ImperialCollegeLondon_talk Amadeus eRetail_Jan2014

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Inside Amadeus eRetail,
the World largest internet
booking engine for airlines:
moving towards the digital way…
© 2013 Amadeus IT Group SA
Applications of Computing in
Industry talks
@ImperialCollegeLondon
Laurent JOFFART, R&D-AIR, London, Jan 2014
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Agenda
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_ Amadeus IT group introduction
_ eCommerce @AmadeusITgroup
_ Next-gen travellers expectations:
© 2013 Amadeus IT Group SA
the digital experience / multi-device handling
_ Q&A
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Amadeus IT group introduction
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Amadeus IT group in a key figures
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_ IT system delivering Distribution and IT services for:
• key travel providers
• Airlines (BA, Quantas, Iberia, Saudi, …)
• Non-air providers (Hotel chains, Car rental)
• and key travel sellers or buyers
#1 GDS (Global Distribution System) for airlines
3 Billion € revenues in 2012
11.000+ employees worldwide
71 local commercial organisations serving 195 countries
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• Airlines websites (direct-channel / B2C)
• Travel agencies (Amex, Carlson Wagonlit, TUI, …)
• Corporations (Bosch, Total, Microsoft, ….)
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eCommerce @Amadeus
amadeus.com/blog
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eCommerce @AmadeusITgroup
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Amadeus eRetail for Airlines
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… in a nutshell….
_ Our customers: the Airlines
_ Our end-users: YOU!
(and all your friends worldwide)
_ Our value: bring a highly scalable e-commerce B2C platform
•  win/win situation
•  predictable cost in airline business case
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• Transactional-based pricing (booking fee on each sale)
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Online shopping & booking
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Online booking
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High level structure
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Online booking
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User Interface
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_ xHTML
_ DDS
_ XML
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Online booking
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User Interface
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_ xHTML
_ DDS
_ XML
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Online booking
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User Interface levels
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_ xHTML
_ DDS
_ XML
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Amadeus eRetail for Airlines
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… Features beyond the standard shopping/booking flow ….
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• eg: chargeable seats, paying upgrade, extra bag, …
Various payment integration options
Automatic Ticket Changer (ATC)
• Self-service from website instead of call-center
Self-Service Check-In
• All channels: web, mobile, SMS, Kiosk
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_ Miles burning flow
_ Ancillary services
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Amadeus eRetail for Airlines
_ Examples of upsell : shop your ancillary services in 3D prototype
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… advanced features ….
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Amadeus eRetail for Airlines
_ Innovative, inspirational search
… advanced features ….
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Amadeus eRetail for Airlines
… advanced features ….
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Fully customisable website with business rules
Use case : enable fraud check based on country of
residence, booking amount or itinerary
All booking engine
parameters can be
overridden
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Business rules definition
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IT challenge: technical platform volumes
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eRetail = the world largest Internet Booking Engine (IBE) for airlines
_ Continuous operation (24h*365days), 99.99% availability rate
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100+ airlines across the World
29 languages supported
2 Billion euros of flight ticket value processed/month
56 Million bookings in 2013
400 page views every second, up to 2000 in peak time
500 Million visitors/month
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_ Volumes are BIG
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Amadeus eRetail for airlines – monthly traffic
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Monthly Visitors - Amadeus 2013 average, eBizMBA Rank Jan 2014
Google
1000 M
Youtube
900 M
Facebook
800 M
Yahoo!
Amazon
Wikipedia
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500 M
500 M
400 M
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Amadeus eRetail
750 M
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Next-gen travellers expectations:
the digital experience /
multi-device handling
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The digital expectation
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_ Our customers expect to sell more online & more efficiently
• Increased competition (eg: Low Cost Carriers ; EasyJet – Ryanair in
_ Our travellers expect a seamless service, in all ‘touch-points’
• People use more than 1 device before booking
• Smartphones are in every pocket
• Same level of functionalities expected on mobile / tablet / desktop
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Europe)  e-commerce must be fast, attractive, reliable, modern
• Amadeus as a single provider for all e-commerce channels
(desktop, tablet, mobile)
• Customisation (fare families, extra services, loyalty programmes)
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Amadeus portfolio of solution
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Targeting all touch-points with travellers
Customers
AIRLINES
e-Personalise Solution
Digital Design Services
Amadeus
e-Merchandise Solution
Look with
Friends
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Search /
Compare at
Home
Modify / Buy
on the go
Buy at the
airport
Upgrade at
the gate
Update on
plane
Find out
at the
destination
Change
Flights
Travellers
‘touch-points’
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e-Retail (IBE) Solution
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Modern, digital, accessible UI
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WCAG (Web Content Accessibility Guidelines)
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Compatible with all screen readers (eg: JAWS)
Enhance usability
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New HTML tags for the layout management
Dynamic structure
Simpler HTML structure
Easier JavaScript customization
Built-in animations without Flash or JavaScript
Compatible with all recent tablets and browsers
Multi-device solution / Responsive design
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HTML5, semantic HTML, CSS3
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Tech corner: what is RWD – Responsive Web Design
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_ RWD adapts your display based on the device used at runtime
_ Typical technique: use screen width (min, max)
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in CSS3 media queries to define breakpoints
_ Use a ‘fluid’ grid system (eg: bootstrap)
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Tech corner: RWD may not be enough  RESS
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_ RESS = RWD + Server-Side components
• Complement RWD client-side by server-side logic
_ Why & How ?
• Eg: detect network bandwidth/latency
• Eg: detect mobile network (roaming cost when travelling abroad)
_ Example in Amadeus eRetail
• On Mobile, propose a 2-step flight search flow for outbound/inbound
• On Tablet, disable 3D seat-map when detecting slow network
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• Performance – adapt server output to device
• Optimize output based on end-user environment
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Key take-aways
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Key takeaways
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_ #1: Amadeus is a global IT provider for travel content.
Key customers are Airlines for both Distribution and IT services
_ #2: Amadeus provides an eCommerce platform for travel
_ #3: ‘Digital’ = mobile+tablet+desktop combined
_ #4: End-users expects similar features whatever the device.
RWD & RESS are part of the solution
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content which is wide, scalable and customizable
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The Amadeus Graduate Scheme
by Gillian Boyle
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Why start your career with Amadeus?
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Market Leader in an exciting, growth industry
We build and run the software
Global opportunities
Technically creative IT
professionals
_ Continual investment in
R & D and employee
development
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GLOBAL OPPORTUNITIES
LONDON
MIAMI
NICE
ERDING (Data Centre)
MADRID
Also: Boston and Bangalore
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© 2006 Amadeus IT Group SA
SYDNEY
Software Development
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… a functional expert
Define and update product functionality and specifications…
with customer - Define and clarify needs, write specifications, plan deliveries, share acceptance testing
with Product Manager - Anticipate and plan product evolutions
with Software Developers - Review and validate technical solutions, share non-regression testing
Implementation Engineering … delivering to our clients
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Pre-sales, scoping and project planning
Training
System setup
Production preparation
Cutover and, finally, post cutover support
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
… more than just a Programmer’
Design architecture/data models/high level specifications
Develop the software
Write programs for critical projects, as part of a team
Ensure integrity - perform Unit, Integration, Performance, Regression Tests
Provide Technical Expertise to support Operations for software load and problem diagnosis; Product Definition
during the specifications;
Product Development
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Career Opportunities
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Graduate Scheme
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_ Requirements: 2.1, 340 UCAS points or equivalent experience, good standard of English
_ We look for technically creative professionals who can communicate well and are eager to learn
_ Graduates embark on a two year development programme
_ Personalised training plans defined for each graduate, specific to their individual development
needs
_ Amadeus offers salaries at the top 25th percentile of market
_ Bonus scheme / 28 days holiday / relocation assistance / Private Medical Cover / 8% company
pension contribution / subsidised restaurant / free parking
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_ Salary review every 6 months for the first 2 years
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Questions & Answers
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You can follow us on:
AmadeusITGroup
amadeus.com/blog
amadeus.com
© 2013 Amadeus IT Group SA
Thank you
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Shopping & booking flow steps
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