Back to Air Transport IT Review - Issue 2, September 2010
Optimistic about growth: Gartner
Leveraging technologies to improve yield
Presenting at the "Driving up yields" Industry Insight Session (Air Transport IT Summit 2010), featured speaker Robert Goodwin, Managing Vice President, Gartner, discussed the latest Gartner Transportation Survey of CIOs, carried out in January of this year.
Some of the key points covered in Goodwin's presentation were:
- According to Gartner's Transportation Survey, business priorities will shift from cost-control, business effectiveness and operational efficiency to a more optimistic growth mode, where attaining revenue and market share come into sharper focus.
- Within the air transport industry, this 'growth mode' is expected to help shift Yield Management awareness and investment, with a focus on attracting and retaining new customers, expanding into new markets and geographies, targeting customers and markets more effectively, increasing the use of information and analytics, and exploiting new customer channels.
- Emerging technologies will play a big role in the shift of priorities, provided they can be leveraged to improve yield.
To identify which existing technologies to leverage, Goodwin's presentation made reference to Gartner's Hype Cycle of Innovation, which tracks the growth of any technology, based on visibility and maturity.
Based on this, he said that renewed focus and investment is likely to be in emerging, new and existing technologies - to improve yield management - that centre on: alternate payments, ancillary revenue, business intelligence, analytics, electronic miscellaneous documents, and next generation loyalty management.
The presentation also cited mature technologies, such as kiosks and Revenue Management, that have been around for some time and are now delivering a good return on investment.
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