modernized rail industry - will technology advances or business agility drive modernisation of the...

Modernised rail industry

Will technology advances or business agility drive modernisation of the rail industry?

Antoine de KervilerDirector R&D, Amadeus Rail and Ground Travel ©

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Passenger Rail Europe Conference7th June 2016

_ I can buy a trip, in minutes, at anytime, fromanywhere, pay the way I want, using my phone, mytablet, the web as I wish.

_ I can get assistance for all my special needs in atimely and efficient manner

_ On board, I have access to fast wifi, can buyfood, drinks, entertainment and services, can changemy seat and modify my reservation.

_ I am always informed about the service. Trains areon-time and reliable, and a solution is promptlyproposed in case of disruption.

_ A modernised railway is profitable, safe, reinvestingin modern rolling stock and a reliable infrastructure.

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A modernised railway

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”You can see the computer age everywhere but in the productivity statistics.”Robert Solow"We'd better watch out", New York Times Book Review, July 12, 1987

Institutional adjustment2015-16

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Technology revolutions also build new organisational modelsThe information golden age

TURNING POINT

DEPLOYMENT PERIODINSTALLATION PERIOD

Next great surge

Previous great surge

Big Bang1971 – Advent of the micro-processor from Intel

Crash2000

Next Big Bang

IRRUPTION

FRENZYGilded age

SYNERGYGolden age

MATURITY

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Source : Carlotta Perez - ”Technological Revolutions and Financial Capital: The Dynamics of Bubbles and Golden Ages” 2002

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The dreamed-up customer experienceCustomers dream the ideal customer experience from brands they know and like

”Customers have been spoiled. Thanks to companies such as Amazon and Apple, they now expect every organization to deliver products and services swiftly, with a seamless user experience.” – McKinsey May 2014

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Customer centric = customer at the centre of ALL systemsAt the centre of IS – IT systems and all processes

CustomerGood morning, I am calling to refund my ticket

RailwayGood morning Madam, could I have your ticket number please?

CustomerGood morning, I am calling to refund my ticket

RailwayGood morning Madam, could I have your name please?

or

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Standardisation, customisation vs. configuration

1Hardware

Rolling stockSignallingMaintenance Certification

Reduce time to market

2Booking + Ticketing

TicketingInterliningFare structuresSchedules

Increase sales and revenue

3Systems & platforms

Generic ITOffer managementTicketingEmployee systems

Concentrate on customers and B2C

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Don’t build a digital strategy, digitise your business strategy

1

Accelerate

Customers want a quick and seamless

digital experience, and they want it now.

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Cloud & Mobile

Cloud & mobile allow to innovate fast and experiment directly

with customers

3

Buy vs. Build

Customers don’t care if you buy or build; Building is usually slower and more

restricting

4

Platforms

Use platforms and eco-systems to

support processes