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EyeforTravel Research Case Study
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The School of Mobile Vol. 2 - The Detail

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A process of refinement.. Lu�hansa’s Golden Rules of Mobile

When they launched our portal they op�mised it
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for over 3000 devices. When they started they did
1. It is very important that your management takes the
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not know what devices their customers were using.
mobile project seriously. It is not a game. You need the
Now a�er one and a half years, they know that a
commitment of your company.
significant percentage of their mobilized customers
have blackberries, PDAs or other high end devices.
2. The mobile offering is not a miniaturized blue print of
Using this knowledge they are re-jigging the portal to
your website. You need to think through customer use
be op�mised more closely to these high-end devices.
cases and their requirements. What do customers need
More drop downs, layout changes and so on. A
when they are on the go?
redesign focused on high-end devices. This makes
3. The whole process for services via mobile is different.
sense as more and more people have access to these
The process must be designed for the mobile device.
higher end devices. They noted that at the outset it was
great to be prepared to offer the service to all devices 4. Usability is king: Short, Simple, Fast. Ensure that the
and then refine on the basis of usage and accumulated offering is op�mised to the various devices.
knowledge. So there you have it, refine, refine, refine!
5. Be�er to start with a core service offering and then
Spotlight: The Importance of Tes�ng
build on it step by step rather than offering a huge
package that may be overwhelming.
Tes�ng your mobile ini�a�ves, especially with
something as technical as a mobile boarding pass is
6. Let your customers know you are mobile. Think
crucial. First Ulf and his team conducted laboratory
about your mobile marke�ng and market your mobile
tests of the three different barcodes and the three
offerings through all available communica�on channels.
different delivery methods that generated the boarding
Combine print, online etc.
pass. At that point they were also tes�ng MMS (click
7. Important that your mobile offering is discoverable
to go to glossary). They also tested to determine
by search engines. No use if people cannot find it.
scanning speed, quality and rate. A�er that they
went out to the field and spent four days in Frankfurt
8. Take advice from someone who knows mobile. You
and a day in Hamburg at the gates doing various
need a mobile expert to make this a success. Find
field tests. They asked passengers if they wanted to
a partner that is fun to work with and is customer-
par�cipate in a pilot by reading their paper boarding
oriented.
pass and then sending them a mobile boarding pass.
They tried this with any mobile device, not asking
the customers what kind of phone they had beyond
Clarifica�on around 2D barcodes
determining minimum requirements. No devices had
any problems receiving and reading the barcodes.
There are three different 2D barcode
One thing that is crucial is that the backlight must be
types for mobile devices, defined as
turned on, otherwise the contrast is insufficient and
an IATA standard: QR code, Aztec
the Scanner cannot read the barcode! That was one
and Data matrix. Lu�hansa went
of the biggest trials they faced. It was a li�le tricky due
with Aztec as they found it to be
to light reflec�on but this is easy to fix by shi�ing the
slightly faster to scan. In Asia they
mobile slightly. As the mobile boarding pass has been
use QR codes because it is said that
introduced, the tes�ng process has con�nued and is
with QR it is easier to encode Asian
itera�ve. Every �me the team receives word that a
language characters. All scanners in
mobile boarding pass cannot be read, they work out
use must be able to scan all three
why and adjust the barcode slightly. They also offer
mobile barcode-types and the paper
the ability to request a ‘’dummy’ boarding pass form 2D barcode. As Lu�hansa is only an airline, they have li�le
the website so customers can feel confident the tool influence over the scanner technologies that are used in
will work for them which is pre�y crucial if you want Airports. They have some influence inside German airports
to drive usage… but otherwise almost none at all. IATA is working on global
standards.
Avoiding a wasted investment: Lu�hansa offers a sage piece of advice that may seem obvious but could be very costly
if not followed! Like any good Military commander, any mobile strategist in the travel industry that is inves�ng in mobile
should have fallback procedures. If at any stage, your mobile offering cannot fulfill the promised experience for the
customer, make sure you can s�ll offer a great customer service.
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