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
- Senior Graphic Designer - Tech brands Network Career Consultants £35000 - £45000 per annum, City of London
- Middleweight FMCG Branding Designer Network Career Consultants £30000 - £35000 per annum, City of London
- Digital Creative Lead - Fashion Network Career Consultants £60000 - £70000 per annum, London
- Web Project Manager (12 month FTC) Brand Recruitment £40000 per annum, Milton Keynes
- Multi Media Specialist Creative Recruitment £43000 - £45000 per annum, London
Agency: McCann Erickson
- Watch: The Post Office's first Christmas TV campaign in five years
- Tesco Clubcard uses Twitter to pick out Christmas gift ideas
- Samsung launches first Christmas TV campaign in the UK
- O2 launches 'walk' campaign with Ed Sheeran
- BBH London promotes Caroline Pay to deputy ECD
- ASA bans 'strongly sexual' Giffgaff ad