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Flying into the FutureBuilding a Service Orientated Airline

Michael Parsons – Consulting Senior Practice Director

The following is intended to outline our general

product direction. It is intended for information

purposes only, and may not be incorporated into any

contract. It is not a commitment to deliver any

material, code, or functionality, and should not be

relied upon in making purchasing decisions.

The development, release, and timing of any

features or functionality described for Oracle’s

products remains at the sole discretion of Oracle.

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Airlines continue

to face manychallenges

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Retaining and

growing high

value

customers

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“Loyalty will depend on technology”Maya Leibman President of AAdvantages® American Airlines

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Demonstrating

differentiated value to the consumer

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United Airlines “Opt” program helped differentiate them &

delivered $1.1 billion in ancillary revenues in 2009

An aging, fragile infrastructure that is

difficult to maintain http://www.flickr.com/photos/heather/

A legacyarchitecture that

restrictsagility

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An application spaghetti that is

poorly integrated and

costly to maintain

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Airlines are embracing a

service orientated approach

Through a number of

SOA entry Points

DeveloperProductivity

ExtendingPackaged

Applications

CustomApplication

Development

StrategicBusiness

Transformation

Event Driven Process

Automation

ProcessPortals

Multi-Channel

Applications

LegacySunsetting

BusinessActivity

Monitoring

Industry orRegulatoryCompliance Securing

Services

ServiceManagement

SOA Solution

Entry Points

BusinessIntegration

B2BIntegration

Master DataManagement

Enterprise ApplicationIntegration

And using this to

innovate & differentiate

Innovate and

Differentiate through

Event Driven Processing

A delayed flight event

automaticallypushes information to all concerned

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Ramp Information:

AA405 delayed 85 minutes.

Deicing required

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Arrivals Notification:

AA405 Delayed Arrival

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Innovate and

Differentiate

Delivering an

exceptional customer

experience

http://www.flickr.com/photos/holtsman/

“Mr Brown, we apologize but your

flight will be delayed 85 minutes due to bad weather. We have

booked you onto an alternative connecting flight departing JFK at

19:45 and have informed your hotel of your late arrival. If you have any questions or concerns please reply

to this message. ”

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“Mr Brown, we apologize but your

flight will be delayed 85 minutes due to bad weather. We have

booked you onto an alternative connecting flight departing JFK at

19:45 and have informed your hotel of your late arrival. If you have any questions or concerns please reply

to this message. ”

"Airline operations are completely event-

oriented as events occur, their impact ripples

throughout the entire system and beyond"

Ramnath Cidambi

manager of middleware engineering and support services at United Airlines

Application and Asset Silos

Business

Logic

Legacy ERP CRM Finance

Business

Logic

Business

Logic

Business

Logic

Business functionality & information buried in silos … proprietary

interfaces serving the silos

FIMROPSS FFP

FinanceMaint. &

EngineeringCustomer

Support

Operations

Customer ID:

Name

Address

BOD

Passport #

Customer ID:

Name

Address

BOD

FFP #

Customer ID:

Name

Address

Bill to Address

Shared Services and Data

Business functionality and information exposed as

business services … standards-based, shared & reusable services

Business

Logic

Legacy ERP CRM Finance

Business

Logic

Business

Logic

Business

Logic

FIMROPSS FFP

FinanceCustomer

Support

Operations

New Business Processes

Business Services

Canonical Data Model

Event Management

Communication Management

Departments

Customer ID:

Name

Address

Bill To Address

BOD

Passport #

FFP#

BAMMaint. &

Engineering

Oracle SOA Platform

BAMCEPEMPOLICY

MANAGERJDEV

ERP MAINFRAME SERVICES EVENTS

BPEL PROCESS MGR

BUSINESS RULES

HUMAN WORKFLOW

SERVICE BUS

DATA INTEGRATOR

Adapters & B2B

PARTNERSDB

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An open system built on

a Service Orientated Architecture

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That’s Flexible, Agile and cross

platform

Leveraging

existingsystems and assets

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With the ability to

implementbusiness requirements and services

quickly

With a service focus that sets you apart from the crowd

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Strategic Drivers

Oracle SOA support team

DiscoveryMeeting

SOA Discovery

Does not have clear roadmap toimplementation

DiscoveryWorkshop

Requires assistance in defining initial reference architecture to meetstrategic vision

SOA ReferenceArchitectureWorkshop

Requires assistance to determine strategy for adoption of services

SOA GovernanceWorkshop

Wants to see how SOA would applyto their business problems with example services

Service DiscoveryWorkshop

Commence strategic & implementation projects against strategy vision

SOA RoadmapPlanning

Workshop

Governance

Business &

Strategy

Organization

Projects,

Portfolios &

Services

Operations,

Administration

&

Management

Infrastructure

Information

Architecture

SOA DeliveryGovernance

Business &

Strategy

Organization

Projects,

Portfolios &

Services

Operations,

Administration

&

Management

Infrastructure

Information

Architecture

Organisation & Governance

SOA Centre of Excellence

SOA Security

Service Engineering

ReferenceArchitecture

ExecutiveSOA

GovernanceEntry Point