worldconnect 2012 day 1 session 2 - united chris amenechil
DESCRIPTION
ÂTRANSCRIPT
New
dis
trib
uti
on
to
ols
in
pra
cti
ce
25 O
cto
ber
2012
Annu
al A
irlin
e D
istr
ibu
tio
n C
onfe
ren
ce
C
hri
s A
menechi, V
P M
erc
handis
ing &
Dis
trib
ution
A
ncil
lary
Op
po
rtu
nit
ies
Co
st
bu
rden
is d
isp
rop
ort
ion
ate
to
cu
sto
mer
en
gag
em
en
t
Dis
trib
uti
on
need
s t
o b
e v
iew
ed
as m
ore
th
an
sh
op
pin
g
for
an
d s
ell
ing
a t
icket
2
Shoppin
g
Tic
ket
Purc
hase
M
anage
Bookin
g
Flig
ht
Post
Flig
ht
Cu
sto
mer
En
gag
em
en
t C
ycle
En
tity
A
gen
cy/G
DS
A
gen
cy/G
DS
A
irli
ne
A
irli
ne
A
gen
cy/A
irli
ne
Co
st
€€
€
€€€€
€€€
Ma
rgin
€€€€
€€€
€
€€
Tim
e
Sp
en
t 1 –
7 D
ays
30 D
ays
1 D
ay
5 D
ays
His
tori
cal re
lian
ce o
n t
hir
d p
art
ies b
rou
gh
t cu
sto
mers
,
bu
t sacri
ficed
bra
nd
id
en
tity
3
Co
nte
nt
Pro
vid
er
3R
D P
art
y
Tra
vel A
gen
t
Co
nte
nt
& C
om
mis
sio
ns
Co
nte
nt
dis
trib
uti
on
has b
eco
me m
ore
fra
gm
en
ted
4
•H
ulu
•B
BC
.co
m
•S
ky C
ab
le
•U
nit
ed
.co
m
•M
eta
•A
gen
cy
•O
TA
Dis
trib
uto
rs m
ust
evo
lve t
o s
urv
ive i
n a
fra
gm
en
ted
wo
rld
5
Pro
prieta
ry S
yste
ms
Industr
y
Sta
ndard
E
merg
ing
Pla
tform
s
Multi-
Sourc
e/M
ulti-
Pla
tform
1980’s
1990’s
2000’s
2010’s
Case S
tud
y:
Co
rpo
rate
Em
ail
Th
is e
vo
luti
on
is o
ccu
rrin
g in
all
cate
go
ries
6
So
cia
l N
etw
ork
s
Co
nte
nt
Ag
gre
ga
tio
n
Mark
et
Pla
ces
Self
Serv
ice/M
ob
ile T
oo
ls
Paym
en
t P
latf
orm
Fra
gm
en
tati
on
wit
h s
om
e b
ou
nd
ari
es b
en
efi
ts p
rovid
ers
an
d n
imb
le in
term
ed
iari
es
7 •
Access m
ore
users
at lo
we
r co
sts
and g
reate
r co
ntr
ol
Lim
ited
Pu
bli
sh
ers
/
Dis
trib
uto
rs
Exam
ple
: M
usic
Sale
s
•P
ublis
her
Contr
ol
File S
hari
ng
•F
ree S
haring
•N
o e
conom
ics
iTu
nes
•S
elf c
reate
d
conte
nt
•S
malle
r la
be
ls
•S
ingle
s s
ale
Co
nte
nt
mu
st
be p
rovid
ed
in
a s
tru
ctu
red
way t
o c
on
tro
l
bra
nd
an
d e
xp
eri
en
ce
8
Bu
sin
ess
Fam
ily V
acati
on
Vis
itin
g F
am
ily
& R
ela
tiv
es
Cu
sto
mer
Seg
men
t
Cu
sto
mer
To
uch
Po
int
Cu
sto
mer
Exp
eri
en
ce
U
nit
ed
.co
m
Un
ited
Reserv
ati
on
s
Un
ited
Air
po
rt
Next
Gen
era
tio
n
Dis
trib
uti
on
Pla
tfo
rm
U
nit
ed
.co
m
Un
ited
Reserv
ati
on
s
Un
ited
Air
po
rt
Ag
en
cy
Meta
OTA
Cob
ran
ded
Site
:
Unite
d S
ite
:
Ag
en
cy X
Su
ccessfu
l co
nte
nt
access m
od
el cre
ate
s w
in-w
in f
or
users
an
d s
up
pli
ers
9
Op
en
Clo
sed
Hy
bri
d
•T
ailo
r conte
nt by u
ser,
not pla
tform
•C
onsid
er
how
co
nte
nt is
re
-packaged