Engaging the passenger to create additional revenue on the way to and at the airport

Mike Atherton, CEO, Mantic Point

Making ConnectionsThe Channel The Person The Trip

+ +

Lead with service…Lead with service… … Follow with revenue… Follow with revenue

This time it’s personal… Airport goals…

Increase parking margins

More direct bookings

Boost retail revenue

Prepare passengers to spend

Increase loyalty

Enhance experience /Keep passengers informed

How do you get that direct connection with the passenger? What can you do to extract the maximum value?

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Why mobile? Why now?

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So many questions

The airport is a trusted source of information Extend the airport experience – beyond the terminal walls Capture more of the passenger relationship

What’s the traffic likeWhat’s the traffic like

Is my flight on time?

Is my flight on time?

What’s the weather

like?

What’s the weather

like?

Where’s a good place

to eat?

Where’s a good place

to eat?

What can we do

tonight?

What can we do

tonight?

What’s the address of our hotel?

What’s the address of our hotel?

What’s the current

exchange rate?

What’s the current

exchange rate?

Now … where did I leave the

car?

Now … where did I leave the

car?

What time is my

return flight?

What time is my

return flight?

Where can I get a

coffee?

Where can I get a

coffee?

Where’s my gate?Where’s my gate?

Remember: Customers are on a journey!

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Current airport mobile initiatives “We want a presence in the App Store”

Vanity apps Marketing agency driven

Mobile app = FIDs + airport directory + pretty UI Repent at leisure

What about other platforms How are you going to maintain this

Concessions come / concessions go Airport not passenger centric

Remember: customers are on a journey!

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An integrated approach to mobile

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Travel assistant Lead with service Provide relevant content

throughout journey Creates “sticky” experience

Multiple touch-points Each a revenue moment

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Revenue management Prepare passengers to spend

Know who is travelling today Target them with relevant offers

By destination, carrier, time of day, day of week, trip duration, etc

Multiple calls to action Click for: SMS, voucher, to call, to view mobile web-site, etc

Proven results TTT Moneycorp 10.5% redemption rate foreign currency campaign Nuance (Tax & Duty Free) 50% ATV uplift at Bristol Airport

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Maintain positive, pro-active communication channel Target messages for

passengers by time, flight, destination, etc

Reduce complaints and associated handling costs Tangible and hidden

Disruption management

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Location management Passenger benefits

Way-finding Go to gate reminders

Airport benefits Dwell time analysis

Analyse by demographic, destination, carrier, etc Target assistance at late passengers

Q-buster, valet parking, etc

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Application partnerVirtual concierge

The StreamThru Airport Network

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Reach more customers Integrated and complete travel

resource Boost retail revenue Retain control of brand and content Built-in disruption management No set-up costs

“StreamThru … takes all the best parts of many other travel apps, and turns it into a single all-in-one assistant … the best part is the amazing amount of information included inside the app”

Gadling, June 14 2010

“StreamThru … takes all the best parts of many other travel apps, and turns it into a single all-in-one assistant … the best part is the amazing amount of information included inside the app”

Gadling, June 14 2010

Mantic Point Founded 2004 Rolls-Royce plc corporate venture UK based

Globally scalable service Innovation

Passenger flow management Behavioural targeting

Application partnerVirtual concierge

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Mike AthertonCEO, Mantic Point

mike.artherton@manticpoint.com