by Chris Clarke, event blogger

For me, there was a marked contrast between Horizons 2008 in Bangkok and Horizons 2006 in Dubai. 

The last two years have fostered increased confidence across the sector.  The relentless focus on cost cutting (not just as good business practice but for business survival) was replaced by a renewed optimism about the future.  But this increased confidence and optimism hasn’t brought complacency.  Instead, it is clear that the industry that has emerged post-2001 is focused in equal measure on reducing costs and complexity as well as exploring new avenues to growth.
 
The conference demonstrated how technology plays an important role on both these fronts.  What was striking at Horizons 2008, was the number of airlines talking, not just of their hopes and ambitions about technology investments, but about the results they are seeing.  At the same time, it was refreshing to hear about the unique technological and cultural considerations involved in such major IT projects and business transformations.

At the closing of Horizons 2008, David Jones, Executive Vice-President, Commercial, Amadeus, pulled together some of the key learnings from the conference and offered his perspectives on the future. 

He talked about the need for continuous innovation as the single unifying challenge both to Amadeus as well as the industry at large.  Innovation not just in terms of technology but also in terms of business agility. 

He said the next few years would require airlines to make many difficult decisions in the face of competing pressures and trends.   In today’s hyper-connected world, he talked of the need for balance.  The balance between the wisdom of crowds and the segment of one.  The balance between indirect distribution and direct channels.  The balance between embracing the new functionalities offered by web 2.0 applications whilst not losing sight of the basics of online commerce.

But above all, he encouraged airlines to be bold.  To embrace the future.  To make the most of what new technologies are able to offer.  But importantly, not just to consider what technology can deliver today but to dream about what it will be expected to deliver tomorrow. 

With an eye to the next Horizons in 2010, he offered a glimpse of web 3.0, the connection of all devices, machines and information sources.  He predicted that Amadeus would not only be talking about web 3.0, but it would be delivering real applications that would turn the concept into reality. 

We look forward to Horizons 2010, which David promised would be both ‘exotic and relevant’.  For a shortened version of David Jones’ closing presentation, please view the video.