Alex Cosmas Expert Associate Partner Mckinsey & Company

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Alex Cosmas Expert Associate Partner McKinsey & Company Alex Cosmas Expert Associate Partner McKinsey & Company Private information about my Airline’s fares, products, My cards cards schedule Competitor's itineraries Community Public information cards in play schedules, fares available at cards time of purchase All “breadcrumbs” left from Opponent’s Belief of opponent’s strength of customer interaction with airline cards hand Action: call or fold Action: correctly bundle and Opponent’s information is encrypted price an ancillary package and revealed through “tells” (signals) TICKET PURCHASE SEAT SELECTION LUGGAGE BOARDING GROUND TRANSPORTATION • PNR Data: Origin, dest., • Premium seat purchase • Number of bags • Priority purchase • Mode routing, etc. • Weight • Boarding time • Destination PRE-FLIGHT FLIGHT POST-FLIGHT SEARCH CHANGES CHECK-IN AIRPORT ACTIVITY ONBOARD ANCILLARY REVIEWS • Kind of tickets searched for • Change dates • Check-in platform • Travel path • Wi Fi • Official complaints (refundable, one- way) • Change types (class, • Check-in time • Purchases • Food/beverage • Social media/blog • Available fares at time of routing, etc.) reviews purchase Ticket info viewed A COGNITIVE MODEL OF THE AIRLINE CONSUMER • Willingness-to-pay • Desired • Buy-down probability destinations • No-show probability • Desired product • Change probability • Desired aircraft configuration • Desired ancillary purchases Fare differential Itinerary Quality Market/Freq. Share Product Quality Incentivize booking of higher Incentivize booking of less Incentivize booking of less Incentivize booking away from fare on similar quality itinerary desirable routing popular carrier competitor’s higher quality product Valuation of passengers’ disutility is dependent on each individual’s cognitive model • Lives in Singapore • Purchases WiFi whenever it is available/rarely books flights without WiFi • Joseph is searching for a ticket on SQ’s website. No WiFi-enabled flights are available. Incentivize Joseph to travel with bonus miles so that he does not Joseph book with a competing carrier • Lives in Dallas • Appears to fly American only to cities not served by Southwest • Target Alice with discounts or bonus offers on flights to Southwest cities Alice • Lives in Dubai • Needs to fly from DXB to BOM • Always purchases business class fares for business travel • Charlie is searching for an itinerary where business class is sold out. Charlie Incentivize Charlie to travel with an upgrade certificate to be used on future personal travel .

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Aviation Week & Space Technology
STARTS AFTER PAGE 34 Using AI To Boost How Emirates Is Extending ATM Efficiency Maintenance Intervals ™ $14.95 JANUARY 13-26, 2020 2020 THE YEAR OF SUSTAINABILITY RICH MEDIA EXCLUSIVE Digital Edition Copyright Notice The content contained in this digital edition (“Digital Material”), as well as its selection and arrangement, is owned by Informa. and its affiliated companies, licensors, and suppliers, and is protected by their respective copyright, trademark and other proprietary rights. Upon payment of the subscription price, if applicable, you are hereby authorized to view, download, copy, and print Digital Material solely for your own personal, non-commercial use, provided that by doing any of the foregoing, you acknowledge that (i) you do not and will not acquire any ownership rights of any kind in the Digital Material or any portion thereof, (ii) you must preserve all copyright and other proprietary notices included in any downloaded Digital Material, and (iii) you must comply in all respects with the use restrictions set forth below and in the Informa Privacy Policy and the Informa Terms of Use (the “Use Restrictions”), each of which is hereby incorporated by reference. Any use not in accordance with, and any failure to comply fully with, the Use Restrictions is expressly prohibited by law, and may result in severe civil and criminal penalties. Violators will be prosecuted to the maximum possible extent. You may not modify, publish, license, transmit (including by way of email, facsimile or other electronic means), transfer, sell, reproduce (including by copying or posting on any network computer), create derivative works from, display, store, or in any way exploit, broadcast, disseminate or distribute, in any format or media of any kind, any of the Digital Material, in whole or in part, without the express prior written consent of Informa.
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