How mobile is transforming Asian travel marketing
Low Lai Chow
Japan Airlines' introduction of not one, but ten mobile apps was an attempt to create excellent customer service throughout its customers' path to purchase, from booking and purchasing to shopping and boarding the plane. The apps catered to flight passengers at various touchpoints, from pre-flight to inflight, and included a schedule app, a booking app, a countdown app, an APO navigation app and a coupon app.
Its VP for web sales, Tomohiro Nishihata, told the Web In Travel Conference 2012 in Singapore that using mobile apps to access Japan Airlines'...