United Airlines: Chicago AMA Evening With Experts: Developing A Customer Centric Mobile Strategy

Oct 15, 20142 likes855 views

American Marketing Association Chicago Chapter

United Airlines paired up with Georama in a marketing mashup of big brand and start-up at 1871 for Chicago AMA's Evening With Experts event Oct. 7, 2014

Products, network, service and technology

United App Evolution
Nov 2010 June 2013 Nov 2013 May 2014

Wi-Fi Rollout – Mobile app features are free to use on the plane

Flight booking drives 80% of app revenue

Farelock will allow a mobile customer to complete a purchase
on united.com

Social Media support, travel inspiration.

United Airlines: Chicago AMA Evening With Experts: Developing A Customer Centric Mobile Strategy

Mobile Boarding Pass + Passport scanning

Flyer friendly, through irregular operations

Dynamic merchandising engine driving upsell

United Club access, incorporated in the app

The United App has over 14 Million downloads
16
14
12
10
8
6
4
2
-‐
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Total
App
Downloads
in
Millions
Android
iPhone
4
11

The Mobile App is launched nearly 400,000 times each day
0
50
100
150
200
250
300
350
400
May-‐13
Jun-‐13
Jul-‐13
Aug-‐13
Sep-‐13
Oct-‐13
Nov-‐13
Dec-‐13
Jan-‐14
Feb-‐14
Mar-‐14
Apr-‐14
May-‐14
Jun-‐14
Jul-‐14
Aug-‐14
Sep-‐14
Daily
launches
in
Thousands
United
Mobile
App
Daily
Launches
(
30
Day
Rolling
Average)

Most of our users and revenue comes from Apple devices
iOS
73%
Android
27%
Users
By
OperaBng
System

Our best customers use the app
Member
23%
Premier
Silver
13%
Premier
Gold
11%
Premier
PlaJnum
7%
Premier
1K
10%
Not
Logged-‐in
34%
Global
Services
2%

Summary and Questions
 Empower customers with options
 Transparent information
 Don’t be afraid to show the details
 User experience is critical
 User friendly = flyer friendly
 The app belongs to the customers, not United.
 It need to meet their needs or they’ll delete it
 Omni-channel strategy

My attempt at fusing complex metaphors for Over-The-Top (OTT) content consumerism -- and the massive impact of the mobile App Economy. Hopefully, so Mobile Operators can easily understand (and benefit from) or at least open up to, the dramatic change sweeping them into places where consumers now wish to go; more especially in an "All You Can App" world. Can they embrace the new chemicals that fuel the World's increasing App Addiction?

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United Airlines: Chicago AMA Evening With Experts: Developing A Customer Centric Mobile Strategy

1. United Airlines

2. “Fly the friendly skies” 1965 - 1996

3. Brought back in September of 2013

4. Products, network, service and technology

5. United Mobile App

6. United App Evolution Nov 2010 June 2013 Nov 2013 May 2014

7. United.com and United App today

8. New United.com

9. Wi-Fi Rollout – Mobile app features are free to use on the plane

10. Sales on the Mobile app

11. Flight booking drives 80% of app revenue

12. Farelock will allow a mobile customer to complete a purchase on united.com

13. Social Media support, travel inspiration.

14. Day of travel United Mobile app

16. Mobile Boarding Pass + Passport scanning

17. Flyer friendly, through irregular operations

18. Dynamic merchandising engine driving upsell

19. Flight status and upgrade lists

20. United Club access, incorporated in the app

21. Free streaming movies and TV shows

22. United flies you, Uber drives you

23. My Mileageplus account

24. Travel tools

25. Optimizing based on customer feedback

26. United Mobile App Results

27. The United App has over 14 Million downloads 16 14 12 10 8 6 4 2 -‐ Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Total App Downloads in Millions Android iPhone 4 11

28. The Mobile App is launched nearly 400,000 times each day 0 50 100 150 200 250 300 350 400 May-‐13 Jun-‐13 Jul-‐13 Aug-‐13 Sep-‐13 Oct-‐13 Nov-‐13 Dec-‐13 Jan-‐14 Feb-‐14 Mar-‐14 Apr-‐14 May-‐14 Jun-‐14 Jul-‐14 Aug-‐14 Sep-‐14 Daily launches in Thousands United Mobile App Daily Launches ( 30 Day Rolling Average)

29. Most of our users and revenue comes from Apple devices iOS 73% Android 27% Users By OperaBng System

30. Our best customers use the app Member 23% Premier Silver 13% Premier Gold 11% Premier PlaJnum 7% Premier 1K 10% Not Logged-‐in 34% Global Services 2%

31. Summary and Questions  Empower customers with options  Transparent information  Don’t be afraid to show the details  User experience is critical  User friendly = flyer friendly  The app belongs to the customers, not United.  It need to meet their needs or they’ll delete it  Omni-channel strategy

32. Thank you

33. Appendix slides

34. Adapt the United brand to the iOS or Android HIG

35. Flight status example

36. App Tips and tricks

37. Save on Premier Access

38. Best deal for Premium Cabin

39. Home Screen Cards

40. Internal UX

41. Change your flight or seat

42. Airport and flight maps