Measuring market orientation of Muscle Pharm Corp. (MSLP:US) REAL LIFECASE STUDY – REACHING NEW HEIGHTS | Page 9

Reaching new heights - Open source software application SabreSonic® Res.

3.2 Why SABRE as a company is first choice
Sabre is the world’s leading GDS company, offering a broad range of products and services to
advance travel agency operations. In fact, it was the inventor of electronic commerce for the travel
industry in the 1960s. Publicly traded on the New York Stock Exchange (NYSE) and headquartered in
Dallas, it currently employs over 6000 people in over 45 countries. Sabre processes over 400 million
bookings annually, partnering with over 60 000 travel agents in 114 countries. With subsidiaries such
as Travelocity and GetThere Sabre, it is able to integrate its subsidiaries to become the world’s
leading supplier of travel reservation systems (Sabre Airline Solutions, 2014). Sabre is considered to
be one of the most innovative GDS due to its nature of rapidly taking advantage of changing
technological environments.
Sabre offers a broad range of software and data solutions to help airlines market themselves and
create a revenue accelerating environment that also efficiently services consumers. Sabre’s airline
solutions division provides airline reservation, marketing and commercial planning software and
enterprise operations solutions. This division services over 220 airlines globally through the
Software-as-a-service and hosted models. Other customers include airports, cargo and charter,
corporate fleets, governments and tourism boards (Sabre Airline Solutions, 2014). To reduce
operation costs Sabre extensively uses open source databases such as MySQL for storage (Sabre
Airline Solutions, 2014).

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