalia blog: mimamsaconsult.com

@ Copyright 2014, Mimamsa Consulting, Bangalore

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