Amadeus Technology & Solutions Showcase Singapore 3 November 2011

Transcription

1 2010 Amadeus IT Group SA Brighter, Bolder, Better Amadeus Technology & Solutions Showcase Singapore 3 November

2 Why go Online? Amadeus E-Commerce Forum Pierre-Olivier Chaplain Regional Manager Implementation & Product Management Amadeus Asia Pacific

3 Your customer profile is changing 3

4 Changing customer profile Socially Connected Instant Gratification Better Educated Access to Newer Technology Has new cool tools Always online 4

5 Longer & Better Educated Increasing Literacy Rate 95% (2010) Higher Tertiary 5 Source: Singapore Statistic Board

6 Access to cool Gadgets 6

7 Web 2.0 7

8 Facebook Time Market Singapore Ave Time on FB Aug 2011 per session 38 mins 46 secs Study by Experian Hitwise on how much time spend on Facebook. Increased also contributed with the proliferation of smartphones. New Zealand Australia UK US France India Brazil 30 mins 31 secs 26 mins 27 secs 25 mins 33 secs 20 mins 46 secs 21 mins 53 secs 20 mins 21 secs 18 mins 19 secs Implication to brands in greater engagement in social network and consequently greater sales. According to Socialbakers.com, Singapore has one of the highest Facebook penetration rate in the world at 55.09% with over 2.59 million users and adding about 32,400 new members each month. This is higher than US/UK Source: Experian Hitwise Yahoo News 02Oct

9 Yahoo News! 27 th September 2011 Internet as important as air, food, water and shelter to Gen Y survey conducted by networking vendor Cisco Findings part of Cisco World Connected Technology. More than half of them said that they could not live without the internet,.. integral to their everyday lives. Surveyed college students and young professional in 14 different countries, tml#

10 Amadeus Asia Limited

11 Change in Technology Embrace change! 11

12 What s happening? Technology is constantly changing and improving. Better equipment & better work environment You too have better tools NOW! Light speed Internet connection. Faster internet speed.gone are days of 52kpbs Increasing Internet Users Asia is growing in number of internet connected household 12

13 Internet trending in Singapore 13

14 Yahoo News! 28 th October 2011 Asia top for internet speed AFP Relax News / Akamai Cities in Asia dominate the list of top 100 fastest internet speeds in the world, with Japan alone contributing 59 of the top 100. Hong Kong and Singapore were also high on the list, along with cities in South Korea which contributed 10 to the top 100 and Australia. Average speeds in Singapore were up an impressive 47% on the previous year and 8.5% from 1 st Qtr, putting the city state firmly in the 29 th position globally. 14

15 So what? 15

16 What does this means? We now have a more well informed customers, who have at their finger tips the latest tools and gadgets and are always connected. These customers have easy access to research material and compare prices. Because they are well informed, their expectation have also increased. What should you do to meet the expectation of these new breeds of well informed customers? Hiding from them is not the answer. 16

17 I want cheap tickets 17

18 Price sensitivity Travel products remain as price sensitive affected by events in the world. Customers always on the lookout for bargain prices. Suppliers are going direct offering competitive rate parity. You need a tool to help you to react to the fast changing & competitive environment and be there to offer equally best deal hot from the oven. 18

19 Show me the money? 19

20 New Money Possibly new income source from Digital Advertising Revenue from advertising banners Earn money through CPC or CPM earnings Leverage on other complementary products, example Insurance High Commissions Affiliates Marketing 20

21 24x7 Store Front Reach more and new customers via your new never need to sleep sales person your website. You shop don t have to close just because is 6pm. 21

22 Who are your competitors now? 22

23 Competitors You have your direct suppliers now going direct to the consumers. You have the OTA that are also eating into your pie No longer you are competing among the locals but with global companies. 23

24 Changing B2C model? Maximise your offline strength to now support new online sales. Online players expanding their online model. What is your strategy against online competitors? 24

25 Operation Efficiency 25

26 Improve your operation Leverage on online booking engine to allow your customers to make the booking themselves. You staff just need to retrieve the booking to start servicing Put up data on your website that allows your customers to find the information on their own. Reduce unnecessary calls to your consultant. Allows your consultant to focus on the high yield bookings. Maximise automation Can you fully automated certain functions? E.g. Automated Ticketing 26

27 Who are you? 27

28 Make known your brand Use internet to achieve brand awareness and recognition. Do not underestimate the power of brand loyalty Through internet marketing such as advertising banners, Electronic Distribution Marketing EDM ( mailers) etc Cheaper EDM over print-work and much more extensive Or participating in Search Engine Marketing such as Google Ads Do they know who you are? 28

29 Stay Relevant 29

30 Stay Relevant Keep up with the times Add value to your customers Keep up with the service levels that your customers are expecting Don t follow me 30

31 So the facts remain that. 1. Educated, well connected customers 2. Maximize power of technology 3. People are still bargain hunters for good price 4. New money 5. Your new sales consultant that never sleeps 6. Improve your operation efficiency 7. Improve your brand awareness 8. Strategy against new global competitors 9. Stay relevant 31

32 Why go online? Can you afford not to go online? 32

33 Amadeus Asia Limited

34 What is my strategy? What shall I do for Marketing? What technical skill set do I need? Do I have the manpower or do I need to hire more? Where do I start? Is my product good enough? What is my domain name? Do I need a hosting company? Ho do I create a website? Will it cost me more money? 34

35 Where to start? 2011 Amadeus Asia Limited

36 Formulate your Strategy Formulate your company strategy towards going online. Strategy must include the following review; Technology Human Resource Marketing Product Operation 36

37 Technology This is the key enabler of any e-business strategy Organizations must formulate their technology strategies based on the assumptions on software and hardware platforms Tech trends worth constant monitoring due to changes and developments 37

38 Technology considerations Domain name selection? How will my website look like? Buy or build your website? Which Hosting company shall I choose? Site security? Ensure site credibility Online payment?. 38

39 Human Resources Management and staff, not just the IT staff, must have appreciation and even have the necessary IT and business skills Assigning these things to IT staff can lead to development of technically sound IT infrastructures which are not appropriate for the implementation of the Company s business strategies 39

40 Marketing There must be a rethinking of the medium, the message, and the communication plan. Examples: (a) From an 8 am to 6 pm office to 24 hour 7 days a week business (b) From Local reach to global reach (what to do with an order from abroad) (c) From a website as an expanded brochure or catalog to a marketing tool for e-commerce 40

41 Marketing considerations Should I go for SEM/SEO? Can I afford SEM? How should I handle Social Network? Do I need CRM / EDM? How do I track and measure traffic? What should be my KPI be? Consider forming alliance? Promote your website both Offline and Online Privacy rules 41

42 Product Update your product offers on a regularly basis Set the right price A difference of just $1 in a product can persuade a customer to make the purchase. Specializing in an Area or Destination Create your niche or be the subject matter experts. 42

43 Distribution & Operation Order placement, fulfillment and supply are now being organized electronically and communication is now almost instantaneous Seamless integration of front, mid and backend systems being achieved Implications: Old distribution channels may become obsolete Less need for middlemen Middlemen need to find and provide value or be lost in the new game 43

44 Conclusion Web success requires a company to develop a plan for integrating the web into its overall strategy. How a company succeeds depends on how well the company exploits the web s interconnectivity and the opportunities it creates, to transform relationship with suppliers, customers and others. Like any business venture, creating a meaningful presence on the Web requires an on-going investment of resources time, money, energy and talent 44 Source: Prentice Hall Publishing