yeforTravel Research Case Study
The School of Mobile Vol. 2 - The Detail Chap
Je
ter 1 - The T
t Airw
r
a
a
y
vel Buying Cy
s: The fir
cle
st mobile service

S
o
l
u
t
i
o
n
s
E
in the Indian avia�on industry
What prompted Jet Airways to include
T
e
c
h
n
o
l
o
g
y

&
Mobile as part of their strategy?
• The swi� adop�on of the mobile space by the
Indian consumer
• The benefits that mobile technology promised
i.e. instant mode of communica�on and
consumer convenience
• The role that mobile technology would play in
shaping the self service scenario.
Using Mobile to engage and create loyalty
“In the highly compe��ve industry with a price
elas�c market, consumer sa�sfac�on is the
key to engage and create loyalty to a brand. A
simple SMS no�fying the consumer of a delayed
flight or a new promo�on exclusively designed
for him is effec�ve enough to reach out to
the consumer and create the percep�on of a
consumer friendly brand.”
The Jet Airways Mobile journey so far…
2003: Jet Airways launched SMS alerts for flight
delay no�fica�on. Consumers could then also check
instant alerts and schedules by sending an SMS to
a short code.
What’s happening in the Indian
Taking the mobile ini�a�ve forward, Jet Airways
mobile market?
has year on year unfolded new services and some
It’s currently one of the fastest
of the firsts in Indian avia�on industry such as SMS
growing markets in the world
check-in, IVR �cke�ng and Mobile �cke�ng.
with a total wireless subscriber
base, including WLL, GSM and
Dec 2008: Launched services on SMS for Frequent
CDMA users at 391.76 million
flier members whereby they can send a request to
(March 2009, as per the report
by TRAI).
a short code and avail informa�on on their account
such as account summary, �er balance, etc.
Why has the Indian Mobile market grown?
• Fierce compe��on between the telecom companies
The vision behind JetWallet…
and affordability in terms of tariffs for handsets and
mobile plans such as pre-paid schemes.
To create a product which consumers could use to
• Network outsourcing
book and pay securely from their mobile phones
• Sharing of infrastructure
whilst providing a similar user experience as available
• Customer self service op�ons
• Lower acquisi�on costs
online.
“Mobile technology is highly relevant in services
All of the above have enabled the Indian telecom
that act as a touch point to the consumer… A
companies to stay buoyant in the industry and pass on
the benefits to the consumers without compromising on
consumer should be able to buy his �cket even at
profitability.
midnight from the comfort of his home.”
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