cover example - add title here - amadeus · 2012-11-22 · 2012 5 netscape ssl 1994 1995 amazon...
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Evolution’s Arrow Online-Agencies in Northern Europe
Sebastian Egedius
Head of Online
Moscow, Nov 20, 2012
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Netscape
SSL
1994
1995 amazon
1996
ebay
2001
bubble burst
2003
amazon’s
first profit
2004 facebook
2007 iPhone
2008
airnbnb
2009 foursquare
2010
iPad
google ITA
2011
2012
WEB 1.0:
Static
Lack of trust
Top-down, publishing
Dial-up
Software (NS)
”Screenful of text and graphics”
Business characteristics, OTAs
Wow, it works!
Tons of risk capital
Drive offliners online, portals
New ventures, Pure Click
Logistics hell
Many failed
Business characteristics, OTAs
Wow, it’s cheaper!
Drive onliners to site
Price competition: META
Low margins
Consolidation
”Normal” companies, Click and Brick
Gen engine – Air focus – Multi GDS – Air+hotel – Own engine – Automation – Mono GDS – Differentiation
WEB 2.0:
Dynamic
Trust
Bottom-up, participation
Long-tail
Service (google, fb)
”Integration platform”
#1 Build brand
#2 Automate
#3 Build volume
#4 Add products
#5 Differentiate
#6 Be fast
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Netscape
SSL
1994
1995 amazon
1996
ebay
2001
bubble burst
2003
amazon’s
first profit
2004 facebook
2007 iPhone
2008
airnbnb
2009 foursquare
2010
iPad
google ITA
2011
2012
WEB 1.0:
Static
Lack of trust
Top-down, publishing
Dial-up
Software (NS)
”Screenful of text and graphics”
WEB 2.0:
Dynamic
Trust
Bottom-up, participation
Long-tail
Service (google, fb)
”Integration platform”
Business characteristics, OTAs
Wow, it works!
Drive offliners online
Tons of risk capital
New ventures, Pure Click
Logistics hell
Many failed
Business characteristics, OTAs
Wow, it’s cheaper!
Drive onliners to site
Price competition: META
Consolidation
”Normal” companies, Click and Brick
Low margins
Air focus - Mono GDS – Gen Engine – Multi GDS – Air+hotel – Mono GDS – Differentiation – Own Engine
WEB 3.0:
Semantic, voice controled
Personalized
Integrated, social
Glocal
IATA NDC
AI, machines create info
”Integrated, augmented reality”
Business characteristics, OTAs
???
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”Bubble 2.0”
”An endless digital forest of mediocrity”
”Digital narcisism and amateurism”
”Good service suddenly feels modern”
”Return of the experts”
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Vastness
Vagueness
Uncertainty
Inconsistency
Deceit
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Have a great site, work with brand and do not rely only on google and meta. Good luck with that one
Great tech helps to keep costs down
It’s true after all: size matters. Build volume, or go niche.
Do more than air, build margin
Have as few GDSs and other content sources as possible
Be fast
Know your stuff: have great management and staff
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Customer engagement
Strategy
Brand
Tech
Ops
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