FEBRUARY 20, 1989

aa Mei ziNow; ŠE

zi RTA € petitive Pa ila must use Our in: disks, the increase in transmission needi can Airlines Sabre system was an enor-
> This « column., JJ /"telligence more efficiently than our ";;". of optical fibers, the introduction of ' ' mous strategic success that took
MI toginš a three: ' competitors do. We must build better "..  neurocomputers and so on. -. advantage of new computer technology.
. part series on " V" high-productivity facilities and use". If you understand how the basic —, In 1975, Max Hopper, the information:
v the strategic ime, technology in a better. way. We need to: components will evolve in the future, services erecULIV at American z domini
— plications of fu-' 'use strategic systems analysis to iden: i 'then you can ask: "Given these compo- proposed: Lets build a system travel
ture computer. tify the changes in technology that are: nents, what types of powerful ma: . we can put terminals into every
technology and. ' likely to occur in the near future. We ' | chines or different types of machines | agents office." ae difn
the effect of need to translate these changes in can we build?" - It le k a), krni,
these changes on... technology into actions that business /V' 'The second part; of the model relates. cult to b z: jez a o ZECA Of the Sa-
- business and so- ... people and, in some (ase, govem bino to nem kinds of AC A benih poe ; oboje of jela PNE seti ma
z menta should take, fliš! 4% 4, " ble by more ppwerful compu ZA RAS
; NE Win u the siti. — For strategic systems hnalyala, Iusea new types of ware. Other parts of ' . bookings for mna, Ariinez resitve
" changes occur: "5, S computer model of future technology ' ''' the model evaluate how new technology. vo AI polt The system has had a
— ring in the com- nA " coupled to a model of potential business and applications will change workers zni ere oriithe GORE Mt Le
- puter industry, /; opportunities. By linking these models jobe and also examine the major soc Ne osrečili has enabled American
SEE EEA tne world o£ "<< together, it's possible to build the con:  ,: implications of the prenj that are vse ni Teš o bešonie Amen S TNčeO TRGE,
business has increasingl become a teci | H kecona that enable a manager to un: »"" seribed in the model. ' A o usbisaldine
nology battlefield. ' KRE go sko, nini ?g: K šyi RUN, ii pole žag MANA ti Mea Ši | ne: ei NleivE Eti 4 giie V mete | The return on investment from the:
Companies are oanoetine with high pe pe ia Madeči kii diši 1 $ is sij: KU JI Sabre system is much higher than the
rni | sli ni ila mratesy enem
zb a S
5. are often the ones to emerge victorious <<: liki MASE tradici Do AE NEM ao NOSEČI
"on this battleground. Corporations that. 4 koje. | dina a. a UE Men? Z OleS Ke sko sodo Hi Rn dg, ZN ii: What was the difference between
se aaa prak on za raki | ČA, osi bi? Vasko pketi ž ij da, Pease, k zani pk ; sh K Kek obva GOS boji American av jke: Or zares SAJE
beca O, Ee | other airlines that went bankrupt or
they've been deliberately k out of .. were driven to the edge of bankruptcy?
the technology. ine? The difference was that the successful
High-tech computer spkEmJi are s | airlines used technology better. They
ai bl ennipedto bili (šae , sele were using technology before a Ca
vat ZREJO ej
are large-scale computer applications . ; BASE o ie aii ko ke snized
that automate the critical a Ne the strategic threat, they often found
nija curporatlon anid enable lt lo bei ; that they had been locked out. Travel
come much more efficient, so that it ' is a. na pita i na zk had reservation termi:
can attack ts sami more vigor.. UBANi jet 4 Optical aii, — ZBeT ono skeo sist: peči
ously. " BRA Ranta rad AR RASNA ki m ug PNE Optical fibers '%%//"/r,|  nals from American Airlines or Uni
to ask three tloris Where ji POET k ustni onal systems.
oing? What are the next opportuni- // RE Eyes on Europe
ties for us? And how,can we £ pe he poz Mr a a

system, American Airlines startedto 7 — |
look to Europe where there are numer-

ous small airlines and large numbers of

travel agents. American Airlines set

out to give European travel agents ter-

minals that could be put on-line to Dal-

' las, providing the same service in Eu-

rope as in America. That caused a

ib:

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t

Before a business can prta stra- se do Z:
tegic systems, of course, it. must first. un- | kočinm
derBo a BE VE analysis, a'%' 3] zeiče

ia 7 si z - raji gi h

4h RE ia rali ra eu

arm (Eta un eh
ze x um

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model of ENA The model sko, Hi die Rač! ži great commotion in the travel business
predict; at what points in time various kd eže

technologies will become available and: Sal : b a A O SA NA RASA SOLI? s HU REPE TAJA Some of the airlines chose to compete
| from that t technology. BRNOBA IA gaje zih Pod ER ARA iva no ius |

Miki Marjan Zawatski to hiteh themselves to American's star.
rama a ,, o Still others decided to ask their govern-
SEME no -ments to intervene.

sika, SSRI za What eventually happened was that
'should. ask: Where is technology going? . two consortja were initiated? each buikd-
| what are the next opportunities for us?

xa can žeti to tog executives the new '' Niš zak IB ao;
types of technology likely to affect their, ko
siness. New technology may either eni

le nji pam to attack their oppedtion si oh

ing a very difficult and complex system,
ja one called Amadeus and the other, Gali-
lei! leo. Both systems are high-technology at-
tempts to fight off the attack from the
other side of the Atlantic. And both un-

derscore the growing intensity of the
" The model la expanded by means of technology battle.

S —e- s NA

E oli

mp managing drodtoc is concerned. PK NS SR Al bah poje Neki dei
(O about who could take away his or her. š [. derstand the applications likely to zika of.

| šen ihat b > strategic importance. These models al-,... /interactions with r indus u Vext w NI ni o A STORE JI
| peš č uve A m ši 4 lowa si pprskna ge bom Leehnology is ke do gre Ulveir views of how neg ini Č -tEv ee rač dil NEGE
de: si dustry groups include financial, manu-
facturing, information systems, govern- The James Martin Productivity Series,
—, ment, petrochemicals, an information service updated guar-
Me terly, is available through High Pro-
ductivity Software Inc., of Marole-

head, Mass. (800) 242-1240. For infor-
mation on semtnars, contact (in the
United States and ) Canada) Techr

before thei | ln Evropa o tai SOMA Ne
at the airline busi- ,, Lancs., LA5 9BX United
people know that the Ameri: Kingdom lose4) 734 505.

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