Deepak is the Managing Architect at Branchspace, where he plays a key role in driving digital transformation for the airline industry. With extensive expertise in digital product design, Deepak has helped organizations build efficient operating models for their digital products, from conceptualization to delivery.
Could you tell us a bit about your background, and what drew you to join Branchspace?
My background is in functional and technical architecture, and more broadly, enterprise architecture. I started my career in product development and consulting with Oracle and IBM, working on their CRM and ERP systems. My first experience in the airline domain came when I designed and delivered an NDC aggregation platform for a client. Shortly after that, the opportunity at Branchspace came along. It was a lucky surprise, and I’m glad I took the leap. The work here is both exciting and challenging, especially given the complex consulting assignments we handle. The depth of expertise within Branchspace is truly inspiring, and that has made my experience here enriching.
How has your experience been working with us? How would you describe the culture and vision of Branchspace?
Branchspace has been an inspiring place to work. Our assignments are broad and challenging, often with tight timelines, but the collaborative culture makes everything manageable. What stands out is the wealth of expertise within the team—many of my colleagues have decades of experience in the airline industry. Typically, they bring not only general airline expertise, but also deep knowledge of the specific airline projects we are working on. The collaborative environment means that you can always reach out for guidance, making even the most complex projects easier to navigate.
Airlines are increasingly turning to digital solutions to enhance their retailing strategies. What do you see as the most significant trends driving this digital transformation in the airline industry right now?
The biggest change is that airlines are rethinking and realigning their sales and servicing channels to match where the industry is headed. Almost every airline I know is working on multiple projects to achieve this. It's not just about NDC—though that is a significant part of it—but about creating cross-channel retailing strategies that introduce standardized and personalized retailing services across all touchpoints.
This transformation is also driving a review of the digital systems underpinning these channels. Airlines are shifting toward order management solutions, revamping product definitions, adding richer content, introducing context-sensitive pricing, and optimizing their partnerships in code-sharing and interlining. Another key area is modern payment solutions, ensuring that customers have access to the latest and most convenient payment options. IATA's standards and initiatives also play a crucial role in shaping these transformations.
What are some of the most common challenges airlines face with their retailing platforms, and how can they overcome these challenges?
The biggest challenge lies in the legacy functional models that airlines still operate under. Traditional ticketing and travel systems were built to support older models that don’t align with modern retailing experiences. To truly transform, airlines need to rethink their entire product lifecycle while upgrading their systems.
Another challenge is data utilization. While airlines have access to vast amounts of data, they must leverage AI and advanced analytics to provide better pricing and personalization. One example from a project I’m working on is using offer data streams to refine pricing strategies for ancillaries. Airlines used to focus on order data, but now they have a much richer dataset of offers to analyze.
The solution? A strategic approach to transformation. Airlines should start by asking: What data do we have? What data do we need? What data are we generating? Future-proofing these transformations means building solutions that can handle increasing data volumes and evolving customer expectations.
We emphasize an API-first approach in product development. How does this benefit airlines looking to create more agile and scalable digital retail solutions? Could you give an example of how our API-first strategy has worked in a project?
Every modern solution should be designed with an API-first approach. This ensures that even if a system doesn’t have a traditional UI, it still has well-defined API structures that make integration seamless.
A great example is the NDC aggregator platform I mentioned earlier. Instead of just focusing on building an aggregator, we approached it as a product, designing its API set first. We used GraphQL to create a structured, scalable API framework, allowing different parts of the organization to access relevant data easily. This approach not only accelerated development but also ensured consistency across web interfaces, mobile applications, and third-party integrations.
What are the key elements airlines need to focus on when building a digital platform from the ground up? Are there specific technologies or frameworks you recommend for a robust, future-proof system?
The list of technologies is long, but before choosing specific tools, airlines should keep an open mind about adopting new solutions. Familiar technologies may not always be the best fit for modern cloud-based architectures. A few key considerations include:
- API Strategy: Invest in API-driven development and select a scalable API platform to facilitate collaboration and faster development cycles.
- Cloud Adoption: Consider managed cloud services to reduce operational overhead, even if they appear costlier upfront. These services offer scalability and reliability.
- Frameworks & Languages: Airlines should pick primary development languages like Java or TypeScript, a secondary high-performance language, and a third one for data and automation.
- Serverless & Event-Driven Architectures: Frameworks like AWS Copilot and Serverless simplify API and function-as-a-service development.
- Managed Services: Leveraging cloud-native services for database management, AI, and analytics can streamline operations and improve efficiency.
Ultimately, airlines need to evaluate their technology choices carefully and stay agile in their approach to digital transformation.
