Why mobile check-in is game changing for airlines

Last week IATA announced a set of standards to allow passengers to check-in from their mobile phone. Mobile check-in could be hugely significant and has the potential to trigger a step change in service levels.

REACH MORE OF YOUR PASSENGERS
If mobile check-in is implemented well and is successfully promoted, far more passengers will visit the 'manage my booking' section of the airline web-site to enter their mobile number. And, this creates a fabulous opportunity for airlines to invite passengers to engage in a pre-travel, mobile dialogue where the airline shares information and offers relevant ancillary services.

Today, most traditional carriers like BA, Lufthansa, Air France, American Airlines - the GDS airlines - only have a direct relationship with 50-60% of their passengers: those who book direct and member's of their loyalty schemes. By creating a compelling reason for travellers to share their contact details, mobile check-in enables airlines to connect with far more of their passengers ... and increase the reach of their ancillary services.

THE PASSENGER EXPERIENCE IN THE MOBILE WORLD
It's 2009, you booked your flight on your airline's web-site, entered your mobile number, and indicated that you'd like to check-in via your mobile phone.

24 hours before you travel the airline sends a text message to your mobile phone reminding you to check-in. There is a link in the message directing you to your personal mobile check-in page. You click the link and the airline mobile site displays details of your booking.

You choose to check-in now and answer a series of security questions. The airline sends a 2D barcode to your mobile phone. This is your boarding pass. No more paper.

Before you leave the mobile web-site, the airline informs you that you can revisit the site at any time on departure delay to see your own personal departure board, to get traffic updates, and to receive other useful information about your flight.

On departure day, before leaving home, you visit the airline's mobile site to check your flight status. The top of your screen shows your flight details. Your flight's on time. The bottom of the screen shows the latest traffic alerts, and a message from the airline stating that discounted upgrades are available to business class.

The upgrade sounds good. You click on the link and enter the last 4 digits of your credit card to pay. The airline confirms your upgrade. You've got a great deal and the airline has monetised its distressed inventory.

As you arrive at the airport, you check the mobile site again. You can see that their is a 10-minute queue at security. On the bottom of your screen is an offer to take the security-fast track. However, you have plenty of time before your flight so you decline the offer.

The bottom of your screen changes and is replaced by a targeted ad from an airport concession offering a special rate on currency conversion. It's a good offer and as you have plenty of time, you decide to change your money at the airport rather than using a cash machine at your destination.

Shortly before boarding, you receive a text message on your phone, reminding you to go to gate. The message also tells you that it's raining at your destination and suggests that you pre-book a taxi to beat the queues. You decide to take-up the taxi offer. You select the link in the message. This takes you back to the mobile web-site. You enter your destination address. The airline confirms availability and sends you a booking reference by text message.

MOBILE SHOULD BE ABOUT MORE THAN CHECK-IN
Airlines that extend their mobile projects beyond check-in to create a departure day dialogue can enhance customer service and grow ancillary revenues. These virtual concierge type services provide:

- Relevant information (e.g. flight status, traffic updates, weather)
- Assistance in the form of services that are relevant to the passenger and make money for the airline (e.g. upgrades, fast track through security, pre-booking taxis)
- Targeted offers from airport retailers and brands