GROUP PM

Luxin Huang

Siraadj Salarbux

Yash Singh

Yu Huang

FINAL

PRESENTATION

Recap Analysis 

Solution

• System 
• Viewpoints 
• Tech Adaptation

Implemention

• Business Model 
• Other Implications 
• Roadmap 

Further research

CONTENTS

RECAP 

ANALYSIS

“Easy and safe travel every step of the way

SITA

“Easy and safe travel every step of the way”

SITA

Methods

Cruise passengers

Desk research and Interviews

Cruise passengers

Cruise passengers

Cruise passengers

Consumers might bring higher quantities of luggage not that they do not need to carry it anymore

Consumers with kids want to use the service as a stress reliever. Therefore, it shouldn’t give them extra steps

Technology should be easy to use and there should be assistance available when the consumer is in need

Mill

Christin

Aliyah

Current process at Cruise terminals

Market Landscape and Competition

• TOWS analysis
• Cruise Ship market insights
• Porter’s 5 forces

Luggage delivery company relationships

Scope

Geographic constraint

Process

Scalability

System

embarkment

Check in

• Focusing on software systems and integrating the cruise and airline system
• Focusing on software systems and integrating the delivery track and trace and SITA track and trace

Netherlands

international

SOLUTION

• New System
• Viewpoints

Identifying Silos

Solution: Approach

Solution : System Integration

Local

M-DCS

L-DCS

#Cruise-PNR

Create

Shipment

Airline N

DCS

Airline 1

DCS

Airline 2

DCS

Tracking

Cruise Line 2

MDCS

Application

End point

#Airline-PNR

Cruise Line N

MDCS

Cruise Line 1

MDCS

Complete

Shipment

Application Logic

PBTAC

PTAD

P - Passenger

B - Bag

T - Terminal

A - Arrival

C – Cruise ship

P- Passenger

T- Terminal

A- Airline

D - Departure

Secure gateway

​

Secure gateway

​

​

Secure gateway

​

External

Applications

Cruise website

Mobile

App

Online-Travel

Agency

Airline website

#Cruise-PNR

#Airline-PNR

Baggage Delivery

Solution : System Integration

Reaching the right

Customer at

the right time

Reaching the right

Customer at

the right time

Better operations

management

Promoting

Tourism

Solution : Data as a Strategic Asset

Insights

Delays

&

Waiting

BPMN

Data flow

interaction between the new SITA system and outside entities

IMPLICATION

• Business Model
• Implication
• Roadmap

Fit in current technology

Business Model Canvas

Partnership

​

business environment = complex

​

• Effective internal communication and trust
• Clearly defined incentives and KPI’s
• Defined roles and responsibilities

​

Implications

Delivery company

​

Build platform to communicate orders and its corresponding data

Fixed price/(unit * km)

​

cruise

​

Partnership to co-develop the service and perform beta runs

​

structure

​

Transformational change

​

• Expansion of L-DCS department
• Create system integration department
• Platform delivery services department

Implications

Process

​

- Hardware company focussing at software

• Value for passengers
• Customer centric design
• Lean start-up model

​

​

financial

​

M-DCS: license model

​

Delivery service: Pay per luggage

​

Up sales: CRM systems and SAAS

Flat fee

Modular pricing

Implications

Future Research: MPC

​

Cruise line 1

Cruise line 2

:

:

Cruise line 1

Cruise line n

:

:

Input Parties

Compute Parties

Joint

computation

Results

• Data Sharing introduces socio-technical challenges
• Ensuring the privacy of the participants is preserved
• Multi-Party Computation (MPC)

Future Research: Advanced Analytics

• Predictive modelling machine learning on shared information

​

• Insights on past, present and future.

​

• Possible use cases:

​

• Detecting anomalies to make flights and cruises safer

​

​

• Detecting anomalies to reduce mishandled baggage’s

​

​

• Improving passenger experience

​

​

• SITA as a facilitator of a secure data sharing and analytics platform in the travel industry.

​

THANK YOU!