Mobile check-in, i.e. check-in using a mobile phone can be offered in various format : vocal, SMS, Wap. What is the best option ? Are they complementary ?
Web check-in introduced a bias in everyone mind about mobile check-in : check-in requires a rich interface, with a nice seat map and graphically advanced browsing. Naturally, the choice of many marketer goes toward Wap (mobile internet) application. So far so good you think. Indeed, mobile check-in is mainly used by frequent flyers and business travelers who want to save time and find it convenient. More than 90% of passengers in this market segment use iphones or blackberry devices. These 2 type of handsets offer good internet browsing. But this is misleading. Frequent flyers and business travelers want to save time on the global process, and Wap check in is not exactly the shorter route to get a seat in a plane. Having performed this analysis, some airlines have launched SMS check-in. The passenger sends a SMS to a special number indicating his reference (booking, e-ticket or frequent flyer) as well as flight number and seat preference if any. The systems performs the check-in and sends a SMS confirmation back to the passenger. The success of this system and the degree of satisfaction among frequent flyers on short haul flight is extremely high.
What about vocal check-in. This is not a very different matter : target segment is frequent flyers that drive to the airport.
But what is the benefit of mobile check-in if you cannot receive your boarding pass on your cell phone ?
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