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Pink Elephant selected by South African Airways for IT transformation initiative

Fact Sheet
Solution: newScale Service Catalogue
Industry: Air travel
Provider: Pink Elephant

Pink Elephant, the market leader in IT management consulting and education services, today announced that South African Airways, Africa's largest domestic and international airline, has engaged Pink Elephant to lead its strategic IT transformation initiative, along with Puleng Technologies and newScale, provider of the market leading Service Catalogue solution.

“South African Airways has recently undergone a fundamental restructuring that extended across all business and IT operations. We must transform our IT services organisation from its current method of operating as a cost centre to that of self-sustaining service organisation following best practices,” said Mike Re, CIO of South African Airways (SAA). 

“This transformation will reduce IT costs, increase employee productivity, improve efficiency, and enable IT to operate as a more accountable service provider to SAA's business areas. Given the strategic importance of this restructuring, selection of the right service provider was essential and the Pink Elephant-led grouping was a perfect fit.”

The IT transformation programme leverages ITIL best practices, with a focus on areas of financial and business relationship management. High priority areas include service strategy, service design, the service catalogue and a service-based pricing model. 

South African Airways selected Pink Elephant from a rigorous tender process, with the company focusing on the provision of clear, practical, service-oriented solutions and education, as well as introducing the “best of breed” newScale Service Catalogue as an accelerator.  

The newScale Service Catalogue software was proposed for its ease-of-use to drive self-service adoption as well as it proven ability to integrate seamlessly with its existing SAP enterprise systems and outsourced IT infrastructure. 

newScale's new technology services partner in Africa, Puleng Technologies, was chosen for technology enablement. With local skills and expertise in the African market, Puleng offers the newScale technology to its customers as the Service Catalogue solution of choice.

"The ITIL V3 Service Lifecycle concept is beginning to gain traction in the African market with its focus towards the business,” said Neil Petford, Regional Director for Pink Elephant. “Together with newScale and Puleng Technologies, we are very pleased to welcome South African Airways as one of our newest global customers. SAA's initiative demonstrates how the refocused ITIL framework can help IT organisations meet today's challenging business and economic priorities.”

South African Airways

South African Airways (SAA) is Africa's leading airline serving more than 6.5 million passengers each year and 36 global destinations. SAA has received numerous “Best African Airline” awards from different leading magazines and international organisations. The airline was founded in 1934 and celebrates its 75th anniversary in 2009. SAA is also the only African airline in the Star Alliance network – the first truly global airline alliance to offer customers worldwide reach and a smooth travel experience. For more information regarding South African Airways, please visit

Pink Elephant

Pink Elephant is the world leader in ITIL management best practices, offering conferences, education and consulting services to public and private businesses globally. The company specialises in improving the quality of IT services through the application of recognised frameworks, including the IT Infrastructure Library (ITIL), PRINCE2, COBIT and SDI. Pink Elephant has been involved in the ITIL project since its inception in 1987, and was selected as an international expert to contribute to the ITIL V3 project - as authors of V3's Continual Service Improvement book and through representation on the international exam panel. For more information, please visit


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Bronwyn Strydom
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