Case Study: Airline Innovation: Global Capability Center Drives Transformation

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As a global aviation giant, this US airline company has spent a decade at the forefront of the industry, setting benchmarks in operational efficiency and earning accolades for its unparalleled customer service. Rooted in a mission to bridge people and cultures worldwide, the company is dedicated to nurturing cross-cultural understanding and acting as a catalyst for positive social change.

The company encountered a significant downturn in air travel amidst the COVID-19 pandemic. However, they saw this as a chance to revamp their operations, positioning themselves to emerge from the crisis stronger, more modernized, and highly adaptable for future challenges.

The Challenge


In recent times, the airline has been aggressively propelling its digital revolution, with the integration of cloud technology serving as a powerful accelerator. In the pursuit of technological breakthroughs and complete immersion in cloud computing, it sought extraordinary talent outside its conventional tech hubs.

For maximum scalability and agility, the company also wanted to build a workforce comprising both employees and contractors,  recognizing the value of in-house expertise for business-critical projects, as well as for the protection of its intellectual property.

Our Solution


The airline partnered with ANSR in 2019 to establish a state-of-the-art Global Capability Center (GCC) in Bengaluru, India, with the business objectives of:

  • Scaling its technological capabilities, especially its digital channels including its website and application
  • Harnessing the power of IT and innovation to provide a seamless and efficient customer experience
  • Rebalancing its workforce to achieve the ideal combination of in-house professionals and ecosystem partners 

Market Analysis + GCC Playbook


Our team of specialists comprising market analysts, finance professionals, and legal advisors meticulously outlined and structured the essential prerequisites and strategic decisions for establishing a fully operational Global Capability Center (GCC) in India. ANSR’s GCC Playbook framework and strategic recommendations served as the authoritative blueprint directing this endeavor. 

Talent, Workspace, and End-to-end GCC Setup


Next, we leveraged our Global Talent Network to attract top-tier technology professionals in data science/analytics, cyber security, enterprise architecture, AI, and Machine Learning. Through tailored training programs and continuous improvement initiatives, we enabled the GCC to optimize service delivery, enhance operational efficiency, and foster ongoing capability development among employees. Not just that, we also provided a range of business support services, including legal and financial advisory, risk management, and strategic planning, to help the airline company navigate complex regulatory environments and achieve long-term business objectives effectively.



In less than a year, the GCC grew from 40 to 250 members, in the middle of a global pandemic. Today, the India team is powering core business functionalities ~ 

  • The Channels Purchasing Team processes billions of dollars in transactions each year using the in-house payments system,while the Identity Access Management (IAM) team ensures information security for employees, partners, and customers.
  • The Omnichannel Technology Team oversees the website’s user experience and content, ensuring that both the customer-facing mobile app and the employee-facing enterprise mobility apps are optimized for the best user experience. They also maintain the reservation technology.
  • The IT Revenue Accounting Team consolidates and reports flight and ticket data. They manage the airline’s main source of ticket information and revenue data, enhance ticket data capabilities as needed, and address user inquiries using technologies like Java, cloud services, and APIs.
  • The Retail API Platform and Revenue Framework Team has made a significant impact to the airline’s transformation program in a short span. In addition to creating critical APIs through the retail API platform and revenue engines, the team has also developed the branding API – the first high-use API, used over a billion times a month.
  • The APIs developed at the GCC are crucial in supporting the company’s revenue, totaling over $20 billion. They enable seamless flight shopping experiences for customers on the website, mobile app, and various third-party channels.
  • The GCC effectively utilized ANSR’s #TakeTwo initiative to provide a complimentary upskilling program for experienced female technologists. This program focused on delivering top-notch training in best practices and the latest technology trends, aiming to prepare them for immediate employment opportunities.

Results & Impact


Apps migrated to the cloud

$20 billion revenue

Supported by the APIs built by the GCC


Invested in CSR in India to support environment and education

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