Branded apps &_airlines_dec_2010

AIRLINE UPDATE

digital.exicon.mobi DEC 2010 1

BRANDED APPS & AIRLINES

DEC 2010

AIRLINE UPDATE

2digital.exicon.mobi DEC 2010

INTRODUCTIONThis presentation is part of a series of updates on how brands across major industry sectors are embracing mobile as part of their digital, marketing or product strategy.

We reviewed over 1000 branded mobile applications and summarized the key findings and trends to give you a snapshot of who is doing what and how.

This update focuses on the Airline Industry.

Other updates for brands will be available soon for the following industries:

• Automotive – AVAILABLE NOW• Banking & Finance• Fashion & Sportswear• Luxury Goods• Retail

• FMCG• Cosmetics• Food & Beverage• Alcoholic Beverages• Hospitality

To download this report and others go to Exicon Digital http://digital.exicon.mobi/reports

http://digital.exicon.mobi/reports

AIRLINE UPDATE


6%

1000+ APPS REVIEWED TO DATE

CONSUMERS SLOW TO ADOPT AIRLINE MOBILE APPS

Airline industry apps made up six percent of the research.

The majority of apps were quite similar, focusing primarily on utility features and simply recreating the desktop website experience.

Overall there were far less apps in this category than others, likely due to a lack of ‘gaming apps’ targeting consumers outside frequent flyers.

AIRLINE UPDATE


DRIVE LED BY BRITISH AIRWAYS, LUFTHANSA, AND VIRGIN ATLANTIC

The features used in this first batch of apps have become the basis for all airline apps available today – booking, checking in, updating flight status and monitoring mileage programs.

EUROPEAN BRANDS FIRST

LufthansaVirgin Atlantic

Air FranceSwiss International

TO MARKET WITH APPS

British Airways

AIRLINE UPDATE


AIRLINE APPS ARE UTILITY FOCUSEDTHE GOAL IS TO MAKE TRAVEL AS SMOOTH AS POSSIBLE.

Overall, airline vary little in functionality, offering similar features like flight booking, flight status, schedules, check-in, and limited access to mileage reward programs. However, a few brands have gone a step further and offered paper-free boarding or destination relevant content.

TOP FOUR FEATURES ARE

UTILITY FOCUSED

Airline apps do not yet fully exploit the technical capabilities of smartphones, and instead still send customers to their mobile

website to complete transactions.

AIRLINE UPDATE


DeltaKLMAmerican Airlines

Downloading QR codes for use as boarding passes is becoming the next ‘standard’ feature for airline mobile apps. Surprisingly, not all airline apps possess this feature today, e.g. Southwest.

Also, not all airlines have made mobile boarding passes available for all flights e.g. BA only issues mobile boarding passes for short-haul flights.

Apps that simplify the travel experience

1

British Airways

AIRLINE UPDATE


Lufthansa created two apps designed to help travelers ‘get around’ upon arrival at their destination city. Unlike other industry apps, airlines leverage both the phone’s built in hardware (GPS) and mileage program to increase customer engagement.

Air Canada partnered with travel-related companies, such as car rentals and hotels, to provide direct access in-app to additional services travelers need.

Apps that help you get around once you arrive

2

MILES & MORE Member ScoutIntegrated with Lufthansa’s frequent flyer program, app allows connection with ‘traveler social networks’ to share tips, geo-location, even taxi rides!

LUFTHANSA NAVIGATORUsing phone’s GPS, app employs localization to assist busy traveler through airport. Currently available in Frankfurt International Airport only.

Air CanadaAir Canada released first app (Summer 2009) to provide complementary travel info –weather updates, rental car services –provided by outside companies e.g. AVIS.

AIRLINE UPDATE


Cathay Pacific has led the way by integrating their ‘City Guides’ into their mobile app. With over 70 destination cities available worldwide, this is one of the key features of Cathay’s app.

MILES & MORE Member Scout gives helpful tips and insights about destination cities via recommendations provided by the program’s ‘scouts’ within its own social network.

Apps that give you ideas on what to do when you get there

3

Cathay Pacific CX MobileMILES & MORE Member Scout

AIRLINE UPDATE


Virgin Atlantic, who pride themselves on giving travelers a fun and unique flying experience, released two unusual apps designed to combat travel-related stress.

Apps to manage travel-related stress

4

Jet-Lag FighterDesigned to help travelers minimize jet lag, based on destination cities, arrival and departure times. Recommends times for light exposure and exercise.

Flying Without FearHelps travelers overcome fear of flying through interactive activities. Derived from actual courses offered by VA, boasting 98% success rate. Clients include Whoopi Goldberg!

AIRLINE UPDATE


MOST BRANDED

US$1.99

The vast majority of airline apps are free, which is not surprising considering they mostly mirror what is already available via the airline’s website.

Virgin Atlantic is an exception, charging for two of their apps, the ‘Jet-Lag Fighter’ and ‘Flying without Fear’ app. They do not however charge for their main travel assistance application.

APPS ARE FREE…

Jet-Lag Fighter Flying Without Fear

US$4.99

…HOWEVER

AIRLINE UPDATE


EMERGING iPAD APPSMalaysia Airlines were among the first to re-purpose their iPhone application for the iPad. They have even installed iPadterminals at Kuala Lumpur airport, enabling travelers to book flights, find departure times and even check-in at dedicated kiosks.

Cathay Pacific launched one of the world’s first customized airline apps for the iPad, releasing it on the same day the device hit the shops in the carrier’s home town, Hong Kong.

The iPad app enables users to book flights directly from the device – not possible on the iPhone app.

New kiosks at Kuala Lumpur airport, equipped with iPads

Malaysia Airlines MH Mobile. The iPad app is identical to the iPhone app.

The iPad app links users to Marco Polo Club information and gives insights into more than 70 destinations worldwide through the popular ‘City Guides’.

AIRLINE UPDATE


SIGNIFICANT OPPORTUNITIES REMAIN FOR BRANDS WILLING TO PUSH THE ENVELOPE

The first generation of airline apps may not be particularly ‘unique’, nor go beyond simply recreating their desktop web experience, but they win respect for making travelling easier and faster, helping to avoid queues and minimize time in airports.

As airlines fully integrate their mileage programs into their apps, engagement and brand loyalty will come more into play, and the overall mobile experience will be enhanced.

Today’s airline apps are still a long way from delivering unique experiences

Airline Apps

AIRLINE UPDATE


Other updates for brands will be available soon for the following industries.

Exicon is dedicated to providing a turnkey solution for your brand, whether researching the competition on our global directory of branded applications, or finding the right developer through our automated match-making platform.

If you enjoyed this update, please visit our website to download a copy of our Automotive Update and subscribe to receive future industry updates.http://digital.exicon.mobi/reports

If you enjoyed this update, then you might be interested in participating in The Expedition, a series of invitation-only workshops about going mobile.

Together with leading local brands, agencies and developers, you’ll hear first-hand from people who have been in the trenches. You’ll also be able to discuss how to apply the learnings to your brand as well as meet the relevant people who can make it happen.

Let us know which cities you’d be interested in attending and we’ll be in touch when we’re in your neck of the woods.

Go to http://digital.exicon.mobi/new/expedition.php

HOW CAN EXICON HELP?

• Automotive – AVAILABLE NOW• Banking & Finance• Fashion & Sportswear• Luxury Goods• Retail

• FMCG• Cosmetics• Food & Beverage• Alcoholic Beverages• Hospitality

http://digital.exicon.mobi/reports

http://digital.exicon.mobi/new/expedition.php

Branded apps &_airlines_dec_2010

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