Information Systems And Subsystems Used By Virgin Australia And Stakeholders Involved

Scenarios and User Interaction

Questions :

1. What are the major business objectives and processes (operations) that the airline company carries out?

2. List the information systems and subsystems that are used to support their portal and describe how they are related to the overall business objectives and processes. If the exact Information System cannot be identified then use the generic terms for the appropriate Information Systems (an example of a generic name is Supply Chain Management system).

3. Detail the scenarios you developed and how the users you observed interacted with the system when carrying out the tasks of those scenarios.

4. Recommend improvements to the system and describe the analytic consequences. For instance, not all airlines provide systems for online check-in. If the company were to add such functionality, what do the analysts need to consider?

5. Describe the stakeholders involved. Who are they? Why do analysts need to consider their interests?

6. Discuss, in detail, the data collection techniques you used to answer the above questions. Describe how other data collection techniques could be used to gather further information.

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Virgin group enter into the airline market of Australia in 2000. After starting their business Virgin brings wider challenges to their competitors in same industry. However, in 2011, the name of Virgin Blue changed into Virgin Australia. The CEO of Virgin Australia John Borghetti said that that company is the second largest fleet service providers worldwide. In airline industry, Virgin Australia is best known for largest fleet service from the view points of size. The company developed their business with the great activities of leadership and management.

The company runs their business in an unprecedented market condition over 18 months. The major objectives of Virgin Australia’s business are to become the leader in global premium airline market (Garay Bezanilla, 2013). In order to achieve the large market share and become the leader in airline market, Virgin Australia provides services based on customer’s perspective. According to the CEO of Virgin Australia, customers are the heart of the company. The company always tries to provide outstanding consumer experience with their flying. For fulfil the demand of every customer, Virgin Australia consistently high service such as divide the class based on price. The most important method of Virgin Australia’s service is that they provides safety first and act with the honesty and integrity.

In the business process of Virgin Australia, the company integrated several information systems within their portal for book of ticket to the customer. These are E-Ticketing Systems, Internet Booking system, Book ticket via Kiosk and ATM, for telephonic booking integration of call centre, integration of major global distribution (Fan, 2012). The existing online reservation system of Virgin Australia was designed based on the Hyper Text Transfer Protocol (http) and the client server architecture. This was designed to facilitate the customer for daily basis reserve flights and book flight. Apart from that, the online reservation portal of Virgin Australia such as www.virginaustralia.com was also designed with the good human computer. It allows the company to provide facility to the user to book ticket in online from any place. Through the designed portal of virgin Australia, users can log on to the site and make their ticket reservation from any place and the company integrated pay pal system for secure payment that allowed to pay for the booking tickets online.

Internet Booking

Improvements and Analytic Consequences

For the internet booking system, the software designer of Virgin Australia designed two type of architecture including traditional software oriented architecture and service oriented architecture. Traditional software oriented architecture was designed for the application software of ticketing agent desktop that runs without web service for booking the ticket or reserve the flight (Hamilton & Sankaranarayanan, 2013). On the other hand, service oriented architecture was designed for the distribution system where agents are able to book ticket or reserve the flight online. In order to designed the architecture of service oriented system various technologies were used such as Web Service Description Language (WSDL), Universal Description Discovery and Integration (UDDI), Extensible Mark-up Language (XML) and Simple Access Objective Protocol (SOAP)

Information System for ticket booking: The designed information system is used for the collection of data or information that relates to ticket booking and the data process for real time use as well as contain actual information. However, the implemented information system using hyper text transfer protocol allows the company in encompassing the data gathering information from the users (Katkat, 2014). Apart from that, the designed information system for ticket booking monitoring data transmits and receives data the network.

Management of Information System: Management Information System is used for the management of gathering data and information in terms of making decision and creates a report about the summery of information system.

Transaction Processing System: Transaction Processing System was designed through the WSDL (Web Server Description Language) for collection of information, business processing system, modification or cancelation the transaction, etc (Flood et al. 2011). The designed transaction process system was support multiple users at once because it was designed by the developer for simultaneous use. Transaction Processing System of Virgin Australia generally stored the information in the database of the organisation (Puhe et al. 204). The collected data are used for various purpose of the company such as wages, summarization of stock inventory, scheduling of manufacturing, register checking, billing, etc.

Natural Networks and External System: The natural network of Virgin Australia was designed based on the hyper text transfer protocol in terms of fostering the human brain. However, the designed network of Virgin Australia is used for the learning and remembering the information. On the contrary, expert system of the company was designed using the UDDI method (Silva & Ferreira, 2014). This is the knowledge based system for Virgin Australia and use for analyzing data and producing results for recommendations.

Decision Support System: Decision Support System was designed in the business process of Virgin Australia for analyzing the collected data that stored in database. Decision Support System helps the company in generating statistical projections as well as the data models. Decision Support system allows the airline firm to improve the service quality rather than replacement of staffs or managers decision. The CEO of Virgin Australia said that developed Decision Support System assists the company in solving problems during the company use external data for decision making process.

E-Ticketing

E-ticketing methodology involved by the company in order to replace the conventional paper of booking ticket information. The technique of e-ticketing system allows the customer in replacing conventional paper ticket with e-ticket. Virgin Australia using e-ticketing technique provides message or information to users about the details of their booking information and the check-in system in airport support the e-ticketing technology and facilitate the user to check their information itself (Mayes et al. 2009). Virgin Australia properly develops the data security for their e-ticketing system using the ET technology. It allows in building trust of customer t Virgin Australia. E-ticket service facilitates the business process of virgin Australia due to its user friendliness because it is easy to navigate.

Name	Request for the available information about Flight
Summary	User put the reservation data with the departure date and destination city into the e-ticketing reservation system. The designed system inquires about the available flights of a particular date and represents the information for the users.
Basic Events	Customer	System
Application of e-ticketing reservation system introduced for the customers	Display the user interface system about the flight service for the customers
Selects Departure  Date
Select Return Date
Choose origination City
Choose Destination City

Stakeholders

Choose the round trip or one way journey
Choose nonstop or connections flight services
Submit the criteria
	Validation of data or information about customers
	Displays the flight list that available on that particular date to meet the criteria of customers
None	None
Customer	System
	Shows the error or invalid message for invalid data or input of the users
Acknowledge the message for the users
	Displays the current system or criteria for modification to the users about the desire information of flight service and continues to submit criteria
	If the data or information put properly into the system of e-ticketing reservation online and no data or information about flight identified that shows the message that no flight service available for that particular date.
Acknowledge the message for the users
	Displays the user interface of current criteria in order to modify the requirement of flight services to the user and continues to submit criteria.

Assumptions	Continues user of Virgin Australia flight service knows the flight service information and the budget that available for that flight service.
Triggers	Majority of customer demands and require for the flight information
Pre conditions	It is demonstrated that customer has E-ticketing Reservation System already into their computers or mobile phone and has internet connection
Post Conditions	In order to meet the specified travel criteria of Virgin Australia, customers has a lists of flight service of Virgin Australia

Name

Request for the selection of flight service of Virgin Australia

Summary

In the display user interface, the company represents the information about their service and customers are allowed to select the options of flight for the destination. Apart from that, desired system of the reservation application allows the customer to choose seat type. After selection of seat, user can requested for putting the information for payment of holding seat into the flight. Complete the all process of flight service submits the data into database.

Basic Events	Customer	System
The customers are allowed to select the flight service based on their preference.
The customers are allowed to select the seat type based on their preference.
	Request form of selected flight service and seat type on hold until and unless the user put payment information into the system.
	After putting the information into system request for confirmation about desired input to the customers
	Submit the request into database.
Options for Alternatives	None	None
Exceptions	Customer	System
	If the flight service unavailable than display the error message to customer that state the current flight is not available and display the chart of that particular flight service.
	If the selected seat is not available on that particular flight and date, display error message that current seat is not available for this date and display the chart of available seat on that flight on for the given date by users
	Continues to options for selecting preferred flight and seat.
Assumptions	The customer put the name of city of origin, input the destination city name and provides the date of journey with that flight.
Triggers	Majority of customer demands for the flight service and seat that comfort for journey and tries to hold on for long time
Pre conditions	Majority of customer collect information about the booking flight service and gather the list of flight service that available on that particular date.
Post Conditions	In order to meet the specified travel criteria of Virgin Australia, customers has a lists of flight service of Virgin Australia and keep on hold the flight and seat for long duration.

Name	Flight Booking service by the customer
Summary	This service or provided the customer to input the information about their credit or debit card for the flight booking. After input the information request for authorization from that database about the input of payment information. After authorization, service booked the flight and provides a confirmation number to customers.
Basic Events	Customer	System
	Display the User Interface about the holding flight that booked by the customers and request or prompt the customer for input of payment information.
Based on input payment information prompt for the confirmation
	Create a link to the database for authorization of given credit and debit card information
	Prompt for the final verification.
Request for transaction confirmation	The application of e-ticketing reservation system sent request to database for authentication of payment information
	If the input method properly entered and match with the database, indicates that authorization successful and proceeded to final payment
	Virgin Australia provides a number confirmation number to the customer about the booked service.
	Apply the charges for the customer credit card
Options for Alternatives	None	None
Exceptions	Customer	System
If the customers are not satisfied with the holding flight they are able to cancel the booking or reschedule the flight. It continues to the use case diagram of request to flight
	If the customer input method does not valid with the database of payment service it display that input method do not match with the database.
	If the communication unable to communicate with the server or database of credit or debit card databases it shows that error message that database cannot be communicate try later for book the flight and continues to holding flight service for booking or final payment.
Assumptions	Majority of customer hold the flight for long time
Triggers	Majority of customer make payment for their hold flight and seat of virgin Australia
Pre conditions	The customer placed the seating or flight service with final payment that hold by them.
Post Conditions	Customer gets the confirmation number from the virgin Australia and valid that they are able to travel. Customer credit or debit card reflects that transaction is successful and billing the statement.

Following use case diagram will be the best method for e-ticketing reservation system of virgin Australia. It will be able to provide service in better way for reserve flight, reserve seat, airline departure time, departure date, arrival time and arrival date. Apart from that, this proposed system provides the information about flight service based on seat capacity and price rate. Display allocated time for the trip. The entire system has to be designed based on the vb.net method. Use of vb.net method facilitates the virgin Australia to support the god interaction from the viewpoint of human computer.

The above use case diagram allows customers to make the reservation system by entering the details of customer and flight along with seat. The designed case diagram will display the flight service along with costs of the flights. The designed system must see the price and available seat of that particular flight with diagrammatical view and provide options for the customer to precede that system.

After proceed the booking request of flight service, the designed system has to give options of make payment and this option automatically generates the receipt of user. Apart from that, customer gets the details about the available flight and seat and the availability of service based on departure date that put by the customers. The designed service of e-ticketing reserve system replies the information about the choice of flight along with price. Moreover, the designed system would proceed for the booking of price and user choice after getting the information about flight service of virgin Australia.

Furthermore, after getting information about flight service and availability of seat on a particular date, the system will provide the options of make payment via choice of the customer including Pay Pal and Credit or Debit Card. After complementing the all produce of booking flight service, the system automatically generates a unique number and it will provide to customers. Following is the proposed class diagram for e-ticketing reservation system of Virgin Australia –

Virgin Australia committed the sustainable business for long term. The company involve wide range of customer base based on daily basis. According to the CEO of the company, stakeholders are the important that affected their business mostly (Hurren & Berlie, 2011). The key stakeholders of the company are shareholders, community group, annual staffs, guests, employees, unions, regulators, governments, major suppliers, etc.

Employees Engagement: In order to engage the employee, virgin media used direct communication methods such as telephone calling, emails, and internet (Virginaustralia.com, 2015). Apart from that, the company keeps continuous survey via arranging meeting at the weekend and provide relevant training to their staffs.

Governments and Regulator Engagement: Virgin Australia engaged their business with the government of those countries where they provide their flight service. Virgin Australia maintains policy of government and advisory group.

Suppliers Engagement: Through the e-procurement system, the company engaged their external supplier with the operational process.

Shareholders Engagement: In order to engage the shareholders and increased investment, Virgin Australia held meeting and describes the annual report and profit margin with their shareholders.

Customers Engagement: Virgin Australia provides effortless service to their customers by including the customer service team, websites and customers. Virgin Australia provides different service to their customers such as social media, in flight magazine, velocity frequent flyer, focus group, etc. It helps in understanding about the journey date and time along to comfort ability with the flight.

Stakeholders are the the most important elements of attaining success in business and continues the business for long term viability. In order to achieve large customer base, employees has to put their best effort. Customer satisfaction is the key method of attaining success. Apart from that, Management is the potential for long term viability because management are the responsible person that hold the business report and make decision based on external market requirement.

In order to complete this study, analyst collected the data using qualitative data collection technique. It helps in recoding the data into narrative form and allows to provide better description about the assignment. Qualitative technique assists the analyst in adding the theoretical concept into practical approach. It is the better understanding process rather than other technique of data collection. However, data are collected from the various secondary sources such as books, journals and websites. Moreover, primary data are collected for this study from the CEO of Virgin Australia.

In order to gather more information about this study, need to use of quantitative technique. It helps in collecting the statistical data that will be helpful for recording large amount of data.

References :

Fan, L. (2012). An Evaluation of the Operation of the Railway E-Ticketing System. Ibusiness, 04(02), 164-167.

Flood, M., Bosley, E., Morris, T., & Ambrozak, E. (2011). Abstracts of papers for the eighty sixth annual session. Morgantown: West Virginia Academy of Science.

Garay Bezanilla, E. (2013). Tariff Systems and e-Ticketing in Public Transport. Saarbrücken: AV Akademikerverlag.

Hamilton, P., & Sankaranarayanan, S. (2013). Intelligent Agent Based RFID System for on Demand Bus Scheduling and Ticketing. IJFCC, 399-406.

Hurren, K., & Berlie, H. (2011). Lorcaserin: An investigational serotonin 2C agonist for weight loss. American Journal Of Health-System Pharmacy, 68(21), 2029-2037.

Katkat, D. (2014). Real-time Quota-controlled Ticketing System (RQTS) in Sports Organizations. Procedia – Social And Behavioral Sciences, 116, 3940-3946.

Mayes, K., Markantonakis, K., & Hancke, G. (2009). Transport ticketing security and fraud controls. Information Security Technical Report, 14(2), 87-95.

Puhe, M., Edelmann, M., & Reichenbach, M. (2014). Integrated urban e-ticketing for public transport and touristic sites. Brussels: European Parliament.

Silva, J., & Ferreira, J. (2014). Amazon Smartsales Ticketing System. Procedia Technology, 17, 510-519.

Virginaustralia.com, (2015) Stakeholder Engagement. Retrieved 8^th January, 2015 from: https://www.virginaustralia.com/au/en/about-us/sustainability/stakeholder-engagement/.