EyeforTravel Research Case Study
The School of Mobile Vol. 2 - The Detail
It is Lu�hansa’s hope that the mobile technology market will consolidate
over the next couple of years and device/opera�ng system prolifera�on will
not con�nue apace, as it makes planning difficult. Best to sit back and see
In a nutshell:
how it plays out rather than trying to cover everything as it develops at great
expense. In the current market, any investment must be targeted and have
The Lu�hansa mobile strategy
clear results. It is a good �me, to learn plan and prepare…
is about matching customer
expecta�ons, providing service
Why Mobile Ma�ers
through every channel while
addressing customer needs,
A key illustrator of mobile being a powerful communica�on tool was when
par�cularly those of business
during the strike last year, which was, overall is very nega�ve event but…
travellers, and reducing costs.
Customers were able to source up-to-date informa�on and developments
from the mobile portal and they did not have to call and stay on the line for
hours. Lu�hansa received very posi�ve feedback from customers who said
yes it was a difficult and frustra�ng situa�on but, mobile proved to be an
“Mobile is a standalone
extremely valuable service that people appreciated.
medium that offers new
ways to connect with
It’s all about the results... was it all worth it? your customers. It offers new
possibili�es and is not a scaled
In terms of the portal Last year Lu�hansa did a survey through the mobile
down, limited version of your
that was service specific and asked customers to answer a short series of
web offering. It is a different-able
ques�ons that were service specific. Over 90% of survey respondents said
device, not a limited-ability device!”
they were very sa�sfied with the mobile services provided, when asked what
was missing, they said a seat map and the ability to choose seats through the
mobile portal. This func�onality has been built in and was done shortly a�er
“Our ability to complete our mobile
the survey. (just a few weeks a�erwards). From last year January to this year
portal in four months was largely due
January we have a had a 400% increase in visits to the mobile portal so usage
to our choice of Partner, there were
is growing at a rapid rate. In terms of the Mobile Boarding Pass, over 85,000
never any problems, only solu�ons”
passengers a month are using the service and they like using it. Lu�hansa are
sa�sfied with our mobile offerings so far and are ready to take things to the
- Andrea Keipert, Product Manager
next stage while con�nuing to drive an increase in the usage of their current
Mobile Services, Lu�hansa
significant and valued offerings.
So what does the Portal do anyway? And what do they wish it could do?
• It offers all the services you would expect from an airline’s website including
schedule informa�on, arrivals/departures, flight bookings etc. These services are
relied on by dedicated users of the mobile portal as evidenced by the huge spike
in usage during bad weather as customers scramble to check flight status etc,
even customers who had never before used the mobile portal. Powerful stuff.
• Key services are Check-in, MBP and flight booking.
• The portal is also a highly valuable source of informa�on to new and returning
customers as evidenced by the fact that as bad weather approaches, usage
spikes hugely. Lu�hansa freely admits that the informa�on provided could
be improved by offering travel related informa�on things such as des�na�on
weather condi�ons, public transport informa�on etc.
• There is also an entertainment sec�on to the portal, while not perhaps necessary
it is valued by customers and is a good place for people to engage with the brand
by downloading things such as Lu�hansa ringtones and wallpapers. Mobile is all
about emo�onal engagement.
• A missing ‘killer app’ for the mobile portal that Lu�hansa are working on very
hard is the ability to rebook flights through the portal. This is something that is
in great demand but the technical challenges of implemen�ng such a solu�on
are daun�ng.
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