1. The document discusses enhancing the passenger experience for airline and rail customers through new technologies. 2. It analyzes customer needs, competitive dimensions, key technology trends, and outlines a service matrix to address journey management, communication, and entertainment needs. 3. The goal is to provide integrated communication and entertainment services to underpin the service experience for 21st century rail travel.

2. ‘Enhancing the Service
Experience’
Meeting travellers expectations
beyond 2014
Vince Kerr

3. Contents
BEGIN
END
L3
Backgrou
nd
I
Competiti
ve
Dimensio
ns
II
Summary
Technolog
y Trends
IV
Service
Matrix
V
Delivery
Platforms
VI
VII
Q & A
VIII
?
Customer
Need
III

4. L3 Background
• L-3 ASA is part of a US based global organisation with
annual revenues of $12.6bn, specialising in Space,
Transportation, Defence and Security Solutions.
Recently acquired Data Tactics, a world leader in Big
Data Analytics
• We have been developing solutions to enhance the
Passenger experience of Airline and Rail customers for
over 10 years and our portfolio includes;
• Passenger Information Systems , Content Management
Systems
• Intelligent Maintenance Tools, Operations Management
Systems
•Rail
• Turnkey solutions for Heathrow Express and Gatwick
Inter-Terminal Transit Passenger Information System.
• Experience with Siemens, Bombardier and Hitachi
•Airlines
• Development and ongoing support of Passenger
Entertainment Software for Swiss Airlines.

5. Rail and the competition
Metro
Commuting
Regional /
Long Distance
Taxis, Buses
Private Cars, Buses
Private Cars,
Aircraft
etitive Dimensions - Pricing, Timetable/Convenience, Service Experie

6. Service Experience?
Japanese Train Station.mp4

7. Understanding customer need
Help me relax and impro
my experience, provide
distraction
Help me be productive
Make my life easier, give
me
control
Journey
Management
Communication
Entertainment

8. Two of the top 3 countries for Smartphone use
globally are in the GCC – UAE and KSA
76% of air travellers carry their Smartphone with
them
Social Media usage in the GCC area is among the
highest in the world (90+%)
62% of air travellers use social media
Air Travel has set the standard for technology
enabled service – mobile booking, e-tickets,
itinerary management, online seat selection,
mobile check-in
The connected traveller
ources: Google, SITA & Accenture

9. 1. Mobile Booking
2. Clear pricing
3. Real-time journey
information
4. Prepared to pay
for additional
services
5. Customised
70% would use a smartphone to
book travel
Want best deals clearly shown
Provide information to enable
them to avoid delays – SMS and
email preferred channel
Connecting their own devices
and
paid for ‘Infotainment’ top of the
list
ource: Accenture Western Europe Rail Traveller Survey : 2012
Customer expectation

10. Key technology enabled trends
Source: McKinsey Global Institute – Ten IT Enabled business trends for the decade ahead

11. Building a service matrix
Journey
Managemen
t
Communicat
ion
Entertainm
ent
Retail /
Advertising
Metro Wayfinding,
Connections,
Q Avoidance,
Delay info and
mgt
Phone, SMS and
Email
Distraction
(push) – News
Headlines,
Weather, Local
Information
Advertising
Commute As Above As Above As Above +
BYOD (Pull) for
internet
surfing,
itinerary
management
Advertising,
onward journey
Ticket Purchase
Regional /
Internatio
nal
As above and
Destination Info,
Travel itinerary
management,
Events info and
As Above plus
video calling
e.g. Facetime,
Skype
As above and
Cached volume
content i.e.
Movies, TV,
Sporting
Advertising,
Infomercials,
Tickets, events,
hotels etc.

12. Delivery platforms
1. Crew ‘App’
2. Remote System
Management
3. Passenger ‘App’
4. Onboard screens
and distribution
incl. Bandwidth
Mgt
5. Customer Insight
System Mgt, Social media response,
Journey information, Customer
Profiles
Content Management, Real-time
diagnostics, ‘self booked’
maintenance
Journey Mgt incl. Booking, ticketing,
seat preference. Personal profile
management, loyalty scheme
engagement
Enable BYOD and limited WiFi
‘Offloading’, provide cache-ing and
distribution for high volume content

13. Summary
Competition is varied
- Understand where and with what you are
competing, the needs are different
Customer expectation is very high
- but there is a hierarchy of need – journey
management is critical
It is a ‘connected audience’ and will become
more so
- But more is not necessarily better – avoid
information overload

14. Ultimate Goal
For integrated communication and entertainment
services to underpin the Service Experience in
rail travel for the 21st Century
HX0611 HexTV promo Low Saudi.mp4

15. Growing Business in the
KSA• In 2013, recognizing the
strategic importance of the
region and the Kingdom of
Saudi Arabia, L-3 made the
decision to establish one of its
five, global corporate offices in
Riyadh.
• After months of planning and
effort, L-3 Saudi Arabia, LLC
will open in June 2014.
• Working closely with our Saudi
customers to identify and
refine requirements; then
partnering with the “right”
local businesses to meet those
L-3 Saudi Arabia, LLC
4th floor, Faisaliah Tower
Riyadh
Kingdom of Saudi Arabia

16. Come and see us on stand C3 in the exhibition area