Evolution’s Arrow
Sebastian Egedius
Head of Online
Moscow, Nov 20, 2012
© 2012 Amadeus IT Group SA
Online-Agencies in Northern Europe
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© 2012 Amadeus IT Group SA
WEB 2.0:

Static

Dynamic

Lack of trust

Trust

Top-down, publishing

Bottom-up, participation

Dial-up

Long-tail

Software (NS)

Service (google, fb)
”Screenful of text and graphics”
Netscape
SSL
1994
1995
amazon
”Integration platform”
2003
amazon’s
first profit
1996
ebay
#1 Build brand
#2 Automate
#3 Build volume
#4 Add products
#5 Differentiate
#6 Be fast
2007
iPhone
2001
bubble
burst
2004
facebook
2009
foursquare
2008
airnbnb
Business characteristics, OTAs
Business characteristics, OTAs

Wow, it works!

Wow, it’s cheaper!

Tons of risk capital

Drive onliners to site

Drive offliners online, portals

Price competition: META

New ventures, Pure Click

Low margins

Logistics hell

Consolidation

Many failed

”Normal” companies, Click and Brick
2011
2010
iPad
google
ITA
2012
Gen engine – Air focus – Multi GDS – Air+hotel – Own engine – Automation – Mono GDS – Differentiation
3
© 2012 Amadeus IT Group SA
WEB 1.0:
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© 2012 Amadeus IT Group SA
hing
WEB 2.0:
WEB 3.0:

Dynamic

Semantic, voice controled

Trust

Personalized

Bottom-up, participation

Integrated, social

Long-tail

Glocal

Service (google, fb)

IATA NDC

AI, machines create info
”Integration platform”
and graphics”
”Integrated, augmented reality”
2007
iPhone
2001
bubble
burst
teristics, OTAs
2004
facebook
2009
foursquare
2008
airnbnb
Business characteristics, OTAs

Wow, it’s cheaper!
online

Drive onliners to site
pital

Price competition: META
Pure Click

Consolidation

”Normal” companies, Click and Brick

Low margins
2011
2010
iPad
google
ITA
2012
Business characteristics, OTAs

???
ono GDS – Gen Engine – Multi GDS – Air+hotel – Mono GDS – Differentiation – Own Engine
© 2012 Amadeus IT Group SA
2003
amazon’s
first profit
1996
ebay
6
© 2012 Amadeus IT Group SA
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© 2012 Amadeus IT Group SA
”Bubble 2.0”
”An endless digital forest of mediocrity”
”Digital narcisism and amateurism”
”Return of the experts”
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© 2012 Amadeus IT Group SA
”Good service suddenly feels modern”
© 2012 Amadeus IT Group SA
Vastness
Vagueness
Uncertainty
Inconsistency
Deceit
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© 2012 Amadeus IT Group SA
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© 2012 Amadeus IT Group SA
Have a great site, work with brand and do not rely only on google and meta. Good
luck with that one 
Great tech helps to keep costs down
It’s true after all: size matters. Build volume, or go niche.
Do more than air, build margin
Be fast
Know your stuff: have great management and staff
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© 2012 Amadeus IT Group SA
Have as few GDSs and other content sources as possible
Customer engagement
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© 2012 Amadeus IT Group SA
Strategy
Brand
Tech
Ops
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© 2012 Amadeus IT Group SA
sebastian.egedius@sca.amadeus.com
© 2012 Amadeus IT Group SA
Thank you!