Are airports ready to connect with travelers emotionally

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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

WIN AN
APPLE
WATCH
Deadline for submission
Thursday
13:30

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,
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 TRAVELER
ANXIETY?
• 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

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

BREAK

TRAVELERS &
TECHNOLOGY:
IT’S AN EMOTIONAL
JOURNEY
Moderated by
Catherine 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 PASSENGER
IT 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

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-ins
Facebook 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

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

•
•
•
•
•
•
•
•

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

ITC’s 3 Categories of Innovations
Dream
Innovation
PragmaticSurvival
Safety
Social
Esteem
Accomplishment
…that fulfill different needs !
Satisfaction
Another
Experience
Anticipate
Needs

GVApp – Our mobile APP on IOS & Androïd

Source:AledLewis–ToyConfidential-http://www.toyconfidential.com/

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…

Inside Robbi…
Front View Back View

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

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.”

Follow Genève Aéroport on :
To contact me : gilles.brentini@gva.ch

EMOTION DETECTION
IN SOCIAL MEDIA
Pearl Pu
Human Computer Interaction Group
(EPFL)

Emotion Detection in Social Media
School 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

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/

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 emotionsSeveral emotions

Human Computation Task
Emotion Label
Happiness, Anger, Fear, No
emotion…
Emotion Strength
Low, 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

SITA SC 70TH ANNUAL GENERAL ASSEMBLY
Commences at 14:00
Auditorium Baobab
SITA MEMBERS ONLY

LUNCH

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 A
SENSE OF PLACE
Robert O’Meara
Director, Media &
Communications,
ACI EUROPE

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

CONNECTING
PEOPLE 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

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

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 THE
FLYING 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…)

Wearable Technology
 Today
 Sleep
 Activity
 Heart Rate
 Future
 Hydration
 Fall Detection
 Blood Oxygen
 Blood Sugar…

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

Tim Grosser
Head of Digital Transformation
IATA
grossert@iata.org
+ 41 79 559 7225

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 F EW WO R D S A BO UT D I GI TA S L BI

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

I NTER NET ON AI R TOWAR DS
BES T- I N- CL AS S 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
A B
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
2
3
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 Screen
Sign in /
Sign up
Browsing
before purchase
Purchase Free/Paid
Browsing after
purchase
Repurchase
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

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.
3ESSENTIALPRINCIPLES

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

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
passengers
1

BEFORE BOARDING IN 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

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

Connectivity links
passengers and crew
2

© 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

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

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

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

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
(Chateau du Lac)
COACHES AT 19:00

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