Today's airlines are faced with multiple challenges. They have to manage complex system environments and ever-changing demands. At the same time they must increase efficiency, decrease costs, and generate additional revenue. On top of this, passenger satisfaction and loyalty have to be maintained

1. <Insert Picture Here>
Flying into the Future
Building a Service Orientated Airline
Michael Parsons – Consulting Senior Practice Director

2. The following is intended to outline our general
product direction. It is intended for information
purposes only, and may not be incorporated into any
contract. It is not a commitment to deliver any
material, code, or functionality, and should not be
relied upon in making purchasing decisions.
The development, release, and timing of any
features or functionality described for Oracle’s
products remains at the sole discretion of Oracle.

3. Airlines continue
to face many
challenges
http://www.flickr.com/photos/purplemattfish/

5. Retaining and
growing high
value
customers
http://www.flickr.com/photos/agustinrafaelreyes/

6. “Loyalty will depend on technology”
Maya Leibman President of AAdvantages® American Airlines
http://www.flickr.com/photos/agustinrafaelreyes/

7. Demonstrating
differentiated
value to the consumer
http://www.flickr.com/photos/33465428@N02/

8. United Airlines “Opt” program
helped differentiate them &
delivered $1.1 billion in ancillary
revenues in 2009
http://www.flickr.com/photos/33465428@N02/

10. An aging, fragile
infrastructure that is
difficult to maintain
http://www.flickr.com/photos/heather/

11. A legacy
architecture that
restricts
agility
http://www.flickr.com/photos/tyman/

12. An application spaghetti that is
poorly integrated and
costly to maintain
http://www.flickr.com/photos/tittentem/

14. Airlines are embracing a
service orientated approach

16. Through a number of
SOA entry Points

17. Event
Process Driven
Portals Process
Automation Multi-
B2B
Integration Channel
Applications
Enterprise
Legacy
Application
Sunsetting
Integration
Business Strategic Business
Master Data
Management Integration Business Activity
Transformation Monitoring
SOA
Extending Solution Service
Packaged
Applications Entry Management
Points
Industry or
Developer
Custom Regulatory
Productivity Securing
Application Compliance
Services
Development

18. And using this to
innovate & differentiate

19. Innovate and
Differentiate through
Event Driven Processing

20. A delayed flight event
automatically
pushes information to
all concerned
http://www.flickr.com/photos/swanksalot/

21. Ramp Information:
AA405 delayed 85 minutes.
Deicing required
http://www.flickr.com/photos/flyforfun/

22. Arrivals Notification:
AA405 Delayed Arrival
http://www.flickr.com/photos/juntosworldwide/

23. Innovate and
Differentiate
Delivering an
exceptional customer
experience

24. “Mr Brown, we
apologize but your
flight will be delayed 85
minutes due to bad
weather. We have
booked you onto an
alternative connecting
flight departing JFK at
19:45 and have
informed your hotel of
your late arrival. If you
have any questions or
concerns please reply
to this message. ”
http://www.flickr.com/photos/holtsman/

25. “Mr Brown, we
apologize but your
flight will be delayed 85
minutes due to bad
weather. We have
booked you onto an
alternative connecting
flight departing JFK at
19:45 and have
informed your hotel of
your late arrival. If you
have any questions or
concerns please reply
to this message. ”
http://www.flickr.com/photos/holtsman/

26. "Airline operations are completely event-
oriented as events occur, their impact ripples
throughout the entire system and beyond"
Ramnath Cidambi
manager of middleware engineering and support services at United Airlines

28. Application and Asset Silos
Operations Maint. & Customer Finance
Engineering Support
Customer ID: Customer ID: Customer ID:
Name Name Name
Address Address Address
BOD BOD Bill to Address
Passport # FFP #
PSS MRO FFP FI
Business Business Business Business
Logic Logic Logic Logic
Legacy ERP CRM Finance
Business functionality & information buried in silos … proprietary
interfaces serving the silos

30. Shared Services and Data
Event Communication Management
Management
Operations Maint. & Customer Finance BAM
Engineering Support
Departments
New Business
Processes Canonical Data
Model
Business
Services
PSS MRO FFP FI
Customer ID:
Business Business Business Business
Name
Logic Logic Logic Logic
Address
Bill To Address
BOD
Passport #
FFP#
Legacy ERP CRM Finance
Business functionality and information exposed as
business services … standards-based, shared & reusable services

32. Oracle SOA Platform
POLICY
JDEV MANAGER
EM CEP BAM
BPEL PROCESS MGR
BUSINESS RULES
HUMAN WORKFLOW
SERVICE BUS
DATA INTEGRATOR
ERP MAINFRAME SERVICES DB PARTNERS EVENTS
Adapters & B2B

33. An open system built on
a Service Orientated
Architecture
http://www.flickr.com/photos/loop_oh
/

34. That’s Flexible,
Agile and cross
platform
http://www.flickr.com/photos/audreypenven/

35. Leveraging
existing
systems and
assets
http://www.flickr.com/photos/paul_garland/

36. With the ability to
implement
business
requirements and
services
quickly

37. With a service
focus
thatsets you apart
from the crowd
http://www.flickr.com/photos/jarodcarruthers/

39. Business & Business &
Architecture Architecture
Strategy Strategy
Strategic Drivers SOA Discovery SOA Delivery
Information Organization Information Organization
Infrastructure Governance Infrastructure Governance
Operations, Projects, Operations, Projects,
Administration Portfolios & Administration Portfolios &
& Services & Services
Management Management
Does not have clear Executive
Discovery
roadmap to SOA
Entry implementation
Workshop
Governance
Point
Requires assistance
in defining initial SOA Reference
reference Architecture Reference
architecture to meet Workshop Architecture
strategic vision
Discovery
Meeting Requires assistance Organisation
SOA
to determine & Governance
Governance
strategy for
Workshop SOA
adoption of services
Security
Wants to see how
SOA would apply Service SOA
to their business Discovery Centre of
problems with Workshop Excellence
example services
Commence strategic
SOA Roadmap Service
& implementation
Planning Engineering
projects against
Workshop
strategy vision
Oracle SOA support team