Okay, so it's not perfect but in re-launching its new iPhone app last week, AirAsia had to balance the trade-off between speed to market and getting everything into place before launch.

And in today's world, speed to market is critical, says Arun Verma, head of technology and innovation at AirAsia. It's been two months since the old app was removed (for reasons he will not go into) and Arun's team has been working overtime to relaunch as soon as possible.

"We had an interruption and our goal was to provide as quick as possible a way for people to book on mobile. Now we are committed to providing the best booking experience for our customers. We were the first to launch a mobile app and now we are the first to focus on design and user experience."

Said Arun of the new app, "It's a simple design, focused on things that we can provide our customers that are what they need. For example, the travel guides – we now have Malaysia only – but it will eventually have our entire Travel3sixty content so that when a traveller lands, there is no need to buy a travel guide anymore, it's on their mobile." (Travel 3Sixty is AirAsia's inflight magazine and it is where the airline is building up its content to inspire and inform travellers.)

Other than the essential features of making it possible for people to book, check in and buy ancillaries, content will be a big part of AirAsia's new mobile play. "We've sent photographers to Myanmar and Japan, everywhere we fly to, to get content and we can tell you the best nooks and crannies of everywhere you fly with us."

The booking has been simplified. "It's the simplest booking we've ever had – seven steps in all. We have reduced as much information required from the customer as possible. We are not using multiple screens, just quick drop down menus."

Full story:

www.webintravel.com//news/speed-critical-to-relaunch-of-airasias-new-app-content-will-be-differentiator_3406