Many years ago, someone predicted that the development of mobile communication technology would play a huge role in tourism and transportation. However, after a period of time, this technology did not bring about the miracles foretold. Hardly any mobile phone or PDA could quickly access the Internet, and the mini screens made it difficult to browse online.
Regardless, airlines still established mobile websites. This inspiration may have come from the experiences of the self-made "Online Travel Network" Travelocity and Expedia websites in the mid-1990s. They were neither airlines nor travel agencies, but as third parties, they made substantial profits. This time, airlines didn't need outside intervention; they wanted to open their own new sales channels.
In 2007, American companies hopped on the bandwagon of the third generation of mobile technology (or "3G" technology). This technology not only supports voice and circuit-switched data transmission, but is also a versatile multimedia "data transmission" PDA program. By the end of 2008, Apple's 3G "iPhone" was introduced. RIM's BlackBerry launched several new 3G models. Technological improvements changed the game, allowing people to freely use touch screens with increased size.
"Usability is key," said Chris Carmichael, manager of the website and mobile communications department at British Airways (British Airways PLC), "The iPhone opened a gateway to the Internet." This new mobile communication technology prompted airlines to re-examine their mobile communication strategies: should mobile customers be able to do what they want like on a desktop computer? Or should they only be able to check daily flight schedules? How can mobile services cater to iPhone users while also serving Motorola Razr users?
Giles Maskell (manager of airline systems at Amadeus) stated that most airlines generally use the most universal software for mobile communication services. "The ability to check in is the first priority, followed by displaying itineraries and schedules," he said. One of his airline clients chose to provide mobile check-in services via SMS software, which works on any mobile phone. "Generally, no one would choose software that only works on one type of phone."
Regarding security risks, Maskell said: many passengers are reluctant to pay for tickets using their phones, and this isn't without reason, "After all, there are still significant risks on mobile communication platforms." Even if safety in this area improves, "There will still be a long time needed to bridge the gap between perception and reality." But airlines are gradually promoting mobile payments for charges related to reservations, flight changes, and upgrades, offering discounted fares to those who prefer and accept this method. In developing countries, many airlines have skipped over the computer era and directly entered the mobile communication network, rapidly developing ticketing through mobile phones.
Carmichael indicated that BA passengers are not accustomed to paying for tickets via mobile phones, the real reason being BA's conservative approach in mobile communication sales channels. "Currently, people's understanding is still stuck on the Internet, not yet reaching the level of mobile communications," he said, regardless of how multifunctional mobile phones become, "The large screen and mouse of a computer are still the most convenient. Therefore, we haven't implemented online ticket purchases. We have a call center familiar to our passengers with advanced functions that can fully meet various passenger needs."
BA provides numerous travel information services, including mobile check-in, seat selection, and checking flight status, as well as querying routes and mileage accumulation in BA's Executive Club frequent flyer program.
Other airlines have different approaches. "Our mobile website has been around for years, and we were the first to offer mobile ticket purchases," said Kevin McFarlane, senior analyst of Internet business development at American Airlines (American Airlines, Inc.), "But most people didn't approve. The appearance of the iPhone led people to start trying this method. Although the numbers have increased compared to before, it's still not a lot. People still prefer to use laptops rather than mobile phones."
The airline plans to comprehensively update its original main website and mobile website, merging the two sites during the summer and autumn of this year. Although 3G phones can access the main website, "We still believe direct access to the main website is best," McFarlane said. "Because we know customers hope for a simplified website."
"We are paying attention to the emerging use of mobile communications in the aviation field," said Andrew Watson, vice president of customer technology at American Airlines, "Many of our passengers have PDAs and multi-functional phones, and we try to make sure their phone functions can be put to good use." American Airlines believes that the new third-generation phones are very effective tools for quickly providing information on flight delays and cancellations.