Merken

Building the digital accommodation and hospitality ecosystem of the future

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but it kind of B the thank you so
much and now you can start cited it's so entangled here low Republica 2016 our way actually we're thinking like OK innovation after we spend the whole week figuring out like what could be the longest title we could ever build on this side so we come up with this sounds like a very bold kind of thing there where are we having in mind with this and becomes loaded with our history that we spend quite some time and in the accommodation hospitality our industry so far so today obviously we wanna talk about innovation about
very very new innovation of indolence and I 1st maybe introduce
myself again uh my name is Martin Benin I'm city all the innovation of our I recently joined from another company MOL in its core it's it's called Rocket Internet and
ROC analysis of the global CTO and I was in charge of the the strategy and the the the marketing tech strategy so I don't edges just for the reason that this kind of a very well known I mean don't know what means 1 of my comedy people of you do actually know waitresses that anybody ever
book with nature is how many go and so but and I join elected because of that like what is this what is this company actually about it's quite old and and what is going to be in in in terms of innovation in the in the new digital kind of century which is
actually century in the history of interest so today our with regards to innovation we're going to dive into that whereas I in the in the beginning will basically tell you a little bit of about what is arrests worry coming from and why does this kind of companies only think about innovation and actually hallway going to approach that how we going to to implement that's uh what strategy
we've chosen as a corporate company essentially and and then basically my colleagues will will tell you a bit about what we actually about me about to innovate so speaking about interests so are probably most of you uh rule no interest you know you have certain feelings about as compared to our competitors in the market and the reason I about what we are is the required all companies so address was founded in 1972 by Robert rather it's a privately held company and was recently a couple years ago was taken over by his son to be a struggle and since then we have basically uh further uh expanding
into into the water whites experience of nature us the address is a is a group of essentially so we have a couple of Branson nature arrested focus each on a slightly different uh area in in the hospitality and and accommodation and with our different brands we expanded out as a set globally was 28 offices pro in every city that you have been to for business trip but we have an office there the HRS as a group focuses on 3 big pool uh pillars so the 1st is the unmanaged pillar which is more or less a consumer market if you if you like um on the consumer side were probably you
have booked we accommodate about 300 thousand hotels and another 400 thousand holiday homes where can basically book in next year next day at a part of the uh consumer business in the unmanaged pillar we also are cater to small and medium enterprises and we offer them like special business terrorists light up to 30 % discount and certain or tarts which is a unique uh thing about interests and and obviously we cover all the different platforms there we all talking about today decimal and so on and recently but we also introduced a another venture of interests which is called can can deflate uh invite you to our use of their and to learn about Kenichi which is really great like everybody have you ever checked in or
checked out in the hotel you feel like all this paperwork and all the stuff like 5 in the morning as a business travellers standing acute reception and you have to fill in all this stuff and these guys are digitalizing that's basically in the future as of today actually you can download data up you find some so-called smart to tells it can do all of this like in a few clicks on on a mobile phone the next pillar our and it's pretty bold
polar nature as is our but managed services managed services we offer to our corporate customers which is a big brands like Google or like Ali Baba and and and many many more all in all actually we have in their
of 40 thousand at small to medium enterprises that we cater special services to as well as about 5 thousand corporate companies including Fortune 500 companies and what we do for them is basically they have a a pretty significant annual budgets on their plate for the troubles that they have to organize you they have big departments for travel organization for this stuff and this is where they seek to have a particular sourcing with hotels and hotel chains all around the globe where we take
this expertise out of their of their own demand side we serve that to them so whenever Siemens building builds a new kind of plant summer in China was summoned Korea this is where they call us and say listen we have about 20 thousand people every year traveling there we need a hotel and this kind of area where part where Ponting this and I would I just like other competitors of doing it in the market we a serving of anything that relates to all the paper that the company obviously has to deal with and then the last but not least we have the hotel solutions pillar which is about and serving to the needs of the actual hotel probably is a can anticipate our are based based on the size of a city of based on a lot of paperwork there's probably these digital and all of the stuff that we're catering to and this is exactly what we are trying to change we believe and this is
also coming a little bit forward to the innovation and our approach to become this integrated solution is we wanted digitalized all of these different from services that they have to serve us as a guest but also they have to deal with in the back office and if we integrate that very well we can offer a even more digital inventory to our customers than they actually can can use today than a passing by the reception and seem like a big at I so and obviously as
I basically circled around that's all costs strings lies in business travel so this is what what is our where basically our hearts the heart beats for and where we believe the future of waitresses if you compare that to other competitors in the market where actually on the consumer side we're running pretty much had to had was poking the common Expedia um whereas we basically reserve for some areas within Europe but a part of that on the corporate side there's almost I would say no competition but almost no competition in the way that we're thinking about corporate and and besides expense
management and stuff like that and the so when it comes to business travel you can actually compared to the complexity of when you travel with your children or infants in a family of later but it's really really hard to find online the stuff that you need and to find a platform that even remembers what your previous entries were indeed pro we could say that no none of these platforms extra remembers uh how you're your children actually age over the years and this is where we thought OK but for for for the customer portal what do we have to improve what do we have to do in order to make that that's smart solution that you always wanna carry around with you when you're on a trip for for business so asking our
customers what are you interested in what do you what do you expect data as to solve really good and what is the stuff that you like OK nice to have now this it's price everything in the accommodation hospitality industry is 100 % of our price and the next thing is that use experience and use experiences not just like having a nice test of interface or a mobile interface that you can the just
integrates nice with all the other cats and replicates what they're doing nice but it integrates with the context how you travel where you trouble of neutral and basically can can take effort and work away from you this is what we should
focus their which ties into the service quality and the and the content quality in a sense of assortment that we offer you um obviously 1972 hotel kind of uh travel agencies this stuff was all about catalogs paperback catalog so what happened in the nineties when address another place came online 1995 while it stretches to that on web sites and the photo there we take agent out and then you guys are left with OK it's a it's a self so so this platform the and this is what changes now if you if we look in the market uh how people use of like booking engines in general so coming back to our 3 pillars of from the consumer side business side and the hotels in the end and if you look on how how do people today book and what is different from what happened 40 years ago is people constantly drive drive further into the direction of doing it on the go doing it while taking the decision running on a business trip figuring out taking that them all out of out of the pocket and figuring out OK where work I get the cheapest but also best stay that I can get for for my trip um and
and people even stop taking them all out and then looking for OK what is why my booking appear but they're eventually just going on Facebook and asking friends like our like where have you been staying at last time in Beijing so can recommend me something and this is where we understand about what has to change and that is not only in in in retail e-commerce decays but it's ultimately also in the travel industry the case is you have to be where the user it's but and this is where we have to think about how can we leapfrog from this this catalog approach into this new era of uh where people use different platforms for many hours a day on social on messengers on wherever they are and how can we integrate their in order to serve the right content in the right timing without necessarily having an to have the feel the need to go somewhere to figure out where they where they can get a booking from the the same is actually true for for the business side latent in terms of the innovation capacity that is out there but for uh for decay it's cooperates Menezes this with the departments and a few players from was on the order of the US the basically cater that was simi automated processes and digital which is actually not the a simplification of the process is just like you
replication of the paper-based process online of doing it in digital and this is where we believe we can also uh invest a lot of effort and it and bring a lot of value to the to to a corporate customers in seamless seamlessly integrating with the processes and even making some of the processes obsolete so if you think off expense management like what if I basically I have the mobile app from from my company let's be at Siemens and we have a travel can we have a travel AP and there's nature a service integrated which deals with the corporate credit card a certain budget on there so I'm basically checking in and I'm booking right from the I'm in the old times using some ancillary services I'm taking this power taking a break 1st and then I could just pay with
a corporate credit card it's all automated so there is no more expense management I do not need that anymore because this was initially paid by the company based on my budget and I can't even incentivized m but with savings that they can you get back to me like say or get back 50 % of the stuff that you said on the company's travel budget by their certain initiatives so that we already today run with our with our corporate clients and and if you think of the hotel while hotel is probably the most the the best thing at all and and this this they have to take their your your passport when you check in if to take paper copies of that they have to put it in a file and then and all of that has to be reported late the years later to some uh to uh things uh to some of the governmental institution and that's that then they have to basically digitalized said again and given numbers and other systems of the core of the of the gamma government again so it's a completely insane process to 1st take everything from digital to to analog and you take it back to digital so how can we improve this process and this is the we resort and OK is a lot of stuff a lot of opportunities smaller and bigger ones and how can we address them um out of our daily operations in our daily operating technology stack that we have to data have to serve all of the daily operating product development that we have to that we have to do because you need a lot of time to think about these things like how can you make it an end to end a seamless experience from mobile to desktop and the different interests in the
room and to to build that as an ecosystem platform and tied into 1 technology stack and the end of the day as well and this is where it's where found OK it's not enough to just tell few people I we have this initiative around and they're like 15 hundred people interest so you can just go there and 28 offices OK you work with this guy and this guy and all basically like after 3 months you come up with a great idea and we build it you have to have certain strategy and you have to
actually um have some DNA of that strategy uh within a corporate company and this is where we found we have to institutionalize that so we have to give it a separate scope is separate take out of all the operational things all about all of that stuff that we do today and just focus on the actual needs of our customers um industry interest groups and this is where we look In the out there and said
OK what other corporate companies doing uh how do they take this take this in this this thing and I am where we found over T it started basically with the with banks and and and ensuring companies where they said OK let's let's just integrate what we know works so we just look out there looking the market there's some players who do things correct and we basically just acquired this companies and end-to-end and we integrated over time into our product portfolio and sometimes work sometimes doesn't work but actually what happens is they integrate their teams and their
teams basically get a new vision that they have to address from that time on and that you will actually over time just quit like you lose the action potential that you acquired and the technology will age over time I mean if you like a 40 year old company of 2 things that far out we have to think like what's happening afterwards a such as a technology that you buy it's about the people and how they drive constantly drive innovation to business and so what happened in the corporate history is all the sea level of of of these companies said well OK are we want be that fast Republic companies and and we cannot address this to our investors and say well we want to do this and this and we want to invest every relevant of steak to figure out like
in the end what works best for integrated uh rather we we take our money we do it in hidden mode and at some point we be invested into this and it will be easier to integrate it into our corporate global organization so they founded these private equity funds um and and started betting on different horses at the same time n what came out of this again it's it's you you you you have all this know-how out of your corporate soon not adding anything until a certain point when you say OK now it's a right point now we make the call option on our investment and we basically dragged these companies inside and we touch or vision again and while we're back to the same issue that we have with the mn a approach before so what happens and that cycle so 1 of the companies I work for is we build accelerators and incubators where the money on the 1 hand we have potential donor market so why not throw together and let them alone well letting them
alone in a in a certain constraint with this you get these 4 teams and you let them work on some stuff you give them a constraint is OK but please just focus on this area to get out of this area but whatever you do and they're just go for it the problem is you can't you still can't really integrate that with your own vision because it's their own technology staggered stone productivity it's their own mind set their own guidelines everything is separate you have 10 thousand islands solutions are there they all go drag drag you system at a different angle and it will be really hard to to align this to some vision so you spend a lot of money is spent a lot of money and you have great ideas you've revenue risky of product adoption risk all of the stuff you cannot control because these people of their own minds so coming from this OK we integrated but as soon as possible to let them work around alone and then at some point just integrate the products but not the team's essentially and doesn't work either
very well and this is the latest trend obviously is innovation labs OK what's an innovation of well we just get out there we take the smart people without a vision we give them a framework of of vision and then we we let them run and we give them a little bit of the assets that we have in the corporate environment so much as the money that we have but we also give them a foundation on the bit of the technology stack that we use in the limit of the product development and then we can even add some people from our corpora teams to to support them on the rough vision and just let them run free the problem with that is that you have an institution and what actually happened I'm not saying that this is the intention of the whole damn what happened is they dragon this more people but this actually just repainted in Cuba incubator it's the same thing so they try to get this to
drag these people into their corporate teams so then you come in there and then you have all these people will bring nice Richardson and have nice ties around them they talk to them and the your whole innovation power just drops because like well that's not what I expected I expected something like an innovative way of other smart young people around me were we can take the top notch was notch technology we can models but whatever we like as long as it
fits division so there's not much difference between an incubator on accelerator and innovation rethinking thinking OK we need we know we need to see institutionalized out approach of innovation but all the stuff that happened so far doesn't really work for us it's not what we want to do because it means every 2nd is people the just lie to them and that's not what we want to do so we thought OK what what could we do and that's also what is the difference of a hot versus what is allowed so if you if you think on the 1 hand on the left side you can see basically how we understand a lap 3 of the big nuclear is the big corporate nucleus in the middle and then you have these islands solutions this kind of bets that you take and you just frame of virtual border around that that you well it's not illustrated here but if it's just running all around this nucleus and then you basically tell this teams yeah you can do whatever you want but actually tried to include it and you try to to suck it up into you corporate environment and how it's actually works is you get this more people and you you put them in teams in a given policy is to say you can do that you can do
everything but please don't do this and this and this and this and don't spend too much money with this whole thing and in the end that's what an innovation that and what what happens there so with an innovation hub what we see is actually it's it's a bit of a contradiction because a happy would anticipate is more open and that's actually trying to be although this looks like more enclosed but the idea is we give a vision we agree we would basically are attract people for the stuff that we want to do we given guidelines we say well
with 40 years old we probably do not have the best technical stack for you so you should bring us your innovation power into our vision and whenever you change something whenever you build out in a best practice whenever you think you want to change something you have to basically integrated into all values scope you have to integrate it into our guidelines have to tell us if to teachers you have to workshop us on what we actually should improve and this is and the deed kind of more open world of it where we say where the innovation out we can tell them about our struggles today and we can tell them where we want to worry having the division but then we these people are smart enough they can take it from there and they can drag us forward as the whole group so that the problem that you might see now is like OK but but how are these guys actually doing it like how do you drag the whole group forward and that's where we found what the limitation is a text site where today we have a very
modest Avery monolithic a kind of 2nd nature us some meaning that uh it's really hard to integrate a new solution to to our technical infrastructure so what we did is we said we need to change your platform approach to technology and the methodologies in our product development and if we integrate that very well and we contribute the innovation up does not work on island solutions that contributes to the exact same runway that whole waitresses working and this this basically is is the big change that we see so actually if you see the the the product development and IT landscape of nature as the innovation of works on the exact same infrastructure they work on the exact same scope it's not that they're 1 of their own solutions and owns becoming their own 1 of the killer artifacts it's they contribute to the actual same website of interest that you see and this
is what changes the game significantly because you can tell the speed that the these people feel impact immediately they can they be testing new feature in New Product immediately to a tool to our customer group which on the 1 hand is as a matter of wrist and mitigation processes in place but on the other hand is like they feel the immediate impact and we feel the immediate impact likewise we do not have to invest on on a horse would have to bet on horse and then basically wait for 2 years to take the call action is the call option and then say OK now let's integrate that's and like 1 year later we're not any step further so it takes a 3 years and and we don't get any stepfather
so this is why we believe and that the debates the significant difference here is that these guys do not work on islands which is the work on the exact same we work in innovation we work on the exact same infrastructure changes actually we're building it at the moment we migrating data as infrastructure on 2 hours which is to key difference so we sucking up the corporate in the start up a lot of and then the other way round so the thing and so then you might ask
OK but how do you how we execute that and you know how do you actually um let these teams run out of what is this guideline frame of digit talking while you get this together and this is where we said OK any anything that we work on anything that we have an idea about we need to come up with these 5 steps with us and we need to also illustrate documented and documented very well to but basically pitched at internally and then and get these people uh on our
vision which means that we build visual prototypes from our idea and at some point we even as a contributor to the actual consumer customers on all platforms we can build other products and directly show to our customers and then we iteratively make it better and we push it out so the product roles within the corporate stack it's not like a separate thing we have to figure out like what customers are actually interested in this new product this new feature we bring this directly to the customers which is this
is way different than than any incubator approach goes today so before we had
basically for the actual what's because you might be interes OK what these guys actually innovating about images there was a guy telling us how is doing it and we with thought about OK we have a we have processes where the guideline framework we know how we want to know innovate live online with our customers but how do we how do stuff these teams like who should work with us and and and how do we staff them like to reach a strong arbitrary properties of it and build some fancy stuff and this is always a risk if you run this life kind of innovation topic so we said OK we have 4 key areas that we need to innovate which actually smallest the whole product if you take operations of am which is the marketing innovation which means we
have to be whether customers are so that means that we have to not just like you run arbitrary search optimization traffic to all page but actually step of this so bottled run marketing and Dorotea approach the people whether they are in on Facebook on Twitter whether there aren't so we basically have to innovate on certain catering our uh the hotels to them whether they are on data innovation we here in a minute about that uh how we would drive behavioral data signs to basically guy does better on the personalization and recommendation approaches to tell you what's small set of hotels will fit you on your trip rather than giving you a list of 600 hotels that might or might not be of interest for you on the platform innovation side that's what
I what I just said that the technical foundation is is this is the core of it you have to be very sensitive about how you approach that I am in order to make sure that all of these different areas can really flourish but to the maximum extent and ultimately we have prior derivation which is like OK how do we tie all of this together to sleek user experience dead and an end-to-end approach caters business traveller from having the idea to to have a trip or being forced to have a trip booking the right thing seen upfront what is awaiting the on the hotel what stuff can actually use their what services are there and being in the would cell utilizing that
and afterwards having ideally no expense management at all to deal with so these are the areas where we put Product Teams around so their teams full-fledged teams of all the different functions cross-functional scrum teams working in each of these uh of these parts of the of the pie and we just dumping all values so we we tell them how we believe creativity in a collaborative approach but should work meaning there's not a single guys telling everybody out while how you have to work but you just have smart people so let them work together on the right things 3 give vision in a given missions to these teams and you also tell them explicitly what they can utilize out of the corporate assets that we have so what kind of what people do you do you have to talk with it if you wanna drive innovation how do you figure out in a corporate environment 15 hundred people 28 officers technology stacks everywhere on 5 different text centers or a figure out what the stuff that you have in mind is actually all of them not like this is where I have to tell however we have to give these people just guidance is a guideline it's kind of a framework that we give them and the organizational
approach with a matrix kind of a job um organization meaning that we uh run with the the tribe sports guilds in chapters approach that was androgen introduced by by Spotify actually which action returning to whole Chares organization don't to which is a significant step on for a corporate company and is a
really long and hard way the room right now in the actual execution phase of and which is actually do empowering people and you basically giving trust back to the people that they're smart enough to to bring you corpora to the next 1 and on the innovation of we add a small and region which is into penurious start of execution meaning these teams also have a competition a little bit going on so we have all this accompanying object as some people get incentivize by reaching these objectives of in certain time or as many of them as possible so the the value framework you give it a solid Tech Foundation and you give it the right organizational structure the my work out so now I told you a bit
about why we want innovate and how we do that on a process that process will kind of frame no would basically invite Darrell and on the stage you can tell you a bit about what we actually innovating about don't look at this current stage we thank
thank you hi and so on and our in I guess to try and explain it but my role in the hold and I I sometimes like to think I'm a bit what chef there's there's all these like great ingredients on the table that is on the right technology lots of data on and it's my job really to try and assemble all of these crazy ingredients into into a part that maybe people might wanna consume so you could say on a bit more focused on the only on the the human factors on the user experience the product experience what actually we will put on informal or customers so I'm just gonna give you on uh teaser of the kind of topics were working on unlike apologize in advance I don't have any real working software to show you on this is partly because of the new organization for like 4 weeks on
understood in the process of action on developers got 1 back with a low and so we're we're in the process of actually building up the team so on next time the back a republic it will be done we that we'll start off but still I wanted just going to share with you some of the ideas that we have a current
so we've all experienced travel nightmares lies you what I certainly have a and as anyone else I mean that travel is user is an experience that can easily go are all right and quite
often your stock like this poor guy sleeping overnight and in the airport only things can happen right only this many things that can happen is that life is unpredictable travel is unpredictable that could be natural events that could be you know an earthquake and that could be mechanical or human failure on the could even be like political civil unrest in all of these kind of factors create on the unpredictability and uncertainty
so how do we how do we overcome some of those things and how can we try and provide a travel and stay experience on that is that is pleasant so it's not only mean from an HRS perspective is Martin this morning said you know I mean we we look at both sides of the coin and then we look at the end users on consumers who actually traveling but we very much also focused on the companies who are running these travel services so we have these 2 you side of the coin to deal with on
so this is building on this slide I think what you showed in these the 3 pillars that we have we have hotels we have businesses so these could be like corporations where they have travel managers and you know they book flights and all of that you have to submit your expense reports to and we have consumers and at the movement you know these 3 entities are are very much fragmented right they're not really connected in a meaningful way and also they're not really focused around the needs of the actual customer or the user which they should be so the hotels
typically are are running on paper on you know they they have adopted of fully you like digitized processes all mean quite often in the decision is that hotels make just based on intuition they're not data-driven they don't have the data right so it's all based on like gut feeling on from the
business side of things around quite often in the offerings are not actually based on the needs of business travellers they don't distinguish the needs between the business Travel and leisure travel and on so nothing is a lot of work that you do to you on to to fix that from a consumer perspective on I find this particularly when I'm when I'm booking actually on on travel sites there's not much in the way of personalization every time I go to another travel site to book i have to put all my data and again and this is like super frustrating and actually it's unnecessary so we think that in a personalization is a new topic it's been around for a few years but for some reason the travel industry in particular like the hotel space they haven't managed to call the leverage or they haven't managed to to ball that or was sort of focus their services around the individual right every time we go to a travel site I got to put my name in my tries on both you know it's the same old thing on so coming back to this so that the human the human part I mean I mean what should the traveller experience the and in this day and age and these are the kind of themes that we're thinking of right now now some of these things are not new and they've been around in travel even before technology really existed on modern technology and some of these
things are actually created by the technology that we have so a good example is abundant and choice on you you do research work for a hotel online and you just get overwhelmed you know there's hundreds and hundreds and hundreds of places that you can go in that state on if you're using a metasearch site Our main they typically you got like hundreds and
hundreds of results to sift through and as a user it's very hard to sit at a terminal node is that the right hotel for me OK it's a cheap price but I honestly believe that you know it's it's it's about more than just price I think people want to choose a hotel to stay in that somehow reflects their taste somehow reflects their needs and is currently isn't really happening so I'm just gonna move forward so another point I wanted to make also is not begin to talk a lot about data because it's all about you know taste cross recommendation engines and an electron stuff and the 1 . 0 1 to make is that you know this is all right and I think a lot of people especially business travellers mainly alternate adapted for the convenience right but there's another aspect of which is I think writing motor leisure travel I mean 1st of all people are sensitive about the data right so this is 1 point so who's only that data right so wherever I travel the hotels I go to the food I eat you know all the things that you do when you when you travel someone who's actually a little about information and secondly which is
also an interesting point is that it's a very human thing to want to discover things in in a spontaneous way if if all we're doing is going to place is based on a long history of where we went before I think the travel could end up with a boring on a boring adventure so I think you know this to put it simply there has to be an off button right for for certain uses there has to be the ability to just walk out of the hotel room stroll down the street bump into someone and have a have a spontaneous experience so so the current travel on the current travel journey I mean I mean this is you can related out here to try and show you what it looks like and to and and I'm sure most of you you travel will be feeling very familiar when you start you know looking at some of these questions as an awful lot of stress and anxiety related to travel right and if you think about it you know the context switching you know you're starting off with your home in your office then you moving into different space you're in a cab along the way to the airport you're at the airport during the playing on your at another airport you now in a cab going to the hotel then your at the hotel then once you're at the hotel you gotta figure out what you wanna
do would you wanna go to which 1 is the own unit that's an awful lot of on that and awful lot of very current active questions that you have to answer and I and personally I mean I think it's quite a stressful experience and it shouldn't be it doesn't need to be and I think this is 1 of the things that we really seeking to so all these because how can we take the anxiety and stress and the context switching how can we make that seamless and how can we make that even a a pleasurable experience for the user so now what I'm gonna do is as quickly walk you through a few scenarios or actually 1 scenario broken into a few slices on it's a business traveler on within the corporate setting
said hopefully this will give you a bit more of a feeling of the kind of ideas we're talking about so there's a guy's name is Johan he would he works in cells on and some is told that he needs to be at an urgent meeting the next day in New York and he has to leave immediately right so that's quite a stressful start to the journey and straight away however this is the kind of thing that that this is a colour product experience that we envisage to handle that so the 1st thing is is that you know rather than you having to deal with these corporate travel manager of i e-mail or or a phone he can just pull out his phone and you can have a conversation on he can have a conversation and and actually this is a this would be some kind of what so this is a human being sitting behind this it's actually something that is more automated and I would want to do he doesn't wanna get stock would have these horrible corporate hotels usually travels to New York a few times and acted as a recall tell that he loves and he wants to stay there so normally this is a big issue for organizations and because they have hotels that are In the area of like compliance and then there's the rest so sure someone who just wants to book into a hotel that is in a system normally you're not allowed to now we think that and we think that actually this things that we can do to on actually remove that um remove that problem so in this case he was to say in a specific hotel that he likes only and the bot would say yup sure I can I can add that went into the system and then the other thing that the book can do is actually tap into you could say the taste the or what we call the taste graph all this customers so this customer has been to New York before although he is actually being to a restaurant that he likes he we liked it on Facebook and we can pick up on that threw the ball and say OK we can be consulted join these thoughts together and say right was going to New York on he likes this restaurant 1 why should my book you into that restaurant because I know that you like that restaurant and we actually come to proactively suggesting is that the that the customer might want that then the other thing that's important here is is the interoperability and the martin talked about in a building ecosystem monastic that's exactly what we need to do and what sorry yeah only
so what we can do with a service like open table that has a very open API we can integrate that into the service and we can actually make the booking for the them so that is a much more
seamless and integrated experience than than what we see today so the next step would be on your hand made it to to the airport in 1 piece on even made it to his hotel all following it had a pretty good job he bought in these tired used his jet-lagged he's been on the red-eye someone's holding up a number 20 minutes to go look at all and so he was to just get into his room right an evil being here you're in a hotel you tired you i.e. the last thing you want to do is actually q what in the hotel lobby bright lights noise and you just wanna get to your room so we actually thinking that it could be a lot more easier with an automatic checking and that's exactly what Nietzsche much mention their offerings and they're they're out there somewhere and you could probably go and talk to them but basically it's using the technology so as you walk into the hotel lobby it
recognizes you added automatically checks you in to your hotel room and I think that's pretty cool and although only can that could be do that but we can take it even a step further so most people like me like to listen to music and most people like to watch movies or I certainly did on and then what we would do is we say OK would you like to connect your Spotify would you like to connect the Netflix and the whole thing just seen seems the fits together so I'm basically taking even switching context between environments I'm bringing my own personal contact with the which that gives me a sense of familiarity and reduces some of the anxiety with the context which rank so the next step and this is I think this a bit that I have to get really excited about is exactly in the hotel room right so now you know he he comes into his hotel room is listening to his favorite playlist already playing you know which which I think would be really really recall and he's pleasantly surprised that customizes statement further so most of you probably heard of nest it's a it's a way of like and uh it's way of controlling your family status says it comes into the room using the app you know he can actually just lighting and he can adjust temperature all from the convenience of all always fun right and the other really values is that it saves those preferences so so if Johan came back to this hotel at another point in time this
to assuming it's the right of part time of year because of the the temperature changes but if he came back then it would remember his preferences
so you wouldn't have to do that again on and then cost other things we can do on to enhance the profile we can start to ask about other things that you how might want do you want breakfast do you want in your room you want in the dining area these are things that we can learn from these things we can use to build up this 360 view his profile of the customer and actually I don't know how many people in this room the from the world of product and software but we have this term
MVP involve a product and and that's all about testing things out getting something to market testing seeing if it works hotel we could be the same thing right and and and if you could imagine if a hotel became very data-driven they could do some really cool things to experiment and see what kind of services that you may or may not like and then in turn they can use that data to to improve their overall on picture of their customers and where they wanna go so so the next step and this is actually the next day alone and Johan discovers that actually on 1 of the meetings are you supposed to go to his being canceled so he doesn't know what to do so sitting there like OK I've got a few hours to kill on in downtown New York what what do I do with my time so the app can actually on access your hands scheduling actually sees that he's got some free time now in these in these Google eyes Google Calendar and it starts to proactively suggesting that he can do based on the time slot that is good available is calendar so on in this case it's it's even 1 step further because what it's doing is saying right well we can see that you've got a bit of free time coming up in a calendar and they're very cleverly on the hotel management system could also see that in terms of this service at the often the courts and open slots right so subgroup would whistle connecting those 2 things together to say OK right well we know that your free in the next 2 hours we know that we have some free spots in the solar would you like to do that and you know get a 50 % discount or something and and this might seem a bit trivial but in the hotel will this is
huge this is this is a really smart way of prosody I'm actually using up inventory and things that they have that that that is available found so then the next the next step in this would be more it's time to go home so now Johan is is called a return back home on this is also very stressful thing for most people especially after a business trip on but in this case are the AP sports that actually it's time for him to check in and Johan is running late on you know he's he didn't realize that there times moved on but apps actually proactively saying to you know your flights leaving on it's time to check out the next thing you would do is also say OK on would you like to add items breakfast the solar to the bill and then we predict that like digital wallet will come in and these are able to basically pay immediately so that all the whole idea of
expenses is kind of redundant and it's actually more pay as you go so this takes out a lot of the friction of travel so then the next part would be OK so you you basically the unchecked power and and all the payments and made but then we can check you and your flight so this is another piece of an anxiety or stress taken out of the process not only that we can connect with your it with with the flight companies the providers and we can see that actually you have around you have miles on your account and we can even give you an upgrade of your seat in the plane home based on those models that you have and in the final step would be Yoruba part is waiting outside for you so that's kind of what we have in mind very seamless on a very easy process so then you Johan would return home on always he can relax you know always travel costs have be processed so as I said before there was a digital wallet this this was what he's been using to pay for all of his corporate expenses when he was in New York and the other nice thing is that you know his personal expenses are kept separate because the business travellers it's a nightmare you need common got a big stack of paper receipts you know what color claim what can we note claim that is all taken care of and then 1 step further than that you know we could integrate with something like Apple Pay will be wallets to actually on integrate those those that those payments on in a way that
the that the user can actually see you know their account and what is being paid but more importantly we can actually connect into the accounts the systems of the hotel on a smart and said area and and we can even see or the hotel manager can even see you know has he has he gone over budget has a comment about budget and those things that we can do to incentivize people from spending too
much from when they go traveling so that just gives you a feeling a taste of the kind of themes and topics that we can work on I'm going to invite to went up now in couldn't talk a bit about the data part and how we can achieve that there thank you if already good news from mines as well I'm going to follow but about the data part uh um of uh the product that demonstrate you just seen I'm not going going to detail total algorithm which is kind of a about of fundamental idea that's driving all this innovation has been talking about today and the the big idea is
really were not inventing the route the we'll know it's were connecting the dots and I think that's kind of the strong message from this talk is to take with you is we're taking existing data sources and were bringing together and sharing information at each of these points allergic to travel graph and to for better
seamless experience essentially so we said with individual their calendar maybe the internal clock if they travel between time zones it may be that the weather location where there right now where they're going to make a recommendation to what to pack on there are ways to look at the mood maybe they're hungry because the last meal has been while arm and all this information gives us an idea of the current state of mind of the person or talking about and that's 1 thing what of interstellar travel where there are handled between different
service providers which I can definitely make their car experience more pleasurable or at least not as bad as sometimes is if you're on a long business trip and you have to go right back to the office next morning so this is what we describe as contacts then we have the company over here but you're talking about compliance rules regulations were allowed to do what you know what to do having this integrated into the system allows you to easier access bookings and knowing where doing without maybe um working against some of the IP company rules now we talked about travel-services airplane
uh airlines that transfers even the hotel to some extent as a travel service and where people spend time information shared um data is compiled integrated um and money is spent which brings me to the payment system which I think particular for business use is something you just don't wanna think about it I mean that the bill has to be paid someone has to pay it and you just did should be taken care of this should be not 0 I need a receipt for that it can you make the separately it's 1 thing and it should be seamless and the last thing is about media and content were talk about the netflix Spotify account and all sorts of information really a social media expressing expressing your taste um which is what you like or give you a feel of being at home and so adding that into the whole experience might take away some of the stress from the travel so if you take my
company we got selected hotels select parades already integrated and if you search for something they pop up um at different locations as if you were in in the same tool um as a private user because your company has little deals now corporate transfers on a Maliki when you book you tell any flights and the company provides that is automatically notify you have to call anyone you want to send you emails it's just like it's a business trip you need a transfer from the office to the airport or from where you are to the airport and all this information is shared shared seamlessly some plane or some airlines offer corporate amenities day there might be certain and regulations whether you're allowed to take them or not the airline is notified about that so there aren't any confusions and then the same as for the hotel about corporate deals now about the
travel-services there's 1 hand yeah of course booking the stuff and then going from 1 place uh to the next but there also just-in-time drop-off check-in baggage um job well think about if it's sitting in the cab or in your other transfer member vehicle you could print and the luggage than a badge right in that car you don't have to worry about it once you arrive at the airport the driver actually drops off it indirectly but go to uh the gate no just-in-time amenities on on the outbound flight
to your business trip you might wanna work on the plane you don't wanna be bothered by uh beverages of food you just wanna get your work done and then maybe have a short nap races is on the way back you're exhausted just wanna get home you probably asleep on the on the plane you again don't want food unless you wake up and then maybe something refreshing at the end of the flight and this has to be timed and and just otherwise you would have to wait for the food until you go to sleep and then uh it's it's not a gradual experience and you wanna get work done the the same thing at the hotel and as Darryl described we can integrate some of the more leisure activities or even conference room into an app without having to call someone or maybe even having to call your secretary who then contacted tell you just do it that seamlessly through an apple with uh the travel service directly time without losing time or spending any effort now about the core context it's all about just in time personalization so I in that moment are you not and what does the driver of year it would transfer no worded drop you often not you're hungry at the airport and then there's the restaurant the of the chain you like knowing that information that would be useful because you don't have a lot of time and the same thing you arrive at the new airport or where you gonna be picked up knowing that information getting updated information just when you landed when you step out of the airplane you get to the terminal where go again but effects well it's a it's a better experience and not knowing where to go and find your way and eventually ending up at the right card and after uh 5 of the tries work out now payment we already talked about this we don't wanna uh print anything it should be paperless and it should be part uh catch less so any their invoices a directed built to the right account whether it's private whether it's corporate and it's essentially a button press you can even go item-by-item decide whether is covered by a corporate policy or not the some and find the media content we can really personalized experience and give you feel throughout the journey at the hotel of actually not being at home elites having the feeling of being not that far away uh from home and and continue thing you like at home also um on your trip whether it's a business
trip or travel abroad and trip and literature so finally we see a lot of connections that things have been talking about is really knew we were not using any fancy machine learning were just connecting the dots for integrating some data that that is already there is connected with the timing information with location information at the same time as the there'll mentioned this as an opportunity for that same or present will travel experience if you don't like that if you don't wanna share this information you can still travel like people travel in the
20th century but some I mean it's up to you this is a decision you have to make sure that we can talk about we can show you what we can do if we integrate data but the same time if you don't want to feel like this and that's OK it's a choice there is no I'm always an off button the part the mass market back on the stage and because some of it today it and
would note on the talk page my yeah just so just want to summarize again what you saw because believe it's quite quite massive quite a lot and and for various company also with so again to summarize with 42 your company and getting online 1995 with 3 big because so we cater consumer and consumer business business travellers in a corporate environment with a lot of policies a lot of favorites we've hotels who sometimes seemed to be coming from an old engine kind of time and basically just dropped in the digital time but with a couple of different interests on the life
of different needs on the plate that we need to ensure that we have challenges with that we need to innovate about and that have basically with innovation up having an institutional some kind of set up and strategy to our innovation
in the in the group or organization and and this is basically what we wanted to talk about what we want is to introduce you to the then that will be the right time for you to to ask or raise any questions or concerns that you might have about this
anything this I think this microphone coming here again this if if I'm right uh I you know your your aim at covering the complete customer journey with you at the the same with your services with something like that so if there is about more than 2 hours on on on uh for example cited if you're a consumer would like to have a sightseeing too long also visit to a museum something like that where you get the information from from what do you think for museums you may you ask a general general how we do that yes how you know how do you think that you will have the
information you know I think this is exactly the interesting thing or the actual opportunity that we actually finally have today is because all the
companies out there all the start ups all the content that we see that everybody all or most of them at least understood that they own the content they only inventory but they do not own the big frame around that they're not it's not you know they cannot shield so they have to be you have to plane integrated so they have to basically provide us and other players on the market with API is to leverage that content into basically you know the to to bring bring the business model to them in the end of the day so for example for for museum that could be the outcome is I get you guys right of ITER and US that could bring like OK what's a sightseeing tours what's a
wise to visit what's right things to to to see the inner city saying the you need is a do you plan to to contact the DMO's for example and we plan to contact anybody who's needed to to
bring everything into this 1 service . ac so that we can give the end-to-end experience to the user shall not merely if I can answer that I mean most of these data is way out and nobody like even public API is so the the point is not so much is the data there it's more is it relevant for that particular person
so I think that the for Austin focus areas not so much the data connection yeah we need to get a connection but it's like is that exhibition that that all Gallery in New York Is that what you wanna go see that's the magic you know that that that's the bit on the that's difficult to have it have
been accused only the information is available on information available on the web but the
question is are you can find the right information at the right time and we're trying to build a framework where this is at least facilitated and that the idea of an enriched with your personal preferences so the ideal for 1 idea situation could be you walk down the street in your phone there's a pop-up tells you 0 there is a place available at your favorite restaurant right around the corner the 1 haven't press here if you want a book at or not and like this can be had your mind said we should be thinking about it the right information at the right point in time to the right person a good dismissal service by
martin migrate talk about the which have higher ups of love idea bring in smart people in the room but my question is you said about that you provide them with region and resources and how you how the integration process works out like when those people
don't share your your region how how does it work as what the punishers of and think it's a matter of of alignment right I mean that you that you
understand your team you working on the same vision and you're driving that whole thing forward so it's a matter of communication and it's a matter of but I mean there's a broad word for it it's called design thinking which is like a year over basically people wrote books about like how to manage communication in a creative context right and how can you and final creativity from from various people into 1 certain direction now can you make sure that these people don't
feel governed but if you enabled by a foundation which is about methodologies about taken technology and generally about the same mind-set so this is something that organizes itself if you just
provide the right assets rather than giving too tight restrictions to this novel and I would go so go ideology saving of anybody been
working in the Organization for a month but I mean to me it's more like guidelines is small dictatorship it's more like here's here's some guidelines to work with and what you've actually got to go and figure out what the solution to that would be so you you feel that it's a two-way street actually and then giving it so that the recruitment and they
cannot start up were not of the corporate with something in between so you ideally have an understanding of what happens in the corporation what of politics are in such a setting the same time you have experience of what how does that innovate how quickly do things changes the how do you go from or here's an idea here's a will sort of ready BP after a month and you have to comply not so it's it I think that's the question that the recruitment and of the leadership
um that can bring those things together we can make in just 1 last question and will but most of the of application that you talked about but to me it seemed like they were designed for business customer so people that travel very frequently used very
often the same place maybe so that the suggestions that they have get are very useful because they know that they like that and they know they've been there from but how is it how does it work for private customers who only goes on vacation maybe once or twice a year completely different locations how does he can sure how can he ensure that there's not just on useful suggestion but he actually has a merit from Europe in writing in the year
of the right this kind of presentation was really at around this customer but if it out about and the private user we don't dire observe that many points wave been all as you mentioned but if we look at what the person like on Facebook like what other trips out of his friend listed that he like well locations pictures gives us some understanding of what
he might be interested in some I think that that's the way to go um over time of course the do gather some information and men and there are other ways of um while finding more finding information about a person's personality and that might have some implications of what travels they like um yeah about the individual is what 1 very last remark to this but we do
not require that we we own this kind of our after this application and this is on a certain application it's a it's a platform that integrates with a Facebook with a corporate travel for like be corporates they basically have their own corpora portals even have their own travel apps like Ali Baba for example right where you basically have your stuff happened you can order you can book a trip in there and this is where we integrate all knowledge in our IPU into your systems so this is what we focus on we do not focus on OK how can we build this encapsulate platform and babies bring it to the people and for some it works fathers doesn't we focus on business travellers we focus on catering their needs 1st and is and I believe that there's a lot of stuff in there that even with lesser data points we can still server nicely to end consumers even by interpolating phone personas and great taste graphs that we from many people and we can say OK that's very likely to go in that direction for that user so it's a probability makes him right linking a thank you very
much for use
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Profil <Aerodynamik>
Physikalisches System
Biprodukt
Portscanner
Scheduling
Dienst <Informatik>
Verbandstheorie
Flächeninhalt
Offene Menge
Rechter Winkel
Ext-Funktor
Ebene
Managementinformationssystem
Prozess <Physik>
Gruppe <Mathematik>
Relationentheorie
Reibungskraft
Besprechung/Interview
Ablöseblase
Service provider
Chipkarte
Portscanner
Systemprogrammierung
Physikalisches System
Metropolitan area network
Informationsmodellierung
Bitfehlerhäufigkeit
Mereologie
Kantenfärbung
Bitrate
Normalspannung
Personal Area Network
Portscanner
Metropolitan area network
Fundamentalsatz der Algebra
Bit
Total <Mathematik>
Algorithmus
Datenmanagement
Güte der Anpassung
Mereologie
Vorlesung/Konferenz
Physikalisches System
Biprodukt
Data Mining
Transportproblem
Punkt
Graph
Routing
Strömungsrichtung
Quellcode
Extrempunkt
Zeitzone
Computeranimation
Hypermedia
Metropolitan area network
Skalarprodukt
Ebene
Statistische Analyse
Information
URL
Message-Passing
Aggregatzustand
Transportproblem
Managementinformationssystem
Schlussregel
Dienst <Informatik>
Physikalisches System
Service provider
Quick-Sort
Office-Paket
Hypermedia
Metropolitan area network
Bildschirmmaske
Dienst <Informatik>
Ebene
Hypermedia
Statistische Analyse
Inhalt <Mathematik>
Information
Maßerweiterung
Normalspannung
Regulator <Mathematik>
Ebene
Tropfen
Data Encryption Standard
Subtraktion
Amenable Gruppe
Just-in-Time-Compiler
Magnetooptischer Speicher
Wärmeübergang
Dienst <Informatik>
Computeranimation
Office-Paket
Hypermedia
Metropolitan area network
Verknüpfungsglied
Druckertreiber
Ebene
Prozess <Informatik>
Rechter Winkel
Wärmeübergang
URL
Information
Regulator <Mathematik>
Ebene
Momentenproblem
Gemeinsamer Speicher
Hochdruck
Ablöseblase
Nichtlineares Zuordnungsproblem
Dienst <Informatik>
Hypermedia
Metropolitan area network
Radikal <Mathematik>
Inhalt <Mathematik>
Tropfen
Algorithmische Lerntheorie
Analytische Fortsetzung
Soundverarbeitung
Einfach zusammenhängender Raum
App <Programm>
Vererbungshierarchie
Just-in-Time-Compiler
Magnetooptischer Speicher
Kontextbezogenes System
Dienst <Informatik>
Skalarprodukt
Verkettung <Informatik>
Druckertreiber
Ebene
Rechter Winkel
Hypermedia
Mereologie
Speicherabzug
Reelle Zahl
Information
URL
Videospiel
Managementinformationssystem
Subtraktion
Datenmodell
Ruhmasse
Überlagerung <Mathematik>
Remote Access
Dienst <Informatik>
Extrempunkt
Wiki
Computeranimation
Entscheidungstheorie
Hypermedia
Graph
Selbst organisierendes System
Lesezeichen <Internet>
Datennetz
ATM
Mereologie
Programmierumgebung
Auswahlaxiom
Metropolitan area network
Managementinformationssystem
Selbst organisierendes System
Dienst <Informatik>
Vervollständigung <Mathematik>
Selbst organisierendes System
Besprechung/Interview
Gruppenkeim
Strategisches Spiel
Überlagerung <Mathematik>
Polstelle
Hecke-Operator
Ebene
Rahmenproblem
Rechter Winkel
Besprechung/Interview
Vorlesung/Konferenz
Ultraviolett-Photoelektronenspektroskopie
Inhalt <Mathematik>
Information
Unternehmensmodell
Einfach zusammenhängender Raum
Bit
Punkt
Güte der Anpassung
Besprechung/Interview
Ideal <Mathematik>
Oval
Fokalpunkt
Framework <Informatik>
Selbst organisierendes System
Dienst <Informatik>
Benutzerbeteiligung
Lesezeichen <Internet>
Flächeninhalt
Rechter Winkel
Datenerfassung
Information
Telekommunikation
Selbst organisierendes System
Prozess <Physik>
Gemeinsamer Speicher
Rechter Winkel
Migration <Informatik>
Besprechung/Interview
Wort <Informatik>
Polstelle
Ultraviolett-Photoelektronenspektroskopie
Kontextbezogenes System
Richtung
Integral
Metropolitan area network
Selbst organisierendes System
Selbst organisierendes System
Datennetz
Besprechung/Interview
Überlagerung <Mathematik>
Gruppoid
Ausgleichsrechnung
Dualitätstheorie
Vorlesung/Konferenz
Kartesische Koordinaten
URL
Hecke-Operator
App <Programm>
Dualitätstheorie
Facebook
Punkt
Wellenlehre
Besprechung/Interview
Geheimnisprinzip
Kartesische Koordinaten
Physikalisches System
Ungerichteter Graph
Kombinatorische Gruppentheorie
Hecke-Operator
Systemplattform
Richtung
Metropolitan area network
Service provider
Portal <Internet>
Rechter Winkel
URL
Information
Hypermedia
Metropolitan area network
Besprechung/Interview
Vorlesung/Konferenz
Gravitationsgesetz

Metadaten

Formale Metadaten

Titel Building the digital accommodation and hospitality ecosystem of the future
Serientitel re:publica 2016
Teil 142
Anzahl der Teile 188
Autor Malang, Jörg
Biermann, Martin
Lesch, Tilman
Feldman, Darryl
Lizenz CC-Namensnennung - Weitergabe unter gleichen Bedingungen 3.0 Deutschland:
Sie dürfen das Werk bzw. den Inhalt zu jedem legalen Zweck nutzen, verändern und in unveränderter oder veränderter Form vervielfältigen, verbreiten und öffentlich zugänglich machen, sofern Sie den Namen des Autors/Rechteinhabers in der von ihm festgelegten Weise nennen und das Werk bzw. diesen Inhalt auch in veränderter Form nur unter den Bedingungen dieser Lizenz weitergeben.
DOI 10.5446/20586
Herausgeber re:publica
Erscheinungsjahr 2016
Sprache Englisch

Inhaltliche Metadaten

Fachgebiet Informatik
Abstract The ongoing digitalization of the travel space exposes game changing opportunities and challenges for both businesses and customers. A growing distribution of customer interaction across online and offline touch points as well as an urgent need for just-in-time travel anywhere and at anytime require established OTAs to solve yet unforeseen technical challenges.

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