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1、-1-Roland Berger&Partners International Management ConsultantsBarcelona Beijing Berlin Brussels Bucharest Budapest Buenos Aires Detroit Dsseldorf Frankfurt Hamburg Kiev LisbonLondon Madrid Milan Moscow Munich New York Paris Prague Riga Rome So Paulo Shanghai Stuttgart Tokyo Vienna ZurichOrganization
2、al Design for Amadeus offering additional IT-Outsourcing Services Workprogram Madrid,May 2000MAD-8010-97000-010-553-2-This document was created for the exclusive use of our clients.It is not complete unless supported by the underlying detailed analyses and oral presentation.It must not be passed on
3、to third parties except with the explicit prior consent of Roland Berger&Partners.Content PageA.Project objective3B.IT-Outsourcing Industry and Amadeus positioning5C.Project approach and Calendar19D.Project Organisation and Investment41E.Roland Berger&Partners:References and qualifications46MAD-8010
4、-97000-010-553-3-A.Project objectiveMAD-8010-97000-010-553-4-Project objectiveHow to organize and size Amadeus to become the global leading IT service provider to the Airline IndustryMAD-8010-97000-010-553-5-B.IT Services Industry and Amadeus positionMAD-8010-97000-010-553-6-Context1.The global IT-O
5、utsourcing market is characterized by strong growth rates and a broad range of different outsourcing fieldsExamples of recent deals underline the increasing strategic(long-term)impact of IT-Outsourcing contracts2.With the BA/Quantas contract,Amadeus will enlarge his current specialized positioning s
6、tarting a new business model in the airline industry3.Amadeus wants to define a clear organizational structure that:meets the business potential of this new market according to the defined strategybetter fits and takes advantage with the current successful organizationallows and leverages on joint-v
7、entures/alliancesMAD-8010-97000-010-553-7-The global IT-Outsourcing market is characterized by strong growth rates and a broad range of different outsourcing fieldsSource:Gartner Group,Roland Berger&PartnersGlobal IT-Outsourcing marketMio.$1997200257.884122.97839.8146.8743.6245.5702.00181.76616.0447
8、.64412.4905.035CAGR:16,3%Types of IT-Outsourcing servicesProcessing Services in host(mainframe)or distributed(Unix)environmentsData Center ManagementApplication Outsourcing forStandard application software(e.g.SAP)Custom software or highly customized softwareDesktop Outsourcing(focus on infrastructu
9、re operation or application operation)Network OutsourcingGlobal OutsourcingBusiness Process Outsourcing(BPO)Web Outsourcing(Web hosting/Web intensive applications)Operational ServicesApplication ManagementHelp DeskBusiness ContinuationAsset Mgmt.MAD-8010-97000-010-553-8-IT outsourcers have to restru
10、cture their service portfolio and know-how to meet the increasing demand of complete intelligent IT business solutionsTop reasonsMajor trendsLeverage knowledge,resources and processingStrategic advantage relationships,technology,best practices,focus on core competenciesCost generate revenue,increase
11、 productivitySkills recruit,retain,retrainIncreasing customer demand of process expertise and business solutionsMultisupplier outsourcing deals in forms:Prime contractor/subcontractor(s)Independent ESP contracts with user as prime contractorNoncompetitive/competitive collaborationsReciprocal partner
12、ships to help retain and increase leading positions in respective outsourcing segmentsJoint venture IT-Outsourcing relationship models in which the enterprise and ESP will share risk and rewardsSource:Roland Berger&PartnersMAD-8010-97000-010-553-9-Most of the Top ten outsourcers cover the whole spec
13、trum of IT-Outsourcing servicesTop ten IT outsourcers/service portfolioBack-upDesktopservicesNetworkmgmt.GlobaloutsourcingBPOWebout-sourcingIBM1EDS2ADP3CSC4SBS5Xerox Corp.6Cap Gemini7debis Systemhaus8Fujitsu9Compaq Computer Corp.10Data centermgmt.ProcessingservicesApplicationmgmt.Source:Roland Berge
14、r&Partners=less experience/market penetration =high experience/market penetrationMAD-8010-97000-010-553-10-Examples of recent deals underline the increasing strategic(long-term)impact of IT-Outsourcing contractsBack-upWorth of trans-actionDeal details/intentionPartner10/1999IBM/WinterthurSwitzerland
15、$430 m/ten yearsMoving of 120 employees to IBMIBM will move its IT center and its staff to the city of Winterthur11/1999Largest IT outsourcing agreement in HungaryFocused on all of Matavs non strategic internal IT servicesEDS/MatavHungaryfive years12/1999Cost saving/cost reductions through implement
16、ation of state of the art technologiesGlobal outsourcing contractUnisys/KelloggUSfive years05/2000Cost savings of about$11.5 m p.a.Moving of about 170 employees from Ericsson to CompaqCompaq/EricssonSweden$150 m/five years05/2000Strategic partnershipManagement of mainframe computers,operating system
17、s and telephonyIBM/three nordic insurance groups and ICA ABSweden$1 bn/ten yearsSource:press research,Roland Berger&PartnersMAD-8010-97000-010-553-11-AirCarHotelRailPrivatecustomerCorporatecustomerAirlinesCar rental companiesRailway companiesHotelsTravel service providerCustomerAmadeus is the leadin
18、g global supplier of travel information and reservation services to the travel industryCompany figuresOrganizational structureMajor shareholder1st quarter 20001st quarter 1999Growth%EUR mBookingsRevenuesEBITEBITDANet inc.before ex.itemsNet inc.after ex.1)items107.3393.479.0107.850.050.0101.6336.365.
19、189.132.448.85.617.021.321.054.22.41)Exceptional income from the sale of equant depositary certificates in Q1 1999 Market share europe:4.550%(market-leadership)Air France(25%)Iberia(25%)Lufthansa(25%)Stock market(25%)National Marketing Companies(NMCs)as Amadeuss front-line presence67 NMCs in over 13
20、2 countriesIn addition:regional offices in Bankok,Buenos Aires,Miami to provide support to the NMCs for marketing,help desk and customer servicesMAD-8010-97000-010-553-12-The current value Amadeus provides is access to its database of information for Air-line,Car,Hotel and Rail bookings one-stop sho
21、p for all travel agents needsCompany product-/service portfolioAmadeus AirAmadeus CarAmadeus HotelAmadeus RailService ChannelsAgent access to detailed information on flight schedules,sent availability and faresAllows to make online reservationsIncluding information on 505 airlines(99%share of worlds
22、 scheduled airline slots)5 m routings,30 m city plusReal time information updateVendor neutral screen/prioritization by convenient in pricingAccess to 48 major car rental companies in over 20.000 locations in more than 100 countries worldwideBooking and confir-mation optionExpected CAGR for booking
23、of above 20%for the next few yearsInformation on accommodation at 51.5000 hotels properties of more than 39 hotel chains worldwideIncluding locations,hotel features,room availability and ratesOffering includes negotiated rates for private or corporate customerExpected CAGR 14%for the next two yearsI
24、ncludes 4 rail provi-dersSNCFEurostarAmtrakBritish RailEuropean trend towards more GDS rail bookingsAmadeus Proexcl.professional travel agentsmodular desktop systemsAmadeus VistaGUI-based front-end serviceSmall-to-mid-sized travel agenciesAmadeus Corporate WorldNon-travel agent or-ganizations like c
25、or-porate travel officescustomization by companies travel policies and negotiated ratesInternet market placesSource:Roland Berger&PartnersMAD-8010-97000-010-553-13-Amadeus has entered the Internet marketplace in four different waysSystem backboneAmadeus as System behind severalonline travel agencies
26、Private Label ServiceOnline Basic or Online Premium(depending on level of service)Amadeus travel Web sitesJoint ventures with localplayer e.g.with L Espresso(E)and TelefnicaExpansion in the European markets with local content marketplace strategyInternet market placesDevelopment of 2.500 sites for t
27、ravel agents,29 for airlines and 3 for hotel chains(including service provisioning)Mobile-CommerceJoint venture with EricssonSelling mobile operators a service for their customersAccessing itineraries and travel databasesnotification in advance if there are delaysSource:Roland Berger&PartnersMAD-801
28、0-97000-010-553-14-Amadeus service portfolio used to address only a small position of the industry landscape centered around the distribution layerPlanningDay of OpsAfter Sales/Loyalty creationPassengerProduction SystemsSalesContactDataFaresSPACargo ProductionSystemsEngineering&Maintenance SystemsCa
29、tering SystemsSupportSystemsCargo Sales,Reservations,Capacity PlanningCargo DocumentationMaintenance RecordsInventory ControlCatering InventoryIn-flight SalesPlanningTech-nicalPurcha-singAircraft ManualsPlanningCatering PurchasingRevenue AccountingBookkeepingGeneral PurchasingPayrollIn-House Check-i
30、nHandling Agent Check-inSelf-Service Check-inBaggage TracingFlight ProductionSystemsFlightPlanningWeatherSlotsFlight Data AnalysisFlight Operations ControlFlight OperationsFlight SchedulingTimtable planningRotation planning Crew ManagementSystemsCrew HistoricCrew ManagementCrew requestsCrew assignPa
31、iringPlanningDaily Crew OperationsReservations DataInternet SiteCRS LinksCapacity ManagementSource:Roland Berger&PartnersMAD-8010-97000-010-553-15-As a broader IT application management provider for the airline industry,Amadeus will face competition coming from 4 fieldsTraditional CRSsAmadeusSABREGa
32、lileoWorldspanMassive IT providersUnisys OracleEDSIBM.Product specialistsCrew Management Systems:CARMEN,Mercury Scheduling SystemsRevenue Management Systems:TALUS Solutions,PROS RM Inc.,UnisysEngineering&Maintenance Systems:Omega Airline SoftwarePassenger Management Systems:BEA Systems,ITA Software,
33、Airline Automation Inc.Fleet Management Systems:Scheduling Systems Inc.Back Office Systems:Bewotec,Partner Software.Airline IT solution providersSABRE SitaLH SystemsAtraxis(Swissair).1234ExamplesMAD-8010-97000-010-553-16-Amadeus:structure follows strategyProduct advantage/value addedEconomies of sca
34、leSpecialistsPROS.AMADEUSNEWVolume playersIBMEDS.AMADEUSStatus quo(GDS)123Organization of AMADEUS NEWdecision structures/criteriaworkflowssystems/dataculture/skillsMigration PlanPartner policy123MAD-8010-97000-010-553-17-A major opportunity for innovation is in the type of supplier relationshipTypes
35、 of vendor partnershipsSource:Roland Berger&PartnersLowHighLowHighFormalisationDegree of commitmentSpotpurchasesLong-termcontractsSupplierpartnershipsInformalrelationshipsJointventuresVerticalintegrationPurchasing departments are increasingly influencing this decisionBack-upMAD-8010-97000-010-553-18
36、-Amadeus strategy:Leverage of CRS technology advantages into airline heart-beat functionalitiesThe threat:CRS substitutionThe opportunity:Substitute airline inventories,speed up/beef up functionalityTravelportalsCRSAirlineinven-toryTravelportalsCRSPricingYieldmanage-mentAmadeus value proposition:Spe
37、edReliabilityCost efficiencyofConnection buildingFare quotingAmadeus value proposition:Substitute airline inventory by CRS throughHigh speedHigh functionality link CRS YM-pricingMAD-8010-97000-010-553-19-C.Project approach and organisationMAD-8010-97000-010-553-20-Project approachUnderstanding of Bu
38、siness strategyKey competitors analysisIdentifying and Macro-Design of key processesIdentifying and evaluation of alternative organisational modelsDecision on organisational structure1a1b23412 weeksMarket segmentsTarget customers Product/service portfolioSkills profiles(Cost/benefit analysis)SWOTTo
39、be definedDetailed design,piloting,sizing and implementation5MAD-8010-97000-010-553-21-A variety of key questions have to be answered to understand impact and requirements of the strategy on organizational optionsKey QuestionsWhich industry segments and companies provide attractive business potentia
40、ls?Which divisions of an airline company should Amadeus target at(eg.passenger,cargo,tourism,catering)?MarketsegmentationTarget customerSkills profilesProduct/serviceportfolioWhat is an appropriate segmentation of the travel and tourism industry?Which business impact does IT have in each of the indu
41、stry segments?What are the specific requirements for IT outsourcing in each industry segment?Which core competencies exist within Amadeus organization?Which know-how can be derived from existing projects?Which additional skills are needed?Which of the potential market fields fits best to the defined
42、 Amadeus vision?Which are the market fields with the highest attractiveness?What product/service yields to the highest synergy effects?1a.Business strategyMAD-8010-97000-010-553-22-Rough and pragmatic market segmentation and requirements analysis provides a a clear understanding of the needs in the
43、market Source:Roland Berger&PartnersKey questions/module stepsKey questionsWhich business impact does IT-Outsourcing have in the Travel-and Tourism industry?Which clusters for IT-Outsourcing can be defined?What are the specific requirements for IT outsourcing in each industry segment?Module stepsPra
44、gmatic market analysis for travel and tourism industry(desk research by RB&P InfoCenter)Analysis of implications of IT based business models(incl.e-commerce)Research on current and expected requirements of key players in each industry segmentResultsDeeper understanding of market structure and busine
45、ss mechanismsRequirements for the design of an IT outsourcing product/service portfolioFirst,rough estimation of market potential per segment and identification of“hot spots”1a.Business strategyMAD-8010-97000-010-553-24-Target customers will be defined by structured analysisResultsPriority list of t
46、arget customersEvaluation of business potentialsAction plan per product-/service fieldEvaluation of key players on company levelIdentification of divisional,cross-company needsSource:Roland Berger&Partners GDS/CRSBALHSASSR.PCRMInternetMarketplaceAir-custo-merAIA/TD/SD/SD/.P=Project;A=Acquisition;I=I
47、mplementation;TD=Tool/Product Development;SD=Service DevelopmentAIRCARProducts1a.Business strategyMAD-8010-97000-010-553-25-Source:Roland Berger&Partners ResultsOverview on existing core competences and skillsAction for building up additional required skillsExisting projects and skills profiles will
48、 be investigated with structured interviews.Required additional skills will be detectedSkills inventoryKnow-howgroupDetailedcategoryMr.BauerMr.MuellerMr.MaierMrs.KleinMr.Employee experience levelDevelop-mentProject-manage-mentC+Javascript2154344351technical11563functional1=“No experience at all”6=“M
49、ore than 5 years experience within the know-how field”HardskillsSoftskills12311321461a.Business strategyMAD-8010-97000-010-553-26-Product/service portfolio:The definition of future Amadeus product/service portfolio will be validated/developedFlightProduction SystemsCrew Management SystemsPassenger P
50、roduction SystemsCargo Production SystemsEngineering and Maintenance SystemsCatering SystemsSupportSystemsPlanningDay of OpsAfter Sales/LoyaltycreationSource:Roland Berger&PartnersSelection criteria(examples)Fit to vision/missionMarket volumeCompetitive(technological)advantageCompetitivenessStructur