orTravel Research Case Study
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The School of Mobile Vol. 2 - The Detail Chapter 1 - The Travel Buying Cycle
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SAS: Shi�ing to mobile
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On op�mising mobile space
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Uptake on SAS’s mobile portal has ini�ally been lower than they had
T
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hoped for. The major issue that SAS have iden�fied is the use of different
URLs. Currently a number of URLs are used to access the portal such as
sas.mobi,
wap.sas.no. The plan going forward is to use only one URL
regardless of the customer’s device.
Going forward with 2D Barcodes
SAS have started internal tes�ng of 2D barcode boarding passes, using
their our own staff (both on private and business travel) in April in
Scandinavia, as well as Helsinki and London-Heathrow. The aim is to
launch it in the near future for all passengers in as many markets as
possible. One main issue with introducing mobile boarding passes is
airport-security. While most airports have bar-code readers (as the bar-
codes being used are the same as on SAS’s kiosk- and home-printed
boarding passes) there has been some opposi�on from airports to
allowing mobile boarding-passes. However, as more and more carriers
are now launching this service, airports are becoming more forthcoming.
Of course it is cri�cal that airport staff understands and accepts this new
tool.
A decision also has to be made about how to deliver the boarding-
passes, via SMS (wap-link), MMS (image) or e-mail. The current solu�on
involves sending passengers an sms with a URL to the boarding pass
however this requires that the customer’s phone has internet-access.
Through SAS’s current live tes�ng they hope to track how effec�ve the
service would be and iden�fy any issues early on. As it stands SAS have
not seen any show-stoppers.
SMS no�fica�on service
Limits/constraints on mobile
taking off
“More than 130.000 passengers
SAS have just signed a long term agreement with Amadeus, and are
are now subscribing to our SMS
going to be replacing their in-house legacy systems with Amadeus
no�fica�on service every month,
systems over the next two years. Obviously this will take up a lot
a 20% increase since last year,
of development resources. SAS are in the process of developing
and in February we sent out more
a mobile booking-func�onality with a third-party provider to be
than half a million SMS-messages
launched soon. However, as the legacy as well as online booking
to our subscribers. I personally
engines are changing, the focus has moved slightly from this. Thus,
enjoy knowing what gate I’m
there will be limita�ons in the func�onality, and the applica�on will
leaving from (so that already on
be tailor-made to SAS’s main focus-areas: short-haul, high-frequency
the airport-train I know if I need
routes with a high propor�on of business travellers.
to do the 500 meter dash to the
gate or not...)”
- Chris�an Kamhaug, Project
Manager SAS Mobile Portal, SAS
Scandinavian Airlines
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