Airline Passenger Service & Reservations Platform

ITA Software by Google

Airline Platform
Value Platform Overview Reservations Inventory Control Departure Control System Schedule Manager Reaccommodation First Customer Deployment 4 6 8 12 16 20 24 28

Enabling the Innovative Airline

ITA Softwares new airline platform makes possible the latest innovations in merchandising, self-service and partnerships. It is easy to learn, use and manage and fully supports all network and alliance strategies. It also provides a 360 view of your customers at every touch point letting you interact with customers at the right time, with the right offer.

Grow & Transform with Ease

Adapt with modular, modern, open technologies
With its highly configurable components, ITAs airline platform readily and cost-effectively adapts to the changing needs of your business. Its service-oriented architecture and configurable front ends make it easy to configure and execute airline-specific business logic. All components adapt smoothly to changes in your requirements. employees so theyre always productive, well-informed and able to focus on servicing your customers.

Empower your customers

Self-service features, intuitive graphics and flexible filters help customers effortlessly find what they need and independently complete the transaction for all itinerary changes. Automating the process and directing them toward value-added initiatives distinguishes your airline and service offering.

Scale to support your success

ITAs airline platform can scale easily and cost-effectively to suit the needs of airlines of all sizes, providing increased capacity and improved performance as your business grows. The extensibility makes it easy to add new functionality quickly, as your needs change. High levels of automation for exchanges, irregular operations and reaccommodation further reduce costs of operation.

Build Loyalty Through Innovation

Make it personal
The extensible profile system contains passenger histories and customer value metrics. Deliver a reliable and superior end-to-end travel experience, complete with timely and personalized messages and customized services that keep customers informed, reduce the anxiety of travel, and show them how much theyre valued.

Engage in strategic partnerships

ITAs airline platform provides robust interline and codeshare messaging capabilities that will enable you to grow your business with all of your airline partners. Interchange messages are supported for reservations, ticketing, checkin and all mandated government agency interactions for international travel.

Know your customers well

Real-time information is accessible across all components and at every touch point via a unique central repository. Its a single, unified, consistent view of your customers through all available channels, including self-service, mobile and social media.

Easy to Learn & Use

Train employees in two days
Familiar browser-based interfaces make it quick and easy for experienced or new employees to migrate from the legacy system to the new platform. Employees can complete training in only two days and begin delivering value to your customers immediately.

Merchandise and distribute your products

The integrated, extensible profile system and advanced merchandising system are easily configurable to your business needs. Offer the right products and services to the right passenger at the right time, every time. ITAs airline platform uses robust APIs and third-party connectivity for merchandising across both traditional and nontraditional channels.

Empower your employees

ITAs airline platform puts efficient tools and real-time customer data at the immediate disposal of your
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True Business Optimization

ITAs Airline Platform
RESERVATIONS Centralized data repository Centralized, configurable business logic Workflow-optimized front ends Integrated travel credit repository (EBank) Tailor offers by customer preference and value, personalizing the experience, and provide uniformity across all customer touch points Rapidly and cost-effectively modify the system as your business evolves Improve productivity and turn service agents into sales agents Provide flexible, alternative payment options

Value to Airlines

INVENTORY CONTROL Advanced, configurable and flexible inventory control Integrated and capacity-controlled optional service data Inventory and sell any combination of products and services Merchandise more effectively and increase ancillary revenues

AVAILABILITY Advanced set of availability solutions to store, calculate and distribute seat availability Handle all of your availability needs, regardless of volume, while significantly lowering cost per query

PRICING & SHOPPING Comprehensive airfare pricing and shopping capabilities for revenue and award fares Highly configurable XML interface ReShop, the first product to integrate sophisticated shopping into reprice and reissue transactions Provide the most competitive and comprehensive shopping and search capabilities available Efficiently make changes and rapidly respond to shifting market conditions Automate the recalculation of under-or over-payments and the application of waiver rules and penalties

REACCOMMODATION Flexible reaccommodation application that offers multiple reprotection options based on configurable airline business logic More detailed information regarding priority status of impacted itineraries and itinerary groups Rapidly reprotect passengers and streamline airport operations during unplanned events Prioritize affected passengers by customer value

SCHEDULE MANAGER Flexible and intuitive user interface Fully automated across all ITA components Easily modify, add or delete flights for planned changes to the schedule or reactive changes caused by irregular operations Enable real-time updates and notifications of changes

DEPARTURE CONTROL Shared information between ITA Departure Control and Reservations, in real time Efficient, quick access keys and one-key options Deliver a more personalized and superior airport experience whether customers interact directly with your agents or use self-service tools like kiosks, mobile applications or online sites Significantly reduce agent transaction times

WEB TECHNOLOGY Superior front ends for all channels, including airline websites, travel agency distribution and call center agents Highly configurable web platform Provide consistency across all channels Create significant efficiency through intuitive user interfaces and filters Rapidly implement new ecommerce programs

Airline Platform Overview

ITA Softwares airline platform uses modular technology that makes it easier to change the system as your airlines needs change. It is comprised of highly configurable components that include: Reservations, Departure Control, Inventory Control, Schedule Manager, and Reaccommodation. All components have a modern user interface that make them easy to learn and use. And the platform is built to scale, so it can support airlines of all sizes from small regional airlines to global network carriers with complex alliance membership needs.

GUIs
Inventory Control Schedule Manager Reaccommodation

Call Center Airport Clients

Websites Mobile Agent Portal

XML API
Public standards-based service bus

Reservations

Reaccommodation

QPX
Pricing, Shopping, & Availability Solution

Inventory Control

Schedule Manager

Departure Control

Central Data Repository

Shared information across all ITA airline platform components, in real time

Reservations delivers a flexible set of

reservation features for all of your distribution channels. It also provides booking agents with relevant and more detailed information about their customers in real time. It significantly reduces the time it takes for customer service agents and customers to shop, book and ticket reservations, and offers many industry-leading shopping components and features to make them more efficient.

Schedule Manager allows your employees

to easily modify, add or delete flights whether it be a planned change to the schedule or a reactionary change caused by irregular operations. Change notifications are automatically messaged to all appropriate internal and external systems, and other ITA airline platform components.

Reaccommodation empowers customer

service agents and support operation employees to determine the best way to manage the reprotection process. It offers an automated option based on configurable airline business logic that rebooks affected passengers onto alternate itineraries, a manual reprotection option or a hybrid of the two combining airline-defined logic with ITAs premier airfare pricing and shopping system, QPX.

Departure Control allows you to efficiently

guide customers through all airport passenger flows whether the customer chooses to interact directly with an airline employee or utilize a self-service kiosk. Agents are able to provide a more personalized, superior airport experience for each customer using intuitive interfaces, efficiency-creating tools, rich customer insights stored in the Reservations component and advanced automation support for operations such as refund/reissue or IROP exchanges.

Inventory Control allows you to inventory

and sell any combination of products and services you can envision. And because it is so simple to define and combine inventoried attributes, you can respond to changing market conditions on demand.

Reservations

Innovation & Efficiency at Every Customer Touch Point

ITA Reservations provides a flexible set of reservation features that let you deliver superior service and an improved customer experience regardless of the distribution channel. Easy to learn and use interfaces create efficiencies for your agents and keep the focus on the needs of the traveler. For a comprehensive customer-centered approach, ITA created a uniquely integrated customer profile database that lets you tailor promotions, services and offers for individual travelers and their companions. With ITA Reservations, you can provide better service while greatly increasing ancillary revenues and ultimately create more satisfied travelers.
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Reservations Component Highlights

Intuitive, easy-to-learn interfaces drastically reduce training time, improve efficiency and allow customer service agents to focus on the passenger instead of the transaction

Leverages ITAs comprehensive airfare pricing and shopping system, QPX

Advanced customer profile information and airline configurable customer value calculations enable improved customer service and targeted promotions to increase revenue

Supports single or multiple airline searches, including shopping-led, availability-led, groups and employee travel Includes QPX ReShop, automating and simplifying refunds and exchanges Includes ITA Reward Shopping, replacing time-consuming redemption processes with a superb award shopping experience Supports all traditional requirements for PNR management such as names and contact information, passenger and segment data types, SSR and OSI information, large party bookings, remarks and history, and more Supports all advanced payment options, including multiple forms of payment per passenger or for an entire group, and a complete electronic ticketing module

Intelligent and flexible customer value metrics (used in seating, reaccommodation, upgrade requests and others) Future and past booking details Preferences of the passenger and their companions Built-in, integrated travel credit repository (EBank) stores credit for future purchases Agent remarks and customer history Stores customer data in a central repository, making it easy to integrate and access information about the customer

Includes sophisticated role-based controls and configurable business logic based on airline rules and processes

Supports all merchandising models, including integrated and capacity-controlled optional services and branded fares

Fully supports codeshare partners, airline alliances and distribution partners Interfaces to credit card authorization and settlement providers, revenue accounting systems and other airline internal systems that interoperate with the reservations component

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pparker@vancouver.com

Call Center Interline Shopping

Advanced Profile & Travel Credit

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Inventory Control

Tomorrows Sales Strategies Today

ITA Inventory Control acts as a single authoritative source of seat availability that works hand in hand with your revenue management department. It is composed of two fully integrated, high-speed, scalable systems known as DACS (Dynamic Availability Calculating System) and ICS (Inventory Control Server). ITAs unique approach gives you the freedom to inventory control anything you want while achieving significant cost savings from reduced query volumes on your legacy host systems. Because it is highly adaptable and fully supports advanced revenue management methods, you can easily modify your merchandising models to meet changing business needs and customer demands.
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Inventory Control Component Highlights

Lets airlines inventory and sell any combination of products or services (seat selection, meals, pillows, overhead bins, pets on board and more) Supports advanced revenue management and O&D strategies (bid price/gradient model and bid price curve/bid price vector models)

Enables flexible aircraft and seat configurations All aircraft types supported (mainline, codeshare and more) Seat configurations and AU for more than 100,000 seats Multi-cabins support (i.e. cabins within cabins, moveable curtains, cross-cabin inventory) Multiple inventory configurations per aircraft type Integrates seamlessly with revenue management systems and varying revenue management data such as:

Includes two high-speed, scalable systems DACS, ITAs Dynamic Availability Calculating System, handles seamless availability queries, manages availability and sales business logic, and is capable of supporting billions of queries per second ICS, ITAs inventory Control Server, manages flight records and booking count for all inventoried items, easily integrating with revenue management Fully supports all IATA recommended practices, including AVS, NAVS, seamless polling, married segments and journey control logic, and POS controls Accommodates mappings of booking codes by leg, segment, O&D controls, JCL, POS/channel, flight range, date, operating and marketing carrier, and more

Leg-level parameters (i.e. bid prices or bucket levels) Market values from tables or from live fare selection with market value adjustments Point of Sale (POS) business logic Proration information Trip logic Codeshare availability Other custom data, as needed Includes user-friendly, intuitive graphical user interface for route controllers to easily modify inventory manually and adjust selling levels to promote/restrict sales

Offers configurable nesting structures, variable by market, geographic region, flight number, flight range, date and more

Includes sophisticated role-based controls and configurable business logic based on airline rules and processes

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Inventory Control System Architecture

ITA ITA Dynamic Inventory Availability Control Calculating The ITA Inventory Control Server (ICS) works in harmony with your existing revenue management system Server System to ensure inventory changes are up-to-date and airline policies are enforced. ITA DACS distributes
availability at high speed to all your channels with sophisticated point of sale controls, ensuring search result accuracy. As an integrated system, ITAs Inventory Control makes certain that what you intend to sell is what is offered and sold.

Carrier Revenue Management System

GDS

RM Loop

ITA QPX

Booking

ITA Inventory Control Server

Waitlist Clearance Triggering

OA

ITA Airline Platform ITA DACS

Dynamic Availability Calculating System
AVS/NAVS/MAS and/or Seamless

OTA & Metasearch

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Departure Control
A More Personalized, Superior Customer Experience
ITA Departure Control lets you efficiently guide customers through airport checkin and boarding flows, without ever losing focus on whats most important: the satisfaction of your passengers. Full, real-time access to passenger information and histories is always available at all touch points, and intelligent and flexible customer value metrics assist you in identifying and servicing your most valuable customers. With ITA Departure Control, you can deliver a personalized and superior airport experience whether your customer interacts directly with an agent or uses self-service tools like kiosks, mobile applications and online sites.
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Departure Control Component Highlights

Modern, intuitive interfaces reduce training time and let agents focus on the passenger, while quickly guiding them through the airport

Integrates seamlessly with ITAs Reaccommodation component to automatically or manually reprotect passengers

Unique, shared database for reservations and departure control

Interoperates with third-party systems such as IATCI thru checkin, Electronic Ticketing (ETK), Baggage systems (BSM, BRS, BTM) and more

Eliminates data transfer or duplication between systems by using a single database for all travel-related information Provides agents with full passenger and reservation system information Integrates customer profile information such as individual and companion preferences and configurable customer value metrics Enables automated or agent-driven management of seating, upgrades, standbys, denied boarding, disruption and passenger reaccommodation based on customer priority and preference information

Supports domestic and international government document checks and enforcement

Supports common use certified clients: ARINC, SITA, Ultra, AirIT, RESA and more

Supports commonly used boarding pass and bag tag printers and scanners, for efficient checkin and boarding operation

Enables 100% self-service via kiosks, including disruption management

Includes sophisticated role-based controls and configurable business logic based on airline rules and processes

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Efficient Departure Control Management

Flexible Seat Assignment

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Schedule Manager
Automated & Integrated Flight Schedule Management
The user-friendly ITA Schedule Manager makes it easy to modify, add and delete flights for planned schedule changes or irregular operations changes. Fully automated and integrated with all components, ITA Schedule Manager can proactively designate, store and process protection preferences for passengers affected by flight cancellations. ITA Schedule Manager significantly increases efficiencies, reducing costs associated with both planned and unforeseen schedule changes while improving passenger satisfaction.
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Schedule Manager Component Highlights

Stores, maintains and processes schedule data and schedule change requests, including SSIM, ASM and manual updates

User-friendly interfaces make it easy to modify, add or delete flights

Supports all industry-standard messaging, including communication with GDSs and OALs

Provides automatic, real-time updates such as schedule change messages, seat map updates, passenger reaccommodation, seat assignments and SSRs to all ITA airline platform components, airline internal systems and specified external systems

Allows the input of preferred flights and designation of preferred protection for cancelled flights Includes configurable business logic based on airline rules and processes

Includes automatic attachment of appropriate seat map Initializes the inventory record for newly created flights Transmits airline SSMs to GDSs and OALs

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Efficient Schedule Edits

Fast & Easy Leg Additions

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Reaccommodation

Empowered Employees & Simplified Reaccommodation Management

ITA Reaccommodation efficiently automates reaccommodation for your schedule changes and day-of operation flight changes, based on airline-defined business logic and customer value metrics. Configurable, intuitive interfaces enable quick determination of the priority and status for impacted itineraries and itinerary groups. This allows support operation employees and airport agents to quickly and easily determine the best way to manage the reaccommodation process. With ITA Reaccommodation, you will benefit from more informed and empowered employees, faster and better resolutions and happier passengers.
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Reaccommodation Component Highlights

Automates reaccommodation for schedule changes and day-of-operation flight changes

Follows IATA standards when reissuing tickets for reaccommodated itineraries

Provides three options for reprotecting passengers Automatic reaccommodation and repair of itineraries Manual, using prespecified protection flights Allow agents to search for and select new flights and itineraries with a comprehensive airfare pricing and shopping system, QPX Prioritizes need to reaccommodate individual customers and customer groups using intelligent, configurable customer value metrics

Once new itinerary is selected, system automatically: Rebooks itinerary and special services (SSRs) Retickets and reassigns seats Refunds unavailable optional services for new itineraries Notifies customer for airline-owned bookings Sends ASC messages for GDS/OAL-owned bookings Offers uniquely integrated ITA Reservations, Departure Control, Inventory Control and Schedule Manager components

Intuitive graphical interfaces simplify the reprotection process for departure control and support operation employees

Dynamic dashboard displays information and lets agents work reprotection process by:

Provides real-time notice of changes to agents in the call center via ITAs Reservations component and takes care of customer notifications Lets agents quickly filter and review detailed information about changes and history of the PNR Quickly and accurately calculates compensation in the form of payment designated by the airline business rules, including monetary, credit, customer care vouchers and ITAs integrated travel credit repository (EBank)

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Affected flight Time to journey departure Type of schedule change Customer values Market Gives airlines flexibility to configure business logic for: Reaccommodation triggers, including updates from SSIM, ASM, FLIFO and custom triggers Replacement or protection flight search parameters Customer value based on factors such as: frequent flyer status, SSRs, booking codes, destinations and others

Comprehensive Reaccommodation Dashboard

Integrated Customer Value Metrics

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Cape Air & ITA by Google

Making History & Delighting Travelers

On Friday evening, February 24, 2012, Cape Air employees took a leap into the future launching a brand new airline passenger service and reservations platform and taking their place on the pages of history. Cape Air is one of the largest independent regional airlines in the United States, carrying 650,000 passengers annually to more than 40 destinations. They make 850 non-stop daily flights and 130,000 flights each year. Theyre entrepreneurial, agile, and have all the sophisticated needs of large network carriers codeshares, interline agreements, domestic and international markets, and distribution through multiple channels making them the ideal launch partner. In a matter of hours the Cape Air and ITA by Google teams switched from the old reservations system to ITAs new airline platform. They turned off Capes old system, put a closed notice on the passenger website, halted all communications with Cape partners and brought up ITAs new platform. With the flip of a switch they reestablished all links with Cape Air partners, migrated the last bits of customer data and made sure the Cape Air websites and airport stations were open for business. Capes first flights departed on time Saturday morning. The new airline platform was built entirely from scratch using modern, modular, scalable technologies. It contains all the components a passenger airline needs to run their business: reservations, ticketing, inventory control, schedules, reaccommodation, departure control, payment processing, customer communications, messaging to partner airlines and distribution partners, airport checkin and boarding, and more. We look forward to the next big wave of success that the Cape Air and ITA by Google teams will achieve. Immediately, the new platform allowed Cape Air customers to effortlessly shop for one-way, round-trip and multi-city flights and fares online and anywhere in the Cape Air network. Self-service tools made it fast and easy for customers to change their itineraries online. And, a suite of flexible reservation and departure control features ensured the booking flow and passenger boarding process ran smoothly for both customers and Cape Air agents.

It was about the smoothest technology rollout Ive ever seen. It went so smoothly that customers probably didnt even notice.
DAN WOLF, Founder & CEO of Cape Air

The platform from ITA Software by Google allowed our workers to be easily trained within days, not weeks. Its design allowed us to tailor the setup to our needs.
LISA KIELE, Vice President of Cape Air

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Notes

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ITA Software (www.itasoftware.com) is a provider of leading-edge solutions for the travel industry. ITAs QPX, a comprehensive airfare shopping system, powers leading airlines and travel distributors worldwide including Alaska Airlines, Alitalia, American Airlines, Bing, Hotwire, Kayak, Orbitz, Southwest Airlines, TripAdvisor, United Airlines, US Airways, Virgin Atlantic Airways, and others. ITA offers a modern airline passenger reservation system to improve the end-to-end customer experience and to revolutionize the airline industry. In April 2011, ITA finalized its acquisition and is now a wholly-owned subsidiary of Google. ITA was founded by computer scientists from MIT and is headquartered in Cambridge, Mass., USA. Corporate Headquarters 141 Portland Street Cambridge, MA 02139 USA Phone: +1.617.714.2100 Americas Regional Office 20 W. Kinzie Street 7th, 8th, & 9th Floors Chicago, IL 60654 USA ita-americas@google.com EMEA & Asia/Pacific Office Claude Debussylaan 34 Vinoly Mahler 4 Toren B 15th & 16th Floor 1082 MD Amsterdam The Netherlands ita-emea@google.com

www.itasoftware.com
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2012 ITA Software by Google