Congress Center Hamburg (CCH) Germany Innovating better together

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20-22 October 2015

Congress Center Hamburg (CCH), Germany

Innovating better, together.

Host Airline Principal Sponsor Official Media Sponsor

1


Monday 19 October 2015

14:00 - 18:00

Bringing Industry Standards Setting

into the Modern Age

Airbus Tour @ WPS

14:00 - 18:00

If you are involved or interested in IATA standards

development activities, don’t miss the opportunity to learn

about the new industry capability to develop data

exchange standards. If you have a proposal for a new

business initiative, come and learn how to bring your ideas

to reality.

The need for modern, robust and interoperable industry

data exchange standards is stronger than ever. Real

time data exchange is fundamental to drive success into

the second century of commercial air transport. While

innovation breaks down the silos of traditional business

functions and new solutions, often cloud-based, emerge

to support brand new business processes and

collaborations. In addition, major industry change

initiatives such as those instigated through the

Simplifying the Business (StB) program (e.g. NDC, One

Order) require an efficient and robust collaborative

methodology to get the standards adopted and

implemented into the marketplace quickly and efficiently.

14:30 - 18:00

Experience an exciting insight into the interior structure and

final assembly of Airbus Aircrafts.

During the tour, you will see the Airbus site, the A380 Major

Component Assembly Hall, the A320 Family FAL.

This impressive tour can be done on Monday, October 19,

2015 or Thursday, October 22, 2015 (for registered delegates

only).

To meet the growing demand for modern data exchange

standards, in October 2012 the Passenger Service

Conference endorsed the building of an Airline Industry

Data Model, (an online repository of data and process

descriptions) to serve as a common point of reference to

develop messaging standards that are interoperable -

i.e. work with each other much better, are faster to

develop and easier to implement. The underlying

infrastructure is now in place and all industry working

groups in need of new messaging standards will be

expected to use this capability and associated

methodology.

Join fellow professionals to learn, share requirements and

explore new ways of developing industry standards.

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Opening Plenary

Tuesday 20 October 2015

09:00 - 12:00

08:30 - 09:00

09:00 - 09:05

09:05 - 09:20

09:20 - 09:40

09:40 - 09:55

09:55 - 10:35

10:35 - 11:00

11:00 - 12:00

12:00 - 13:15

Morning Networking Break

IATA Opening Remarks


Aleks Popovich, Senior Vice President, Financial and Distribution Services (FDS),

IATA

Welcome Address by Host Airline: Lufthansa


Heike Birlenbach, Vice President Sales & Services Europe, LH Passage

Industry Strategic Roadmap and Outlook to Meet Tomorrow’s Passenger Growth

Requirements

Listen to IATA’s Director General (DG) and CEO present the industry strategic roadmap for

meeting the substantial future passenger growth while upholding customer’s expectations for

their future air travel experience.


Tony Tyler, DG and CEO, IATA

Innovating Better, Together

Hear how IATA manages to introduce disruptive thinking in the airline industry and how to

transform this to tangible industry wide change program. Hear the added value of the World

Passenger Symposium and what this talk to action event is bringing to the industry. Eric will

run through the highlights of the 5 th edition of IATA’s WPS demonstrating how now, more than

ever, collaboration is critical to transform passenger travel.


Eric Leopold, Director Transformation, IATA

AM Networking Break sponsored by

Exclusive Interview of Akbar Al-Baker, CEO, Qatar Airways

Akbar Al-Baker will be interviewed by Rajan Datar, host of BBC World News’ flagship travel

program – The Travel Show, onstage. In a wide-ranging conversation covering the passenger

journey from shopping and distribution to the airport and onboard experience, the always

candid and occasionally controversial CEO of Qatar Airways is expected to set forth his views

of today’s air travel experience and how the air transport industry should evolve to meet the

future needs of the passenger.


Akbar Al-Baker, CEO, Qatar Airways

Leadership Panel: I Had a Dream…Innovating Better, Together

Is true retailing still a dream for airlines? Is profitability at the cost of on-board comfort? Is

global domestic arrivals still a dream for passengers? All of this can only be achieved through

true innovative collaboration. Listen to our leadership panelists on what is the formula for

success to achieve customer satisfaction and sustained profitability at industry level.

Moderator:

Rajan Datar, Correspondent, BBC

Panelists:

Stuart Birrell, CIO, Heathrow Airport

Pablo Caspers, Chief Air Supplier Officer, ODIGEO

Brian Cook, VP Travel and Transportation, Enterprise Services, Hewlett-Packard

Philippe Der Arslanian, VP Digital and Merchandizing, Amadeus

Albert Kluyver, CEO , Insel Air

Dennis Tierney, VP Membership and Customer Experience, oneworld

Networking Lunch

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Specialized Sessions

Tuesday 20 October 2015

13:15 - 15:00

Together, Let’s Build

Airline Retailing

13:15 - 13:20 Introduction

Yanik Hoyles, Director NDC Program, IATA

13:20 - 13:45

Airline Retailing Starts With Understanding the End-

Consumer

NDC has been designed to bring increased transparency on air

travel to the end-consumer. In this introductory presentation,

IATA will present the outcomes of a study it commissioned to

better understand the consumer’s hopes and expectations when

planning and buying air travel.

Henry Harteveldt, Travel Industry Analyst & Advisor,

Atmosphere Research Group

13:45 - 14:10

The NDC Program, by Those Who Are Driving It

During the past two years, the NDC Program has turned into a

travel-industry driven effort, with representatives from airlines,

travel agencies, technology companies and corporations

interacting regularly to make it a success. The chairs of both the

program’s main governance body and its advisory forum will

share the program’s latest and upcoming developments.

Keith Wallis, Director Global Distribution, Air Canada

Paul Wait, CEO, GTMC

Sponsored by:

Yanik Hoyles, Director NDC Program, IATA

14:10 - 14:30

Research-based insight into travel agencies’ NDC needs

Exactly a year ago, IATA and a coalition of national travel agents

association announced the launch of a study in order to look at

the options that could benefit travel agents as NDC is considered

for implementation by airlines and technology providers. Twelve

months on, we are delighted to be able to provide with the

findings, based on phone interviews of 22 travel agency

executives and an online global survey of more than 1,000 travel

agents, primarily from Australia, Brazil, New Zealand, South

Africa, and the USA.

Otto de Vries, CEO, Association of South African Travel

Agent (Asata)

14:30 - 15:00

Transformation Programs Are Not Unique to the Airline

Industry

The hospitality business is going through significant changes as

its distribution model is being challenged. We’ll hear from a senior

executive of a major hotel chain what these changes are, and

how the digital revolution is impacting the way his hotel markets

its product through the indirect channel.

Pierrick le Masne, SVP Strategic planning, Accor Hotels

Know Your Customer

15:00 - 15:45 PM Networking Break sponsored by

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Sponsored by:

13:15 - 13:45

Global Passenger Survey

Results from the 2015 Global Passenger Survey. This

annual IATA survey covers all aspects of the entire

passenger’s journey; including, for the first time this year,

inflight services. The survey comprised of inputs from 8.000

people across more than 140 countries.

Frederic Leger, Director Products APCS, IATA

Jon Glick, Customer Experience & Travel Director,

PricewaterhouseCoopers

13:45 - 14:05

Flying Better

SkyZen, is a new mobile app for passengers to monitor their

health and wellbeing before, during, and after a flight. The

SkyZen app enables air travelers to view their activity and

sleep patterns throughout the entire flight experience. This

allows airlines to better understand how their onboard

products are providing a better experience and how their

customers feel throughout the journey. Official Airline Guide

(OAG) will provide insights on the data collected since the

launch.

Nenad Mihajlovic, CTO, OAG

Tim Grosser, Head of Digital Transformation, IATA

14:05 - 15:00

Moving Towards a New Level of Communication and

Engagement With the Customer

The air travel industry is getting to know all of its customers

through onboard personalized communication and

engagement. Today, the range of information provided

results in confusion for the passenger. Tomorrow, with a

trusted single source provision, the passenger can choose

their preferred information provider.

Steven Ratcliffe, Senior Product Director, Travelport

On behalf of the IATA StB Think Tank

Discover the information evolution from our panelists. By

providing contextualized consistent and trusted information

such as delays allows the passengers to make an informed

choice from a range of services offered.

Moderator:

Lisa Angiolelli, Passenger Facilitation APCS, IATA

Panelists:

Udo Janurek, Director Product Management

Passenger Technology, Lufthansa

Michael Ihle, Travel and Transportation Industry

Consulting, Hewlett-Packard

Stan Boyer, Vice President, Solution Marketing, Sabre

Steven Ratcliffe, Senior Product Director, Travelport

and IATA StB Think Tank


Specialized Sessions

Tuesday 20 October 2015

15:45 - 17:30

NDC in Motion

Sponsored by:

Spon

15:45 - 16:30

NDC from the Inside: Airlines and Agents Share their

Experience

To date, more than 20 airlines have chosen to embark on NDC pilot

and deployment projects, some of which with travel agencies. Which

objectives were assigned to these projects, which challenges did

airlines and their agency partners’ face and how did they measure

the success of those? Representatives from some of these airlines

and agencies will share their experience and recommendations.

Ian Luck, Distribution Strategy Manager, British Airways

Rainer Bauer, Manager Planning & Distribution, Qantas

Nayeem Ekbal, SVP Revenue Management, Qatar Airways

Albert Kluyver, CEO , Insel Air

16:30 - 17:00

NDC Innovation Fund: First Investments Revealed

Last year, IATA and Travel Capitalists Ventures announced the

launch of the NDC Innovation Fund, as a way to bring more

innovation in airline sales & distribution. One year on, we are

delighted to be able to announce the fund’s first investment and hear

how these companies are planning to use NDC to revitalize airline

distribution.

Abrar Ahmad, Partner, Travel Capitalist Ventures

And the first investments of the innovation fund are…to be

announced!

17:00 - 17:15

The Competitive Advantage of APIs in Travel

Learn how companies change the way they think and do business

and how APIs enabled them to achieve their goals

Liad Bokovsky, Director of Strategic Partnerships &

Innovations, Tibco Mashery

17:15 - 17:30

Are You NDC-Certified?

Three years through the NDC Program, IATA is now ready to

release its official NDC certification process, and explain how it will

bring to light those that are and will be able to send, receive and

process NDC-based XML messages. Listen to the details of the

NDC Certification Program, and why it is important your company

gets NDC-certified.

Claude Muller, Head NDC Technology & Architecture, IATA

Ready to Fly and Ready to Arrive

15:45 - 16:00

Ready to Fly and Ready to Arrive

From step-by-step to an end-to-end solution. The

passenger journey consists of many steps and stops.

Can we move from 14 fragmented steps to one

harmonized integrated process?

Lisa Angiolelli, Passenger Facilitation APCS,

IATA

16:00 - 17:30

Four different stakeholders will present their case

studies on the following areas: future of border checks,

how governments can streamline processes before you

depart and security, making the process smarter;

eliminating stops, and making the airport a pleasant

experience without repetitive steps.

Collect passport data early and reliably


Pedro Alves, Business Development Manager

vision-box,

Future of border checks


Edgar Beugels, Head of Research,

Development Unit, FRONTEX

Security – making it smarter


James McDonald, Head of Threat, Risk &

Innovation Policy, Aviation Security, Department

for Transport

One stop immigration – How governments can

streamline processes before you depart


Annet Steenbergen, Coordinator Preclearance,

Land Aruba

Followed by a panel discussion

Moderated by:


Ian Neill, Managing Director, Agile Security

Partners Ltd and Former UK Border Force

19:30 - 21:00 - WPS Welcome Reception - Historical Warehouse at Miniatur Wunderland

At the heart of Hamburg, in the picturesque warehouse district, the historic 19th century

warehouse combines the most modern comfort with the flair of the ancient merchant

tradition. All rooms have a fantastic view on the little canals next to the building and a

panorama of the historical warehouse district. A particular highlight is the direct access given

from the Historical Warehouse Floor to the Miniature Wonderland model railway

museum.

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Wednesday 21 October 2015 AM

Specialized Sessions

Specialized Sessions

Wednesday 21 October 2015

09:00 - 10:30

Offer Management of

Tomorrow

08:30 - 09:00 Morning Networking Break

Cabin Trends

CIO Forum: Strategic View

of Digital Transformation

09:00 - 09:30

Lufthansa, A Strategy Towards New

Airline Distribution and

Merchandizing

One of the leading European carriers

will share their views on the future of

airline distribution and merchandizing.

Jörg Hennemann, SVP,

Automated Sales, Pricing &

Distribution, Lufthansa

09:00 - 09:30

Inflight entertainment systems, smarter seat

designs and redefined premium cabins:

airlines invest a great deal in improving on

board experience. Hear from product

innovators what the latest trends are, if they

align with what customers value and if they

translate into a competitive advantage.

Customer Satisfaction: What influences

it?

In this session we will dissect the airline

product and focus on the attributes that are

essential to the costumer. What do

passengers value most and which attributes

in the air product has the largest effect on

customer satisfaction? What are the main

factors that airlines must get right?


Tim Schaaf, Director, Marketing and

Sales, IATA

09:00 - 09:30

The Clairvoyant Airline

The clairvoyant airline allows our

customers to 'go digital', it enables

better decision making at the front line

and it improves operational efficiency

by being able to predict events that

today seem random. This can only be

done if an airline takes a crossfunctional

approach, recognizes that it

is a clear vision, and are prepared to

move quickly to action and build

momentum rather than wait for the

'perfect' moment.

Harry Bowcott, Partner,

McKinsey & Company

09:30 - 09:55

Etihad - the Roadmap to Digital

Transformation

Etihad is currently undertaking a major

transformation change within the IT

division. Hear from Robert Webb, why

this is a core strategic pillar to the

organizations ability to meet the future

customer needs.


Robert J. Webb, Chief

Information Technology Officer,

Etihad Aviation Group

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Specialized Sessions

Wednesday 21 October 2015

09:00 - 10:30

Offer Management of

Tomorrow (cont'd)

08:30 - 09:00 Morning Networking Break

Cabin Trends (cont'd)

CIO Forum: Strategic View

of Digital Transformation

(cont'd)

09:30 - 10:30

Offer Management of the Future

Creating and managing priced offers is

essential to the industry’s transition

towards airline retailing. Which role do

revenue management & pricing

systems play in this transformation, and

to what extent does dynamic pricing

become an opportunity? How to sell

and distribute effectively branded fares

with merchandising options? During

this session, we will learn from experts

about the true benefits of dynamic

pricing for our industry, and how other

travel verticals have leveraged these

benefits.

Moderator:

Bryan Wilson, Director Industry

Architecture, IATA

Panelists:

Eric Dumas, CEO, Vayant Travel

Technologies

Riko van Santen, VP Digital

Strategy and Distribution, Kempinski

Hotels

Karl Isler, Senior Director

Revenue Management, Swiss

Tom Gregorson, Director Strategy

& Development, ATPCO

Jerry Foran, Head of Product

Delivery, Revenue Management,

British Airways

09:30 - 10:30

Cabin Trends: Addressing Customer

Needs or Maximizing Revenue?

In this panel discussion we will discuss the

latest trends in the onboard product. Do the

latest aircraft interior trends really address

customer needs? Is it more beneficial to

focus on customer satisfaction or should

the product design focus on ancillary

revenue opportunities?

Moderator:

Ursula Silling, Founder and CEO,

XXL Solutions

Panelists:

Ingo Wuggetzer, VP Cabin

Marketing, Airbus

Calum Laming, VP Guest

Experience, Etihad

Krzysztof Moczulski, Director

Product Development, LOT Polish

Airlines

Johan Mägi, Head of Onboard

Products and Services, SAS

Scandinavian Airlines

Klaus Steinmeyer, VP Business

Development, Recaro Aircraft seating

09:55 - 10:30

Past, Present and Future of the

Cyber Threat

In 1988, a virus named ping pong was

discovered. If your computer got

infected, a white ball would suddenly

start bouncing across your screen. The

virus's whole purpose was to

demonstrate the superiority of the

hacker who created it.

The cyber threat has vastly changed

since then. Organized crime, Crime-asa-service

solutions, Crime Start-ups

and many others have become an

integral part of the cybercrime

ecosystem.

Current rules of the cyber game favor

the attackers. This is a talk about those

rules, about the evolution of cyber

threat and the future.



Menny Barzilay, CEO, FortyTwo

- Global Advanced Cyber Security

Solutions Company

Pascal Buchner, CIO, IATA

10:30 - 11:15 AM Networking Break sponsored by

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Specialized Sessions

Wednesday 21 October 2015

11:15 - 12:45

Order Management of

Sponsored by:

11:15 - 12:00

Tomorrow

Introducing ONE Order

How prepared is the airline industry to

replace the multiple and rigid booking,

ticketing, delivery and accounting

processes with one flexible order

management process? Which benefits

can the industry expect from a

simplification of the order management

process? How would the transition look

like? Hear the views from individuals

and entities that have been involved in

the industry’s latest transformation

initiative from the very beginning.

Moderator:

Sébastien Touraine, Head Airline

Merchandising, IATA

Panelists:

Tye Radcliffe, Director Distribution

Strategy, United

Samuel Lacarta, IT Director,

Vueling

Stéphane Lecourtois, Product

Strategy, Airline IT, Amadeus

Rob Broere, Vice-Chair of IATA StB

Steering Group and VP, Emirates

Airline

Stan Boyer, Vice President,

Solution Marketing, Sabre

12:00 - 12:45

Are Travel Agents Grasping the NDC

Opportunity? Yes They Are

Some agencies have clearly understood

the opportunity of NDC for their

business, and are moving fast to grasp

the benefits of having access to greater

and richer air content. During this

session, hear how the Travel Agents are

approaching NDC.

Rainer Klee, Managing Director,

AERTiCKET AG

David Hassan, CIO, Helloworld

Deepak Nangla, Managing

Director, Brightsun Travel

Sponsored by:

Onboard Digital &

Connectivity

11:15 - 11:45

In-seat retailing, onboard wifi, wireless IFE

systems and big data in passenger

intelligence all create new revenue

opportunities as well as new expectations by

passengers. How can airlines best leverage

these developments? What are passengers

comfortable with and willing to pay for? This

session will answer these questions and will

highlight how digital, big data and connectivity

can be brought together onboard.

The latest trends in onboard digital and

connectivity

An overview on the latest trends in terms of

in-seat retailing, wireless IFEs and the

“connected aircraft”.

Matthias Walther, Senior Manager

Integrated Marketing, Panasonic Avionics

11:45 - 12:45

The connected aircraft: more than

entertainment?

Learn from product innovators across various

airline business models and technology

providers where they are focusing their efforts

in the onboard connectivity space.

How can personalized interaction be taken

to the next level?

How can the ancillary revenue potential be

maximized?

Find out what it takes for your airline to

benefit from this wireless revolution and adopt

the latest trends profitably.

Moderator:

Ursula Silling, Founder and CEO, XXL

Solutions

Panelists:

Lars Ringertz, Manager Global

Communications Services Europe,

Panasonic Avionics Corporation

Don Buchmann, VP and GM

Commercial Mobility, ViaSat Inc.

Prof. Dr. Ralf God, Professor, TUHH –

Hamburg University of Technology

Dr. Tulinda Larsen, VP Commercial,

Global Eagle Entertainment (GEE)

Johan Mägi, Head of Onboard Products

and Services, SAS Scandinavian Airlines

12:45 - 14:00 Networking 8 Lunch

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11:15 - 12:20

Technology Initiatives in Motion

As an industry, what are we doing

within the digital transformation

space. See from leading

technologists within the aviation

section on real initiatives, including

Real time data to manage risks, and

using IOT to drive efficiencies.

Moderator:

Per Noren, Vice President

Digital Solutions, The Boeing

Company

Panelists:

Ulf Venne, Senior Manager,

DHL

Severin Todt, Head of CAx,

Tool & Equipment and

Operational Technology IT,

Lufthansa Technik AG

12:20 - 12:45

Run it as a startup

Hear from AWS on how cloud can

help you run as a startup, driving

agility, scalability and speed to

market.


CIO Forum: Digital

Transformation in Aviation

Jean-Pierre LeGoaller,

Principal Solutions Architect,

Amazon Web Services


Specialized Sessions

Wednesday 21 October 2015

14:00 - 15:30

Value Chain Perspective

What does 20 Billion

passengers look like?

CIO Forum:

Organizational Readiness

for the Digital Wave

14:00 - 15:30

The Corporate Travel Management

Zone: Pain-points, Stakeholders

and the Indirect Channel

Between changing market dynamics

and evolving company culture, the

pressures on corporate travel

management have never been

greater. Hear insights from senior

corporate travel leaders and learn

about their current pain-points, their

wishes for NDC and the way they

address changing relationships with

their stakeholders.

Moderator:

Paul Tilstone, Founder & CEO of

Festive Road and IATA Corporate

Envoy

Part 1 14:00 - 14:45: The Business

Travel Indirect Distribution Channel

The Travel Management Company

(TMC) and Self-Booking Tool (SBT):

How Can SBTs provide better

solutions to their clients? Can they

offer greater value thanks to the

capabilities offered by the new NDC

standard?

Aurelie Krau, Associate, Festive

Road and Founder of TravelThink

Paul Stief, Head of Product

Management, Travel Solutions,

PASS Consulting Group

Paul Wait, CEO, GTMC

Spence Knudson, CEO, Key

Travel

14:00 - 14:10

How to Manage the Growth of Aviation

Over the Next 30 Years

Forecasts in growth of aviation suggest

there could be 20 billion passengers in

2050, much more than the 3.3 billion in

2015. What will be the impact on Airports,

Air Traffic Management and Airplanes?


Sponsored by:

Karen Walker, Editor-in-Chief, ATW

(Air Transport World)

14:10 – 15:30

How to Manage the Growth of Aviation

Over the Next 30 Years

Following a short introduction on each of

these topics, you will have the chance to

listen to our panelists thought-provoking and

far reaching discussion on how the industry

intends to tackle this issue.

What will be the design of the future airport?

Antoinette Nassopoulos, Partner,

Foster + Partners

Air Traffic Management - do we still need

controllers?

Michael Standar, Chief Strategy &

External Affairs SESAR Joint

Undertaking

What does the airplane of the future actually

look like?

Nicolas Tschechne, Trend Research &

Market Intelligence, Airbus

What changes in passenger experience are

needed to facilitate the throughput at the

airport of the future

Rob Broere, Vice-Chair of IATA StB

Steering Group and VP, Emirates Airline

14:00 - 14:10

CIO Survey and the Digital Direction

PWC present the results from the 2015

CIO survey and drill down on the

implications of our digital strategy

moving forward.

Koshy Tvelil, Director, PwC

14:10 - 14:30

Building a Digital Organization

Having the right organizational model is

essential to being able to deliver the

level of service and innovation

required. Gareth Robins, Head of ICT

of NATS explains their recent reorganization

to build a Digital Team.

Gareth Robins, Head of ICT,

NATS (National Air Traffic Services)

14:30 - 15:00

Panel Discussion

What is the role of IT in the new digital

world, and how should the IT

organization evolve

Moderator:

Koshy Tvelil, Director, PwC

Panelists:

Gareth Robins, Head of ICT,

NATS (National Air Traffic Services)

Simon Lamkin, Head of Operations

Systems, Easyjet

Stuart Birrell, CIO, Heathrow

Airport

Cindy Falschlehner, Director

Travel and transportation, Hewlett-

Packard

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Specialized Sessions

Wednesday 21 October 2015

14:00 - 15:30

Value Chain Perspective

(cont'd)

What does 20 Billion

passengers look like?

(cont’d)

CIO Forum: Organizational

Readiness for the Digital Wave

(cont'd)

Part 2 14:45 – 15:30 : The

Corporation

Procurement and Travel

Management:

Hear the insights from a select panel

of senior industry leaders from global

travel programmes and Travel

Management Companies. Learn

about their corporate travel painpoints,

their wishes for NDC and the

changing relationship with their

stakeholders.

Mark Cuschieri. Executive

Director, Global Travel Lead, UBS

Investment Bank & Chairman, ITM

Pascal Struyve, Global Travel,

Fleet & Meeting Services Director,

Ingersoll Rand

Sponsored by:

14:10 – 15:30 (cont’d)

Followed by a panel discussion

Moderated by:

Karen Walker, Editor-in-Chief,

ATW (Air Transport World)

Panelists:

Antoinette Nassopoulos,

Partner, Foster + Partners

Michael Standar, Chief

Strategy & External Affairs

SESAR Joint Undertaking

Angelo Contreras, Global

Product Marketing, Sabre

Nicolas Tschechne, Trend

Research & Market Intelligence,

Airbus

Rob Broere, Vice-Chair of IATA

StB Steering Group and VP,

Emirates Airline

15:00 - 15:15

Should we Decouple Business from

Technology

Custom software development is often used

when sudden and urgent needs arise which

packages don’t easily support. Overtime, these

custom systems, often referred to as legacy

applications, can become a nightmare to

manage and maintain as technology evolves.

They require numerous migrations and

rewrites in order to adapt to new technology

standards and platforms. The Model Driven

Architecture (MDA) approach proposes

decoupling the business intelligence from

technology in order to minimize effort required

for technology upgrades and maximize

deployment flexibility.


Marc-André Denoncourt, Patner, Azur

Group Inc.

15:15 - 15:25

Data Exchange Standards from an airline

perspective

Standards have become such an integral part

of running airlines’ business that most of us

give little thought to where they come from.

Yet understanding how they are developed

and maintained and by whom is key to

influence their future direction and pace.

This presentation will provide an airline-centric

view of the global data exchange standards

landscape, positioning IATA data exchange

standards in this context and highlighting

recent foundational developments such as the

Airline Industry Data Model


Marie Zitkova, Manager, Messaging

Standards, IATA

15:25 - 15:30

CIO Forum Close


Pascal Buchner, CIO, IATA

15:30 - 16:15 PM Networking Break sponsored by

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StB Workshop

Wednesday 21 October 2015

16:15 - 18:00

StB Workshop

Sponsored by:

16:15 - 17:45

StB Ideation Lab: Your Voice!

StB is IATA’s innovation and industry change program overlooking the entire passenger journey. StB

has driven change in the airline industry for more than ten years and its Think Tank identifies and

incubates ideas before they become industry change initiatives. In this session, StB is aiming at

gathering disruptive ideas from the WPS audience around the three main themes developed in its

2015 White Paper Edition:

2011 2012 2013 2014 2015

19:15 - 22:30 - WPS Networking Reception & Dinner - The CAP SAN DIEGO

The CAP SAN DIEGO is the largest, seaworthy museum freighter in the world. Its elegant

silhouette is part of the Hamburger Hafen Panorama that includes the warehouse

district and the Michel. The CAP SAN DIEGO is the last remaining ship of a series of

six fast general cargo ships, which were built from 1961-62 for the shipping company

Hamburg Süd. The 159m. ship ran a regular schedule between Germany and South

America, completing 120 round trips until 1981.

Since 1988, the former “White Swan of the South Atlantic” has been a museum which

today makes its berth at the Überseebrücke in Hamburg.

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Closing Plenary

Thursday 22 October 2015

09:00 - 12:45

08:30 - 09:00

Morning Networking Break

09:00 - 09:05

Closing Plenary Introduction


Stephan Copart, Head Strategy, Industry Services Transformation, IATA

09:05 - 09:30

The Next Transformation in Travel Booking: Intelligent Search Discovery Systems

Today's savvy travelers increasingly expect airlines to understand their preferences and provide

personalized offers, advice, and guidance for their door-to-door journeys. Empowered consumers are

pledging their loyalty to carriers that provide more information, control, and personalized services.

Airlines that meet these expectations stand to gain a distinct competitive advantage. Now, with the help

of big data, cognitive computing, and intelligent search discovery systems, airlines can deliver

contextual, personalized advice and insights for travelers across all phases of their trip. Join us for a

fresh look at what passengers expect, and learn how your airline can become their trusted travel

advisor, from inspiration to transaction and beyond. Discover the new venture of former Travelocity and

Kayak founder.


Terry Jones, Chairman, Wayblazer.com

09:30 - 10:00

First-ever IATA NDC Hackathon

Tnooz and IATA have partnered to encourage collaboration in the travel tech development community

and will be hosting THack @ Hamburg 2015 on 17 and 18 October. Come and meet the winners of this

first exclusive event!



Gene Quinn, CEO and Co-Founder, Tnooz

Yanik Hoyles, Director NDC Program, IATA

10:00 - 10:40

Passenger Innovation Award – The Final Round

The four finalists from the 2015 edition of IATA’s Passenger Innovation Award will present their ideas to

the audience prior to the determining vote.

10:40 - 11:20

AM Networking Break

11:20 - 11:35

Passenger Innovation Award Ceremony

The jury panel and event attendees will vote on the best idea – the awards will be announced and

presented to the winners.

The Jury members:





Anne T. Coughlan, J.L. & Helen Kellogg Professor of Marketing

John Magill, Senior Development Advisor, Enterprise Ireland

Nicola Simionato, General Manager EMEA & APAC Travel, Google

Nawal Taneja, Professor Emeritus, Ohio State University

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Closing Plenary

Thursday 22 October 2015

09:00 - 12:45

11:35 - 12:10

Your Voice – Our Action: StB

StB is IATA’s innovation and industry change program overlooking the entire passenger journey. From

e-ticketing to NDC and One Order, Common Use Self Service (CUSS) to Fast Travel and Smart

Security and many other programs. StB has driven change in the airline industry for more than ten

years and for the benefit of all stakeholders. The StB Steering Group will present the latest innovation

ideas identified by the StB Think Tank and will playback your input gathered during the StB workshop.

Moderator:

Stephan Copart, Head Strategy, Industry Services Transformation, IATA

Panelists:

Glenn Morgan, Head of Digital Business Transformation, IAG and Chairman of StB

Rob Broere, Vice-Chair of IATA StB Steering Group and VP, Emirates Airline and Vice

Chairman of StB

Nawal Taneja, Professor Emeritus, Ohio State University

Val Connery, Manager, Customer Service Information Systems, Air Canada

12:10 - 12:35

Can merchandizing boost customer retention?

Hear from Southwest Airlines on their vision of integrated merchandising and how this major airline

developed a strategy to care for their passengers all along their journeys from shopping to onboard

experience; creating an integrated merchandising strategy to enhance the customer journey and

increase loyalty.


Jim Dayton, Director Business Transformation Solutions, Southwest Airlines

12:35 - 12:45

Closing remarks


Aleks Popovich, Senior Vice President, Financial and Distribution Services (FDS), IATA

12:45 - 13:00

WPS 2016 Where Next!

13:00 Close of the Symposium

14:30 - 18:00 Airbus Tour @ WPS

Experience an exciting insight into the

interior structure and final assembly of

Airbus Aircrafts.

During the tour, you will see the Airbus

site, the A380 Major Component

Assembly Hall, the A320 Family FAL.

This impressive tour can be done on

Monday, October 19, 2015 or Thursday,

October 22, 2015 (for registered

delegates only).

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Host Airline

Principal Sponsors

Official Media Sponsor

Platinum Sponsors

Gold Sponsor

Silver Sponsor

Supporting Organization

Media Partner

14

16/10

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