航空信息化大會演講PPT課件 INFARE -Aviation IT Conference - PPT

TheRightDataFoundationForCompetitorFareInsights

OneStepAheadofCompetitionWhenyouneedit.Whereyouneedit.

Mostworldregionshaveliberalizationprograms

Fullliberalizationarrangements GradualliberalizationarrangementsRegulatoryChangesinAirTravel

ProgressunevenRegulatoryChangesinAirTravelIndustryDevelopmentsAlliances,consolidationNew,innovativebusinessmodelsGoinghigh-techandE-commerce

OngoingstructuraltransformationIndustryDevelopmentsBetweenlegacycarriersBetweenalliancesLegaciesvs.LCCBetweenLCC’sAirvs.Othermodels(i.ehighspeedtrains)

IncreasingcompetitionWhenlowcostcompetitionentersamarket

TwostrategicoptionsMeetTheThreatContinueBusinessAsUsualInEarly2000’sLCC’sstartedtobeamajorthreattoamajorairlineinScandinavia

INFAREwasapproachedtohelpthemout: Monitortherealavailabilityof competitor’slowfares Keepahistoricaldatabase UsethedatainPricing&RMsystemsProvideanalyticswiththedataAnalyst-centricDatacollectionspecifiedbyanalystAC$259PD$249WS$255Flatfileofrawdata(xlsorcsv)

ReportsandGraphicalviewsAirlinewebsitesNohistoryforcomparativeanalysisLittledatatransformationornormalizationAirlinewebsitesDatabase-centric

(Infaremethod)DatacollectionDATABASEListingofdailyfaresComparativeanalysisreportsandtoolsCurrentandHISTORICALdatasets

InternaluseRMandpricingsystemsMANAGEDADHOCRealtimeresultsDatabaseCentricExamplesActualadvancepurchaserequirementsActualday-of-weekandflightnumberavailabilityCompetitorfaresteeringstrategiesbymarketCompetitorschedulechangesand“soldout”flightsDataCollection SOURCEOFDATAFromtheonlinebookingtools,whereaticketcanbepurchased

HOW?Robotssimulatehumanon-linebookingthenstoretheresults.

OnlinebookingDataQualityIsitaccurate?Isitcomplete?Isitdeliveredontime?Isitcleansed?Isitnormalized?AccuracyIsthedatainyourreportsthesameaswhatisonwebsite?Over40automatedtestsareruntocheckforpotentialdataproblemsAirportcodesCarriercodesVerylowfaresVeryhighfaresDatathatappearssuspiciousismanuallycheckedDebuggingtools,suchasscreenshots,toconfirmsitecontentCompleteIstheredataforallO&Dsandcompetitorsbyflight?InfarechecksagainsthistoricalbenchmarkstoseeifalldataiscollectedExample:Ifhistoricallythereare5,000rowsofdatacollectedforaspecificO&D.Infarewillcheckeachdaytoseeif5,000rowsarecollected.OnTimeIsthedatadeliveredwhenyouranalystswantit?Datacollectionresourcesarebasedonthetimethedataisrequired.Example:IfXXairlinerequiresalldataby0800,Infarewillallocatethecomputingresourcesrequiredtomakesurealldataisdeliveredontime.CleansedHavealldataartifactsbeenremoved?Example:Tax&esBecausealldataisarchivedintoadatabaseforcomparativeanalysis,alldataartifactsmustberemovedpriortoloadingintodatabaseNormalizedHavealldatafieldsbeentransformedtoacommonformat?Examples:3.250,95or3,250.95?5:03PMor1703?30/01/2013or01/30/13?Becausealldataisarchived

intoadatabaseforcomparativeanalysis,allfieldsmustbetransformedintoacommonformatINFAREFTPFeed30minafterdataiscollected,itcanbeavailableonanyFTPserveranywhereintheworldEvery3hoursthesystemchecksifthereisanynewdata.WhennewdataisavailableanewfilewillbecreatedINFAREstandardfeedcontains27columnsIntegrationwithPricing&RMsystems

WithallmajorPricingandRMsystems:AnalysisTools

()LowestAvailableFareforSpecificTicketingDate

FarechangesfortwospecificticketingdatesTabularBenchmarkViewTabularview

byDepartureTimeRangeFareCharacteristicsFareAvailabilitySteeringTendenciesAverageFares

byAdvanceBookingPeriodScheduleKeytoSuccessRecognizethethreatortheopportunityDon’tfallintothetrapofspiraldowneffectofmatchingeverylowfareinthemarketFocuson“Profit-Zone”AdapttomarketchangesInnovationSurveyConductedoveraperiodof6monthsViaFlashPollonTelephoneinterviewtoatargetedpanelofairlineemployees(RMorpricing)AudiencepollingatourwebinarQuestion1Howimportantiscompetitorfareinformationtoyourairline??Veryimportant:64%94%?Important: 19%

6%?Notimportant:17%

0%RednumbersrepresentairlinesinAsiaQuestion2Howdoyoucheckthefaresofyourcompetitors??Manuallycheckcompetitorwebsites:66%24%?Useathirdpartyservice: 26%76%?Donotcheckcompetitorfares: 8%

0%RednumbersrepresentairlinesinAsiaQuestion3Inwhatmarketsarecompetitorfaresmostimportant?–Domestic:

26%

6%–Regional:

38%18%–Trans-border:

14%

6%–International:

22%71%RednumbersrepresentairlinesinAsiaQuestion4Otherthanfareamount,whatcompetitorfareinformationisinterestingtoyou??Availabilitybyflight#,day-of-week,andtravelperiods: 46%47%?Averagefaresbyday-of-weekandadvancepurchasebuckets: 29%24%?Bookingclassclosingtendencies:25%29%RednumbersrepresentairlinesinAsiaQuestion5Whatpercentofyourmarkets/routes/O&Dsrequireconstantmanagementattention??15–25%: 23%17%?25–35%: 15%17%?35–50%: 36%28%?50–70%: 12%

6%?>70% 16%33%RednumbersrepresentairlinesinAsiaQuestion6

Whatothersystemsisyourcompetitordataintegratedwith??RevenueManagementsoftware:36%41%?Pricingsoftware: