Travel is Mobile and it’s Expanding
Jeff Ulrich
Senior Manager - Emerging Technology
United Airlines
Travel is MOBILE
…and it’s expanding!
First, a bit about United
Our Global Operation

 376 Airports Worldwide
 5,656 Flights Daily
 Approximately 400,000
customers daily
 74,000,000 ...
A (combined) History of Self-Service
1995 – 1st airline to introduce eTicket self check-in
2002 – TripAlert launches (emai...
December 2007 – George Bush
Intercontinental
200
7
Some Mobile Stats
9

United Airlines / Jeff Ulrich
13
14

Presentation Title
15
16

Presentation Title
Where are we regarding
Mobile?
mBP Status as of November 2012
United Airlines
• 222 Domestic stations – complete Domestic coverage!
• 50 International St...
Our Mobile Strategy
and a bit of our journey…
Going Mobile – with the Mobile Web
Extending key website tools to the mobile channel

 m.united.com
 Text Version
 Smar...
All the cool kids have Apps!
Circa 2010 iTunes Comments

 Was hoping to see an easy app, that would allow me to
directly check availability, cost, boo...
2010 App Requirements
 Check-in
 Mobile Boarding Pass Storage
 Flight booking – basic
 Flight Status (same detail as /...
Mobile App (2010) – the basics
 Native – iOS / Android
 Speed
 Customization
 Better User Experience

 Full Featured
...
Transparent Information
Mobile App – circa 2010
• iOS
• Android
Teens pointing to the Future?
Facebook and Teens

Having surveyed teenagers in 30
countries, they revealed that the
number of teenagers claiming to be
a...
So, where are they going?
 Instagram = 150MM users

 Snapchat = 350MM Photos per day
 WhatsApp = 350MM monthly active u...
And our Future?
It’s Mobile ;)
Airport IT&T 2013 Jeff Ulrich
Airport IT&T 2013 Jeff Ulrich
Airport IT&T 2013 Jeff Ulrich
Airport IT&T 2013 Jeff Ulrich
Airport IT&T 2013 Jeff Ulrich
Airport IT&T 2013 Jeff Ulrich
Airport IT&T 2013 Jeff Ulrich
Airport IT&T 2013 Jeff Ulrich
Airport IT&T 2013 Jeff Ulrich
Airport IT&T 2013 Jeff Ulrich
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Airport IT&T 2013 Jeff Ulrich

  1. 1. Travel is Mobile and it’s Expanding Jeff Ulrich Senior Manager - Emerging Technology United Airlines
  2. 2. Travel is MOBILE …and it’s expanding!
  3. 3. First, a bit about United
  4. 4. Our Global Operation  376 Airports Worldwide  5,656 Flights Daily  Approximately 400,000 customers daily  74,000,000 bags / yearly - over 200,000 daily  Approximately 300,000 operational messages daily
  5. 5. A (combined) History of Self-Service 1995 – 1st airline to introduce eTicket self check-in 2002 – TripAlert launches (email & voice) 2003 – Online check-in is launched 2004 – International self check-in introduced – Check-in reminders (email) 2005 – Offshore kiosk deployment begins 2006 – 1st airline to introduce baggage service kiosk 2007 – Self check-in goes mobile (and green)! 2007 – Self service reaccommodation begins 2007 – Check-in becomes automatic 2008 – Voice check-in launched 2008 – Enhanced flight information (mobile) 2009 – Gate Information Displays
  6. 6. December 2007 – George Bush Intercontinental
  7. 7. 200 7
  8. 8. Some Mobile Stats
  9. 9. 9 United Airlines / Jeff Ulrich
  10. 10. 13
  11. 11. 14 Presentation Title
  12. 12. 15
  13. 13. 16 Presentation Title
  14. 14. Where are we regarding Mobile?
  15. 15. mBP Status as of November 2012 United Airlines • 222 Domestic stations – complete Domestic coverage! • 50 International Stations • Multi-Party • Multi-Segment
  16. 16. Our Mobile Strategy and a bit of our journey…
  17. 17. Going Mobile – with the Mobile Web Extending key website tools to the mobile channel  m.united.com  Text Version  Smart Phone Version
  18. 18. All the cool kids have Apps!
  19. 19. Circa 2010 iTunes Comments  Was hoping to see an easy app, that would allow me to directly check availability, cost, book flights, check-in, and make itinerary changes mid trip…This app does none of these things.  How about push notices for flight status changes?  …a good start. But basically this is just a giant bookmark that happens to remember your xx.com username and password. All the actual transactions take place via mobile safari…  …no real app, just a launcher for their mobile site. This is too weak for a global player like XX.
  20. 20. 2010 App Requirements  Check-in  Mobile Boarding Pass Storage  Flight booking – basic  Flight Status (same detail as /info sites today)  Account status  My reservations  Push trip-alert notifications  Club Locations / Wayfinding
  21. 21. Mobile App (2010) – the basics  Native – iOS / Android  Speed  Customization  Better User Experience  Full Featured  Native booking  Including Award Travel  Wallet
  22. 22. Transparent Information
  23. 23. Mobile App – circa 2010 • iOS • Android
  24. 24. Teens pointing to the Future?
  25. 25. Facebook and Teens Having surveyed teenagers in 30 countries, they revealed that the number of teenagers claiming to be active on Facebook (ie. Doing more than just “liking” a separate page on the web) had dropped to 56% in the third quarter of 2013, from 76% in the first. -GlobalWebIndex
  26. 26. So, where are they going?  Instagram = 150MM users  Snapchat = 350MM Photos per day  WhatsApp = 350MM monthly active users  And then, of course, there is Twitter. According to Piper Jaffray's semi-annual teen market research report, Twitter overtook Facebook in terms of popularity with teens. Twenty six percent named Twitter as their "most important" social site, while only 23 percent said Facebook was most important, down from 42 percent the year before.  All the fun stuff is happening elsewhere. On their mobiles.
  27. 27. And our Future? It’s Mobile ;)
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