Ian Dawkins - Session D: Contextual engagement at 30,000 feet - the new personalized onboard experience?

Event app http://eventmobi.com/atis2015

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2015 AIR TRANSPORT IT SUMMIT

Arthur Calderwood

Senior Vice President

Marketing & Sales Operations

SITA

• 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

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

Insight Session B

• How technology influences behaviour

• 83% of air travelers now travel with a Smartphone

• Human factors in technology adoption

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

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

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Deadline for submission

Thursday

13:30


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READY FOR THE CONNECTED TRAVELER?

INSIGHT SESSIONS

ARE AIRLINES READY

TO CONNECT WITH

TRAVELERS?

Moderated by: Max Kingsley-Jones

Editor of Airline Business and

Flightglobal’s Executive Director

Content

Airport IT Trends

Baggage Report

Airline IT Trends

Passenger IT

Trends

AIR TRANSPORT IT TREND SURVEYS

AND REPORTS

REPRESENTING OVER 50% OF GLOBAL

PASSENGER TRAFFIC

AIRLINE IT

TRENDS

SURVEY 2015

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

Nigel Pickford

Director, Market Insight,

SITA

ARE AIRLINES READY TO CONNECT WITH TRAVELERS?

ARE AIRLINES READY TO...

Tailor my trip? Ease my anxiety?

Keep me posted?

READY TO...TAILOR MY TRIP?

• Shopping

• Booking

• Entertainment

• Eating &

drinking

• Relaxing

• Investment

• Booking channels

• Shopping

channels &

services

• In-flight services

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%

33% INCREASE IN BOOKINGS VIA APPS

EXPECTED NEXT YEAR

OMNI-CHANNEL SHOPPING TO

MATURE BY 2018

ACTIVITIES MOST VALUED DURING

DWELL TIME & ON-BOARD

PASSENGER APPS TODAY

100%

75%

50%

25%

% of airlines offering services

MUCH MORE FOCUS ON APPS &

CHOICE IN-FLIGHT PLANNED BY 2018

100%

75%

% of airlines offering services

TRUE PERSONALISATION DEPENDS

ON GOOD DATA

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

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

READY TO...EASE MY ANXIETY?

• On departure

• In-flight

• On arrival

• Check-in

• Bag-drop

• Bag collection

EMOTIONAL EXTREMES DURING

THE JOURNEY

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…

PASSENGERS PREFER STAFFED BAG-DROP

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

ARE AIRLINES READY TO...EASE TRAVELERANXIETY?

• 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

ARE AIRLINES READY TO...EASE TRAVELER ANXIETY?

PANEL DISCUSSION






READY TO...KEEP ME POSTED?

• Real-time

information

• Bag tracking

services

• Integrated

communication

services

• Location-based

communications

• Tablets for direct

contact

UPDATES STILL TOP 2 PASSENGER DEMANDS

FOR NEW AIRPORT SERVICES

LOCATION: THE NEXT DRIVER FOR IMPROVED

COMMUNICATIONS

PERSONAL CUSTOMER SERVICE:

TODAY’S USAGE OF STAFF DEVICES

100%

75%

50%

100%

75%

50%

25%

MASSIVE GROWTH IN USE OF STAFF TABLETS

BY 2018

100%

75%

50%

25%

100%

75%

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

58% OF AIRLINES RUNNING ‘INTERNET OF

THINGS’ PROGRAMES BY 2018

IoT

ARE BEACONS THE FIRST STEP FOR IoT?IoT

BEACONS END TO END?IoT

LOCATION, LOCATION, LOCATION

IMPORTANT FOR OVER 33% OF AIRLINES BY 2018

IoT

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

IS THE INTERNET OF THINGS SET TO TRANSFORM THE PASSENGER EXPERIENCE?

PANEL DISCUSSION






Download the 2015 Airline IT

Trends Survey at:

www.sita.aero/surveys

Thank you


INSIGHT SESSIONS

WIN AN

APPLE

WATCH


Thursday

13:30

BREAK



INSIGHT SESSIONS

TRAVELERS &

TECHNOLOGY:

IT’S AN EMOTIONAL

JOURNEY

Moderated byCatherine Mayer

Vice President, SITA

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)

2015 PASSENGERIT TRENDS SURVEY

Renaud Irminger

Director of SITA Lab,

SITA

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

WHAT IS THE

EFFECT OF

TECHNOLOGY USAGE

ON PASSENGER’S

EMOTIONS ?

SITA BAG

JOURNEY

GEOLOCATION+

MAPS

NFC

MOBILE

BIOMETRICS

SITA FLIFO API

81 | Insight Sessions SITA IT Summit 2015 | Confidential | © SITA 2015

FLIGHT INFORMATION IS AN ISSUE TODAY

From 2 “best” airport apps

From 2 “best” airline apps

82

FLIFO CAN BE MADE RIGHT

EASYJET HOST –

POWERED BY SITA FLIFO API

SCAN PHONE FOR ACCESS

NFC BOARDING PASSES

NFC VIP CARDS

MOBILE ID / MOBILE BIOMETRICS

MAR 2011: CPH and SITA NOV 2011: Google Maps SFO JUN 2014: Apple Map SAN

MAPS, BEACONS AND PROXIMITY SERVICES

PASSENGER APPRECIATE STAFF WITH SUPER POWERS

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

2015 Passenger

IT trends Survey:

Mobile is

• 26% of bookings

• 11 % of check-insFacebook is 83% mobile

(March 2015)

AIR TRANSPORT

MOBILE ADOPTION

HAS ROOM FOR

IMPROVEMENTS

• 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


INSIGHT SESSIONS

THE BENEFITS OF DIGITALIZING THE CONTACT WITH THE PASSENGER

Michael Zaddach

Senior Vice President IT,

Flughafen München GmbH

•

•

•

•

•

•

•

•

•

•

•

49% 51%

•

•

•

•

•

•

•

•

•

•

•

•

•

•

•

•

•

•

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

# of validated customer contacts

# of validated customer contacts (push)

0

2,000

4,000

6,000

8,000

10,000

12,000# of WiFi sessions per day

•

•

•

•

•

•

•

•

•

•

•

•


INSIGHT SESSIONS

TRAVELERS & TECHNOLOGY: IT’S AN EMOTIONAL JOURNEY

Gilles Brentini

Innovation Manager IT-Airport,

Genève Aéroport

Gilles Brentini – Innovation Manager IT-Airport – June 2015

Travelers & technology : it's an emotional

journey

Innovation IT-Airport

@

Genève Aéroport

Why is a Customer LOYAL ?

Loyalty

Satisfaction

Attractive Offer

Comfort

Customer Relationship

Interdependency

Innovation

Anticipate

needs

Another

Experience

…and it does work !

ITC’s 3 Categories of Innovations

Dream

Innovation

PragmaticSurvival

Safety

Social

Esteem

Accomplishment

…that fulfill different needs ! S

atis

factio

n

Anoth

er

Experie

nce

Antic

ipate

Needs

Innovation – GVApp

GVApp – Our mobile APP on IOS & Androïd

BEFORE AFTER

So

urc

e : A

led

Le

wis

–T

oy C

on

fid

en

tial-

htt

p:/

/ww

w.t

oyco

nfid

en

tia

l.co

m/

125

126

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

EasyPorter Concept – Innokick winner !

Trolley as an

«Autonomous Guide»

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 !

…how can I help YOU !

Welcome to Geneva…

http://www.gva.ch/fr/desktopdefault.aspx

http://www.gva.ch/fr/desktopdefault.aspx

Our Assistant ! Robbi

Inside Robbi…

Front View Back View

Monitoring – Live + e-mail

Media ?

Navigation

Passengers’ Acceptation

Robot in public environment ?

Sector

Industry

Public

UtilityProved Still to demonstrate

Competition or Facilitator?

http://www.nma.gov.au/engage-learn/robot-tours

http://videos.tf1.fr/jt-20h/2014/les-touristes-de-seville-

guides-par-un-droide-8453447.html



http://videos.tf1.fr/jt-20h/2014/les-touristes-de-seville-guides-par-un-droide-8453447.html

http://videos.tf1.fr/jt-20h/2014/les-touristes-de-seville-guides-par-un-droide-8453447.html

Hotels in

Japan

Role : Check-

In

Shops

Information Robots

To be or not to be … Humanoid ?

Also in our industry !

“Interactive forums on key new

trends and topics, including :

• Mobile and Wearable

Technology,

• Robotics and AI,

• and Cabin Connectivity.”

Drone

Test

with

Follow Genève Aéroport on :

To contact me : [email protected]

mailto:[email protected]


INSIGHT SESSIONS

EMOTION DETECTION IN SOCIAL MEDIA

Pearl Pu

Human Computer Interaction Group

(EPFL)

Emotion Detection in Social MediaSchool of Computer and

Communication Sciences

EPFL

Pearl Pu

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

http://nobaproject.com/modules/functions-of-emotions

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

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)

rererere

rere

rerere

rerere

rere

Ekman’s 6 emotions

Ekman, An argument for basic emotions, 1992

rererere

rere

rerere

rerere

rere

Plutchik Wheel

Plutchik, The Nature of Emotions, 2001

Geneva Emotion Wheel

PositiveNegative

High

Control

Low

Control

Skin temperature

Facial expression

Gesture

Voice

Text

How do we detect emotion?

Digimind Evolution (2003)

http://www.digimind.com/

http://www.digimind.com/

168

EmotionWatch - EPFL

Our objective

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 emotions Several emotions

Human Computation Task

Emotion LabelHappiness, Anger, Fear, No

emotion…

Emotion StrengthLow, Medium, High

Constructed Lexicon OlympLex

• 3193 terms with attached emotion distributions

• Examples (per quadrant)

Anger, Disgust, Scorn, …

unfair, mad, ugh, annoyed,

ticked off, idiots, slap, offended,

epicfail, …

Pride, Happiness, Interest, …

bravo, champions, my girl, hero,

woohoo, sohappy, good job,

yessss, …

ouch, noooo, eek, tough to

watch, heartbroken, feel so bad,

fearful, …

Sadness, Fear, Pity, …

astounded, luv u, incredible

talent, omg, marry me, desiring,

amaze, …

Love, Surprise, Awe, …

Detecting emotion in social media helps us

understand users’perception & attitudes

Conclusion

• 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

Q&A

SITA SC 70TH ANNUAL GENERAL ASSEMBLY

Commences at 14:00

Auditorium Baobab

SITA MEMBERS ONLY

LUNCH



INSIGHT SESSIONS

CREATING A SENSE

OF PLACE:

AIRPORTS GET

PERSONAL

Moderated by

Matthys Serfontein

VP Airport Solution Line,

SITA

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

CREATING ASENSE OF PLACE

Robert O’Meara

Director, Media &

Communications,

ACI EUROPE


INSIGHT SESSIONS

CREATING A REAL SENSE OF PLACE

Piet Demunter

Director Strategic Development,


Pedro Casimiro

Manager Ground Product &

Ground Processes,

Brussels Airlines

Creating a real sense of place

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’.

Connector: a new landmark

Improving premises

Automated Border control as of mid 2015

Improving premises

Automated Boarding, trials in 2015

Improving premises

Long Haul Brussels Airlines lounge – Sunrise Lounge

Improving premises

New Brussels Airlines lounges - The Loft

Improving premises

New aircraft interiors

Improving premises

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

New gate seating with comfort and functionality


New Brussels Airlines products


Alternative Check-In & Automated Drop-off


• 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

Home Printed Bag Tags and Permanent Tags


• 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

Airport crew as ‘face’ of Brussels Airport

Improving people

Airport Crew is crucial+ Shop staff + F&D staff + Cleaning staff + ….

We go the extra smile

Improving people

Going for the WOW factor through emotions

Customer Experience Management

Source: ACI EUROPE’s ‘Guidelines for passenger services at European airports’.

Emotions by introducing memorable moments

WOW moments

Emotions by introducing sense of place: Belgium

WOW moments

Tintin aircraft and high tech lounge

WOW moments


INSIGHT SESSIONS

CONNECTINGPEOPLE AND CULTURES

Airports, creating a sense of place

Carlos Kaduoka

Director, Airport Solution Line,

SITA

AGENDA

• Creating a sense of place

• Singapore Changi

• Mumbai International Airport Terminal 2

• New Mexico City International Airport

• The role of technology

• Closing remarks

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”

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

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

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

CREATING A SENSE OF PLACE: THE ROLE

OF TECHNOLOGY

• Self-service

• Processing flexibility

• Early check-in

• Biometric identification

• Seamless

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

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

• Robert O’Meara, Director, Media & Communications, ACI EUROPE

• Piet Demunter, Director Strategic Development,


• Pedro Casimiro, Manager Ground Product and Ground Processes,

Brussels Airlines

• Carlos Kaduoka, Director, Airport Solution Line, SITA

PANEL DISCUSSION

Q&A


INSIGHT SESSIONS

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

WIN AN

APPLE

WATCH


Thursday

13:30

BREAK



INSIGHT SESSIONS

CONTEXTUAL

ENGAGEMENT AT

30,000 FEET: THE NEW

PERSONALIZED ON-

BOARD EXPERIENCE?

Moderated by

Nigel Pickford

Director, Market Insight

SITA

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?

HOW CAN WE IMPROVE THEFLYING EXPERIENCE?

Tim Grosser

Head of Digital Transformation

IATA

SkyZen, Helping you fly better

How can we improve the flying experience?

The answer is already

in the passengers hands

(or on their arms…)

Data Points

Wearable Technology

Today

Sleep

Activity

Heart Rate

Future

Hydration

Fall Detection

Blood Oxygen

Blood Sugar…

The segment is growing

Solution

Wearable

Data

Flight

Data

iPhone App

Integrates with Jawbone

Records Activity & Sleep

Rate my flight “Emoji's”

Next Release Apple Watch & Fitbit

Heart Rate, and

Android

Personalized Travel Insights

Tim Grosser

Head of Digital Transformation

IATA

[email protected]

+ 41 79 559 7225

mailto:[email protected]


INSIGHT SESSIONS

A CLIENT-CENTRIC DESIGN FOR INTERNET ON AIR

Michel Duléry

Client Service Director,

DigitasLBi

DigitasLBi

J u n e 1 7 t h , 2 0 1 5

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

A FEW WOR DS ABOUT D IG I TASL B I

T H E F I R S T W O R L DW I D E D I G I TA L N E T W O R K

+ 6 0 0 0 P E O P L E – 4 8 O F F I C E S

WHAT’S NEXT

BUILDING

PLATFORMS

CREATING

BRAND

ENGAGEMENT

INNOVATING

SERVICE

CONNECTING

COMMERCE

• Social Media

• Advertising Campaigns

• Content creation &

distribution

• Real time marketing

• Web platforms

• Tablets

• Mobile Apps

• Intranet

• CRM

• Service Design

• Research and

innovation prototypes

• eCommerce

Strategies

• Retail transformation

• Cross Channel

solutions

SSII TECHNOLOGY LABS

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

•

•

WHY NOT IN THE AIR?THE NEW CONNECTED SPACE

INTERNET ON A I R TOWARDS

BEST- I N- CL ASS EXPER I ENCE

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.

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

USER FLOW WITHOUT IN-FLIGHT WI-FI

SECUITY LUGGAGE OUTSIDE STAYTAKE OFF. CRUISE ATT

AB

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

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

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

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

PERSONAS THINKING

DIFFERENT PEOPLE, DIFFERENT JOURNEY


PERSONAS THINKING

SCENARII OF BUSINESS MODELS


FREE FREEMIUM PAID

BUSINESS

MODELS

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

1

23

5

6

4

7

EXAMPLE OF SHOPPING EXPERIENCE SCENARIO

FROM ANOTHER INDUSTRY

1

2

4

3

5



1

4

2

3



Internet ON AIR

Five steps journey outcome, limited to the onboard experience

Splash ScreenSign in /

Sign up

Browsing

before purchase

Purchase Free/PaidBrowsing after

purchaseRepurchase

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

WHAT ’S NEXT

TODAY, DIGITAL IS AT THE CORE OF NEW USAGES

SHARE MOVE STAY

FACEBOOK UBER AIRBNB

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.

3ESSEN

TIA

L PRIN

CIPLES

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

THANK YOU


INSIGHT SESSIONS

CONTEXTUAL

ENGAGEMENTS

AT 30’000 FEET

Ian Dawkins

CEO,

SITA OnAir

Ian Dawkins

SITA IT Summit 17 June 2015

Contextual engagements

at 30’000 feet

Connectivity starts with

passengers1

BEFORE BOARDINGIN FLIGHT

INFLIGHT GETTING OFF THE AIRCRAFT

Wi-Fi Internet is an essential amenity

Usage and expectations towards connectivity have evolved exponentially with the

new technologies and devices

© SITAONAIR 2015

Personal devices for all passengers

© SITAONAIR 2015

97% of passengers carry a PED onboard and they want it connected

Digital omnivores are always connected

© SITAONAIR 2015

The connectivity passengers expect onboard

© SITAONAIR 2015

Internet OnAir OnAir Play Mobile OnAir

• Check social media, email and surf the web

• Talk, text and tweet with inflight mobile services

• Watch movies, listen to music and receive news updates

FREE

Boost service adoption and

usage with matching trends in

Wi-Fi hotspot on the ground

User centric design enables tailored and

responsive experience for each passengers

regarding his global usage of Internet

Passenger connectivity as key point

of contact within passenger journey

before, during and after the flight

© SITAONAIR 2015

Free of charge

inflight Wi-Fi

Personalised user

experience

Integrated tool for digital

airlines programs

Match expectations and turn passenger benefits into

Airlines USP

Internet OnAir – Concept in motion

© SITAONAIR 2015

http://invis.io/JX35M0RKR

http://invis.io/JX35M0RKR

A good onboard experience is critical

© SITAONAIR 2015

Connectivity links

passengers and crew2

© SITAONAIR 2015

Connectivity enhanced customer service

© SITAONAIR 2015

CrewTab Crew

Services

• Personalize the passenger and crew interaction with

real-time information

• Help create seamless passenger journeys by

automating flight and ground services using real-

time data, for example en-route baggage information

• Real-time credit card authorization

• Reduction in paperwork and automation of reporting

Crew Retail Device

Management

Cabin Crew solutions

© SITAONAIR 2015

• 2,000 SITA OnAir iPad minis™ deployed across

the entire fleet

• Live customer data means enhanced customer

service

• Inventory management and live operational data

improves efficiency

• Digitizing paperwork, reducing weight and

streamlining back-office admin increases

accuracy and reduces costs

CrewTablets - Aeroflot

© SITAONAIR 2015

• More technology makes for

a happier passenger

• Next generation customer

service management tool

• CrewTab interacting with

passenger in-seat IFE or W-

IFE in a two-way

communication channel

• Passenger briefings

• Video announcements

• Passengers requests

CrewTablets:

interaction between crew and passenger

© SITAONAIR 2015

EFB EFB Weather

Services

• Improves flight safety and

efficiency

• Increases passenger

comfort

• Provides a better passenger

journey

Streamlined cockpit operations

Enhancing flight operations

© SITAONAIR 2015

AIRCOM

FlightMessenger

AIRCOM

FlightPlanner

AIRCOM

FlightTracker

AIRCOM

InformationServices

A real flight tracking product deployed

• Safety is paramount for airlines and their

passengers

• Air traffic control data is re-purposed to track aircraft

so airlines can:

− Follow aircraft positions

− Identify unexpected deviations

− Guaranteed tracking at 15 minute intervals, or

shorter

• Free flight tracking reporting during emergency for

SITA member customers

© SITAONAIR 2015

FlightTracker in motion

© SITAONAIR 2015

Live streaming of ‘Black Box’ data

• On-going trial with a major

European airline

• Immediate access to flight

data improves flight safety

and efficiency

• virtual Quick Access

Recorder (vQAR) data

transmitted during the flight− over 2,000 flight parameters can

be sent direct in real time to flight

operations

© SITAONAIR 2015

Flight Deck Crew

Ground Handling Flight Ops Maintenance

In-flight connectivity Cabin crew

Aircraft health and maintenance solutions

© SITAONAIR 2015

Aircraft Health

Management

Digital

Maintenance

Aircraft Data /

vQAR

• Analysis of real-time aircraft data, avoiding

unplanned maintenance during turnaround and

improving reporting.

• Reduce maintenance time by automating

aircraft data distribution to support software part

updates.

• Ultimately provides a better passenger journey

Nose-to-tail connectivity

makes for a better

passenger journey

3

Narrowing the gaps in the experience

© SITAONAIR 2015

The user

• Understanding the needs the make it useful

• Make it attractive and desirable

• Design functions to make it useable

Our role

• Make it findable

• Make it Credible

• Make it Valuable

The connected aircraft provides nose-to-tail solutions

Aircraft Communications & Information Services

© SITAONAIR 2015

Flight OperationsCockpit CrewCabin CrewPassenger Aircraft Air Traffic Control

LINK ONAIR

Satellite inflight connectivity

AIRCRAFT OPERATIONAL COMMUNICATIONS

VHF, VDL2, Satellite aero connectivity

GATELINK

Wi-Fi at airport gate

SITA ONAIR GROUND INFRASTRUCTURE

OnAir network, AIRCOM ServerPlatform, AIRCOM ATN

Air framers ATC Airlines OEMs MRO

Data Distribution Services

Content

providers

© SITAONAIR 2015

The connected aircraft provides nose-to-tail solutions

© SITAONAIR 2015

Are you ready for the connected traveller?

Visit us at the demo area in the exhibition area

Simply connect to

www.sitaonair.aero

Ian Dawkins

CEO

SITA OnAir

71, av. Louis Casaï, PO Box 42

1216 Cointrin, Geneva, Switzerland

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

Q&A


INSIGHT SESSIONS

HOUSEKEEPING

08:00 Welcome Coffee (Redwood, Exhibition)

08:30 Air Transport IT Summit commences,

Auditorium Canopee

CHECK-OUT TIMES TOMORROW

Dolce La Hulpe: Check-out before 10:00

Château du Lac: Check-out before 11:00

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

GALA DINNER

(Chateau du Lac)

COACHES AT 19:00



INSIGHT SESSIONS