1. Engaging the 24/7 On-the-Go Traveler
Jeff Ulrich, Sr. Manager – Innovation, United Airlines
@united
Event hashtag #MobiU2012
Presented by the Heartland Mobile Council

2. SIZING UP OUR OPERATION

3. #MobiU2012, @united
Our Global Operation
• 376 Airports Worldwide
• 5,656 Flights Daily
• Approximately 400,000 customers daily
• 74,000,000 bags / yearly - over 200,000 daily
• Approximately 300,000 operational messages daily

4. #MobiU2012, @united
80 Million + Members
•Elite Levels
• Premier Silver
• Premier Gold
• Premier Platinum
• Premier 1K
• Global Services

5. A HISTORY OF SELF SERVICE

6. UA / CO Self Service
1995 – 1st airline to introduce eTicket self check-in
2002 – TripAlert launches (email & voice)
2003 – Online check-in is launched
2004 – International self check-in introduced
– Check-in reminders (email)
2005 – Offshore kiosk deployment begins
2006 – 1st airline to introduce baggage service kiosk
2007 – Self check-in goes mobile (and green)!
2007 – Self service reaccommodation begins
2007 – Check-in becomes automatic
– SMS launched
2008 – Voice check-in launched
2008 – Enhanced flight information (mobile)
2009 – Gate Information Displays8

7. THE SURVEY SAYS…

8. #MobiU2012, @united
FlightView Survey – Business and Leisure
• Survey of over 2,600 travelers
• 93.6% want flight status information
• 73.2% want boarding alerts
• 57.4% want upgrade information
• 39.8% want stand-by status updates

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Business Travelers – What do they want?
They all want information!
• 94% want flight status
• 70% would like mobile alerts
• 63% want to see seat upgrade availability.
-FlightView

10. KNOW YOUR BUSINESS

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Use your own tools – buy your own product
• Sign up for all your Company
communications
• Actively solicit feedback on all
fronts
• Internal / External forums
• Twitter / Social
• App stores, etc.
• Use your own web sites / apps
/ tools

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13. So what have we deployed
targeting the Business
Traveler?

14. GATE INFORMATION DISPLAY AND
TRANSPARENCY

18. MOBILE TOOLS
INFORMATION IN YOUR HAND 24/7

19. #MobiU2012, @united
Going Mobile – m.web AND app.
Extending key website tools to the mobile channel
•m.united.com
• Text Version
• Smart Phone Version
•Mobile App
• iOS
• Android

20. CHOICE

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Devices, devices, devices – and it’s
changing!

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m.united.com
Text Version Smartphone

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24. TRAFFIC

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Devices accessing m.united.com

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Browsers accessing m.united.com

27. THE MOBILE APP

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Circa 2010 iTunes Comments
• Was hoping to see an easy app, that would allow me to
directly check availability, cost, book flights, check-in, and
make itinerary changes mid trip…This app does none of
these things.
• How about push notices for flight status changes?
• …a good start. But basically this is just a giant bookmark
that happens to remember your xx.com username and
password. All the actual transactions take place via
mobile safari…
• …no real app, just a launcher for their mobile site. This is
too weak for a global player like XX.

29. #MobiU2012, @united
2010 Continental App Requirements
• Check-in
• Mobile Boarding Pass Storage
• Flight booking – basic
• Flight Status (same detail as /info sites today)
• OnePass account status
• My reservations
• Push trip-alert notifications
• Club Locations / Wayfinding

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Mobile App
• iOS
• Android

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Mobile App – the basics
• Full Featured
• Native – iOS / Android
• Speed
• Customization
• Better User Experience

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The basics continued…
• Native Booking
• Award travel too!
• Wallet
• MP Account access

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Account information
• Balance
• Status
• Activity
• Upcoming Travel

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Tools for the Business Traveler
• Flight Status
• Upgrade list
• Standby list
• Flight Status Notification

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37. #MobiU2012, @united
More Tools for the Business Traveler
• Check-in
• Mobile Boarding Pass
• Auto return check-in
• Kiosk Check-in
• Dom <20%
• International <30%

38. #MobiU2012, @united

39. #MobiU2012, @united

40. #MobiU2012, @united

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and more…
• United Club Sales

42. EXTENDING OUR REACH

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44. #MobiU2012, @united
What’s on my Radar?
What’s on my radar?
• Location, Location, Location
• Wallets and Payments
• Tablets, Phoneblets, Convergence