Usability and unique added value are key for mobile success reveals MTT survey with airlines at IATA World Passenger Symposium.

A survey conducted by Mobile Travel Technologies Ltd. (MTT) at the recent IATA World Passenger Symposium reveals what airlines consider to be the top 3 most important factors when implementing their mobile strategy. MTT is the leading mobile solutions provider to the airline industry and works with leading airlines worldwide.

In the survey, MTT asked airlines what are the most important factors to make their mobile strategy successful, what are the main challenges they face when implementing mobile solutions and what do they believe is most important for their customers when using an airline's mobile site and / or application. 

The top priority for all airlines surveyed in order to make their mobile offering a success was Usability and the User Experience with 100% of airlines selecting this. Joint 2nd was the Manageability & Maintainability of all mobile channels with one system, i.e. the ability to easily manage and update iPhone apps, android apps, HTML5, mobile web etc. with one solution and Making Mobile a Unique Value Added Channel.  The latter is without doubt vital for airlines to ensure that their mobile offering provides customers with distinct offerings, personalized for them, and importantly is the source of real-time, up-to-date information for customers regarding their flight and other travel needs pre, during and post check-in.

In the MTT survey, airlines were also asked what they consider to be the top 3 challenges when implementing their mobile channel.  The main challenge, with almost 90% of airlines surveyed selecting it, was integration with existing airline systems. As airlines work with many complex back end systems, this is a key concern. It is therefore vital that airlines work with a mobile solutions provider experienced in this area. Airlines need to ensure that they have mobile apps that can seamlessly integrate with their back end, that are robust and scalable to manage hundreds of thousands of bookings and that are fast & intuitive for the end-user to use.

Not enough internal mobile expertise was also a key challenge for airlines both in terms of mobile development and marketing the mobile channel with 66% of airlines selecting this challenge. As customers in the digital era become more demanding and sophisticated, airlines need to change the ways in which they communicate and interact with their customers. Not being a traditional mobile service provider, this is a new realm for airlines.

A lack of internal resources and proving ROI are the next key concerns for airlines with 33% of airlines selecting both of these challenges. 

When asked a final open question regarding what airlines think is the most important thing for their customers on mobile, the response was quite unanimous: simplicity and ease of usage, an exceptional user friendly interface and the provision of up-to-date, relevant, real-time flight & associated information and offers during travel.