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INTERVIEW

Hani El-Assaad ... supporting the aviation industry.

Catering to the connected traveller

MANAMA, December 2, 2015

By Nikita Philip

Technology is changing every aspect of travel and the air transport industry is shifting towards a new era of continuous engagement, enabled by the ability to connect with passengers via mobiles at every step of the journey.

By linking passengers’ mobile and wearable devices into the industry’s IT infrastructure, airports and airlines are beginning to gain unprecedented insights into passenger flow and behavior, says Hani El-Assaad, president, SITA Middle East, India and Africa, in an exclusive interview with TradeArabia.

The new technology will touch everything from sales and customer service to operations and asset management. The passenger benefits are quite significant as well, he says.

SITA continues to support the aviation industry with innovative products and services that redefine experiences for passengers and aviation professionals alike, he says. Excerpts from the interview:

1.    As a technology pioneer in the airline industry, what are the latest offerings from you to achieve seamless travel?

SITA has the ambition to provide passengers with a seamless journey from home to arrival, while at the same time removing unnecessary operational costs.

Designed to help keep passengers moving through every stage of their journey, SITA’s range of self-service solutions reduce traveller stress, as well as airport congestion and costs. At the same time, they enhance passenger control over travel, transparency, intelligence for airports and airlines, security and financial return. Spanning nine stages of the journey, SITA’s self-service solutions address booking, check-in, bag drop, boarding, security, in-flight, transfer, border control and bag claim.

The impetus towards self-service is being driven both by passenger demands and SITA’s own innovations in areas such as self-boarding and our self-service solutions that enable the realization of IATA’s Fast Travel initiative. This industry initiative is designed to enhance service levels while saving the industry more than $2 billion a year.

The use of kiosks is near-ubiquitous: by 2017, more than nine out of 10 airports will operate common-use or dedicated kiosks. From a slow start, passenger use of kiosks is gaining pace, with 17 per cent of airports reporting that more than half of passengers check-in via a kiosk. By 2017, that figure is expected to have shot up to 72 per cent.

Attention is also moving to self-service baggage processing. Bag tag printing at kiosks is already available at 35 per cent of airports, a figure that will double by 2017. Over the same period, the levels of unassisted bag-drop will increase from 16 per cent today to 62 per cent.

The provision of services on passengers’ mobiles continues to grow. Half of airports already offer flight updates via mobile and 90 per cent will do by 2017.

A third of airports are able to provide real-time information to passenger mobiles in the event of disruption, with a further third doing so by 2017. Among the 50 top airports, where the consequences of disruption can have greater consequences, the figures are higher.

While other services remain patchy, over the next three years more than half of all airports plan to introduce notifications such as queue-times, opt-in and retail services.

2.    How will SITA OnAir’s Aircom Flight Tracker improve airline safety?
Safety is clearly paramount for airlines and after several high profile events, there is an agreement across the industry that airlines now need the ability to track their aircraft at all times. SITA OnAir's solution suits those airlines wanting to benefit from global tracking perfectly, both because it provides the accurate tracking they need and is simple to activate.

SITA OnAir’s AIRCOM FlightTracker is a ground-based software system that guarantees regular flight position updates without any modifications to existing aircraft. The system gathers data from global sources and fills in the gaps between any Air Navigation Service Provider (ANSP) tracking.

AIRCOM FlightTracker displays the airline’s aircraft fleet on a Google Maps display, sourcing data from over 1700 receivers worldwide that include ANSP radar and automatic dependent surveillance – broadcasts (ADS-B). With this reliable framework, those previously out-of-coverage aircraft are  now visible as AIRCOM FlightTracker automatically uses the future air navigation system (FANS) or flight management system position reports to ensure regular tracking across the globe.

3.    How many airlines are currently using the system? How many in the Middle East?
AIRCOM FlightTracker has an important role to play in providing improved tracking and detection of unplanned movements, without requiring modifications to the aircraft.  It is simply an extra software layer on top of SITA OnAir’s existing AIRCOM Server ACARS message handling system, which is already used by over 90 airlines around the world, including all major airlines within the Middle East. Malaysia Airlines was the first carrier to implement global flight tracking using SITA OnAir’s AIRCOM FlightTracker, with Singapore Airlines, Royal Brunei, Norwegian Air Shuttle, Azul, AirAsia India and Air Costa  being the latest carriers to sign-up for  the solution.

Several other airlines  across Europe, Middle East and Asia are currently assessing AIRCOM FlightTracker, with a view to making the simple necessary upgrade from their ACARS system.

4.    What are the key features of SITA’s Connected traveler solutions?
SITA has a significant commitment to helping airlines and airports cater to the needs of connected travelers – those who stay informed throughout their journeys from start to finish. We’ve created a next-generation passenger system – Horizon – that enables airlines to keep track of passengers’ preferences to provide a streamlined, personalized service that caters to their needs and interests. SITA Horizon can also indicate the value of a customer to the airline based on their loyalty tier and booking history while taking note of their recent meal and seat choices, centering the flying experience around the passenger.

SITA Lab, the technology research team at SITA, has been investigating many new technologies and how they may improve the journey of the connected traveler: beacons, wearables, self-service, and mobile. For example, Beacon technology uses Bluetooth connectivity to trigger the display of location relevant information on mobile devices.  SITA Lab has worked with airlines and airports around the world to trial this technology for both passengers and airport staff. SITA Lab has also carried out research with airlines and airports with wearable technology in the form of Apple Watches and Google Glass to improve the passenger experience.

Alongside the integration of new technology is the continued push to provide services on existing mobile devices: half of airports already offer flight updates via mobile, and a third are equipped to communicate real-time information to passengers in case of disruptions.

With great strides in these sectors across the air transport industry, the connected traveler has access to an unprecedented amount of information at their fingertips.

5.    How is the Middle East embracing technology innovation usage? Are the needs of the market different?
The MENA regional aviation industry is certainly adopting new technologies required to remain competitive. Investments are pouring into the areas of IT to facilitate check-in, bag drop/collection, and entertainment.

Here at SITA we provide services to a number of notable clients in the region. These include Emirates, Etihad Airways, Abu Dhabi Airport, Qatar Airways, Saudi Arabian Airlines and many others. All of these organizations are showing a commitment to invest in technologies to improve both their operational effectiveness and the overall passenger experience. Our technology research team, SITA Lab, is also engaged with leading players testing and trialing the very latest innovations – their research includes work with drones, beacons and wearable technology.

Over the last year, SITA has successfully completed a range of notable projects across Mena with airlines, airports and government agencies, all of which are investing in the latest technology to keep this region at the forefront of the air transport industry. For example this year, the Government of Oman has deployed border management systems from SITA to facilitate visitor movement and streamline the Sultanate’s visa and visiting tourists’ processes. Also in 2015, Etihad Airways chose SITA to provide end-to-end baggage tracking services.

 SITA is the number one ICT provider to airports around the world and we are dedicated to making them more technologically innovative. Earlier this year, Abu Dhabi Airport Company (ADAC) signed a five-year deal with SITA for airport IT solutions for its new Midfield Terminal.

ADAC was the first airport in the Middle East to deploy SITA’s Airport iValidate. This is a document authentication system that automatically verifies mobile boarding passes and home-printed passes to help improve security, increase the speed of passenger processing and reduce waiting times for passengers.

6.    Which are the major airports and airlines in the region using SITA technology? What are your expansion plans in the region?
Use of SITA innovative technology is growing rapidly throughout the Mena region, with several flagship partners committing to optimized IT and communications. Gulf Air, the flag carrier of Bahrain, renewed its network services deal to optimize its existing IT network, covering services including Type B Messaging, an operational messaging mail platform, and global voice and data. Bahrain International Airport also worked with SITA to optimize its ground-handling capabilities.

Egypt’s Hurghada International Airport transformed its passengers’ experiences with a new processing platform (AirportConnect Open), improved baggage management (BagManager), and upgraded airport operations systems (including AirportResource Manager). Abu Dhabi International Airport installed new automated passport control (APC) kiosks for a more efficient and passenger-friendly experience.

Earlier this year, Etihad Airways chose SITA to provide end-to-end baggage tracking services. Powered by SITA’s Air Transport Industry Cloud, SITA‘s new BagJourney service gives the airline a cost-effective and accurate way to track passengers’ bags anywhere along their journey, from check-in to the destination airport.

Targeted at Etihad’s aim to reduce the incidents of delayed luggage, SITA’s BagJourney tracks bags anywhere along their journey – from check-in to final destination – and makes this information available to airlines and airports.

SITA has led the air transport industry in providing baggage tracking and tracing solutions for the air transport community for more than 20 years. Today, more than 200 airports and 500 airlines worldwide use its baggage management solutions. By facilitating communications between airlines as well as local baggage handling and reconciliation systems, SITA helps ensure that bags reach their correct destination. Its proprietary BagMessage system delivers more than 2.5 billion messages between airline departure control systems and automated baggage systems annually. And more than 2,800 airport locations use SITA’s WorldTracer system for tracing mishandled bags.

7.    With technology changing drastically, where do you see the market heading in terms of user experience vis-à-vis ticketing, boarding passes, baggage, etc.?
Stop any passenger in almost any airport and chances are they’re carrying a smartphone. In 2010, it would have been just fewer than 3 out of 10 people. Today it’s an astounding 8 out of 10 … and climbing.

The fact that so many of us are becoming connected on our travels has given rise to the phenomenon of the ‘digital traveler’. With that come great opportunities for airlines and airports to develop mobile services to escort us through the journey’s pain points.

There are big plans for mobile investment over the next three years and personalized services feature largely in those plans.

Airlines and airports will continue to grow existing mobile offerings centreed on flight status, purchased services and retail offers. But unquestionably the new frontier in passenger mobile services will be customer relationships and personalization.

The air transport industry is shifting towards a new era of continuous engagement, enabled by the ability to connect with passengers via mobiles at every step of the journey.

8.    Wearable is one recent technology that is predicted to make waves in the future. How is SITA planning to take advantage of this technology?
Wearable technology is an area of interest for SITA, and our Lab has already run research projects that involve the use of hardware including Google Glass, smart watches, and smart jewelry. Our close collaboration with airlines, airports, and passengers has revealed opportunities for wearable technology to cater for passenger and workforce needs.

Recently, we’ve linked the all-new Apple Watch to SITA’s Airport Management System (AMS), which now alerts duty managers on the ground to notifications about aircraft arrivals, potential scheduling conflicts, and general airport operations.

We’ve also collaborated with Virgin Atlantic to integrate the use of Google Glass and the Sony SmartWatch 2 onboard the former’s Upper Class Wing, where cabin crew members had immediate access to information via connection to the airline’s passenger service system.

Given the promising results that wearable technologies have delivered for our aviation partners, SITA Lab seeks to conduct further research to seek out further applications for the increasingly ubiquitous devices for both passengers and staff.

9.    According to your recent survey, 67% of passengers expressed their desire to use own devices on board. How is SITA looking to address this?
Passengers want to continue their lives in the air just as if they’re relaxing at home or working in the office.
There’s now a palpable expectation that’s typified by the phrases ‘my device’ and ‘my in-flight service’. Passengers today want to use their mobile devices in-flight for entertainment and staying in touch.
Figures show that over half of passengers want to use their own device to watch movies, games or live TV. Similarly they want to use their devices to send emails or texts and access live flight information.
For airlines, in-flight personalization opens up opportunities to create a truly enhanced passenger experience. The next three years will see a majority of airlines offering onboard connectivity and communications services.

10.    What other areas of operation/traveler experience is SITA looking to enhance in the future?
Travel is becoming more personalised and there are more gadgets in the front line.

With the rising popularity of smart gadgets, such as smart watches, smart glasses, “fitbits”, and smartbands, the aviation industry is experiencing a new wave of ‘gadgets’ culture featuring wearables, apps, and more.

We at SITA identify huge potential in applying this new trend to create user-friendly solutions for both passengers and airline and airport staff.

By linking passengers’ mobile and wearable devices into the industry’s IT infrastructure, airports and airlines are beginning to gain unprecedented insights into passenger flow and behavior. The implications will touch everything from sales and customer service to operations and asset management. The passenger benefits are quite significant as well. By hooking into the industry’s IT ecosystem via their device or gadget of choice, passengers can streamline their journeys and enjoy a personalized, à la carte experience instead of the current ‘one size fits all' offering.

SITA has introduced numerous solutions and gadgets for the air transport industry, including:
•    SITA’s Developer.aero providing boarding passes for smartwatches via an API. This gives airlines the ability to offer tech-savvy passengers the chance to board flights with a mere flick of their wrist and scan of their smartwatch.
•    SITA’s introduction of the world’s first use of the Apple Watch for an airport workforce at Québec City Jean Lesage International Airport (YQB) in Canada. The watches connect to the SITA Airport Management solution, which is already in use at the airport, to push regular operational alerts to duty managers and ensure operations run smoothly.

It’s clear that social media is becoming embedded both in the psyche of passengers and the industry at large. Passengers expect to use social media for travel planning and for making recommendations during their journeys.  Our industry surveys also show that passengers plan to use social media to share travel details and itineraries, seek out offers and purchase other travel services. This includes sharing problems about airline service on social media in real time, as an increasing number of well-connected passengers take to social media to air their grievances.
To cater to consumers’ preferences, 86% of airlines either already offer or plan to offer services through social media. For example, by the end of 2017, 86% of airlines will use social media for promotions, while 80% will use it to offer flight status notifications and 73% will offer customer services. An additional 61% of airlines will allow passengers to check in via Facebook, while 65% will sell tickets and services on social media.




Tags: SITA | traveller | connected |

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