Craig Macubbin - CTO Southwest at the 2016 ISG SIC

1. Digital Transformation
Craig Maccubbin
Chief Technology Officer

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Southwest Airlines History

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Southwest Airlines Today
TODAY SOUTHWEST AIRLINES IS
THE NATION’S LARGEST DOMESTIC AIRLINE
IN TERMS OF DAILY DEPARTURES & CUSTOMERS CARIED

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Our Philosophy
HAPPY EMPLOYEES
=
HAPPY CUSTOMERS
HAPPY CUSTOMERS
=
HAPPY SHAREHOLDERS

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Southwest Success
And a number of Firsts…
Southwest.com
Online ticket purchase
Employee Profit Sharing
Mobile App

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The Desire for Modern Capabilities
Supporting the Long Term Vision of the Company

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Implications
– Little or no resemblance to past
results, configuration, or structure
– New outcomes
– New technologies
– New processes
– Change in who does what
– Change in how the what gets done
– Change in character?
What is Transformation?
-- “Profound and radical change that
orients an organization in a new direction
and takes it to an entirely different level
of effectiveness.”
Challenges
– Weak sponsorship
– Winning hearts and minds
– Unclear communication
– Lack of understanding
capability/capacity
– Uncertain roles and responsibilities
– Maintaining momentum
– Destination or journey?

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Southwest Airlines Technology Transformation
Enable up to $3B in
Southwest business
value…
…by developing new
capabilities and
strengthening
existing...
…while delivering
excellence
• Strengthen technology
practices, processes and
methodologies
• Invest in disciplines critical to
quality delivery
• Minimize technical debt
• Improve career development
and performance
management
• Redefine our operating model
to support our capabilities and
business demand
• Support strategic initiatives
• Maintain systems to keep the
airline running
• Drive innovation in
partnership with business
Through leveraging of the skills
and talents of our People to
deliver cost effective,
sustainable, innovative, and
Customer-friendly solutions
Our People
Quality-Minded Enterprise-Focused Transparent & Actionable Disciplined Innovative

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Five Year Transformation Roadmap
Focused on Strategic Business Initiatives and Transformation of Technology
Stabilize Optimize Innovate
Stabilize the Foundation
Stability Task Force
Enterprise Architecture
Data Strategy Definition
Program Management Practice
Productivity Improvements
Must Win / Critical Programs
CR1
International / CODA
Operating Platform
NextGen Network Planning
O&D Revenue Management
Multi Fleet
TRAX Maintenance
Customer Experience Strategy
Reservations Replacement
Consolidate to One System
Operating Platform Optimization
Improved Irregular Operations
Maximized Customer Experience
Integrated Customer Solutions
Mobile Customer Solutions
Enterprise Data Strategy
New Business Analytics
Very Large Program
• Scope, finance, resourcing oversight
and mgmt
• Managed risk during Test, Release
Plan and Deployment
• Alignment to Architecture Strategy
• Rationalization Strategy
Complex Business Transformation
• Strategy, Architecture & Data
Alignment
• Integrated Business & Technology
Operations
• Disciplined Demand Mgmt
• Change Leadership
Tactical Revenue Generation Projects

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Transformation: Changing More Than Just Structure
• Creation of capacity
• Meeting business
demand
• Vendor management
• Key measurements
• Baselines
• Future state targets
• Continual assessment
• Alignment of
enterprise standards
• Risk management
• Disciplined delivery
framework
• Consistent
• Enterprise-focused
• Clear ownership &
interdependencies
• Functional org chart
• Cross-functional
teaming
• Anticipated interaction
patterns
• Distinct hand-offs
• Career opportunities
• Clear roles &
responsibilities
• Knowledge, skills &
abilities

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Transformation Approach
Our strategy:
• Build the things that make Southwest different
• Buy the capabilities that are commodities
Focus of in-house development:
• Implementing our unique business ideas
• Integrating our systems

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Transformation Approach
Our strategy:
• Build the things that make Southwest different
• This is where Partners come in!
• Buy the capabilities that are commodities
• This is where Partners come in!
Focus of in-house development:
• Implementing our unique business ideas
• This is where Partners come in!
• Integrating our systems
• This is where Partners come in!

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REQUIRED: Business Customer Assessment
Customer Satisfaction Change Readiness
• High level of understanding of the
Technology Transformation
Vision.
• High level of Urgency and
Commitment / Buy-in from all
corners of the Company.
• Very strong Willingness to
Change.
• Opportunity exists to close the
Readiness gap with all
constituents.
• Senior Leaders believe
Technology is driving Business
Value, and Trust is strong among
Southwest Leaders.
• Overall, Technology has a strong
reputation in Quality, Enterprise-
Focus, Transparency, and
Accountability.
• Discipline and Innovation are
the biggest areas for
improvement.
Applies to Partners too!

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Data Center of the Future Transformation
Solution: Data Center of the Future address key operational risks
Current State Future State Business Needs
Limited Scalability Unlimited scale
Above industry average High Severity outages Industry or below industry High Severity outages
Limited geography mix & higher risk Broader geographic mix and lower risk
Growing technical debt and costs Modernization and optimized operating cost
Limited architecture Advanced architecture and integration
Burning platform: As Southwest moves to 24x7 operations, our current Technology
Infrastructure and Security support model serviced by 8x5 staff is unsustainable
Our current support structure is only
designed for 8x5 support…. …But our business requires 24x7 support
Central Time

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• Infrastructure and Security L2/L3 services that operate 24x7x365
• Partner takes over services in SWA facilities and transforms to new Data
Centers
• Improved service levels that are consistent with industry standard
• New Data Centers and Infrastructure equipment
• Fully redundant DCs with separate Disaster Recovery Facility
• Capacity to ramp up and down as required to meet demand
• Energy efficient and environmentally friendly
• Cloud-like economics and elasticity upon which to build future business
• Increased stability and reliability
Data Center of the Future Transformation Goals

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Objectives
• Establish Enterprise Product Support and leverage a cost effective sourcing
strategy against our scope of applications, while driving increased product
stability and reliability
• Design an operating model that will support growth while providing appropriate
governance
Benefits
• Improves operational efficiency
• Realigns SLAs to support Technology and Business goals
• Ensures continuity of skilled resources assigned to our account
• Establishes an effective cost model
• Creates growth and career opportunities for our People
• Aligns Application and Maintenance support to our Technology operating model
• Assures consistent performance for our People & third party Partners
• Increases efficiencies by bringing all product support under EPS
EPS/AMS Transformation Objectives and Benefits

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• Incorporate industry best practices in to Support Model
• Adhere to Technology Transformation processes such as SAFe, Service
Management (ITIL), Project Governance
• Define and implement consistent roles, responsibilities and processes
(one approach for all EPS Teams)
• Create shared accountability between EPS and other capabilities for
providing reliable business services
• Utilize performance metrics across our EPS Partners to proactively
manage and drive intended results
• Expand view of shoring options
EPS/AMS Transformation Guiding Principles

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The Next 5 Years
2021 Themes
Differentiating
Trends
• Contextual
Personalization
• Operationalized
“Extreme” Data
• Seamless Customer &
Employee
Experiences
• “Work My Way”
• Cognitive Learning
“Table Stakes”
Trends
• “Umbrella” Ecosystem
• Ready to Diversify &
Acquire
• Payments & Loyalty
Systems
• Sustainability
• Always Connected (In
Secure & Private Way)
Underlying Influences
• Sharing Economy
• Lower Attention Spans
• Population Shifts
• Population Shifts
• Wearables / Implantables
• Security
• Self-Service
• PaaS
Digital Customer
Enabled Workforce
Optimized Airline
Enterprise Everywhere

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Four Strategic Themes and Guiding Principles
Digital Customer Enabled Workforce
Optimized Airline Enterprise Everywhere

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• Tier 1 companies are struggling to
deliver and perform
–Delivery cures a world of ills
• The world is flatter than it has ever
been
• Big opportunity for mid-tier companies
• Customer agility is key
• The Pursuit Team vs. The Delivery
Team
• Transition excellence is table stakes
• Transformation excellence is where
true Partners shine
A Customer’s Perspective on the World

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Strategic Partnership Success
OUTCOMES
Strategic
Partnership
Characteristics
Delivery
Trust Co Investment
Top-to-top
Relationships
Integrity
Partner on
Strategic
Programs
Long-term
engagement
Business Success
Must be aligned to our business values and our business outcomes

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Spectrum of Partnership
Contract
focused
Make it up as
we go along
Where should we be?

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Spectrum of Partnership
Partnerships – not vendorships, supplierships, or third-partyships
Contract
focused
Make it up as
we go along

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• The lessons we learned from the dating sites and matchmakers is that we
are not looking for people just like us
• We want people and a culture that is complimentary to us
• You are only as successful as the people you put on the ground
Cultural Fit 101

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• Not just looking for someone to take our mess for less
• We engage partners for the innovation they can bring to
our business
• Process innovation
• Tools innovation
• Business process innovation
• You need to clarify how you bring innovation in order to
obtain (and retain) the long term engagement
• Innovation can’t look like, “let me sell you more stuff”
• Innovation should be pervasive in approach…tools...who
does the work...outcomes...
The Role of Innovation in Partnerships

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Success
SUCCESS
What people think it
looks like
SUCCESS
What it often really
looks like

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Success
SUCCESS
What Customers rely
on Partners to deliver

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Questions