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Inside Amadeus eRetail, the World largest internet booking engine for airlines: moving towards the digital way… Applications of Computing in Industry talks @ImperialCollegeLondon Laurent JOFFART, R&D-AIR, London, Jan 2014 © 2013 Amadeus IT Group SA confidential RESTRICTED
© 2013 Amadeus IT Group SA Page 2 Confidential RESTRICTED Agenda _ Amadeus IT group introduction _ eCommerce @AmadeusITgroup _ Next-gen travellers expectations: the digital experience / multi-device handling _ Q&A
© 2013 Amadeus IT Group SA Confidential RESTRICTED Amadeus IT group introduction 1
© 2013 Amadeus IT Group SA Page 4 Confidential RESTRICTED _ 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 Airlines websites (direct-channel / B2C) Travel agencies (Amex, Carlson Wagonlit, TUI, …) Corporations (Bosch, Total, Microsoft, ….) _ #1 GDS (Global Distribution System) for airlines _ 3 Billion € revenues in 2012 _ 11.000+ employees worldwide _ 71 local commercial organisations serving 195 countries Amadeus IT group in a key figures
© 2013 Amadeus IT Group SA Confidential RESTRICTED eCommerce @Amadeus amadeus.com/blog
© 2013 Amadeus IT Group SA Confidential RESTRICTED eCommerce @AmadeusITgroup 2
© 2013 Amadeus IT Group SA Page 7 Confidential RESTRICTED _ Our customers: the Airlines _ Our end-users: YOU! (and all your friends worldwide) _ Our value: bring a highly scalable e-commerce B2C platform Transactional-based pricing (booking fee on each sale) win/win situation predictable cost in airline business case Amadeus eRetail for Airlines … in a nutshell….
© 2013 Amadeus IT Group SA Page 8 confidential RESTRICTED Online shopping & booking
© 2013 Amadeus IT Group SA Page 9 confidential RESTRICTED Online booking High level structure
© 2013 Amadeus IT Group SA Page 10 confidential RESTRICTED Online booking User Interface _ xHTML _ DDS _ XML
© 2013 Amadeus IT Group SA Page 11 confidential RESTRICTED Online booking User Interface _ xHTML _ DDS _ XML
© 2013 Amadeus IT Group SA Page 12 confidential RESTRICTED Online booking User Interface levels _ xHTML _ DDS _ XML
© 2013 Amadeus IT Group SA Page 13 Confidential RESTRICTED _ Miles burning flow _ Ancillary services 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 Amadeus eRetail for Airlines … Features beyond the standard shopping/booking flow ….
© 2013 Amadeus IT Group SA Page 14 Confidential RESTRICTED _ Examples of upsell : shop your ancillary services in 3D prototype Amadeus eRetail for Airlines … advanced features ….
© 2013 Amadeus IT Group SA Page 15 Confidential RESTRICTED _ Innovative, inspirational search Amadeus eRetail for Airlines … advanced features ….
© 2013 Amadeus IT Group SA Page 16 Confidential RESTRICTED _ Innovative, inspirational search – with Loyalty/miles Amadeus eRetail for Airlines … advanced features ….
© 2013 Amadeus IT Group SA Page 17 Confidential RESTRICTED Amadeus eRetail for Airlines Fully customisable website with business rules … advanced features …. Business rules definition All booking engine parameters can be overridden Use case : enable fraud check based on country of residence, booking amount or itinerary
© 2013 Amadeus IT Group SA Page 18 Confidential RESTRICTED _ Continuous operation (24h*365days), 99.99% availability rate _ Volumes are BIG 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 IT challenge: technical platform volumes eRetail = the world largest Internet Booking Engine (IBE) for airlines
© 2013 Amadeus IT Group SA Page 19 Confidential RESTRICTED Amadeus eRetail for airlines – monthly traffic
© 2013 Amadeus IT Group SA Confidential RESTRICTED Next-gen travellers expectations: the digital experience / multi-device handling 3
© 2013 Amadeus IT Group SA Page 21 Confidential RESTRICTED _ Our customers expect to sell more online & more efficiently Increased competition (eg: Low Cost Carriers ; EasyJet – Ryanair in 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) _ 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 The digital expectation
© 2013 Amadeus IT Group SA Page 22 Confidential RESTRICTED Amadeus portfolio of solution Targeting all touch-points with travellers AIRLINES Find out at the destination Upgrade at the gate Buy at the airport Modify / Buy on the go Search / Compare at Home Look with Friends Update on plane Change Flights Customers Travellers ‘touch-points’ Amadeus e-Personalise Solution Digital Design Services e-Merchandise Solution e-Retail (IBE) Solution
© 2013 Amadeus IT Group SA Page 24 Confidential RESTRICTED _ RWD adapts your display based on the device used at runtime _ Typical technique: use screen width (min, max) in CSS3 media queries to define breakpoints _ Use a ‘fluid’ grid system (eg: bootstrap) Tech corner: what is RWD – Responsive Web Design
© 2013 Amadeus IT Group SA Page 25 Confidential RESTRICTED _ RESS = RWD + Server-Side components Complement RWD client-side by server-side logic _ Why & How ? Performance – adapt server output to device Optimize output based on end-user environment 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 Tech corner: RWD may not be enough RESS
© 2013 Amadeus IT Group SA Confidential RESTRICTED Key take-aways 4
© 2013 Amadeus IT Group SA Page 27 Confidential RESTRICTED _ #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 content which is wide, scalable and customizable _ #3: ‘Digital’ = mobile+tablet+desktop combined _ #4: End-users expects similar features whatever the device. RWD & RESS are part of the solution Key takeaways
© 2013 Amadeus IT Group SA Confidential RESTRICTED The Amadeus Graduate Scheme by Gillian Boyle 5
© 2013 Amadeus IT Group SA Page 29 Confidential RESTRICTED _ 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 Why start your career with Amadeus?
© 2006 Amadeus IT Group SA 30 GLOBAL OPPORTUNITIES LONDON MADRID SYDNEY NICE MIAMI ERDING (Data Centre) Also: Boston and Bangalore
© 2013 Amadeus IT Group SA Page 31 Confidential RESTRICTED Career Opportunities Software Development … 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 … 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 Pre-sales, scoping and project planning Training System setup Production preparation Cutover and, finally, post cutover support
© 2013 Amadeus IT Group SA Page 32 Confidential RESTRICTED Graduate Scheme _ 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 _ Salary review every 6 months for the first 2 years _ 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
© 2013 Amadeus IT Group SA Confidential RESTRICTED Questions & Answers 6
© 2013 Amadeus IT Group SA Confidential RESTRICTED You can follow us on: AmadeusITGroup amadeus.com/blog amadeus.com Thank you
© 2013 Amadeus IT Group SA Confidential RESTRICTED Backup slides
© 2013 Amadeus IT Group SA Page 36 Confidential RESTRICTED Shopping & booking flow steps
© 2013 Amadeus IT Group SA Page 37 Confidential RESTRICTED Amadeus eRetail for Airlines Fully customisable website … in details (continued) …. Use case : Display specific promotion teaser depending on user physical location (geolocation) User is in Nice, in July, using a mobile device
© 2013 Amadeus IT Group SA Page 38 Confidential RESTRICTED IT challenge: integration – Finnair example AMADEUS PRODUCTION ENVIRONMENT AMADEUS WEB APPLICATIONS Internet Check-In UI PAYMENT SERVER (Local Debit Cards) Amadeus Departure Control FINNAIR Loyalty SYSTEM (Loyalty Program, Client Management, Direct Marketing, Customer Feedback, CRM Analytics) Siebel Customer DB User accounts LDAP Profile retrieve / update Access via web services User authentication & authorization Other Finnair sites (Finnair.com, FinnairPlus, etc.) CMS login module CMS profiles module CMS modules (campaign, etc.) Booking website (Finnair Online) e-Retail engine / Rules engine Amadeus Reservation / Inventory
© 2013 Amadeus IT Group SA Page 39 Confidential RESTRICTED _ Physical & virtual/logical farms Multiple, entirely distinct operational environment: “physical farms” Within each physical farm, multiple “virtual farms”, each meant to host several small to mid-sized customers, or a large customer Virtual farms share hardware, but nothing else _ No catastrophic event can impact our entire customer base _ Within a physical farm, customers are hosted in a virtual farm Customers can’t impact each other Major or minor software upgrades can be spread over a period, customer by customer Two customers can have a different version of the software Outage windows can be scheduled to the customer’s needs _ Instant fallback: ‘shadow’ farm load & switch IT challenge: reliability, resilience: Physical/Logical farms
© 2013 Amadeus IT Group SA Page 40 Confidential RESTRICTED IT challenge: reliability, resilience: Topology EPL Application layer (DMZ) Database External Providers WAF Web layer Servers Network & Content appliances Weblogic Application Servers 4 ISPs
© 2013 Amadeus IT Group SA Page 41 Confidential RESTRICTED IT challenge: reliability, resilience, scalability Horizontal versus Vertical scalability Virtual Farm A Virtual Farm C Virtual Farm b Add physical servers Add capacity to physical farms
© 2013 Amadeus IT Group SA Page 42 Confidential RESTRICTED eRetail digital UI architecture Aria templates open source framework rich client with HTML generation capabilities Custom template per device or customer possible thin server-side UI layer aria templates core template enginewidget library module framework application modules templates js classes i10n resources css templates… HTTP REST / JSON JSON / HTML rich client architecture light JSON responses view layer data aggregation / adaptation business services PNR, air, rail, hotel, car, payment…
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