CHAPTER FIVE

GettingTechnical

Simplifying the Business and the roleof technology

Ambitious undertakings

Of course, in this game you have to do more than just talk the talk…you need to walk the walk. In business speak, you have to deliver. Trouble was, the air transport industry was used to limping along from one crisis to the next. IATA needed to provide it with a crutch.

In the end we did more than that. We provided the platform that has enabled the industry to make money despite the oil price averaging a whopping $110 a barrel. That platform is known as Simplifying the Business and it was originally centred on a plan to eliminate the paper ticket, saving airlines about $9 for every single seat they sold.

At a meeting at Heathrow chaired by ...

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