GITDM Presentation

on
Aviation Industry
GROUP NO 4
P R I YAN K A PAN TAWA N E ( 1 4 0 3 0 2 4 1 0 2 8 )
S I VAS AI T E J J AL D U ( 1 4 0 3 0 2 4 1 0 3 6 )
P R AT I K D H I M AN ( 1 4 0 3 0 2 4 1 0 7 2 )
R AJ K U M AR S H AR M A ( 1 4 0 3 0 2 4 11 2 2 )
S H U B H AM G AR G ( 1 4 0 3 0 2 4 11 8 7 )

Agenda

Executive Summary
Customer Pain Areas
Impact on Business
Our Companys information
Our Companys USP
Proposed Solution
Proof of Concept
Delivery Model and Benefits
Cost Breakdown Structure
Assumptions and Responsibilities
Project Plan and Timelines
SLAs (in case of support services)
Projected ROI and TCO
Customer success Story

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Executive Summary
SingaAir Ltd. , operating as SingaAir, is a budget airline headquartered in Singapore. It operates
services to regional destinations in Southeast Asia and China from its main base at Singapore
Changi Airport.
It has its head office in the Honeywell Building in Changi, Singapore.
SingaAir won the CAPA Award for Best Upcoming Low Cost Airline of the Year 2014.
*CAPA: Centre for Asia Pacific Aviation

Recently, Company CEO, Mr Chang announced its plans to expand to other Asian destinations
including India.
SingaAir Ltd. Is looking at us, SRP InfoTech Solutions as a potential partner for providing an
integrated IT Solution that includes:
CRM, Reservation systems, Baggage Tracking,
Loyalty programs, Airline portal, Campaign Management,
Managing B2B partnership with major travel aggregators like Amadeus, Expedia, Travelocity etc.

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GITDM PRESENTATION

SingaAir Pain Areas

Identification and Retention of High Value
Customers
Customer Service

Inefficient Reservation System

Absence of personalized real-time dynamic

bundling for Customers
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SingaAir Pain Areas

Improper IT Business Alignment for Loyalty
Partnerships
Non-Integrated Campaign Management

Lack of Smart Mobility Solution

Non scalable applications

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Business Impact Due to Pain Points

Low Customer
Satisfaction
Index (55.68
vs. industry
standard of
78.42)

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Shift towards
Competitors
due to
cumbersome
online portal.

Drop in First
Class/Business
Class Sales by
35% in the last
3 quarters.

Missed Sales
Target by 25%
for the last 3
quarters.

GITDM PRESENTATION

Unrealised
Campaign
Benefits due
to lack of real
time data.

20% increase
in Operational
Costs due to
lack of IT
Integration.

Average Time
to Market new
promotional
offers is 50%
more than
competitors.

* All statistics taken from Internal

Analysis Report of SingaAir

SRP InfoTech Solutions

SRP InfoTech Solutions is a global professional services firm with annual revenues exceeding US$
21 billion (March 2014).
SRPs more than 3,50,000 employees provide Application software, Consulting and Infrastructure
Support services from 140 offices located in the United States, Canada, India, the United Kingdom,
and other parts of the world.
Our clientele in the Travel industry include:
One of the oldest airlines in the Nordics
A specialist air-cargo integrated software solutions provider
Latin America's foremost airline
One of the oldest airlines in Central America
Canada's national low-cost airline
Spain's largest low cost airline
Australia's national carrier
One of the largest total travel management companies in India
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SRPs USP
Strategic relationships:
We have partnerships
with global technology
leaders like Siebel etc.
We also work closely
with specific domain
solution providers and
hosting providers

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Technology Centres
of Excellence (CoEs)
to incubate
technology
capabilities aligned to
the Travel industry Analytical Customer
Relationship
Management (CRM)
& Interline eTicketing.

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A Travel Innovation
Lab: SRP has invested
in a dedicated
Innovation Lab for the
travel industry to
incubate futuristic
ideas, co-innovate,
and develop
frameworks and
prototypes of gamechanging solutions

SRPs USP
Niche solutions
aimed at specific
business
requirements,
challenges in critical
performance areas
and regulatory
compliance

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Domain
practitioners
with vast
functional and IT
experience from
the industry

Partnerships
with global
Travel ISVs

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Committed to
quality and process
excellence - CMM
Level 5, ISO 9001,
ISO 27001 and ITIL,
ITSM compliant
delivery

Proof of Concept

A working model (PoC) with

the highlighted modules, along
with the online portal can be
delivered within a month of
signing the project charter.

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Delivery Model & Benefits

Global 24/7 Delivery Model
Regulatory
Compliance

Global Talent
Pool

Global
24/7
Delivery
Model
SRP Sourcing

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GDM has the ability to quickly ramp up and ramp down technical and functional teams,
crossing barriers of language, distance, and skill. We work towards providing you the much
required competitive edge.
Regulatory Compliance: Best-practice methodologies and established delivery
frameworks as well as compliance with local and international standards.
Global
Collaboration

Global Collaboration: A state-of-the-art telecom network, global collaboration tools, and a

multi-tiered technology infrastructure with an interconnected global development network
providing better risk management and 24/7 coverage.
SRP Sourcing: A blended onsite/ offshore/ nearshore model, built on the fundamental
concept of modularization, GDM lets you focus on core competencies while honouring
shared business objectives
Global Talent Pool: Access to a globally networked talent pool, SRP offers
low-cost and high-quality service spanning multiple services mix, technologies, locations,
and domains .

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GDM

Mexico
Global Support
Center

Implementation
India Pune/Chennai
Offshore Delivery
Center

Philippines
Nearshore Delivery
Center

Singapore
Onsite Delivery
Center

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Cost Breakdown Structure

Implementation of IT management system include various costs, as follows:
IT
Implementation

Labour Costs

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Implementation

Other costs

Staff Salaries

Development
and Hosting

Project
Management
cost

Travel And
Lodging

Training Cost

Miscellaneous
Supplies

Temporary
Labour

Legal services

Support And
Maintenance

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Labour Costs

Implementation
Costs

Other Costs

Staff Salaries : Staff salaries consists

of the compensation paid to the
employees for the work they
perform. The salaries are calculated
on the currency basis

Development and hosting : The cost

incurred in development and hosting
of the information systems at
operational locations

Project Management costs : The

costs incurred by obtaining the
expertise of an ITM consultant on
operational location. This is a
recurring cost and can vary

Travel And Lodging : The cost

incurred by the employees shifting to
the nearshore/ onsite/ offshore
location

Training Cost : Costs incurred in the

training of employees at the
operational location. The salaries are
calculated on operational country
currency basis

Miscellaneous Supplies : The costs

incurred during the project
operations for maintaining the flow
of activities without any hindrance

Temporary Labour : These are the

costs incurred on temporary works
example part-time labour, labour for
small projects. This cost is calculated
on hourly or weekly basis

Legal : The costs incurred for the

software licenses. The cost is
recurring cost depending upon the
plan and the number of licenses.

Support and maintenance : The cost

incurred for the maintenance of the
information systems. Usually it is a
annual contract

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Cost Estimates(Annual)
Particulars

Amount

Labour Cost

S$ 280,000

Staff Salaries

S$ 110,000

Travel And Lodging

S$ 80,000

Temporary Labour

S$ 90,000

Implementation Costs

S$ 240,000

Development And Hosting

S$ 100,000

Training Costs

S$ 50,000

Legal Costs

S$ 90,000

Other Costs

S$ 270,000

Project Management Costs

S$150,000

Miscellaneous Costs

S$ 50,000

Support And Maintenance

S$ 70,000

TOTAL

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S$790,000

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Responsibilities
Roles

Activities

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Business
Analyst

Project
Sponsor

Project
Manager

Technical
Architect

Team
Leader

Solution
Developer

Tester

Business Case

Requirements

R/A

Functional Design

R/A

A/C

R/A

Production

R/A

R/A

Testing

R/A

Training

C/I

Rollout

C/I/R

Technical Specification

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Quality
User
Assurance Representative

16

Assumptions
o SingaAir already have IT systems in place which are working in silos.

o Internal IT systems analysis report of SingaAir was made available at

the time of RFP.
o SingaAir based out of Singapore will be expanding their operations to
India and other Asian countries in next 6 months.
o SingaAir has their internal IT team which will work with SRP to provide
all the required information.
o Risk Management at the client locations will be taken care by SingaAir.

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Project Plan

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Service Level Agreement(SLA)

Performance Matrix Description
Response Time

99.99% hits on customer interface will have a response time of less than 2 seconds. 95% hits
on back offices interfaces will have a response time of less than 2 seconds.

Throughput

At 99% load of 20,000 users at any given time. System would be able to handle 200,000 data
packets in 1 second.
Should be able to use 70% capacity at 5,000 customers and 95% at 20,000 customers while
management tasks scheduled per se.

Utilization
Customer Support

Availability

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3 Level support system would be in place to handle IT related issues.

Level of Criticality Response time Resolution Time
1
10 mins
30 mins
2
30 mins
4 hours
3
1 hour
36 hours
System should be available for 99.99% of times. As we use dual backup for all the critical
systems and single back up rest of the systems.
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Service Level Agreement(SLA)

All the software licenses would be provided by the customer.
Task based timelines will be decided at ground level and will be met if not,
penalty clauses will come into play.

Over the longer horizon, a broader strategy on capacity increments will be

developed to accommodate the increase in customer base and the complexity
of the systems in place.
Systems developed will be modularized, scalable and interoperable.

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Projected ROI and TCO

Return on investment in airline industry is focused on many factors but is majorly concentrated on the sales.
Investment in IT system helps in the streaming of the processes and hence ease to the customers and
increase in customer satisfaction.
The benefits of information system has financial and indirect benefits to the company.

Financial Benefits

Indirect Benefits

Increase in sales by 23 percent.

Benefits for implementing evolving

Technologies.

Cost reduction in labour and staff.

Process optimization.

Reduction in marketing and promotion cost.

Facilitate strategic decision making with up to

date complete reporting.

Increase in profit by atleast 10% in Year 1.

Collect revenue faster.

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Customer Success Story

Our Client: One of the oldest operating airlines in the world.
Requirement: The current loyalty programme was cumbersome and difficult to update
frequently. The client required a simpler integrated solution.
Solution: We introduced 'Siebel Loyalty' to replace the existing loyalty system along with a
full project life cycle execution.
Our in-depth knowledge of the Airline industry has keen insights into the loyalty programme
that our client has used which, in turn has enabled us to successfully develop and execute the
'Siebel Loyalty' system.
Business Impact: The solution helped our client reach a wider set of customers through the
new improved marketing feedback system. It also helped improve the customer tracking
system, which in turn enabled a focused sales effort and a high revenue conversion rate.

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THANK YOU!!!

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