Travel is Mobile and it’s Expanding

Jeff Ulrich Senior Manager - Emerging Technology

United Airlines

Travel is MOBILE …and it’s expanding!

First, a bit about 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

A (combined) History of 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

2008 – Voice check-in launched

2008 – Enhanced flight information (mobile)

2009 – Gate Information Displays

December 2007 – George Bush Intercontinental

200

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Some Mobile Stats

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Where are we regarding

Mobile?

mBP Status as of November 2012

United Airlines

• 222 Domestic stations – complete Domestic coverage!

• 50 International Stations

• Multi-Party

• Multi-Segment

Our Mobile Strategy and a bit of our journey…

Going Mobile – with the Mobile Web

Extending key website tools to the mobile channel

m.united.com

Text Version

Smart Phone Version

All the cool kids have Apps!

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.

2010 App Requirements

Check-in

Mobile Boarding Pass Storage

Flight booking – basic

Flight Status (same detail as /info sites today)

Account status

My reservations

Push trip-alert notifications

Club Locations / Wayfinding

Mobile App (2010) – the basics

Native – iOS / Android

Speed

Customization

Better User Experience

Full Featured

Native booking

Including Award Travel

Wallet

Transparent Information

Mobile App – circa 2010

• iOS

• Android

Teens pointing to the Future?

Facebook and Teens

Having surveyed teenagers in 30

countries, they revealed that the

number of teenagers claiming to be

active on Facebook (ie. Doing more

than just “liking” a separate page on

the web) had dropped to 56% in the

third quarter of 2013, from 76% in the

first.

-GlobalWebIndex

So, where are they going?

Instagram = 150MM users

Snapchat = 350MM Photos per day

WhatsApp = 350MM monthly active users

And then, of course, there is Twitter. According to Piper Jaffray's

semi-annual teen market research report, Twitter overtook

Facebook in terms of popularity with teens. Twenty six percent

named Twitter as their "most important" social site, while only 23

percent said Facebook was most important, down from 42 percent

the year before.

All the fun stuff is happening elsewhere. On their

mobiles.

It’s Mobile ;)

And our Future?