Measuring market orientation of Muscle Pharm Corp. (MSLP:US) REAL LIFECASE STUDY – REACHING NEW HEIGHTS | Page 16
Reaching new heights - Open source software application SabreSonic® Res.
Synergy with company IT department skills – SABRE is a native operating system for the
current IT departments of both airlines and so there will be a cost saving from the synergies
of using this system.
Market availability of skills (beyond immediate vendor) – The availability of open-source
specialists who specialise in airline enterprise resource planning is scarce. There are multiple
ERP/CRS vendors within the airline industry, however this skills shortage is a component of
the switching costs.
Customer – The customers of American Airlines will not require additional skills in order to
interact with the system. The SABRE system will most likely enhance the customer’s
experience with the airline as they will have access to more flights, schedules and payment
options.
Usability (User interface design) – the GUI will remain the same or be familiar with the
SABRE interface. No additional skills required.
In terms of the vendor SABRE, the following issues should be considered for the implementation:
Representation and track record – SABRE is an internationally established company with
long relationships with both airlines.
Resources – SABRE holdings has the financial and technical resources to remain in the
aviation industry. There is low risk that the company will stop operating.
5.3 Architecture and Risk considerations
Platforms – The SABRE operating platform is native to both companies and this has
synergistic benefits for the merged entity.
Maturity – The SABRE platform is rather mature and hence there should be few issues with
its adoption by the American Airlines group.
Rules base – The rule base for the system will change as best practises from the combined
entity are adopted, however, this should be consistent with current operating procedures.
Openness – The source code is open, however, it is still a proprietary solution.
Fit with existing architecture – As stated earlier, SABRE is a native system to both airlines
and, therefore, fits with existing architecture.
Technology (Risk) – There are ever-present risks of technological failure due to systems not
working. Previous experiences have shown that these risks can have immediate effects on
customer experiences. The SabreSonic Res solution for the combined entity is a partial
solution to addressing this risk. It is a familiar platform to both companies.
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