IAB Engage: easyJet to introduce mobile boarding passes
EasyJet is aiming to become the first low-cost airline to introduce mobile boarding passes as part of "re-engineering" its business to adapt to consumers' mobile adoption, according to marketing director Peter Duffy.
Duffy admitted to the IAB Engage audience that only 12 months ago the airline had not been looking at what was happening in mobile, but it was now doing so "in a very serious way".
"There is nothing short of a revolution going on [in mobile]," he said, before revealing that the medium accounted for 7% of traffic to easyjet.com in August. "The growth curve is linear [...] and it over-indexes for short domestic routes."
Mobile boarding passes will be introduced in the second quarter of 2013, but Duffy indicated the company's ambitions were greater.
"We are now looking at how we can use the [easyJet] app to deliver customer information. I find it incredible that customers have these powerful phones but we deliver information over the tannoy."
This article was first published on marketingmagazine.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Senior Account Manager Adam Recruitment £27000 - £35000 Per Annum plus benefits, Manchester
- Account Director - Direct Marketing/Shopper/CRM Stopgap £50000 - £55000 per annum, London
- Exciting Digital Project Management Vacancy Zebra People £40000 - £50000 per annum + additional benefits, City of London
- Studio/Production Manager - late shift Network Career Consultants £35000 - £40000 per annum, London
- OgilvyOne loses BA business
- Majority of 15m Twitter users in the UK follow a newspaper
- Iris and Cheil big winners at MAA Best Awards
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office