May 06, 2014

How JetBlue aims to transform air travel through the use of mobile


This year, JetBlue will introduce an iPad application, translate its mobile site for local markets, add high-speed Wi-Fi to all of its planes and equip flight attendants with iPad minis as mobile’s role in building customer loyalty throughout the travel journey continues to grow for the airlines.

A JetBlue executive outlined these and other innovations from the airline at the Mcommerce Summit: State of Mobile Commerce 2014 last week during the session “JetBlue Airways: Transforming Air Travel through the Use of Mobile.” The iPad app will have a bigger focus on the planning phase of travel compared to JetBlue’s smartphone app to address the different use cases for these devices.

“We didn’t want to recreate a glorified iPhone app,” said Jonathan Stephen, head of mobile and emerging technologies at JetBlue Airways, New York. “With the additional real estate and because we know that people plan travel on a tablet, we wanted to add additional features from the Web.

“There are native experiences as well – such as offline saving of iteniary, more browsing around destination guides,” he said.

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