Digital strategy Balancing customer experience and commercialization. Jörg Ebbighausen Internet of Aviation Conference, November 29th 2016

Transcription

1 Digital strategy Balancing customer experience and commercialization Jörg Ebbighausen Internet of Aviation Conference, November 29th 2016

2 For decades airports have been mere infrastructure Source: Betttmann Archive 2 Flughafen München GmbH / Internet of Aviation Conference / London-Heathrow

3 Today airports become destinations in its own right 3 Flughafen München GmbH / Internet of Aviation Conference / London-Heathrow

4 and play a pivotal role towards a connected travel future, contributing to a seamless travel experience Source: Valtech 4 Flughafen München GmbH / Internet of Aviation Conference / London-Heathrow

5 Increased adoption of new technologies leads to higher passenger expectations at airports Passengers are nearly always connected during their trip 83% of all passengers carrying a smartphone Majority of the larger airports worldwide offer free Wifi Smartphones become an essential travel companion Mobile self-services usage worldwide e 18% 36% Usage of mobile boarding passes % Expectation on mobile self-services Source: SITA IT-Survey 2015; SITA The Future is Personal 2015, SITA The Future is Connected, 2016 Passengers with new digital service expectations Relevant airport services for smartphones Flight Information Baggage info Check-In Identification Navigation 63% 60% 59% 57% 72% 5 Flughafen München GmbH / Internet of Aviation Conference / London-Heathrow

6 Therefore airports have to react and prepare for the digital era Put the passenger in the heart of everything you do Strengthen your infrastructure with digital/iot capabilities Get access to the customer in his digital journey Experience Simplicity Consumption 6 Flughafen München GmbH / Internet of Aviation Conference / London-Heathrow

7 Digitization requires a quite significant invest, key question is about the benefit and return for an airport Investment into Digital (B2C only)* Where to put the focus? Marketing & Sales Product Development Personnel COMMERCIAL EXPERIENCE IT & IoT Infrastructure Total Cash-out *Illustrative for first 5 years, FMG Digital Business Plan Flughafen München GmbH / Internet of Aviation Conference / London-Heathrow

8 At Munich Airport we have defined a passenger-centric vision for Digital: Experience comes first, Commercial second RELAXED ATMOSPHERE EFFICIENT PROCESSES IMPRESSING EXPERIENCE RELEVANT INFORMATION HIGHER SPENDING DIGITAL PRODUCTS & CHANNELS DIGITAL INFRASTRUC- TURE & DATA MGMT PARTNERING ORGANISATION & CULTURE 8 Flughafen München GmbH / Internet of Aviation Conference / London-Heathrow

9 Passenger journey will be enriched with a variety of digital offerings, ubiquitous connectivity key to deliver a seamless experience Information search & Booking Need to Travel Back at home After Sales Way to Airport Way from Airport Landside Curbside & Parking Online/Mobile Parking WiFi Beacons Sensors Curbside & Parking Check-In Landside - Retail, Food & Services Ticket-Check & Security Customs Waiting time Information Mobile Couponing Mobile Baggage- Tracking Baggage Claim Airside - Terminal Emigration WiFi Beacons Sensors Immigration Lounge, Gate & Boarding Lounge- Booking Airside - Retail, Food & Services De-Boarding Airside - Apron Ramp Service Bus Transfer Mobile Payment Virtual Shoppingwall Bus Transfer Ramp Service Pushback/ Off-Block On Block Taxiing Start / Airborne / Transfer Arrival at Destination Need to Travel Transfer / Airborne / Landung Taxiing Focus of Digital 9 Flughafen München GmbH / Internet of Aviation Conference / London-Heathrow Examplary Digital offerings

10 In practice the implementation of each digital service follows and underpins our vision Increase Customer Experience Strengthen and grow the Business Simplified log-in and ease of use Improved Wifi coverage Digital Maps/360 and navigation Multi-language support Wifi 2.0 Landing page Customer access and reach Contextual Information Instant booking of relevant services Trialing of new digital services 10 Flughafen München GmbH / Internet of Aviation Conference / London-Heathrow

11 Living ideas Connecting Lives : Munich Airport s aspiration is to contribute to a more seamless travel experience 11 Flughafen Flughafen München München GmbH GmbH / Internet Internet of of Aviation Aviation Conference Conference / London-Heathrow London-Heathrow

12 Thank you