This paper encapsulates the importance of Digital Strategy in building a brand and providing the fuel to fire growth in enterprise businesses. Gone are the days when online channels were used as mere travel booking tools. As we move into an era of the hyper connected world, businesses can no longer see technology in isolation. High expectations of ‘digitally aware’ travelers and the large amount of information available pose a unique challenge. Enterprises need to analyze if they have really been able to derive maximum potential from this digital surge, and turn it into a competitive advantage in their favor.

1. www.niit-tech.com
NIIT Technologies White Paper
Building Next-Gen Enterprise
Using Digital Transformation
Building Next-Gen Enterprise
Using Digital Transformation

2. CONTENTS
Enabling you to etch out a new strategy 4
Key components 4
Defining a framework 5
Digital possibilities 5
Conclusion 6
Imperatives of digital strategy 6

3. TRANSPORTATION
JOURNEYJOURNEY
TRANSPORTATION
TRANSPORTATION
TRANSPORTATION
TRAVEL
TRAVEL
TRAVEL
TRAVEL
TRAVEL
TOUR
GUIDE
GUIDE
GUIDE
CARGO
CARGOCARGO
CARGO CARGO
LOGISTICS
LOGISTICS
PACKAGING
Alternate channels such as kiosks, in flight entertainment and
social channels are also picking up, compelling airlines to provide
cross-channel integration and channel synchronization.
The airline industry is at an important crossroad as the need to
provide better customer experience is leading to the convergence
of physical and digital technologies. The challenge of planning for
a post-digital reality is already upon it. Airlines wish to stay in
control and take advantage of direct connect with customers in
order to stay ahead of the competition.
Product un-bundling and extension continue to be the way forward
for the e-commerce industry. Airlines have also started to realize
the additional revenue opportunities emerging from ancillary sales
and merchandizing, and will continue to derive revenues in future
too. Commercial and marketing departments are striving to
increase share of sales through direct channels to reduce
distribution costs.
Airlines’ digital channels are creating fresh opportunities and are a
fundamental source of inspiration for new travels. Search remains
vital to leisure and business travelers as they seek a variety of
content and information. An interesting idea, from the initial
awareness phase to consideration and booking, can stay on top of
the mind of travelers. A superior customer experience with rich
functionality will lead to brand stickiness and ultimately help in
building customer confidence. Airlines need to start engaging
customers at this point and keep them enticed with the brand by
extending services and products that suit their preferences,
context and past history. Organizations need to analyze customers
and segment them so that they can offer services and products
relevant to the respective segments. This increases the probability
of customers buying more services. Making it a two-way affair is
important to engage customers and enable the industry to develop
better products and services.
Organizations understand the importance of digital influence in
improving customer service and corporate efficiency. Travel
industry is not far behind in acknowledging the fact that technology
can play a significant role in today’s digitally empowered world.
However, companies lack clarityon how to apply and deliver this
digitization. High expectations of ‘digitally aware’ travelers and the
large amount of information available pose a unique challenge. As
we move into an era of the hyper connected world, businesses can
no longer see technology in isolation. Companies need to analyze if
they have really been able to derive maximum potential from this
digital surge, and turn it into a competitive advantage in their favor.
Gone are the days when online channels were used as mere travel
booking tools. Today’s customers demand more. They want to
make informed decisions, on devices of their choice. With the
advent of new devices and technologies, modern customers are
well connected, more informed and technologically empowered.
Airlines and travel companies are trying hard to reach out to the
customers to provide context sensitive information throughout
their travel lifecycle. The immediate pressure is to deliver
information and support engagement on multiple channels. The
emphasis is increasingly on refining customers’ travel experience,
in the context of their complete journey; how to engage with them
throughout the journey at relevant touch points, to provide a better
experience. The Internet and mobile channels are the closest to
customers and they used igital technologies to contextually locate
restaurants, friends, jobs, and even plan and manage travels.
3
Planning The Day Before
10 Minutes

4. These factors, coupled with the need for airlines to invest in a
multi-channel approach to offer a homogenous interface to access
information through various simple and easy-to-use touch points,
call for a holistic approach to handle the digital aspects of
interfacing with customers.
Digital transformation convenes organizations to change more than
just technology. With changing business needs, economic
uncertainty, poor business-IT alignment, mergers and acquisitions,
and compliance pressures, organizations turn into a hub of
hundreds of legacy, sub-optimal and sometimes redundant
processes and supporting applications, information silos, and
incompatible technologies. Business agility and the need to stay
abreast with competition call for immediate changes to such
systems. These changes when done in an unplanned and
unstandardized manner, lead to redundancies, duplication of effort
and at times, business failures. It ultimately affects the bottom line
and results in dissatisfied customers. Organizations need to
continuously analyze their applications portfolio for business value,
delivery potential and reduced cost of ownership.
Enabling you to etch out a new
strategy
With our experience of working with clients in airlines and travel,
insights from research across multiple industries, and engagement
with air transport industry bodies and vendors, we believe that a
digital transformation strategy that seeks to exploit unique
opportunities in digital domain while integrating the physical with
the digital, will help airlines to come up with newer and better value
propositions, revenue models, and operating models.
To help airlines in their journey from digital presence to digital
excellence, NIIT Technologies has developed a unique Digital
Strategy Consulting Solution. Our solution is a multi-dimensional
model that can be used as a framework to assess your
organization’s objectives, goals, current state of maturity of
business processes and IT systems, identify gaps and help you to
plan and implement essential capabilities in a staged manner.
Our Current state assessment model will focus on key airline
functions and business processes in the area of the eCommerce
and distribution and benchmark the organization’s current maturity
level within those business areas. We have included key airline
industry trends for future and coupled it with our experience of
having worked with several airlines in the area of improving their
B2C and B2B distribution in formation of this model. The model
would be tailored for based on the organization’s business
objectives and drivers.
Key components
• Channel Maturity: This would evaluate the maturity of your
website, mobile, social, kiosk, IFE, and other channels in terms
of functionalities and if they are in line with the industry and
futuristic vision of your organization.
Advent of mobility and social media are acting as catalyst in this
direction. Selling products is gradually, but definitely turning into an
emotional affair. Studies reveal that social influence has substantially
picked up when it comes to travel inspiration and planning.
4
Source: Google - The 2013 Traveler
12
Family, friends or colleagues
Internet
62 %
61 %TV 39 %
Source of Inspiration
Channel
Maturity
Merchandizing
Personalized
Interaction
Social
Media &
Gamification
Channel
Compatibility
Distribution
Actionable
nalytics
Digital
Strategy
Key components of Digital Strategy Model

5. • Study of Business Framework and Current State Analysis:
This includes defining your digital strategy aligned with business
objectives and drivers, and digital assessment of your business
and IT systems.
• Gap Analysis, Assessment and Target State Definition: This
includes defining your to-be business and technical architecture
landscape and performing gap analysis. Further, our experts will
evaluate candidate solutions to close the gaps.
• Roadmap and Recommendations: Based on your business
imperatives, our consultants will devise a ‘Solution & Vendor
Strategy’ and ‘Execution Approach’ along with ‘High Level Plan’
to implement your digital strategy.
We will also help you develop a tailored roadmap for your digital
initiatives, based on your priorities and current competencies. In
this journey, NIIT Technologies is willing to participate as an
accountable partner and help you with both, consulting and
delivery of ‘Digital Services’ for your strategy.
Digital possibilities
Digital Transformation will provide the following benefits:
• Unlocking customer value by providing personalized offers and
merchandizing, resulting in increased revenues and ancillary sales.
• Increased direct distribution share leading to higher profits
• Superior customer experience and functionality leading to brand
stickiness and domination over competition. These may include
increased leads to business (L2B), increased active customer
profiles, and year-on-year growth in digital distribution share.
• Optimized business processes and efficient medium and long
term strategy for IT modernization resulting in scalability and
agility to change according to business and market
requirements, and advances in technology.
• Merchandizing: This focuses on the ability of your organization
to sell ancillaries and non-air products through various channels
and identifies opportunities to up-sell and cross-sell products so
as to expedite your revenue generation goals. Our assessment
will help you identify potential business processes that can be
enhanced for merchandizing capabilities.
• Personalized Interaction: It checks for personalization of
various business processes, so as to offer specific products and
services that have greater potential of being purchased by
customers. This can be achieved by displaying context relevant
content with better customer analytics capabilities.
• Social Media and Gamification: Social analysis will lead to
social integration capabilities within your business processes, for
better customer understanding and servicing them through a
medium that is most comfortable to them.
• Channel Compatibility: Channel compatibility evaluates
interoperability of channels, in terms of seamless shift between
channels to complete transactions, like creating a booking via
agency on GDS and managing the booking via airline website. It
further encompasses latest in technological advances like
Responsive design and integrated content management.
• Distribution: Distribution caters to ability of the organization to
B2B agency, corporate and OTA distribution capabilities and
organization’s focus on new industry trends like NDC
• Actionable Analytics: Analytics is one of the key decision
making input in all business processes and evaluates Airline’s
capabilities in analyzing and predicting on personal, sales and
channel specific quadrants.
Defining a framework
5
Business Framework & Current State Analysis
Gap Analysis, Digital and IT Assessment
Target State Definition
Roadmap and Recommendations

6. • Ownership: Airlines need to identify correct stakeholders who
would continually drive digital strategy initiates within he enterprise
• Organizational agility to radical approaches and
experimentation ability: Leverage partnerships with airline
industry experts. Identify and choose right technologies that can
help in transformation.
• Continuous improvement approach: Need quick response
and partners who are willing to take the plunge with you.
Conclusion
Digital Strategy is not an overnight success mantra; it involves a
continuous learning and implementation process.
Imperatives of digital strategy
• Alignment of digital strategy with business objectives:
Identify valid stakeholders from business, marketing and IT to
manage innovation and efficiency. Understand what you want
to achieve.
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Write to us at marketing@niit-tech.com www.niit-tech.com
NIIT Technologies is a leading IT solutions organization, servicing customers in North America,
Europe, Asia and Australia. It offers services in Application Development and Maintenance,
Enterprise Solutions including Managed Services and Business Process Outsourcing to
organizations in the Financial Services, Travel & Transportation, Manufacturing/Distribution, and
Government sectors. With employees over 8,000 professionals, NIIT Technologies follows global
standards of software development processes.
Over the years the Company has forged extremely rewarding relationships with global majors, a
testimony to mutual commitment and its ability to retain marquee clients, drawing repeat
business from them. NIIT Technologies has been able to scale its interactions with marquee
clients in the BFSI sector, the Travel Transport & Logistics and Manufacturing & Distribution, into
extremely meaningful, multi-year "collaborations.
NIIT Technologies follows global standards of development, which include ISO 9001:2000
Certification, assessment at Level 5 for SEI-CMMi version 1.2 and ISO 27001 information
security management certification. Its data center operations are assessed at the international
ISO 20000 IT management standards.
About NIIT Technologies
NIIT Technologies Limited
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A leading IT solutions organization | 21 locations and 16 countries | 8000 professionals | Level 5 of SEI-CMMi, ver1.2
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