StBVerticalCampaignP haseIIChina2005

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Information about StBVerticalCampaignP haseIIChina2005
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Published on October 12, 2007

Author: JJMiller

Source: authorstream.com

Simplifying the Business Phase II results:  Simplifying the Business Phase II results Vertical Campaign for China Airports Release date: January 11th 2006 Slide2:  Our campaign approach StB Support Model and Campaigns:  StB Support Model and Campaigns IATA delivers support through various channels. One of the key support delivery elements is “Campaigns” Campaign approach objectives:  Campaign approach objectives Why have campaigns: to make progress in a structured, organised way to have measurable objectives and targets that are clearly communicated to move towards the achievement of the programme goals. StB Campaign approach:  StB Campaign approach Our way of translating strategy into action A way of focusing effort on areas with the aim of achieving specific and measurable results Two types of campaign: Horizontal: Advancing the programme as a whole, step by step Vertical: Cluster targets with particular needs Horizontal campaigns:  Horizontal campaigns Align a large group of stakeholders (e.g. all airlines) to the same baseline on a broad topic (i.e. more than one project) Provide additional support when needed, but overall in accordance with achieving the same objective for all stakeholders (e.g. raise awareness of all StB projects) There are normally few horizontal campaigns in a year, and their scope will almost always be global Vertical campaigns:  Vertical campaigns Focus effort on a distinct group of stakeholders with specific needs or with a particular profile (e.g. airlines facing regulatory issues to ET implementation) Aim to achieve a very specific result (mobilise ground handlers to become ET enabled) Multiple vertical campaigns will enable engagement and support to be provided on various issues with many stakeholders involved almost simultaneously around the world Slide8:  Engaging Chinese airports Phase I (March – May 2005):  Phase I (March – May 2005) During Phase 1 we made contact with 366 airlines with the following objectives: Mobilise them into taking action Gather market intelligence on the state of the industry and obstacles to ET penetration A major concern of the StB team was to increase the awarness of the programme in China as: It is the 2nd largest IATA BSP market It has the 2nd lowest ET penetration of any region It is the country with the fastest airport growth and expansion So a targeted engagement with Chinese airports was required and it was decided that a series of airport workshops would be a good first step. From Campaign 1 to Phase 2:  From Campaign 1 to Phase 2 From Understand the Battle Field Mobilise all Stakeholders To Ensuring all stakeholder projects are launched Start to remove the Barriers A special focus on 3rd party problems Phase II:  Phase II 1 horizontal campaign 5 vertical campaigns ET - Ground handling companies ET - Regulatory and legal barriers ET - Red and orange with their own systems IATA E-Freight - Pilot countries StB - China Phase II – StB China vertical:  Phase II – StB China vertical Objective of the campaign is to: Support Chinese StB stakeholders to rapidly meet StB targets, especially their aggressive ET penetration target for 2005 Use China with its “Green Field” environment, massive expansion plans and low cost structure to showcase all aspects of the Programme Accordingly, a number of workshops were run at Chinese airports to showcase the programme Slide13:  StB Airport Workshops - China Summary:  Summary In August 2005, IATA sponsored and conducted 4 one-day intensive workshops in 4 cities in China. The locations were defined by the RPMs as those that covered the most important regions in the country. The purpose was to bring together all stakeholders to share their knowledge and identify their needs to implement the StB programme. Workshop objectives:  Workshop objectives The workshop objectives were to: Increase airport awareness of the StB programme Educate airports on the E-ticketing initiative, with a special focus on Ground Handlers Provide a forum to allow stakeholders (airports and airlines) to learn about TravelSky ET solutions and airport services Encourage knowledge sharing among stakeholders Present and encourage CUSS, RFID and BCBP implementation Schedule & Locations:  Schedule & Locations Shanghai Seminar (Aug 22-23) Guangzhou Seminar (Aug 24-25) Kunming Seminar (Aug 26) Beijing Seminar (Aug 29-30) Attendees :  Attendees The following key stakeholder groups formed the 149 people who attended the workshops: Airports Airlines TravelSky CAAC officials Profile of participants:  Profile of participants 94 representatives from 63 airports 25 representatives from 5 airlines 25 representatives from TravelSky 3 CAAC officials 2 IATA experts 3 IATA StB Programme Managers – North Asia Workshop Achievements:  Workshop Achievements Stakeholder interaction and knowledge sharing Awareness of the StB programme and interaction with IATA subject matter experts Educated airports on the E-ticketing initiative, with a special focus on Ground Handling Presented and encouraged CUSS, RFID and BCBP implementation Meeting Feedback:  Meeting Feedback Shanghai Pudong International Airport: Interested in implementing CUSS by 2008 Guangzhou Baiyun International Airport: Interested in implementing CUSS but has to deal with pressures from airlines who want to implement their own kiosks. Beijing Capital International Airport: Is evaluating the possibility of implementing CUSS, BCBP and RFID As all airports use the TravelSky DCS, they are fully aligned and ready for the rollout. Slide21:  Next steps Requests for follow-up and next steps:  Requests for follow-up and next steps Actions requested: Continue to raise awareness through workshops and campaigns for airlines and airports Provide support by establishing detailed implementation procedures Next steps: Continue to execute awareness campaigns and other promotional activities Focus on implementing CUSS and BCBP in a limited number of airports Plan airport visits in other regions to allow potential target airports to share experiences and learning Follow-up with Travelsky on their ET solutions and with China Eastern to develop their capability. Organise additional and longer workshops as airports in China still need to be trained on the ET initiative. For more information, go to the StB Support Portal:  For more information, go to the StB Support Portal To launch the portal, go to: http://www.iata.org/whatwedo/simplibiz1 Click on the StB Support Portal button

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