Figure 10. System Integration: Additional Services

7.2 Additional Services: Using Data as a Strategic Asset

The system integration solution puts SITA in a unique position to leverage data as a strategic asset. The local M-DCS and airport Local DCS data can be aggregated into an integrated data platform as can be seen in Figure 10. This data creates a unified identity of the passenger. It also enables additional services by using an analytic engine that draws insights from cross-functional information. This section suggests four simple yet actionable B2B insights that SITA can offer its supply chain partners with its knowledge on delay and waiting times between cruise and flights. 1. Insights about passengers having long waiting times before a boarding flight can help cruise lines better target customers for offers like extended on-cruise stay. 2. Insights about passengers who have long waiting times before boarding cruise ships can help airlines better target customers to offer lounge services. 3. Airports and cruise ports can better estimate the influx of passengers and baggage. 4. Municipalities and governments can benefit from insights by offering city tourism offers between cruise and air travel. With increasing historical data and information about past events, machine learning techniques can be used to predict delays and the corresponding cause effect relationships between cruise-lines and airlines.

7.3 Technology Adaptation

We identified the missing products in SITA's portfolio: the integrated system (as mentioned in 7.1) and a Local Maritime Departure System (MDCS). Furthermore, based on thorough research on SITA's current systems (Appendix 11), we also singled out the digital (software) and physical (hardware) products of SITA that can be directly used or quickly adapted to achieve the new process. Besides, we also picked out the products that can potentially be adapted to optimize the process.

*Please refer to Appendix 11: Technology Adaptation for a complete list of products with elaborate explanations

Figure 10.System Integration: Additional Services