Digital Transformation Digital Transformation

Digital Transformation

CAPA India’s digital transformation services for airlines, airports and the tourism to be able to optimise operations and profitability by functioning as Digital by Design. It brings together a holistic view on driving digital transformation within organizations using its unique 5Q framework.

Customer experience (CX) plays an integral role in fostering a long-term travel brand allegiance and loyalty in Aviation and Martech is enables them to achieve that. CAPA India therefore brings capabilities to assess current Martech Landscape and assess readiness towards building a customer focused organisation.

What is Martech?

Martech is about the marketing technology stack that helps in reshaping the customer experience for aviation industry. At its core, its designed to help you better achieve your marketing goals and, ultimately, marketing strategies and bottom line. It helps marketing teams more effectively create, execute and measure the success of marketing assets and efforts, essentially freeing them to do more of what they do best.

About Data Domain

The following are some of the key offerings as a part of the Martech  domain within CAPA Digital Transformation Advisory:

  • CX Strategy and Roadmap
  • Design-Thinking led Business Process Optimisation
  • Tech Stack Evaluation and Vendor Selection
  • Marketing Optimisation Strategy
  • Omni-Channel Strategy and Roadmap
  • Martech Maturity Assessment

Interesting facts about intelligent products

  • Sitel Group® research indicatesthat 83% of travel and hospitality consumers identify CX as one of their top three most important factors influencing their decision-making process.
  • As per Forbes report in 2020, The martech industry has seen tremendous growth recently and, as a result, is valued at over $121 billion

CAPA India brings capabilities to assess your current Application Landscape and assess their readiness towards building Digital Core that provides stability and yet can provide agility required for the front end.

About Business Applications

Aviation Businesses is ever evolving and needs constant infusion of new capabilities to be abreast to market conditions. As organisations add new stack to the current capabilities, its important for them to evaluate future needs against questions like inter-operability, integration and adaptability to meet the needs of organisation from a perspective of constant evolution. Airlines in particular have built up complex processes and systems over time and require large improvements and modernisation to operate more efficiently.

However, as the pace of introduction of new technologies and capabilities increase, their adoption is not able to keep pace with it. Hence, making informed decisions and evaluating current stack readiness is important to ensure a tech stack that is comprised of too many or wrong kind of platforms that don’t communicate well each other.

About Business Applications Domain

The following are some of the key offerings as a part of the Business Applications domain within CAPA Digital Transformation Advisory:

  • Business Application Advisory
  • Platform Strategy and Roadmap
  • Vendor Evaluation
  • Capability Mapping
  • Integration and Implementation Advisory
  • Business Analysis

Interesting facts about intelligent products

  • Most CIOs realize that large-scale rationalization projects are needed to simplify the functionality of existing applications; to reduce the amount of old technology; and to bring new, more effective applications into the business.
  • As budgets become more constricted, the focus of application strategy shifts from innovation to cost cutting.
  • Application lifecycle is beginning to change. Instead of simply building custom IT solutions to solve today’s specific problems, IT management is committed to bringing in more standardized, scalable and maintainable offerings
  • A growing number of IT executives are treating application retirement as an essential step in the lifecycle, and they are adopting new practices for reviewing and modernizing their application landscapes

CAPA brings in an AGILE culture for organization through its Business Process Automation domain to drive down cost and maximising revenue potential for organisations by rethinking their processes from the lens of the Customer.

 What is Business Process Automation?

Business process automation is the automation of monotonous, repetitive tasks and business processes through specialized software and technologies like RPA. This results in reduced costs, improved efficiency and increase quality of the throughput.

Business Process Automation technologies:


RPA Workflow Automation OCR
Chatbots Process Mining Computer vision
NLP AI/ML Blockchain


Why business process automation required?

Employees across business functions are doing monotonous and repetitive tasks, which require minimal human decision making.

Some interesting facts by Automation Anywhere:

  • Employees spend 10%-25% of their time on repetitive computer tasks.
  • Employees spend 10%-25% of their time on repetitive computer tasks.
  • IT departments spend 30% of their time on basic low-level tasks.
  • 50% of companies spend between $5- $25 dollars for manual invoice processing.
  • A typical rules-based process can be 70%-80% automated.


Data being oil of the new age digital economy, CAPA India brings capabilities to assess current Data Landscape and assess readiness towards building a data-driven organisation focused on delivering outcomes.

 Why Data?

Data and digital technologies are reshaping the aviation landscape and changing the way we fly. As airlines become better at harnessing and applying data, its critical for them to build the right architecture and capabilities that are sustainable and extendable for future needs.

Data domain being the central focal point driving Digital Transformation will focus on building strategies to Data Extraction, Transformation and Loading for Visualization to bring about an integrated Data Management Strategy within organizations.

About Data Domain

The following are some of the key offerings as a part of the Data  domain within CAPA Digital Transformation Advisory:

  • Data Strategy and Roadmap
  • Assessing Data Insights as a Services
  • Data monetisation Assessment & roadmap
  • Designing Data COE (Centre of Excellence)
  • Technology and Platform Selection
  • Big Data Maturity Assessment
  • Designing Data driven Operating Models

Interesting facts about intelligent products

  • According to IATA’s 2012, airlines spend 33% of their operating costs on fuel. When the fuel real-time consumption data is collected and analyzed, one can achieve an improved level of fuel use efficiency.
  • Delta Airlinesdeveloped a novel application for baggage tracking. The app simply uses baggage check data which runs in the background and the staff members at Delta keep a track of the bags and send the tracker to the customers. The app has been a huge success and close to 11 million customers have downloaded it in their phones.
  • EasyJet:  British low-cost carrier easyJet has turned operational challenges into successful AI use cases. It used data science to improve its pricing strategy and manage inventory. As a result, the company observed the increase in profits per seat almost 20 % between 2010-2014. The airline also uses a recognition tool that speeds up passenger information processing. It reads the numbers from a document and fills out the information at the airport, so the traveler doesn’t have to type anything.

CAPA India helps organizations build an agile foundation through cloud transformation consulting. From migration of applications to cloud, to modernization of existing application stack, and managing mission-critical systems to Cloud based solutions to produce better business outcomes, CAPA believes in partnering with organization to lead this journey towards adaptability and agility in the marketplace.

Airlines today are facing a daunting task to sustain their business amidst extremely thin margins that they operate in, rising gap between capacity vis-a-vis demand and the increasing volatility and unpredictability of the external environment. This has resulted in Industry losses of USD 47 billion in 2021.  Amidst multiple reported incidents of application breakdowns, outages, and unauthorised access to its data have resulted in thousands of grounded flights and compromising of passengers’ personal data, bringing a decline in customer satisfaction. The key issues include lack of automation and devops culture, frequent IT failure, underutilised and overutilized capacity, capital expenditure in legacy infrastructure, and legacy application complexity.

Moving to cloud-based infrastructure and opting for IT as a Service, airlines can quickly shift from reactive to proactive approach to eliminate the IT legacy challenges. Cloud platforms provide in-house capabilities that easily integrate with open-source platforms which help airlines to adapt innovation and business value led transformation. A well-defined cloud operating model can help airlines to efficiently manage its operations and accelerate IT delivery which further will help airlines to become an innovative and adaptive enterprise.

Our Offerings:

CAPA India’s Digital Transformation practice for Cloud offers actionable recommendation to the organizations for end-to-end cloud adoption and migration strategies by keeping business target in mind.

  • Cloud Strategy & Roadmap
    • Design thinking led robust cloud adoption roadmap to fulfil customers business goals
  • Cloud Readiness Assessment
    • Outcome driven use cases for a smooth and effective journey to the cloud to achieve business targets.
  • Cloud Platform Advisory
    • Deploy, manage, secure, and monitor cloud infrastructure at scale.
  • Cloud Operating Model Re-Design
    • Integrating people, process, and technology to create a centralized cloud platform teams.
  • Cloud Transformation & Migration
    • Seamless transition to cloud to enable agility and resilience into IT infrastructure
  • Cloud Security Framework
    • Security by design framework for organizations to move and manage workload on cloud.
  • Cloud Optimization
    • Align, trace, and empower cloud resources by enabling automated monitoring, self-diagnostic capabilities and event driven approach.

CAPA India brings the seamless and unlimited business opportunities presented by IoT and analytics to reduce the complexity and drive Intelligent Operations

About intelligent products by design

Significant decline in the cost of computation prowess (computing, storage and bandwidth), machine-to-machine (M2M) connections, big data, and growth in the internet penetration rate and sensor deployment have accelerated the development and adoption of intelligent products.

Intelligent products by design are an amalgamation of industry 4.0 technologies that are expected to have a profound impact across the aviation and travel industry.

Such products will play a significant role in driving a large part of value creation through increased digitalisation by unlocking more than USD300 billion in value. They have three major characteristics: highly autonomous, self-awareness and actionable. Their interactions are either autonomous through M2M interactions or semi-autonomous through machine to human interactions/human to machine interactions.

These products aid in the seamless integration of people, processes, data and network of things (group of multiple systems and sensors) and create a unique experience that results in the convergence of physical and digital reality, thereby creating a true phygital experience. Such integration eliminates siloed data across functions and acts as a catalyst to generate intelligence that would have a tremendous impact on business through intelligent value generation.

The aviation and travel industry can leverage such products to solve a wide spectrum of problems prevalent in the industry to improve on business outcomes such as revenue maximisation, cost minimisation and CX leading to a superior digital transformation.

Digital leaders are already reaping the benefits of intelligent products compared with digital laggards. Unlike laggards, it is just a matter of recognising that today is the right time to start and become digital leaders because of data availability and computational capabilities to create real-time intelligence.

About Intelligent Products Domain

The following are some of the key offerings as a part of the intelligent product domain within CAPA Digital Transformation Advisory:

  • Research and advisory
  • Business analysis
  • ROI and business case development
  • Solution blueprinting
  • Operation and maturity assessments
  • Product and Solution evaluation
  • Intelligent products strategy

Interesting facts about intelligent products

  • An aircraft has more than 5,000 sensors that produce more than 10GB data per second per engine. Annually, an aircraft can produce more than 12.3ZB of data.
  • A single minute saved in aircraft turnaround time could save airlines at least USD5–10 million annually, excluding hidden costs. An intelligent turnaround optimisation solution can reduce turnaround time by 5 minutes per turn.
  • SATS, the main ground handling and in-flight catering service provider at Singapore Changi Airport, deployed a smart ramp solution that reduces the loading time by 15 minutes, eventually leading to a faster aircraft turnaround.
  • Etihad Airways witnessed a 33% improvement in baggage mishandling in 2018 after using intelligent baggage tracking solutions.
  • An intelligent maintenance solution used by Hainan Airlines can reduce operational disruptions by 35%.
  • An intelligent fuel optimisation solution used by Japan Airlines can reduce fuel spend by 2% and bring about savings of USD0.2 million per aircraft per year.


Click here  to request our whitepaper on Digital Transformation.

Our recent
projects include:

Value & Agility Quotient

Digital speed Leading companies just operate faster and are able to generate more value.

Customer Quotient

Customer Centric Top companies that sustain a comprehensive focus on the customer can generate economic gains ranging from 20 to 50 percent of the cost base.

Adaptability Quotient

Ready to reinvent Leading businesses are investing as much in upgrading the core of their business as they are in innovation, often by harnessing technology.

Disruptive Quotient

Driving Actionable Outcomes through Data, Intelligence and Integration


Write to us at to request our upcoming whitepaper on Digital Transformation.