Orbitz 2010 Annual Report Download - page 8

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Operations and Technology
Systems Infrastructure and Web and Database Servers
We use SAVVIS co-location services in the U.S. to host our systems infrastructure and web and database
servers for Orbitz, CheapTickets, The Away Network, Orbitz for Business and ebookers. The majority of our
hardware and other equipment is located at the SAVVIS facility. SAVVIS provides data center management
services as well as emergency hands-on support. In addition, we have our own dedicated staff on-site at the
facility. If SAVVIS was unable, for any reason, to support our primary web hosting facility, we have a
secondary facility through Verizon Business, which is also located in the U.S.
We use Global Switch services in the U.K. to host our systems infrastructure and web and database
servers for ebookers legacy systems and for HotelClub. The arrangement with Global Switch is similar to the
arrangement described above with SAVVIS.
Systems Platform
Our systems platform enables us to deconstruct the segment feeds from our GDS partners for air flight
searches and then reassemble these segments for cost-effective and flexible multi-leg itineraries. We also have
the ability to connect to and book air travel directly on certain airlines’ internal reservation systems through
our supplier link technology. Our easy-to-use Matrix display allows customers to simultaneously view these
various travel options so that they can select the price and supplier that best meet their travel needs. In
addition, our dynamic packaging technology enables travelers to view multiple combinations of airlines, hotels
and other travel products and allows them to assemble a customized vacation package that is generally more
flexible and less expensive than booking each travel product separately.
We have technology operations teams dedicated to ensuring that our websites operate efficiently. These
teams monitor our websites as well as the performance and availability of our third party service providers and
coordinate major releases of new functionality on our websites. These teams also developed and implemented
our new technology platform that currently supports our ebookers brand portfolio in Europe. We expect to
begin migrating our domestic brands onto this platform in 2010.
Customer Support
Our customer support platform includes OrbitzTLC, a proactive customer care service for our travelers.
Our OrbitzTLC team is based in Chicago, Illinois, and monitors Federal Aviation Administration, National
Weather Service and other data to send customers real-time updates on information that may affect their travel
plans. Our customer support platform also includes call centers and customer service centers that utilize
intelligent voice routing and intelligent call management technology to connect customers with the appropriate
center to assist them with their particular needs. We utilize a variety of third party vendors, domestically and
internationally, to manage these call centers and customer service centers.
Fraud Prevention System
We have an internally-developed fraud prevention system that enables us to detect fraudulent bookings
and reduce the costs associated with fraud detection and prosecution. The system automates many functions
and prioritizes suspicious transactions for review by fraud analysts within our fraud prevention team.
Marketing
We utilize a combination of online and traditional offline marketing. Our sales and marketing efforts
primarily focus on increasing brand awareness and driving visitors to our websites. Our long-term success will
depend on our ability to continue to increase the overall number of booked transactions in a cost-effective
manner.
We use various forms of online marketing to drive traffic to our websites, including search engine
marketing (“SEM”), display advertising, affiliate programs and email marketing. We also generate traffic and
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