Amadeus SMS Solution 3.0 Value Proposition Sutthida Chanyavanich Innovation, Implementation & Product Management 17 June 2011

The evolution of communication… New forms of communication replaces old ones

Why SMS is still a solution of choice Communication Effectiveness Wider Reach Lower Cost Amadeus SMS Solution Highly Accessible Portable at all times

ACO Acceptance Test – Sep 11 Rich Format Itinerary (RFI) Amadeus SMS Evolution 2008 2009 2011 2012 New Look SMS from SELL Flight Notification ACO Acceptance Test – Sep 11 TA Pilot – Oct 11 New Text format Rich Format Itinerary (RFI) Rich Format Itinerary (RFI) Same price as text format

Either from Application Screen or from Amadeus Selling Platform From PNR to SMS Either from Application Screen or from Amadeus Selling Platform SMS can be sent from either 1) Amadeus SMS application screen or 2) Amadeus Selling Platform Integrated with Amadeus Selling Platform to retrieve booking information: Air Hotel Car Insurance Passenger mobile phone Display itinerary in clear and friendly format (Rich Format Itinerary) or simple text format. Display on all types of mobile phones.

Portable booking information Convenient way to carry booking information Friendly and easy to understand (e.g. airport name, date, time) Applicable for any mobile phone (Not only smart phones) SMS Transaction History for TA to keep track of communication Amadeus SMS Solution enables you to take the advantage of SMS. You can send booking info, Rich Format Itinerary, eTickets to customers. Now they don’t have to worry about carrying/ loosing these info. In case of flight cancellation, you can send alerts to your customers wherever they are . Normal format Rich Format Itinerary

Single rate anywhere No matter which countries or telecommunication networks you are sending to, our SMS price is always the same. Send more to save even more !

Multi-language screens & content English Traditional Chinese Thai Japanese

Marketing campaign tool Attract customers through effective targeted marketing: Bulk message with mobile phone numbers uploaded from Microsoft Excel for communication to a wider group. Customisable: Message Content Footer text (appending to every message) With bulk msg feature, You can send a marketing msg to a number of targeted customers at the same time.

Communication and Cost Effectiveness Delivers your message to the most personal device people have…the mobile phones. Users tend to view SMS immediately. No longer for customers to dig out their mailers and search for emails. Single price for any destination (Domestic/International) Reach your travelers around the world Connection with 800 Telecommunication Providers worldwide Compatible with any mobile phone

Pre-Departure SMS

Pre-Departure SMS – Current Situation 1 2 3 Travellers need to prepare booking / eTicket information 2-3 days before their trip They have difficulties searching through emails for the latest itinerary Travel consultant has to resend the documents Travel Consultant: Double work. Time could be spent on upselling e.g. travel insurance, car, day trip etc. Travellers: Time consuming Easy to make a mistake e.g. outdated itinerary

Pre-Departure SMS - Concept TA created PNRs and put into queue Pre-Departure Queue SMS Queue Pre-Departure Tool Amadeus SMS Scan queue every 6 hrs. Which PNR will depart in the next X hrs. ? Is the PNR ticketed ? If yes. Add special remarks for SMS. Scan queue every 10 minutes. Send SMS to travellers (APM element) PNR info / Rich Format Itinerary / Hotel booking eTicket Remove PNRs from queue Traveller

Value Proposition Provide the Right Service at the Right Time Important information delivered to travellers when they need Improve travel consultant’s Efficiency No distraction. Fully automated service allows travel agency to focus on other important activities.

Brighter, Bolder, Better © 2011 Amadeus IT Group SA Brighter, Bolder, Better

Appendix

Amadeus SMS Solution Why is SMS still a solution of choice e-mail Wider group of audiences Wider reach to audiences as everyone has a mobile phone. Less number of email users / smart phone users than mobile phone users Effectiveness Users tend to view SMS immediately Users receive less number of SMS than emails More difficult to detect among a large number of emails Portability Highly portable as users carry their mobile phone everywhere Less convenient to carry the emails around unless using smartphones Accessibility by location Easier to access via telecom networks throughout the world Require internet connection or smart phone. Cost to oversea recipients No cost for receiving SMS Smartphone: Pay for internet connection and data transfer

Send SMS through SELL Easy & Efficient : Sending SMS directly from SELL. Complete booking process without switching the application & login Enable future capability: Integrated with IBE solutions (e.g. AAIE, ePower) to confirm booking by SMS Enable new features through Scripts e.g. Resend Itinerary & eTicket before departure date

SMS from SELL - Transaction 1 Add mobile phone 2 Add Remark 3 Send PNR to SMS Queue

Summarized Key Selling Points Portable booking information Web based application Send SMS from Amadeus Selling Platform Unique price per SMS regardless of the destination Compatible with any mobile phone Message templates Customizable content Rich format option Multi-language Automated extraction of PNR data Integrated within Amadeus Selling Platform (Smart tab) Marketing campaign tool External Customer Database import Reports Portable booking information – Traveler can consult their stored SMS anywhere, anytime, without the need of a connection (Just the initial one for download) Web based application – GUI that can be used as a standalone. No installation needed. Easy access, Very intuitive. Unique price per SMS regardless of the destination – In APAC, SMS sender pays for the extra delivery cost (I.E. From BKK, send a SMS to a Thai mobile phone when the receiver is in AU) Amadeus has a contract with each APAC distributed country and can offer a unique price per SMS sent, at a Domestic cost. Compatible with any mobile phone - Standard or Smart phones can receive the SMS Message templates - Several templates is at the agents disposal based on the SMS intention. Fast and easy use. Customizable content - Personalization of any SMS, increasing Agency marketing and visibility USP! – Galileo solution only offers standard! Rich format option - Each SMS is sent in text format. Possibility to insert a URL to connect to (WAP/G3/Wifi needed) and get an enriched display. NB: Same price! Multi-language - Text can be edited and sent in English, Thai, Traditional Chinese and Japanese Integrated in Amadeus Selling Platform - Via smart tab External Customer Database import - When agency manages their own Customer database, possibility to import Name + Phone from Excel sheet (and only…) When used directly from PNR, field APM is checked for mobile number (& only available in EN) Reports - SMS delivery, quota, history…reports / Possibility for Manager to control the good corporate usage of this tool (content display) Marketing campaign tool - Bulk SMS sending for marketing campaign