The document provides an overview of mobile apps created by major airlines. It finds that: 1) Only 6% of over 1,000 reviewed branded apps were from airlines, likely due to a lack of gaming/non-utility apps. 2) Early airline apps focused on booking, check-in, flight status and rewards programs. European brands like British Airways, Lufthansa and Virgin Atlantic were first to market. 3) Most airline apps continue to prioritize utility over other features, simply recreating desktop websites rather than fully exploiting mobile capabilities.

1. AIRLINE UPDATE
BRANDED APPS & AIRLINES
DEC 2010
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2. AIRLINE UPDATE
INTRODUCTION
This 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 • FMCG
• Banking & Finance • Cosmetics
• Fashion & Sportswear • Food & Beverage
• Luxury Goods • Alcoholic Beverages
• Retail • Hospitality
To download this report and others go to Exicon Digital
http://digital.exicon.mobi/reports
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3. AIRLINE UPDATE
CONSUMERS SLOW TO ADOPT AIRLINE MOBILE APPS
1000+ APPS REVIEWED TO DATE
6%
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.
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4. AIRLINE UPDATE
EUROPEAN BRANDS FIRST
TO MARKET WITH APPS
Virgin Atlantic Lufthansa
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. Swiss International Air France
British Airways
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5. AIRLINE UPDATE
AIRLINE APPS ARE UTILITY FOCUSED
THE GOAL IS TO MAKE TRAVEL AS SMOOTH AS POSSIBLE.
Overall, airline vary little in functionality, offering similar features like flight TOP FOUR
booking, flight status, schedules, check-in, and limited access to mileage
reward programs. However, a few brands have gone a step further and
FEATURES ARE
offered paper-free boarding or destination relevant content. 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.
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6. AIRLINE UPDATE
Downloading QR codes for use as boarding passes is becoming the next
‘standard’ feature for airline mobile apps. Surprisingly, not all airline apps Apps that simplify
possess this feature today, e.g. Southwest. 1
Also, not all airlines have made mobile boarding passes available for all flights the travel experience
e.g. BA only issues mobile boarding passes for short-haul flights.
British Airways American Airlines KLM Delta
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7. AIRLINE UPDATE
Lufthansa created two apps designed to help travelers ‘get around’
upon arrival at their destination city. Unlike other industry apps,
Apps that help you get
2 airlines leverage both the phone’s built in hardware (GPS) and
around once you arrive 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.
LUFTHANSA NAVIGATOR MILES & MORE Member Scout Air Canada
Using phone’s GPS, app employs localization Integrated with Lufthansa’s frequent flyer Air Canada released first app (Summer 2009)
to assist busy traveler through airport. program, app allows connection with to provide complementary travel info –
Currently available in Frankfurt International ‘traveler social networks’ to share tips, geo- weather updates, rental car services –
Airport only. location, even taxi rides! provided by outside companies e.g. AVIS.
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8. AIRLINE UPDATE
Cathay Pacific has led the way by integrating their ‘City Guides’ into
their mobile app. With over 70 destination cities available worldwide, Apps that give you
this is one of the key features of Cathay’s app. 3 ideas on what to do
MILES & MORE Member Scout gives helpful tips and insights about when you get there
destination cities via recommendations provided by the program’s
‘scouts’ within its own social network.
MILES & MORE Member Scout
Cathay Pacific CX Mobile
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9. AIRLINE UPDATE
Apps to manage Virgin Atlantic, who pride themselves on giving travelers a
4 fun and unique flying experience, released two unusual
travel-related stress apps designed to combat travel-related stress.
Jet-Lag Fighter Flying Without Fear
Designed to help travelers minimize jet lag, based on Helps travelers overcome fear of flying through interactive
destination cities, arrival and departure times. Recommends activities. Derived from actual courses offered by VA,
times for light exposure and exercise. boasting 98% success rate. Clients include Whoopi Goldberg!
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10. AIRLINE UPDATE
MOST BRANDED The vast majority of airline apps are free, which is not surprising
considering they mostly mirror what is already available via the
APPS ARE FREE… airline’s website.
…HOWEVER  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.
US$4.99
US$1.99
Jet-Lag Fighter Flying Without Fear
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11. AIRLINE UPDATE
EMERGING iPAD APPS
Cathay Pacific launched one of the world’s first Malaysia Airlines were among the first to re-purpose their
customized airline apps for the iPad, releasing it on iPhone application for the iPad. They have even installed iPad
the same day the device hit the shops in the carrier’s terminals at Kuala Lumpur airport, enabling travelers to book
home town, Hong Kong. flights, find departure times and even check-in at dedicated
The iPad app enables users to book flights directly kiosks.
from the device – not possible on the iPhone app.
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’.
New kiosks at Kuala Lumpur
airport, equipped with iPads
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12. AIRLINE UPDATE
The first generation of airline apps may not be SIGNIFICANT OPPORTUNITIES
particularly ‘unique’, nor go beyond simply
recreating their desktop web experience, but
they win respect for making travelling easier
REMAIN FOR BRANDS WILLING
and faster, helping to avoid queues and
minimize time in airports.
TO PUSH THE ENVELOPE
As airlines fully integrate their mileage
programs into their apps, engagement and Today’s airline apps are still a long way
brand loyalty will come more into play, and
from delivering unique experiences
the overall mobile experience will be
enhanced.
Airline Apps
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13. AIRLINE UPDATE
HOW CAN EXICON HELP?
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 If you enjoyed this update, then you might be
developer through our automated interested in participating in The Expedition, a series
match-making platform. of invitation-only workshops about going mobile.
If you enjoyed this update, please visit Together with leading local brands, agencies and
our website to download a copy of our developers, you’ll hear first-hand from people who
Automotive Update and subscribe to have been in the trenches. You’ll also be able to
receive future industry updates. discuss how to apply the learnings to your brand as
http://digital.exicon.mobi/reports well as meet the relevant people who can make it
happen.
Other updates for brands will be available soon for the Let us know which cities you’d be interested in
following industries. attending and we’ll be in touch when we’re in your
neck of the woods.
• Automotive – AVAILABLE NOW • FMCG
• Banking & Finance • Cosmetics Go to http://digital.exicon.mobi/new/expedition.php
• Fashion & Sportswear • Food & Beverage
• Luxury Goods • Alcoholic Beverages
• Retail • Hospitality
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