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Why is it that airports and related travel brands can't see the opportunity for their business in adding personalisation to their mobile projects. Its all about design and not about the content and context for the traveler. Mantic Point thinks there's another way
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Engaging the passenger to create additional revenue on the way to and at the airport
Mike Atherton, CEO, Mantic Point
Making ConnectionsThe Channel The Person The Trip
+ +
Lead with service…Lead with service… … Follow with revenue… Follow with revenue
This time it’s personal… Airport goals…
Increase parking margins
More direct bookings
Boost retail revenue
Prepare passengers to spend
Increase loyalty
Enhance experience /Keep passengers informed
How do you get that direct connection with the passenger? What can you do to extract the maximum value?
13/04/23© 2010 Mantic Point Solutions Ltd3
Why mobile? Why now?
13/04/23© 2010 Mantic Point Solutions Ltd4
So many questions
The airport is a trusted source of information Extend the airport experience – beyond the terminal walls Capture more of the passenger relationship
What’s the traffic likeWhat’s the traffic like
Is my flight on time?
Is my flight on time?
What’s the weather
like?
What’s the weather
like?
Where’s a good place
to eat?
Where’s a good place
to eat?
What can we do
tonight?
What can we do
tonight?
What’s the address of our hotel?
What’s the address of our hotel?
What’s the current
exchange rate?
What’s the current
exchange rate?
Now … where did I leave the
car?
Now … where did I leave the
car?
What time is my
return flight?
What time is my
return flight?
Where can I get a
coffee?
Where can I get a
coffee?
Where’s my gate?Where’s my gate?
Remember: Customers are on a journey!
13/04/23© 2010 Mantic Point Solutions Ltd5
Current airport mobile initiatives “We want a presence in the App Store”
Vanity apps Marketing agency driven
Mobile app = FIDs + airport directory + pretty UI Repent at leisure
What about other platforms How are you going to maintain this
Concessions come / concessions go Airport not passenger centric
Remember: customers are on a journey!
13/04/23© 2010 Mantic Point Solutions Ltd6
An integrated approach to mobile
13/04/23© 2010 Mantic Point Solutions Ltd7
Travel assistant Lead with service Provide relevant content
throughout journey Creates “sticky” experience
Multiple touch-points Each a revenue moment
13/04/23© 2010 Mantic Point Solutions Ltd8
Revenue management Prepare passengers to spend
Know who is travelling today Target them with relevant offers
By destination, carrier, time of day, day of week, trip duration, etc
Multiple calls to action Click for: SMS, voucher, to call, to view mobile web-site, etc
Proven results TTT Moneycorp 10.5% redemption rate foreign currency campaign Nuance (Tax & Duty Free) 50% ATV uplift at Bristol Airport
13/04/23© 2010 Mantic Point Solutions Ltd9
Maintain positive, pro-active communication channel Target messages for
passengers by time, flight, destination, etc
Reduce complaints and associated handling costs Tangible and hidden
Disruption management
13/04/23© 2010 Mantic Point Solutions Ltd10
Location management Passenger benefits
Way-finding Go to gate reminders
Airport benefits Dwell time analysis
Analyse by demographic, destination, carrier, etc Target assistance at late passengers
Q-buster, valet parking, etc
13/04/23© 2010 Mantic Point Solutions Ltd11
Application partnerVirtual concierge
The StreamThru Airport Network
13/04/23© 2010 Mantic Point Solutions Ltd12
Reach more customers Integrated and complete travel
resource Boost retail revenue Retain control of brand and content Built-in disruption management No set-up costs
“StreamThru … takes all the best parts of many other travel apps, and turns it into a single all-in-one assistant … the best part is the amazing amount of information included inside the app”
Gadling, June 14 2010
“StreamThru … takes all the best parts of many other travel apps, and turns it into a single all-in-one assistant … the best part is the amazing amount of information included inside the app”
Gadling, June 14 2010
Mantic Point Founded 2004 Rolls-Royce plc corporate venture UK based
Globally scalable service Innovation
Passenger flow management Behavioural targeting
Application partnerVirtual concierge
13/04/23© 2010 Mantic Point Solutions Ltd13
Mike AthertonCEO, Mantic Point