My presentation from "Digital Ship" seminar 2018 organised by Center For Maritime Studies.

1. The Connected
Wanderer
Digital Disruption in Technology and Passenger Behaviour, Feb 1st 2018

2. Mikko Sjöblom
SVP, Travel & Transportation
Digitalist Group Plc
email: mikko.sjoblom@digitalistgroup.com
mobile: +358-454-2733188
twitter: m_sjoblom
Introduction

3. 3
Digitalist Group
230+ innovators, researchers, designers and hackers.
Founded 1990
Listed in NASDAQ OMX

4. 5
Cruise & Ferry

5. Contents
Section 1 // What is driving change?
Section 2 // Creating the future
On the ground Up in the air
On the road By sea
Destination
Cases

6. Change is driven by
1. New Value Chains and Business Models
2. Shifting customer expectations and
buyer-behaviour
3. Emergent Technologies

7. Business models &
Ecosystems

8. Platform & Data-Driven
9
From Delivery Chains to Ecosystems
Traditional Value Chain
Value chain is one-way from production to use Value Chain is multi-dimensional,
continuous and collaborative
ECOSYSTEM
Developers
Designers
Publishers
Content owners
Service providers

9. Source: Railjournal. Image: WhimApp
MaaS: Mobility as a Service
Mobility-as-a-service describes a shift away from personally owned modes of
transportation and towards mobility solutions that are consumed as a service.
This is enabled by combining transportation services from public and private
transportation providers through a unified gateway that creates and manages
the trip, which users can pay for with a single account.
This shift is fueled by innovative new mobility service providers such as ride-
and car-sharing services, and in Finland, even by new legislation that sets an
international precedent for the availability of data on transport services.
The user accesses MaaS through a single application, which sets out the
fastest, greenest, or cheapest route for any given trip with a single payment
channel covering all services. The mobile phone becomes the user’s ”control
and command centre” for a world of seamless mobility.
© Digitalist Group I Company Confidential I 10
On the road Case
One of the pioneers in the
field is MaaS Global, which
launched the world’s first
MaaS solution, Whim.
Whim has already changed
consumer behavior:
consumers are e.g. using
less their own cars.

10. © Digitalist Group I Company Confidential I 11
Surviving and Capitalizing MaaS
CX
Customer Journey
UX
eCommerce
CRM
Lifetime value
Partnerships
eco-system

11. Experience

12. Peer to peer platform
for insider
experience
Insiders4u is a new app that helps travellers to discover
unique experiences in their chosen destination by local
insiders. These kind of peer to peer apps offer detailed
insights from locals so that modern travelers get the
insider access they seek, facilitating communal integration
rather than going the surface-level tourist route.
Source: Insiders4u
© Digitalist Group I Company Confidential I 13
Destination

13. Amazing
accommodations
Consumers are not only expecting decent
accommodation, they also want their hotel room itself
to be an experience. There is an increasing amount of
amazing hotels that provide accommodation that suits
their customers’ lifestyle or brings exceptional
relaxation or atmosphere.
Some examples are floating hotel sleeping capsules,
immersive sci-fi hotels, e.g. Disney’s Star Wars hotel,
or a sand-hostel built around sand sculptures.
© Digitalist Group I Company Confidential I 14
Destination
Source: TrendHunter

14. Digital Travel
Companion
Viking Line connects physical and digital touchpoints
together with a digital platform that spans the users journey
from home couch to destination and back.
© Digitalist Group I Company Confidential I 15
On-board
Source: www.trendhunter.com/slideshow/2017-travel-trends
Source: Future Travel Experience

15. Meaningfulness
© Digitalist Group I Company Confidential I 16
MEETS NEEDS
MEANINGFUL,
DELIGHTFUL
USABLE,RELIABLE
Focus on TASKS
Focus on
EXPERIENCES
Technology
Human factor

16. Service Designer
at work…
Experience starts from understanding the user
© Digitalist Group I Company Confidential I 17

17. Personal & Contextual

18. Personalization with
augmented reality
Air New Zealand will be equipping its flight attendants with in-
flight Augmented reality (AR) Hololens headsets.
The goal of the technology is to give flight attendants an edge
in aiding their passengers and fielding questions more
efficiently.
The lenses can provide a breakdown of each passenger,
where their final destination is, who they're traveling with, and
any allergies or health concerns.
© Digitalist Group I Company Confidential I 19
Source: TrendHunter
Up in the air Case

19. Contextuality
Mobile technologies together with iBeacons and solid
customer insight allow you to promote right product at
the right time and right place.
© Digitalist Group I Company Confidential I 21

20. Hyperconnectivity

21. Operational efficiency
with IoT
The London City Airport aims at becoming a “Smart Airport” by
reducing bottlenecks that slow operations and frustrate customers.
Cameras and sensors in the airport count the number of people
moving through the terminal.
This data determines if more passport desks need to open due to
increased traffic flow. IoT reduces the length of the lines at London
City Airport by providing customers with estimated wait times at
checkpoints, communicating when travelers should continue to their
gates or other locations.
Asset tracking in London City Airport monitors the movement of
equipment that services outbound flights. This enables the right
airport equipment to be prepared prior to landing and takeoff, to
reduce turnaround time for flights.
© Digitalist Group I Company Confidential I 23 Source: VDC Research
On the ground Case

22. © Digitalist Group I Company Confidential I 24 Source: Wired
CaseBy sea
Ocean Medallion
anticipating wishes
Carnival Corporation is bringing Ocean Medallion technology on their
cruises: a small wearable that provides a truly seamless experience at
sea. Each Medallion is connected to a specific guest and interacts with
7,000 sensors distributed throughout the ship's decks. All that tech
tracks where the guest is and what she’s doing.
The experience aspires not just to deliver on the expressed intent, but
anticipate it. An example: As the guest walks toward her room, the air
conditioner cools the room to her preferred temperature. Ocean
Medallion enables cruisers to do everything from getting food delivered
to any part of the ship to making booking reservations; cruisers can
create a virtual avatar called a "tagalong" that offers reminders of
things to do or interacts with other people's tagalongs.

23. Artificial
Intelligence

24. Personal concierge
Most common applications for AI in travel industry are
customer service chatbots, which can vary from the simple
ones to highly advanced personal assistants. The example
from the right is from a concept designed by Digitalist Group
for a cruise ferry company in Nordics. Travellers can ask the
Personal Concierge questions – anything from “what is the
cheapest way to get downtown?” to “Can I get extra pillow in
my cabin?” – and receive an immediate response. The
chatbot makes customer service available 24/7 for standard
and repeating requests while at the same time freeing crew
time to deal with those customer requests where human
touch really adds value.
© Digitalist Group I Company Confidential I 26
On the ship Case

25. Trend Research
Experience
Personalization
Holistic Wellbeing
Alliances & Ecosystems
Hyperconnectivity
Artificial Intelligence
Blockchain
On the ground Up in the air
On the road By sea
Destination
Cases

26. Creating the future
Case Example Viking Line Digital

27. ● From linear Value Chains to cyclical
● From silos to eco-systems
● From meeting expectations to meaningful experiences
● Personalized, contextual and connected
● Digital Transformation is driven by data and connectivity, but it is
not a technology issue
● Every day is day one!
Take-aways

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Thank you!
mikko.sjoblom@digitalistgroup.com
Twitter: m_sjoblom
www.digitalistgroup.com

29. From Ideas to Life.