UK carrier British Airways is not letting planned strike action thwart its ongoing mobile strategy and is gearing up for a significant ramping up of its efforts.
The airline will soon be celebrating almost two years since it became one of the first airlines to launch a mobile application for customers through the Apple iPhone, but is now preparing to unveil a raft of new functionality in a major upgrade of the app.
Officials say the new version will have a new services such as electronic boarding card facilities as well as a method of linking an account to the airline’s Executive Club loyalty points, a move it claims will be a first for a major airline.
Most importantly, perhaps, British Airways is also considering a fully functioning booking system through the app, although this has yet to confirmed for the planned upgrade of the existing system.
Mobile has become a major part of the wider BA.com digital strategy since its launched a mobile version of its site and the mobile app.
Around 20,000 users a day are using BA.com on a mobile device, officials say.
The BA.com iPhone app is currently in thirteenth position in the iTunes of free travel apps.
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[...] British Airways readies for next major step with mobile [...]