Malaysia Airlines dabbles in mobile augmented reality with deals and directions

Hot on the heels of unveiling iPad kiosks at Kuala Lumpur station, Malaysia Airlines has already started on its next travel technology project – mobile augmented reality.

Working once again with SITA Lab, the development wing of airline and airport tech firm SITA, Malaysia’s existing iPhone mobile app will soon have augmented reality functionality built in.

The initial – and, arguably, weaker – idea is based on letting the user see deals from the airline when they point their handset in the direction of a destination.

This would probably not work too well for long haul fares, where long distances and narrow angles skew the results (imagine standing in Sydney and seeing all the European destinations piled behind one another), but for domestic or shorter routes the idea has some merit.

In the case of Malaysia Airlines the app displays the cheapest deals on the airline from the user’s nearest airport to those further afield.

What is interesting about the use of augmented reality by an airline is better understood by what Malaysia has in store further down the line.

Officials say the first incarnation of the app (deals) will be developed over time so passengers can use features related to their booking.

For example, a user will be able to switch on the AR function at an airport and find where the check-in desk is located or the direction of the departure gate, lounge, baggage claim and other services.