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In today’s dynamic aviation landscape, traditional systems and processes are under increasing scrutiny. One such system is the Departure Control System (DCS), which was initially designed in an era of costly communication and limited computing capability. With dramatic changes in aviation, passenger expectations, and technological capabilities, there is now an opportunity for a more sophisticated offering that aligns with modern airline retailing operations and customer demands.
Why evolve the traditional DCS?
The original focus of a DCS was operational, ensuring the correct passengers and baggage were on board. In the 1970s, commercial aviation saw the introduction of wide-body aircraft. Passenger numbers soared, and with the advent of computers, the Passenger Name List (PNL) was introduced, becoming automated by the 1990s.
Despite technological advancements, the core processes of the DCS have remained the same. Most airlines still adhere to established procedures for flight operations. Typically, this begins with a pre-operational window (often 72 hours before departure). During the operational window (24 hours before departure), check-in typically opens, and passengers can check in and obtain boarding passes and drop-off bags. At this point, the Passenger Service System (PSS) often ceases selling ancillary services, transferring inventory to the DCS.
DCSs, as operational systems, mainly handle flight-related items like extra baggage. Integrating retail functions into DCSs has faced resistance because the focus is on smooth operations rather than revenue. Low-Cost Carriers (LCCs) recognised this missed opportunity and developed systems for continuous retailing up to and beyond airport arrival. They achieved this by either disconnecting from or limiting interaction with the global distribution network. For LCCs, point-to-point operations offer significant retail opportunities, leading to proven profitability.
Why not retail over an existing DCS?
Traditional DCSs are impeded by separating functions between the PSS and DCS. The PSS handles integrations with suppliers, inventory, pricing, and logistics, while the DCS is primarily concerned with flight operations. This separation makes integration beyond basic messaging difficult. The airline industry's transition to an Offer, Order, Settle, Deliver (OOSD) model reflects a shift from an offline to an online retail economy, requiring a more integrated system.
OOSD involves:
- Offer: Shopping and price definition.
- Order: Single order ID, payment, and revenue accounting.
- Settle: Funds clearing based on sales agreements.
- Deliver: Check-in and revenue recognition.
OOSD introduces an architecture that abstracts these core functions. The Offer Management System simplifies integration with suppliers, making these connections accessible throughout the system—not just within the primary flight retailing and Manage My Booking (MMB) systems. The entire retailing API can be constructed on a New Distribution Capability (NDC) foundation. This can then be made available to the DCS, facilitating more streamlined and effective retail operations.
With the rise of the customer journey concept, airlines are increasingly seen as retailers.
These new retailing opportunities also reshape our understanding of the DCS and its role. As airlines increasingly evolve into retailers, moving beyond reliance on Global Distribution Systems (GDS), they become more attuned to the customer journey. This journey begins with booking—often driven by cost-conscious decisions. As the flight date approaches, passengers become more open to premium services like lounges, fast-track options, and other retail offerings.
Airlines still need a check-in or some sort of confirmation that a passenger will use inventory (and they can’t sell that inventory), and baggage still needs to be weighed and dropped off for loading into the hold. Airlines must also ensure they offer passengers everything they need to make their journeys an experience they want to repeat. To capitalise on this, Ink sees the opportunity to introduce Retailing Delivery Systems (RDS).
The advantages of RDS over existing systems
A Retailing Delivery System expands the initial Order to include all potential enhancements through Manage My Booking, check-in, boarding pass creation, bag tagging, and much more. These services range from fast track and lounges to in-flight entertainment, experiences, and even merchandise. The RDS offers these extras at the right moments during the customer journey, maximising retail opportunities while handling operational necessities like passport checks and baggage.
An RDS also enables the use of business intelligence and big data techniques to optimise retailing opportunities. Additionally, it supports multi-channel messaging, allowing airlines to notify passengers at optimal times, enhancing both operational efficiency and revenue generation.
Integration with the OOSD framework
The RDS serves as a platform with its own rules engine, integrating with essential systems such as the Airline Offer Management System, Order Management System, payment systems, and airport operations. This integration ensures that airlines can maximise revenue potential while providing passengers with the desired service. The RDS connects with third-party systems for passenger and baggage acceptance, enabling seamless retailing throughout the journey.
This approach allows airlines to evolve from purely operational entities into retail-focused businesses, meeting modern demands and delivering a superior customer experience.
Explore Delivery in the Order Management world
Departure Control Systems continue to play a crucial role in flight operations, but as airlines increasingly focus on retailing, integrating Retailing Delivery functionality is essential.
Dive deeper into the future of airline Delivery systems. Read more about how RDS can complement traditional systems, ensuring they meet today’s demands, in our research conducted in partnership with T2RL.
