Why you need a Data Strategy Dr. Tor Bøe-Lillegraven – Chief Data Officer Royal Schiphol Group

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1. Why do we need a data strategy? 2. Where to start the strategy journey? 3. How to execute? 4. Key Takeaways What we will talk about today

4 Data Time line Counting Numbers Finance driven data Data Science Labs Business Intelligence Focus AI and Advanced Analytics Data maturity @ Schiphol: a brief timeline…. Starting your strategic journey… Today 2019

5 Passengers IoT This is a sample text. Insert your desired text here. This is a sample text. Insert your desired text here. This is a sample text. Insert your desired text here. This is a sample text. Sample Text. This is a sample text. Placeholder This is a sample text. Sample Text. This is a sample text. Placeholder This is a sample text. Sample Text. This is a sample text. Placeholder 72M 80k 500 000 Aircraft Movements Schiphol 2019: Data everywhere! As Europe’s leading digital airport, Schiphol is a company with data at its core, feeding an airport ecosystem of apps and platforms, empowering our employees and partners. Starting your strategic journey…

6 How can we use data and AI deliver on RSG strategic objectives and what value will it bring? What data will we need to achieve our strategic objectives and where will that come from? How can new and “smarter” data technology help us realize our strategic objectives? Who is responsible for data availability, compliance and quality + ethical use of AI and data? What people, skills and resources do we need? What is the best way to organize? 2019: A Data strategy to realize our vision for the autonomous airport of the future 04 05 03 02 DATA FOUNDATION DATA & AI TECHNOLOGY DATA & AI GOVERNANCE DATA & AI ORGANIZATION 01 BUSINESS STRATEGY Schiphol Group Data and AI Strategy How do we turn our Data and AI strategy into business value? 06 STRATEGY EXECUTION Starting your strategic journey…

7 Scale our deep learning techniques to enable real-time insight at the runway and aircraft stands to reduce waiting time for airlines and passengers. Smart Turn-around 2019: A Data strategy to realize our vision for the autonomous airport of the future Starting your strategic journey… # Offering travellers a safe, fast and hassle-free journey by using the latest biometrics AI technology. In the future you can walk right though the airport. Seamless flow Data and AI helps automate security processes to improve quality of service and safety for busy travelers and quality of work life for employees. Smart Security Real-time feedback on cleaning facilities services enables dynamically cleaning and maintenance and contributes to Schiphol zero waste ambition. Smart Facility Provide real-time insights and traffic predictions to avoid congestions on the entry roads to Schiphol causing safety issues as well as traveler inconvenience. Smart Mobility Removing some of the stress of travelling by enabling airlines to provide real-time tracking of baggage and offering remote baggage drops.. Smart Baggage Improve sustainability and quality of life though AI monitoring and automation for assets in the terminal to reduce energy costs and improve comfort. Smart Buildings Data and AI algorithms help manage passenger flows and reduce crowdedness, improving NPS, capacity utilization, OTP and safety compliance. Passenger Experience Provide full, data-driven end-to-end aircraft process, to surface root causes behind decreasing performance and traffic delays. Aircraft E2E Insights Creating a fleet of intelligent self-driving and electric airside vehicles contributing to our zero-waste ambition. Autonomous airside

EVERYONE has a plan - until they get PUNCHED in the face - Mike Tyson

9 May 2020 Global pandemic How to execute you strategy

10 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 January February March April May June July August September October November December 2017 2018 2019 2020 2020: 90% drop in passengers due to the COVID 19 pandemic How to execute your strategy • Friday 13th of March 2020, the Netherlands went into lockdown due to the global COVID-19 pandemic. • The Impact for the aviation sector and Schiphol Group’s airports were immediate and unprecedented. • Passenger numbers dropped by more than 90%. • Like everyone else, we did not know what would happen next, but developed several scenarios: • A: Quick return to “normal” • B: Slow but steady recovery • C: Flatline at current levels • What did you think would happen? A C B May 2020 98% decrease in passengers Passengers

11 Pandemic Christmas travel

12 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 January February March April May June July August September October November December 2017 2018 2019 2020 2020: 90% drop in passengers due to the COVID 19 pandemic How to execute your strategy A C B December 2020 Passengers • Friday 13th of March 2020, the Netherlands went into lockdown due to the global COVID-19 pandemic. • The Impact for the aviation sector and Schiphol Group’s airports were immediate and unprecedented. • Passenger numbers dropped by more than 90%. • Like everyone else, we did not know what would happen next, but developed several scenarios: • A: Quick return to “normal” • B: Slow but steady recovery • C: Flatline at current levels • What did you think would happen?

13 FIX THE DATA FOUNDATION Build a robust data foundation: highly available, real-time data 2020 From Strategy to Execution: Climb one mountain at a time You are here 2022 2023 BUSINESS OPTIMIZAITON Use data and smarter technology to solve today’s problems 2021 REACH FOR THE SKY Realize our vision for the autonomous and sustainable airport of the future TBD Climb one mountain at a time: First fix the data basics, and use it to solve today’s most critical business problems Start of the Strategic journey

14 Scale our deep learning techniques to enable real-time insight at the runway and aircraft stands to reduce waiting time for airlines and passengers. Smart Turn-around Fix the basics: Build a robust data foundation: highly available, real-time data From Strategy to Execution: Climb one mountain at a time # Offering travellers a safe, fast and hassle-free journey by using the latest biometrics AI technology. In the future you can walk right though the airport. Seamless flow AI helps automate our security processes to improve quality of service and safety for busy travelers and quality of work life for employees. Smart Security Real-time feedback on cleaning facilities services enables dynamically cleaning and maintenance and contributes to Schiphol zero waste ambition. Smart Facility Provide real-time insights and traffic predictions to avoid congestions on the entry roads to Schiphol causing safety issues as well as traveler inconvenience. Smart Mobility Removing some of the stress of travelling by enabling airlines to provide real-time tracking of baggage and offering remote baggage drops.. Smart Baggage Improve sustainability and quality of life though AI monitoring and automation for assets in the terminal to reduce energy costs and improve comfort. Smart Buildings Data and AI algorithms help manage passenger flows and reduce crowdedness, improving NPS, capacity utilization, OTP and safety compliance. Passenger Experience Provide full, data-driven end-to-end aircraft process, to surface root causes behind decreasing performance and traffic delays. Aircraft E2E Insights Creating a fleet of intelligent self-driving and electric airside vehicles contributing to our zero-waste ambition. Autonomous airside

15 Data and AI solving real-world problems Smart turn-around process • Improve on-time-performance • Improve capacity management • Enable autonomous vehicles Autonomous Taxibot

16 Autonomous Taxibot Data and AI solving real-world problems Smart turn-around process • Improve on-time-performance • Improve capacity management • Enable autonomous vehicles

17 2022: Back to “normal?” From Strategy to Execution: Climb one mountain at a time 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 January February March April May June July August September October November December 2017 2018 2019 2020 2021 2022 ? 500% Increase in passengers • In 2021, people all over the world were tired of lockdown, and increasingly started to travel again. • However, new corona waves and partial lockdowns meant that air traffic patterns were still very unpredictable and non- linear. • This changed at the start of 2022, when most corona- restrictions were lifted, and travellers came back to Schiphol in massive numbers.

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19 2022: Back to “normal?” From Strategy to Execution: Climb one mountain at a time 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 January February March April May June July August September October November December 2017 2018 2019 2020 2021 2022 ? 500% Increase in passengers September 2022 • In 2021, people all over the world were tired of lockdown, and increasingly started to travel again. • However, new corona waves and partial lockdowns meant that air traffic patterns were still very unpredictable and non- linear. • This changed at the start of 2022, when most corona- restrictions were lifted, and travellers came back to Schiphol in massive numbers.

20 Scale our deep learning techniques to enable real-time insight at the runway and aircraft stands to reduce waiting time for airlines and passengers. Smart Turn-around Get your priorities straight: How can data help solve passenger pains today? From Strategy to Execution: Climb one mountain at a time # Offering travellers a safe, fast and hassle-free journey by using the latest biometrics AI technology. In the future you can walk right though the airport. Seamless flow Data and AI helps automate security processes to improve quality of service and safety for busy travelers and quality of work life for employees. Smart Security Real-time feedback on cleaning facilities services enables dynamically cleaning and maintenance and contributes to Schiphol zero waste ambition. Smart Facility Provide real-time insights and traffic predictions to avoid congestions on the entry roads to Schiphol causing safety issues as well as traveler inconvenience. Smart Mobility Removing some of the stress of travelling by enabling airlines to provide real-time tracking of baggage and offering remote baggage drops.. Smart Baggage Improve sustainability and quality of life though AI monitoring and automation for assets in the terminal to reduce energy costs and improve comfort. Smart Buildings Data and AI algorithms help manage passenger flows and reduce crowdedness, improving NPS, capacity utilization, OTP and safety compliance. Passenger Experience Provide full, data-driven end-to-end aircraft process, to surface root causes behind decreasing performance and traffic delays. Aircraft E2E Insights Creating a fleet of intelligent self-driving and electric airside vehicles contributing to our zero-waste ambition. Autonomous airside

21 Data and AI helps automate security processes to improve quality of service and safety for busy travelers and quality of work life for employees. Smart Security Data and AI algorithms help manage passenger flows and reduce crowdedness, improving NPS, capacity utilization, OTP and safety compliance. Passenger Experience Predicted wait times Real-time flight info Corona Heat map NotiFly App Get your priorities straight: How can data help solve passenger pains today? From Strategy to Execution: Climb one mountain at a time Schiphol App

22 Data and AI helps automate security processes to improve quality of service and safety for busy travelers and quality of work life for employees. Smart Security Data and AI algorithms help manage passenger flows and reduce crowdedness, improving NPS, capacity utilization, OTP and safety compliance. Passenger Experience Hand out water Hands-on experience Baggage handling Hand out water Get your priorities straight: How can data help solve passenger pains today? From Strategy to Execution: Climb one mountain at a time Airport assistants

23 Who is responsible for data availability, compliance and quality? Data Governance What are the technology implications and requirements? Data technology Strategy is rarely linear; it’s a black box; an ongoing puzzle and a moving target… From Strategy to Execution: Climb one mountain at a time What people and skills will we need? Data Organization How exactly can data help realize strategic objectives? Business Strategy What data will we actually Need – and do we have it? Data Foundation How do we turn our Data and AI strategy into business value? Strategy Execution

Data, AI & Analytics

• You need a strategic plan • Be prepared for Mike Tyson • The future is not linear