The document discusses the integration of technology in the airline industry, particularly highlighting how airlines like United and Delta are adopting mobile payment systems and digital menus to enhance customer experience. Bruce Burke shares insights from his recent travel experiences, illustrating how mobile technology is reshaping traditional services in airports and on flights. The author emphasizes the potential for efficiency and improved customer interactions across various sectors by embracing mobile-first strategies.

1. REPRINTED WITH PERMISSION OF TRANSACTION WORLD MAGAZINE
SOCIAL MEDIA
PLANES, TRAINS
AND MOBILITY by Bruce Burke
A pioneer in electronic point-of-sale systems,
Bruce Burke has extensive experience in
electronic transactions, point-of-sale,
eCommerce and mCommerce. He can be
contacted at abc@gulfbayconsulting.com
or by phone at 727-612-5775.

2. REPRINTED WITH PERMISSION OF TRANSACTION WORLD MAGAZINE | JANUARY 2013
I was recently on a United Airlines tunity to enroll in their rewards program iPads. There was one in front of virtually
flight making my annual trek to San is presented with your peanuts, bever- every seat in the terminal. The main con-
Diego for the CTIA’s Enterprise & ages, in your seat pocket and on periodi- course of the terminal offered more casu-
Applications event. This year it’s been cal racks attached to the cabin of the al, quick-service types of food and bever-
rebranded as MobileCON, but is still plane. But some airlines and other hospi- ages, which were delivered right to your
focused on enterprise, applications and tality companies are beginning to push seat with ease and efficiency.
M2M as it was in previous years. During the envelope, offering some unique Of course the iPads could also be used
the flight most of the passengers were twists using a combination of mobile to discern flight information via the
watching the movie “Battleship” on devices and payment capabilities. Delta app, which was preinstalled and
the outdated glass tube screens affixed For example, during a recent trip, my very accessible. The touchscreens also
and protruding from the cabin roof wife and I returned to the airport for our included a few simple games and access
which, ironically enough, earlier dis- flight home. As we were both hungry, to Internet. I think it was the quietest
played a video message from United’s we stopped at what looked like a fairly airline terminal I’ve ever visited in my
president & CEO, Jeff Smisek, explaining decent restaurant to look at the menu. entire life, and for any fellow Macophiles,
how they were making huge investments It was propped up on an easel per usual, a virtual utopia that must be witnessed
in new technology. but the similarities ended there; first-hand.
Although it can’t be seen from their the menu was displayed on an iPad and I’m writing this piece just following the
archaic, low-resolution video monitors, was interactive. anniversary of Steve Jobs’ passing, and
air travel does seem to be embracing We were then escorted to a high, pub- thinking about how proud he’d be to find
mobility more quickly than some of the style seating area with an iPad, electric his most iconic creation being used by so
other legacy industries. The airlines outlets and a credit card reader installed many in such a modern societal setting.
embrace the use of bar codes, QR codes in the countertop in front of each seat. To relate this to your ISO business,
and mobile app check-in for flights. The hostess showed us the basics and left take the models of the airlines and the
The announcement for in-flight service us to browse the menu. A waitress came airport and overlay them onto your
reminded the passengers that the airline around as I was trying to figure out how business model. What processes could
is no longer interested in handling to order a diet coke and showed us some be more efficient for your customers
your dirty old greenbacks and will of the finer points of the menu including and your business using mobility and
only accept credit & debit cards by virtue how to select the temperature to which always-available information? What
of a handheld payment device. In his I’d like my burger cooked. She demon- services can be more easily offered and
video message Smisek indicated that strated how we’d finalize our order and made more accessible by seamless elec-
United’s clients were, by nature, mobile, easily swipe our card to pay. Since our tronic payment capabilities? I have to
and their technology investment was order was sent to the kitchen electroni- think more food and drink is being sold
made to get travel information into cally and was queued into a backend sys- using this system. Many sales will occur
the hands of customers faster and better tem, it came out quickly. I thought about solely due to the novelty, if not the
than ever before. the reduced staffing, steps saved and convenience factor.
Airlines, airports, hotels, rental cars overall efficiency of the restaurant and If you’re not a believer in concept
and other transportation services have a thought, “why isn’t everyone in the of mobile first, take a trip over to the
tremendous opportunity and are a tight- restaurant business doing this?” Delta terminal in New York’s La Guardia
ly-knit enough ecosystem that they I was still in awe of the effective and airport; you’ll quickly become an
could, collectively, help mobile payment unwired nature of the eatery when we advocate of the concept and will proba-
services gain some significant ground. left, only to find that from the restaurant bly start trying to find a way to leverage
Most, if not all, airlines are offering forward, the entire Delta terminal at New these concepts and strategies for
branded reward credit cards. The oppor- York’s La Guardia airport was a sea of your own business. I