IBM-旅游业的数字化变革（英文）-2019.9-19页.pdf

1 Group Name/DOC ID/Month XX,2019/2019 IBM Corporation 2019 IBM CorporationdeekwaddellDr.Dee K.WaddellGlobal Managing Director,Travel&Transportation Industries,IBMTransforming Travel in a world of Mobile,Data and AITravelDailyConference August 28-29,2019deekwaddellMore than half of the names of companies on the Fortune 500 have disappearedsince the year 2000More than half of the names of companies on the Fortune 500 have disappeared since the year 2000 2019 IBM Corporationdeekwaddell4IBM Industry AcademyIBM Institute for Business ValueIBM ResearchTravel-specific forces arealready shaping the industryDisruptive forcesGlobalization of low-cost providersLow-cost airlines accounted for 28%of all air passenger traffic in 2016,exceeding a billion passengers for the first time7Travel safety andsecurity disruptions45%of outbound travelers are worried about terror threats and nearly two-thirds say they will switch to a destination they perceive as safe8Experience-driventravelTripAdvisors non-hotel segment vacation rentals,restaurants and attractions grew 35%in the third quarter of 2016 to$101M9SubstitutionBetween 2017 and 2021 shipments of VR devices are expected to grow by over 400%,with some of them finding their way into the hands of travelers10Multi-modal travel enablementIn July 2017,Waynautand Octraves Technology announced a partnership to launch multimodal search and booking11Legacy disruptionunder threatWinding Tree is building a public blockchain for the travel industry;it would make no profit on transactions and distribution on its platform12 2019 IBM Corporationdeekwaddell 2019 IBM Corporation4 September 20195IBM Industry AcademyIBM Institute for Business ValueIBM ResearchMaster level gridMobile Becomes the primary interaction channel Empowers front line staff with insightsBlockchain Promises to improve identity management and distribution Enables transformational business model innovationsArtificial Intelligence Serves as the engine for travel personalization Identifies business-critical operational improvementsCloud Enables travel companies to move beyond legacy Delivers cost-effective innovation quicklyAPIs/Microservices Enables travel partners to collaborate automatically Opens the industry to external innovationsInternetof Things Equips physical assets with digital data Optimizes existing operational processesDigital technology is redefining possibilities in the travel industryDisruptive forces 2019 IBM Corporationdeekwaddelland emerging digital business models and capabilities are driving convergence and industry-based platforms.6Implications T&T companies are feeling shift of power to customers with sharing economy and eCommerce Industry convergence has high risk of disruption yet significant opportunities The specific-form of a platform model is unclear,but its eventual emergence is certainImpactLow Medium HighLow Medium HighUncertaintySharing Economy&Customer EmpowermentIndustry ConvergencePlatform ModelWorlds largest transportation company owns no vehiclesWorlds largest accommodations provider owns no real estateWorlds most valuable retailer has no inventory 2019 IBM CorporationdeekwaddellCloud BasedPick and Mix ComponentsMade for MobileRooted in Design Thinking&User ExperienceCognitive/AI at CoreIBM Travel PlatformRetail-Operations-MaintenanceAn open platform that works with your existing systems and tools 2019 IBM Corporationdeekwaddell 2019 IBM CorporationdeekwaddellDigitizationAutomationData&AICollaborationEmployee EmpowermentLearning Culture|IBMIBM CONFIDENTIALCONFIDENTIALTRAVEL&TRANSPORTATIONAviation MobileFirst Portfolio9 2019 IBM CorporationdeekwaddellPassenger CareCheck in,IRROPs handling,ancillary saleManage TurnBelow the wing turn operationsManage GatesTurn management multiple gatesRapid BoardMobile boarding,doc check&analyticsPassenger+Day of flight info w/pax info&reportingAncillary SalesOnboard sales w/pax analyticsPlan FlightDiscretionary fuel planning&analyticsFlyNOWDay of flight info w/flight brief&manualsRosterCrew schedule&certification notificationsAssign TechEngineer allocation&turn status mgmtInspect&TurnTask&work order info&reportingCustomer Customer Service Service AgentAgentFlight Flight AttendantAttendantPilotPilotLine Line MaintMaint.Ground Ground OperationsOperationsCabin CareOnboard Cabin Defect ReportingTask AllocationManage review and approvals of orders(FIN)Gate CareReport on incident or defect(FIN)Turn Around ManagerCollaboration on aircraft turn process(LH)Duty PlanManage flight duty assignment(LH)Turn Around ManagerCollaboration on aircraft turn process(LH)Duty PlanManage flight duty assignment(LH)Defect ReportReport defect found(FIN)Turn Around ManagerCollaboration on aircraft turn process(LH)Ramp AgentBaggage load assist app(LH)Team MemberCompanion to Manage Turn(KLM)Planned Extensions 2019 IBM CorporationWhen people,technology and data work together in harmony,we can TransformdeekwaddellIBM Travel Platform/2017 IBM Corporation11 2019 IBM CorporationdeekwaddellWorlds Leading AI Travel Technology Provider 2018US patents-Granted or PendingLeadership in Cognitive and AI in Travel|IBMIBM CONFIDENTIALCONFIDENTIALTRAVEL&TRANSPORTATIONVirtual Agents and Chatbots using AILeverage IBM Watson and other services(e.g.language translation,tone analyzer)to build a natural conversational advisor that enables customers or employees with expertise and instant access to best-fit informationAutomate with WatsonUnderstand,interpret,and improveEnable employees with knowledgePull in internal documentation such as IT,HR,Maintenance,Call Center FAQs,or any other valuable information and use experts to curateEnable employees to understand and self-serve based on the provided body of knowledgeProvide additional capabilities and new data sources to better enable current processes 2019 IBM Corporationdeekwaddell|IBMIBM CONFIDENTIALCONFIDENTIALTRAVEL&TRANSPORTATIONEnable agents and managers with 360o views,insights,and context on each customer using AI“I CAN ANSWER 33,000 DIFFERENT QUESTIONS FROM 33,000 DIFFERENT CUSTOMERS AT THE SAME TIME.”With IBM Services and Watson,thousands of service agents can resolve issues 70%fasterwhile deepening customer engagement and loyalty.Cognitive in Call Centers 2019 IBM CorporationdeekwaddellMalaysian Airlines Launch partner for IBMs AI-based Personalized,Pricing and Offers(PPO)using proprietary AI algorithms analyzing hundreds of thousands of data points to dynamically deliver highly-personalized offers and pricing.142019 IBM Corporation 2019 IBM CorporationdeekwaddellCustomers that received personalized recommendations made over20%more bookingsthan customers in the control group 54%more bookingsin business classTest Group members created44%more revenue compared to Control Group members AI-based pricing leads to higherconversions&revenue during promotional campaigns|IBMIBM CONFIDENTIALCONFIDENTIALTRAVEL&TRANSPORTATIONBlockchain holds new promises for companies in travel Business Networks connect businessesParticipants with IdentityAssets flow over business networksTransactions describe asset exchangeContracts underpin transactionsThe ledger is a log of transactionsBlockchain provides asecure,shared,replicated ledger5PrProbobl le em mi neffi ci ent,expensi ve,vul nerabl eP Pa ar rt ti i c ci i p pa an nt t A A s s r re ec co or rd ds sPaPar rt ti i c ci i p pa an nt t B B s s rerec co ordrds sBaBan nk k r re ecocor rd ds sInIns su ur re er r r re ec co or rd ds sR Regegu ul l a at to or r r receco or rd ds sAuAud di i t to or r r re ec co or rd ds s7BlBlo oc ck kc ch ha ai i n nP Pa ar rt ti i c ci i p pa an nt t A A s s r re ec co or rd ds sPaPar rt ti i c ci i p pa an nt t B B s s rerec co ordrds sBaBan nk k r re ecocor rd ds sInIns su ur re er r r re ec co or rd ds sR Regegu ul l a at to or r r receco or rd ds sAuAud di i t to or r r re ec co or rd ds sS So ol lutiuti o on nA shared,repl i cated,perm i ssi oned l edgerw i th consensus,provenance,i m m utabi l i ty and fi nal i ty 2019 IBM Corporationdeekwaddell|IBMIBM CONFIDENTIALCONFIDENTIALTRAVEL&TRANSPORTATIONTravel blockchain initiatives are seeking to re-imagine and transform digital business and industry processes 2019 IBM CorporationdeekwaddellIDENTITYMARKETPLACES/DISTRIBUTIONCURRENCY/LOYALTYOPERATIONS/OTHERNon-profit self sovereign networkDecentralized identity ecosystemOpen-source project IndySecure identity ecosystemSelf sovereign provider w/walletSecure identity managementBee-token home-sharing mktplcDecentralized travel marketplaceOpen-source travel distributionTVRL-Token based bookingLOC-Token 0%Comm(Hot/Vac)User-review/ratings travel mktplcAVA-token 0%comm(Hotel)Loyalty and partner networkHotel Settlement&Travel ContentATON-token travel billing/settleTRIP-token Hotel/RewardsSAT-token Loyalty/reward netwrkCrypto-payment acceptanceAviation Vital-log/Safety Info(certifications,hours,checks)Airline disruption&compensationHotel PMS/Booking SystemLuggage Crowd-Insurance|IBMIBM CONFIDENTIALCONFIDENTIALTRAVEL&TRANSPORTATIONScaling Quantum by Partnering with Industry IBM Q Network 2019 IBM CorporationdeekwaddellFocus areas1.Accelerate Research2.Develop Commercial Applications3.Educate&Prepare 2019 IBM Corporation4 September 201918IBM Industry AcademyIBM Institute for Business ValueIBM ResearchMaster level gridOpportunity twoDifferentiate travel experiences and expand the ecosystemExtracts insights from traveler data to create unique travel experiences for diverse travel segmentsLeverage insights across the travel ecosystem,and combine with insights from technologies like IoT,cloud,analytics and mobile to deliver distinctive experiences across every step in the travel journeyOpportunity oneInvest to profit from Artificial Intelligence-enabled travelObtain new sources of data on customers and extract maximum insights from existing data using AI-enabled systemsInvest in,experiment with,and deploy AI across business silos and customer segments to get good at this critical but emerging capabilityOpportunity threeEmbrace the travel distribution revolutionActively support the development,maturation and use of new methods of distributionEschew status quo solutions and providers in favor of disruptive methods of managing inventory,marketing services and selling to customersWhat actions are needed to get going?Provocative opportunities 2019 IBM CorporationdeekwaddellTransformation is Happening 2019 IBM Corporationdeekwaddell扫码关注：金融干货精选获取更多干货资料