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Presentatie TSi E Commerce
1. Responsive
to change
The changing environment
E-Day, 5 October 2009
2. Professionaliteit door kwaliteit Be responsive to Change
“It is not the strongest of the
species that survives, nor the
most intelligent, but the one that
is most responsive to change.”
- Charles Darwin
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
3. Professionaliteit door kwaliteit Agenda
• Brief introduction TSi
• The 6P’s: The Travel marketing mix in the
changing environment
• ICT Trends and how to use that to your
advantage
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
4. Professionaliteit door kwaliteit TSi brief history
• 1999: Founded Travel Service International with a travel
platform for distribution and reservation of holiday houses
• 2001: Developed a lastminute databank for package holidays
• 2004: the launch of a Travel CRS with full content of over all
major Dutch touroperators
• 2004 Introduced new trade name : TSi Solutions
• 2007: acquired Xentaur websolutions
• 2007: acquired full ownership of Objective travel content
provider “Toeristiek” from Reed Business and Web@Work
from Thomas Cook Netherlands
• Currently specialized in a variety of sophisticated tailor-made
B2B solutions, Content house and B2B2C (web)products for
the travel industry
• More than 120 staff in 4 locations: Purmerend, Enschede,
Groningen and Poland
• More than 1000 customers in the travel industry use one of our
products
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
5. Professionaliteit door kwaliteit 6P’s in the changing environment
The challenges today…..
1.Product - The customer needs are changing>
“One size does NOT fit all anymore “and a more
individual approach needed.
- Customer is in the driver seat >more demanding
2.Place (or distribution)
– internet changed the way of booking and the distribution
of products
– internet offers access to a broader market> an
opportunity as well as a threat >more competition>
difficult to be noticed
– Traditional travel agency has image problem > the
added value is questioned
3.Price - Recession> price sensitivity
– Decision to travel postponed> Last minutes, customer
wants value for money
– Market is more transparent – comparison leads to price
driven offers
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
6. Professionaliteit door kwaliteit The challenges today
4.Personnel
– Recession, last minute trend, 0 commission on
flights, fluid pricing> resulting in lower margins>
– Cost saving > reorganisations > productivity to
improve but with less manpower
– Knowledge, experience, sales skills of travel
agency staff under pressure
5.Promotion
– Reduction of costs > less marketing spending
– In general not enough knowledge of “your”
customer >
– Promotions not targeted to specific groups >
Output of promotions not effective enough
– Majority of Retail has online presence, however in
Belgium frequently still static or offer a wide
range of products with low conversion
6.Proces
– Front/Mid and Back office systems not always as
efficient as necessary in current times
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
7. Professionaliteit door kwaliteit
ICT trends in the travel industry
How to use these to your
advantage and to address the
challenges
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
8. tagging
Professionaliteit door kwaliteit
wiki
ajax twitter
collaboration
web 2.0
Web 2.0, Semantic web and ICT trends in the travel
flickr
industry
Semantic web
blogs hyves communities
knowledge sharing
podcasts
RSS ICT trends
social media tagclouds
TSi Solutions
folksonomy
E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
9. Professionaliteit door kwaliteit What is ICT
• The abbreviation ICT stands for “Information and
Communication Technology.
• If we talk about ICT, we mean the exchange of
information via different channels and appliances: via
(mobile) phone, via internet, via computer networks
(intra-extranets), via social networks etc
• The last decade, ICT tremendously changed the (travel)
industry and ……much more to come
• ICT offers new means of communication between you
and your customer
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
10. Professionaliteit door kwaliteit What is a Trend?
• A Trend is not a Hype
• A Trend is there to stay for a longer period
and should not be missed
• It needs correct timing to implement
• There are a lot of trends and often a trend is
built upon an existing trend
• But sometimes a completely new trend is born
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
11. Professionaliteit door kwaliteit From ICT Laws to Trends and Hypes?
The 2 most important “laws” of the ICT Industry
– Moore’s Law: (Intel) the complexity of a circuit on
chip doubles every 12- 18 months for the same
price - exponential decline in costs
– Metcalfe’s Law (3-Com): the total value of a
network is proportional to the square of the number
of subscribers
(Seely Brown’s (Xerox) version: the total value of
a network is proportional to the square of the
number of user communities)
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
12. Professionaliteit door kwaliteit From ICT to E-business
Technology
knowledge Market Social
trends trends
ICT scenarios E-business Consequences
scenarios for companies
Organizational-
trends
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
13. Professionaliteit door kwaliteit
trends resulting from laws (M&M)
1. Moores Law + Content (selection criteria)
possibility to Long Tail in the travel industry.
2. Metcalfe’s Law + content + visitors possibility to
travel 2.0 and semantic
web in de travel industry
3. Metcalfe’s Law + software developers Open Source and
webservices (SOA=service oriented architecture).
4. Moores Law + broadband Telecommunication
integration such as VoiP.
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
14. Professionaliteit door kwaliteit
Trend 1: The Long-Tail
Bestsellers The Theory of the Long-Tail is described
(green area) for the first time in 2004 by Chris Anderson
The essence of his theory is that products
with only few buyers or with limited
demand, together could have a bigger
share of the industry than the “bestsellers”,
as long as the shop or the distribution
channel is big enough.
niche products and
themes
The long tail ', the potential of the yellow colored area, is larger than
the bestsellers
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
15. Professionaliteit door kwaliteit Trend 1: The Long Tail
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
16. Professionaliteit door kwaliteit Opportunities of Longtail
• Opportunities for the travel industry: Stand out from the
crowd and direct your attention to specific themes, target
groups or niche products (the longtail)
• In order to succeed it is essential that you have access to
different content types and filter /selection technology in
place in order to offer the specific supply to suit the specific
target groups .
• As TSi, we distinguish 5 content types to be used for
segmentation and targetted websites (such as golfsite,
diving, fishing, families with children, camping etc)
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
17. Professionaliteit door kwaliteit The ultimate content combination
For the longtail it is necessary to be able to use
/combine (filtered)content from the different content
types
Commercial texts and
foto’s of
Toeristiek objective and touroperators/suppliers.
detailed descriptions,
searchable criteria and
realistic photo’s.
Actual package
prices, availability and
T/O extra’s including
booking procedures
into T/O backoffice.
Actual weather
info Google Maps
Consumer reviews
Photo’s, video’s
Unique codes and coördinates make it possible to
combine the various content types to an object.
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
18. Professionaliteit door kwaliteit Trend 2: web-2.0
What is web 2.0?
DIY do it yourself
UGC
user generated content
PTTP
power to the people
Most important characteristics:
• “do it yourself ” (the user has the power)
• collaboration (social software, sharing
& community)
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
19. Professionaliteit door kwaliteit What is Web 2.0?
This is what the Wikipedia states:
• "Web 2.0" is commonly associated with web
development and web design that facilitates interactive
information sharing, interoperability, user-centered
design[1] and collaboration on the World Wide Web.
Examples of Web 2.0 include web-based communities,
hosted services, web applications, social-networking
sites, video-sharing sites, wikis, blogs, mashups and
folksonomies.
A Web 2.0 site allows its users to interact with other users
or to change website content, in contrast to non-
interactive websites where users are limited to the
passive viewing of information that is provided to them.
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
20. Professionaliteit door kwaliteit What is Web 2.0 ?
web 2.0 is all about combining and participating
– The consumer publishes
– The consumer makes news himself
– The consumer tags information
– The consumer uses more elaborate search words
– The consumer actively participates in social networks
– Mash ups (bringing all different sources together)
– New technical solutions for software-applications
(open source)
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
21. Professionaliteit door kwaliteit
Web 2.0 user generated
Web 2.0 is also all about “sharing”
• via blogs
• via wiki's
• photo's via flickr.com, Google Panoramics, family albums
• video's via youtube
• Customer reviews
• podcasts & vodcasts (distribution music,-streaming-video, TV
on-demand)
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
22. Professionaliteit door kwaliteit
Web 2.0 user generated
wiki
– Website to built and share knowledge
purpose
– Working together
– Knowledge building
– (Wikipedia) use the:
“wisdom of the crowds”, “million minds approach”
but
– Who knows what is “the truth”? (subjective)
– What about maintenance?
• versions
• Structure and overview
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
23. Professionaliteit door kwaliteit
Web 2.0 Reviews
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
24. Professionaliteit door kwaliteit
Web 2.0 rss - notification
RSS (rich site summary)
– Technique to circulate and distribute (news) messages in a
structured way
– Technique to selective notification of new messages
– You need a desktop or online RSS-reader in which
“subscriptions” (i.e URL’s) are being registered.
– in the “reader” you can read -summaries of- (news) messages
and hyperlink to the respective web pages
Used in:
– all weblogs offer possibilities to receive new messages in RSS
– most wiki’s offer possibilities to be notified via RSS of new
additions/changes
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
25. Professionaliteit door kwaliteit API’s voor Travel 2.0
Web 2.0 is all about combining content
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
26. Professionaliteit door kwaliteit
Trend 3: Open Source
Open Source is no longer just a fringe phenomenon. It
is now part of main stream technology solutions
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
27. Professionaliteit door kwaliteit Trend 3: Open source
• Google apps
• Open office (free alternative of MS Word, Excel, etc)
• The market leading web server is Apache
• Linux has the second largest market share as web
server OS and second server OS.
• PHP is the web’s #1 Server-side Scripting Language.
• OpenSSH is the Internet’s #1 implementation of the
SSH security protocol
• Many development tools are open source
• The best AJAX technology is in the open source
community
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
28. Professionaliteit door kwaliteit
Trend 4: VoIP
Telephone
ISDN30 central
Telecommunication
software
Data netwerk
VoIPConnect
(IP)
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
29. Professionaliteit door kwaliteit
Trend 4 ICT- Travel Shop
• IP-VPN
• Telephone& Fax
• Internet
• PIN-over-IP
• BTN
• Touristic CRS/ Toerisitek
• Multi media ContactCenter
– ACD, eMail management,
webselfservice
• CRM
• Narrowcasting
• Travel agents only need a workstation with browser
• Uniform total solutions
– Infrastructure, platform, applications, services
• Platforms and applications centralize and apply de-
centralized
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
30. Professionaliteit door kwaliteit Trend 4: advantages
• One stop one shop concept ICT
• Creating a virtual organization
• Modern software applications available as a
service (s.a.a.s. concept)
• Uniform solutions for travel agent chains
• Cost saving on;
– Connectivity, calls , maintenance & support,
hardware
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 Blz 30
www.toeristiek.nl
31. Professionaliteit door kwaliteit Trend 5: the Semantic Web
Wikipedia definition about Semantic web:
• The Semantic Web is an evolving development of the
World Wide Web in which the meaning (semantics) of
information and services on the web is defined, making
it possible for the web to understand and satisfy the
requests of people and machines to use the web
content
In short, it is allows intuitive searches among all sorts of
relevant content. Especially relevance to the search is
very important. I.e. The customer expects products
and offers relevant to his search. Companies to adopt
behavioral targetting.
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
32. Professionaliteit door kwaliteit “Set policy to innovate”
“How can I adapt my company to the fast changing
environment ? “
• Set policy to innovate
• Be responsive to the trends and use them to your
advantage
• Prove your added value, by using a combination of
skilled knowledge, various information sources, travel
products and use of sophisticated technological`
solutions’.
• It is a continued process of learning and making the
right innovative choices
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
33. Professionaliteit door kwaliteit “Make the difference & Inspire”
Embrace Internet , use new technologies, new distribution
possibilities to your best advantage, Focus on added value
FROM the perspective of the customer on your websites
and in the shops
Define USP’s to target specific groups (segmentation) to
stand out from the crowd
Invest in Customer Intimacy > know your customer and
built a personal relationship both online and offline. Offer
inspiration > make the dream come true
Use Imagineering> You are the “Designer” of his/her
dream trip. So LISTEN TO YOUR CUSTOMERS NEEDS and
give your customer a voice and let him participate
Local hero strategy> be known as best shop in town with
high quality service and information. Qualified (local)
personnel can make the local difference vs the impersonal
internet
Invest in sales tactics / skills of personnel, in order to be
more persuasive and to improve conversion, AND…….
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
34. Professionaliteit door kwaliteit ..MAKE ICT WORK FOR YOU!
Make use of modern technology. It offers you ample
possibilities to enhance internal processes.
Personnel to have access to sophisticated B2B tools to
deliver best possible service and quality levels in a cost
efficient way.
Make sure your staff has access to honest, objective up
to date information about destinations and
accommodations, combined with subjective aspects.
This is essential to improve customers confidence in
and loyalty to the travel agency (both online and
offline).
Diversify products, Embrace new business models such
as merchant models > ultimately Dynamic Packaging
of all different travel components and set your own
margins
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
35. Professionaliteit door kwaliteit
“We help you to make the difference”
……“ Travelport Leisure Platform”
Travelport and TSi Solutions
“TOGETHER” in partnership to assist
you in achieving your goals
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl
36. Professionaliteit door kwaliteit Professionalism through Quality
Thank you for your time
Any questions?
TSi Solutions Purmerend
Gorslaan 10
1441 RG Purmerend
Tel.: +31 (0)88 - 25 00 000
Fax: +31 (0)88 - 25 00 122
info@tsi-solutions.nl
www.tsi-solutions.nl
www.toeristiek.nl
TSi Solutions E-mail: info@tsi-solutions.nl
Gorslaan 10, 1441 RG Purmerend www.tsi-solutions.nl
Tel.: +31 (0)88 – 25 00 000 www.toeristiek.nl