BAC Proposal

8/17/2019 BAC Proposal

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Brisbane Airport CorporationFast-tracking personalised baggage @ BAC

Combining lean start up and Aurecon best practice to deliver

rapid value service solutions for BAC

the journey starts now


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Leaving Brisbane Arriving at Brisbane Domestic Airport via the Airtrain, Mary is

apprehensive but excited about tomorrow’s conference.

Having checked herself in over breakfast, the BAC App

automatically generated a unique baggage code as part of

her e-ticket. This allows Mary to personally track herluggage at any point in her journey. Her apprehension about

her journey is fading….

A d a y i n t h el i f e @ B A C D om e s t i c T er mi n al t h e j o ur n e y s t ar t s n ow


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Walking through the departure glass doors, Mary heads to the first free bag drop kiosk. She scans

her phone at the kiosk and her RFID bag tag is automatically printed for her. As she watches her bag

disappear, she receives a push notification letting her know that her bag has been checked-in. This is

then replaced by a map with estimated walk and waiting times to security screening, Mary is

impressed! Once through screening (which seems faster than last time) Mary relaxes as she heads

to the shops for a quick browse and then onto the newly refurbished airline lounge.

Using the free Wifi, she accesses the BAC App again to see where her baggage is (the thought of

having to reprint all the conference handouts in her luggage if lost….). Mary can see that her bag is

making its way to the aircraft. Her apprehension of not getting to the gate on time, has been replaced

with a sense of relief and calm, allowing her to think about the workshop she’s going to run the next

day.



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The sensors (located around the terminal) automatically read Mary’s

location. A push notification lets her know the optimal time to start walking to

her gate. While making her way to the gate Mary gets a final notification

alerting her that her bag has made it onto the plane and wishing her a

relaxing journey. Arriving at the gate, there is no waiting to board, with

almost no queue. Now the journey really begins…



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With IATA Resolution 753 approaching, member airlines are lookingfor innovative baggage tracking solutions. The June 2018implementation date will see all IATA airlines required to monitor andlog the status of passengers bags through each major stage of thebag’s journey.

Instead of multiple airline tracking systems operating in parallel, theIATA has recommended that airports offer a terminal wide solution.

By creating a journey profile for each bag, new opportunities arepresented to share this data with passengers.

By leveraging upcoming changes and requirements, BAC has a realand immediate potential to be a Global Leader in passenger

experience whilst creating a flexible and future proof baggagesystem.

Why baggage tracking@ BAC, and why now?

A study by Watkins et al in 2011 reviewed user perceptions ofwaiting times by conducting an experiment at two separate busstops. One bus stop had waiting times displayed to its users whilethe other had no information. Despite waiting for the same lengthof time, the study found that users who had access to increasedinformation believed they waited between 30 to 50% less.

This sentiment was also reflected in passenger feedback duringlast month’s BAC/Aurecon Brewing Room. By providingpassengers with access to more information, BAC couldpotentially reduce perceived waiting times with minimal changesto existing assets. By leveraging BAC’s existing digital intent,there is a real and genuine opportunity to add significant value to

your passengers’ experience by further exploring andincorporating a personalised baggage tracking system that is trulypractical and future ready.

Recently Roel Hellemons and Clint Harvey met with Aurecon'sBrisbane internal Start-up Team (Ben Hallett, Shane Harris andJoel Di Trapani) to discuss opportunities to design a flexible andagile baggage tracking system. At the meeting it was clear thateveryone was interested in pursuing this concept. This proposalexplores this initial concept in more detail – discovering anddesigning a solution to enhance each passenger’s personalexperience at Brisbane Airport.

With success stories such as Brisbane Airport Corporation’s App release and its 2015 award for the LordMayor's d igital strategy, it i s clear that BAC more than understands the value of a dig ital future. With industry,digital and passenger disruptions combined with an ever increasing pressure on BAC’s infrastructure, the

time to implement change has never been more relevant.


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Currently there are several technologies beingdeveloped in the baggage tracking space, ranging fromBluetooth tags, GPS, RFID to new baggageinfrastructure. To deliver best value for BAC and itspassengers, an analysis of these technologies, anexploration into offerings and learnings from the start-upworld and a deeper study of BAC’s passengers andstakeholders (drawing on from the recent Brewing

Room workshop) will help develop a rapid and futureproof digital baggage tracking strategy for BAC.

Why lean? Our agile infrastructure embedded team willdraw on lean start-up principles with the purpose ofdriving rapid innovation and learning through a focus onhypothesis validation and rapid iterations through abuild-measure-learn feedback loop.

Our small team will work alongside BAC to quickly buildmomentum for BAC to discover a future ready andflexible personalised baggage tracking solution.

“I would love to know when my bags were going to arrive, it would make the whole process easier

with my kids. I would have a better understanding of how much time I had to take them to the

toilet and get through the airport with them”. Mum travelling domestically with kids to see family


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Joel Di

Trapani

Shane Harris – Start-Up Manager

Shane’s combined passion for project management and digitalprocesses is a perfect fit for the Start-up team. Shane will beusing certified project management background to ensure theteam hits key metrics and hold to deliverable timelines.

Ben Hallett – Digital & Client Strategist

A previous employee of Brisbane Airport Corporation, Ben brings

valuable insights and understanding of BAC’s systems andinfrastructure. Ben is an advocate of employingentrepreneurialism and digital applications in big business.Throughout this thought partnership Ben will be the centralcommunication point between BAC and our team.

Joel Di Trapani – The Passenger Strategis t

Fresh from the BAC/Aurecon Brewing Room Joel is an up-and-comer in discovering and testing the end user experience. Joelwill channel this passion and the valuable insights already gained

to ensure all stages of this thought partnership are undertakenwith BAC’s passenger experience in mind.

Challenge Committee

Via strategically planned check-ins, this committee will disruptand challenging the team to achieve best outcomes for BAC and

Aurecon – delivering maximum value and experience.

ShaneHarris

Ben

Hallett

Your start-up team

Start-upTeam

ChallengeCommittee


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Arriving Home

Arriving back in Brisbane thoroughly exhausted but elated with how her the

presentation at the conference went, Mary’s attention turns to disembarking and

getting home. While walking from the gate, Mary receives notificationswelcoming her back to Brisbane and letting her know that her bag has also

safely arrived.



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Opening the BAC App, a new graphic appears showing Mary that her baggage

will be delivered to Carousel Number 2. With peace of mind and some time to

spare she heads to the nearest café to grab a coffee.

Passing through the shops on the way, Mary takes her time, rather than her

usual rushing, as she knows her bag will not be ready to collect for at least 10minutes.

A d a y i n t h el i f e @ B A C D om e s

t i c T er mi n al t h e j o ur n e y s t ar t s n ow


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Mary is keen to see what she has missed and checks her Twitter feed using BAC's free

Wifi. As she is doing this a new notification appears letting her know her baggage collection

point has now changed to Carousel Number 9. She makes her way over and collects her

bag with ease.

Realising that Mary has likely collected her bag, the App offers to send a pre-filled text

message to her friend who is picking her up. The message provides Mary and her friend apin-drop location in the colour coded pickup bay. The App guides Mary to the bay, Mary’s

trip home has just become quicker and easier.

A d a y i n t h el i f e @ B A C D om e s

t i c T er mi n al t h e j o ur n e y s t ar t s n ow


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A value based offering

The Swift Scope – Estimated hours – 145 hrs | Estimated fee $19,570 (ex GST) | Timeframe 5 weeks

Hold efforts till the IATA release (estimated for August) of the "Implementation Guide" regarding tracking and tracing.• Present BAC with Personalised Baggage Tracking report summarising:

• Key insights from the " Implementation Guide"

• Emerging solutions to user facing personalised baggage tracking from the national and international markets

• Conduct 3 hour strategy workshop with BAC to determine next steps

Advantages:• Quickest turnaround

• Lowest cost

Disadvantages:• Does not include opportunity for:

• BAC staff and passenger insights

• Insight from key Aurecon industry leaders

TheSwift

Scope

Why a value based offering?

Three potential options have been put forward in this proposal for discussion with BAC. These optionsvary in scope and delivery to provide BAC the ability to choose the direction will provide them with thebest value.

We propose to undertake an agreed scope on a time basis with an upper limit fee as detailed in theoptions below. The work detailed in this submission would be carried out under the BAC/AureconRelationship Agreement dated March 2014. It is understood that BAC will issue a Service Order for theagreed scope of work to initiate commissioning.


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The Lean Start-Up – Estimated hours – 266 hrs | Estimated fee $35,559 (ex GST) | Timeframe 10 weeks

In lead up to the release of the IATA "Implementation Guide" there is opportunities to build valuable momentum.

Key BAC passenger and stakeholder insights could be obtained by:

• Conducting 2 x 1 hour interview sessions with nominated key BAC staff to develop understanding of opportunities and challenges for

personalised baggage tracking at BAC

• Conducting 2 x 3 hour sessions of empathy interviews with BAC passengers to gain insights into perceptions of baggage experience at BAC

and value of emerging personalised tracking systems

• Pooling insights from digital, design and airport industry experts from within Aurecon

• Present BAC with Personalised Baggage Tracking report summarising:

• Key insights from the "Implementation Guide"

• Emerging solutions to user facing personalised baggage tracking from the national and international markets

• BAC staff insights on opportunities and challenges for personalised baggage tracking at BAC

• BAC user insights on baggage experience at BAC and value of emerging personalised tracking systems

• Digital, design, and airport industry expert insights from within Aurecon

• Conduct 3 hour strategy workshop with BAC to determine next steps

Advantages:• Full benefit of key stakeholder insights

• Report tailored to BAC’s situation

• Well-informed position for the final strategic workshop

Disadvantages:• Increased expense and project duration

TheLean

Start -up


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The Strategic Pivot – Hours and scope to be discussed and agreed

This option is about opening the door for BAC to apply Aurecon’s Internal Start-up team to any challenge.

This could be complimentary to the Personalised Baggage Tracking opportunity or could be a pivot to another challenge.

Potential opportunities highlighted in the Brewing Room workshops include:

- Digital infotainment- Interactive wayfinding

- Queue waiting time displays

- Digital feedback- Internet of Things (IoT) network

- App user growth

TheStrategic

Pivot

We welcome your questions regarding this proposal

Please contact Ben Hallett @ [email protected]


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About Aurecon

Aurecon provides engineering, management

and specialist technical services for public

and private sector clients globally. With an

office network extending across 25

countries, Aurecon has been involved in

projects in over 80 countries. We seek to

foster human achievement in all aspects of

our work.

Aurecon offices are located in:

Angola, Australia, Botswana, China, Ghana,

Hong Kong, Indonesia, Kenya, Lesotho,

Libya, Macau, Malawi, Mozambique,

Namibia, New Zealand, Nigeria, Philippines,Qatar, Singapore, South Africa, Swaziland,

Tanzania, Thailand, Uganda, United Arab

Emirates, Vietnam, Zimbabwe.

For more information please visitwww.aurecongroup.com

Aurecon South Africa (Pty) Ltd is a certified

Level 2 BBBEE contributor.

The Aurecon group of companies is made

up of a number of separate legal entities

operating across diverse jurisdictions. Not all

those entities provide services to clients.

©2016 Aurecon

CONTACTBen Hallett

[email protected]

Ph. (07) 3173 8736
http://www.aurecongroup.com/http://www.aurecongroup.com/

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BAC Proposal

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