EyeforTravel Research Case Study
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Chapter 1 - The Travel Buying Cycle
Lu�hansa:
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Mobilising for the future
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Key Highlights
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The Mobile Journey…. MT
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Lu�hansa’s customers are mobile, so LH needed to be too, this clear
2001: Lu�hansa WAP portal. It was
concept launched them into the mobile space
state of the art but slow and had no
• In 2007, according to Lu�hansa the main barrier to entry into the mobile
real usability. Really too early. only
market fell with the introduc�on of flat-rate data plans. Previously, the
very minimal adop�on with an avid
main reason Lu�hansa customers said they would not use the mobile
group of users who loved it un�l the
internet was because of cost
end. In addi�on, the spark of the idea •
Lu�hansa launched their mobile portal project in under four months
for mobile boarding passes was lit in
star�ng in Aug 07 and comple�ng the project in December 2007!
2001 but 9/11 snuffed it out.
• Lu�hansa is very excited and posi�ve about Mobile over the next few
years and in 2009, they will be inves�ng further resources in driving their
2005: The mobile boarding pass was
mobile marke�ng efforts
once again on Lu�hansa’s mind but
• On launching their portal and tracking usage, Lu�hansa discovered
the infrastructure and standardisa�on
that nearly 65% of the users of their mobile portal were accessing via
required for the 2D barcode system
Blackberry or iPhone.
was not in place.
2006: WAP portal phased out as it
Lu�hansa Mobile Strategy now and in the future
became outdated and obsolete, s�ll
only used by small core of hardcore
Lu�hansa has aimed to be ahead of the game. They did a quick benchmark
fans.
in 2007 but in Europe very few airlines can honestly be said to be involved in
mobile. SAS is the only other notable example. They are all coming on board
2007: The year when mobile became
now and star�ng to offer mobile services and some have taken the decision
a reality, driven by flat-rate data plans,
to focus on just iPhone apps.
rapid advancements in devices and
consumer adop�on of the mobile web.
In 2007, Lu�hansa developed its mobile strategy and offerings to claim
On the basis of these facts, Lu�hansa
industry leadership and be ahead of other airlines in this area. Notably,
pounced and began working on their
Lu�hansa was the first Airline in Europe to introduce mobile booking
mobile portal in August 2007 and
func�onality. Currently Lu�hansa offers quite an extensive range of flight-
launches it in Dec 2007.
related services and informa�on from their portal.
April 2008: Pilot program begins
Currently the key service is mobile check-in with mobile boarding pass.
on the mobile boarding pass (MBP)
However, it is worth clarifying that Lu�hansa has told us that this year they
on selected flight routes, pilot goes
will be focusing much more closely on providing mobile booking/�cke�ng
so well that within two months the
via mobile than last year. It is becoming more and more a key focus and
whole of Germany is covered!
they have been exploring this poten�al and will develop this channel more
closely in 2009. As we begin to see great results in driving interac�on with
July 2008: Online check-in system is
our customers, the next phase is the move towards mCommerce solu�ons.
linked with the mobile boarding pass.
On the one hand mobile booking offers poten�al for business travellers on
September 2008: At this point, the
the go and on the other hand also last minute promo�ons �ed up with print
MBP service is introduced to all
campaigns and other crea�ve ways to create ancillary revenue streams and
European flights ex-Germany, and first
genuinely revolu�onise the travel distribu�on system. The booking process
con�nental flights to Germany. Now
via mobile is very complex and booking and it is quiet success to have it
the service is available on over 380
translated to mobile with only 5 steps from start the booking un�l finalizing
routes and more routes will be added
the booking. Currently the booking path focuses mainly on business traveller
con�nuously.
who are more schedule oriented. However in the near future the process
will be upgraded to be�er serve a wider range of customer requirements.
April/May 2009: First airline to offer
So far the portal will remain the core of the strategy and further func�onality
bidirec�onal intercon�nental routes
will be added to the portal. In addi�on to the web based mobile portal LH
- Frankfurt-Vancouver-Frankfurt is
currently evaluates to what extent they need to expand their mobile services
opened for mobile boarding pass and
with downloadable applica�ons . This is causing the Lu�hansa team many
extending to most intercon�nental
sleepless nights and they do understand that the applica�on frenzy is quite
flights ex Germany.
crazy. In terms of progressing they will monitor things very closely but in a first
step focusing on their main user groups the iPhone and Blackberry holder.
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