ICT321 Architecture and System Integration: QANTAS Case Study

This case study examines QANTAS's technology strategy, focusing on its evolution, data domains, and IT governance. It discusses the shift from historical reporting to sense and response and anticipate and shape models, highlighting QANTAS's investments in data and digital transformation. The analysis covers five data domains—promotions and pricing, AB testing, elastic demand, customer relationship management, and personalization—and their impact on QANTAS's strategy. The study contrasts IT governance and information governance, explaining their application to QANTAS, and identifies elements and principles of the airline's operation model diagram, emphasizing central indexing, resource monitoring, search services, digital content management, and disaster recovery.

Running head: ARCHITECTURE AND SYSTEM INTEGRATION
ARCHITECTURE AND SYSTEM INTEGRATION
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1. With reference to, the evolution in Maturity of the Information-Enabled enterprise
explain and discuss “Historical Reporting”, “Sense and Response” and “Anticipate
and Shape” with reference with QANTAS Technology Strategy.
Answer: Sense and respond is followed by some of the organizations where they can
recognize and evaluate their performance, opportunities and risks to take an action that is
correct that is based on how immediate the work level is and that is responsive to the
stimuli of the business. The QANTAS has invested their money in data and digital
transformation that has enabled them with targeted communications and helped them to
realise the revenue opportunities. They have made upgradation in the QANTAS and
Jetstar online process and improved the booking for more experience that is personalized.
Anticipate and shape is the capability of an organization where the information is
leveraged to predict the road that is ahead, see the opportunities and the obstacles and
figure out strategies and decisions for optimization of results that will add to their
advantage. QANTAS predicted that a mid way wifi inside the airways can bring them
more profit. The response was positive for the wifi inside the airways. They have given
many facilities to the customers such as the QANTAS app that will provide the customers
with offers. They have also launched a bot that will provide the passengers with
information and travel inspiration.
Historical reporting is the characteristics of an information enterprise that is enabled that
merge unstructured and structured data, analyse them, and then deliver it the people who
makes the decision for the enterprise. The past business model of QANTAS was not very
good so they need a new technological strategy to attract it customers once again.
Historical reporting in QANTAS is important to analyse the past business model and

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make the new business model more efficient for the passengers which will add to their
profit.
2. Explain the 5 Data Domains and how these domains relate to aspects of QANTAS’s
Technology Strategy
Answer: The five data domains are:
 Promotions and pricing: pricing is one of the main areas of focus. To understand the
effect of pricing on demand is very important for the airlines companies. Lowering
the prices effects the rate of conversion and increase the number tickets sold. Low
pricing increases the number of ticket sold for the QANTAS and hence the profit will
be more. QANTAS has a dual brand strategy that it has a low cost flight that is Jet star
and high cost QANTAS.
 ABTesting: AB Testing are the experiments that are composed in giving different
variants to various groups of passengers or visitors. The main aim of this testing is to
understand the impact of giving a feature to the passengers. The QANTAS technical
strategy has different experiments like the up gradation in the QANTAS app that will
have new features and offers for the passengers. Experiment of introducing wifi in
flight. The wifi service will be available in 80 flights in Australia.
 Elastic Demand: Elastic demand means that if the cost of a product increases the
amount of customer decreases. Cost is inversely proportional to the customers. In the
case of QANTAS, if the cost of booking tickets increases the amount of passengers
will become less. QANTAS have invested in customer, product and service. This has
made them win over their competitors. QANTAS also has two types of airlines. One
is of high cost that is the QANTAS and the other is the Jet star.

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 Customer relationship management: The customer relationship management use
analytics by increasing various contacts of the company with the customers or the
passengers. QANTAS is trying to make a good relationship with the passengers by
making the booking easier. The QANTAS has an app by which the passengers can
check their flights and other new features. They also have launched a facebook
messenger bot that gives the customers with travel inspiration and other relevant
information. They also have an additional feature of mid-flight wifi.
 Personalization: Personalization means the customization of a service to adjust some
specific individuals. Different types of organizations use personalization to upgrade
satisfaction of the customers, conversion of digital sales, branding for advertisements.
Personalization is an important feature in recommender systems and social media.
The QANTAS has invested digital and data transformation that has enabled them to
with communications that are more personalized. QANTAS has a dual brand strategy
that is they have a high cost QANTAS and low cost Jetstar. The booking of the flights
are improved and the experience are personalized.
3. Contrast IT Governance and Information Governance and explain how each apply to
QANTAS’s Technology Strategy.
Answer: Information governance is a policy that is based on the control of information to
encounter the risk, legal, regulatory and the demands of the business. It means that the
information can be kept as long as the laws and the regulations need it, or the needs of the
internal business and assessment of risks. It is then disposed of according to the schedule
of disposition and established retention. The information that last after most of it is
discarded has a great value of business and can be gripped to make new insights that
sustain into the decisions of management. In QANTAS, the risk of the business can be
fall in the profit due to lack in technological strategy. However, they are making new

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strategy to become the first choice of the passengers. They can meet the demands of the
passengers with their new business model .They have low cost and high cost flight.
Booking of flights have improved. Upgradation of the app that will provide the
passengers with new offers, the facebook messenger bot will provide the customers with
information and faster responses and last but not the least introduction of wifi in the flight
will help to become the first choice of the passengers.
IT governance is included in the Information governance. IT governance is the way that
the shareholders make sure that the investments in the IT generate values of business and
give towards meeting the objectives of the business. The IT governance is the authority of
the executives and the board of directors. It is an essential part of the governance of
enterprise and composed of structures of organization and the leadership. The QANTAS
has invested their capital in the digital and data transformation with more
communications that has helped them to realise revenue opportunities. The investment is
fair enough because the improved technological strategy will help them to be the first
choice of the passengers.
Information governance is composed of the policies that are overarching and the
procedure to effectively use and advantage information by keeping the information secure
and meeting the privacy and legal duty in adjustment with the objectives of the
organizational business.
IT governance is composed of the procedures and the policies of the framework that is
already established and practices to get the maximum advantage of the investments in IT
and support the achievement of the objectives of a business.
4. Identify and explain the elements and principles of the following Operation Model
Diagram

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The operation model divided into three parts 1. Front office system zone 2. Operational
system zone 3. Branch office location. Above everyone, there is the branch office location
and the content resource manager service availability.
The elements of the following operation model diagram are:
Central indexing service: This is located in the Document library node. This service is used
indexing the information that is in the document library.
Resource monitor: This is also located in the document library. It is used to monitor the
resources that are available in the document library.
Search service: This element is located in the document library node. It is used to search the
information that is available in the document library node.
Digital content management service: Apart from information, digital content is also available.
This is located in the document resource manager node. This used for managing the digital
content that is available.

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High availability disaster recovery service: Every organization has some disaster recovery
system. This organization also has a disaster recovery system. Its work is to recover the data
that has gone missing. This is very important for the organization as every information is
essential for the organization. It is located in the Document resource manager mode.
5.

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