American Airlines takes hold of the mobile future

This event report explains American Airlines' utilitarian approach to app creation. The company believes that customers want apps with useful functionality such as checking in and checking flight delays.

American Airlines takes hold of the mobile future

Stephen WhitesideWarc

"If you define the mobile experience, it would be an airline: our employees are mobile; our customers are mobile; our assets are mobile. Everything about us is mobile," Phil Easter, director of mobile apps at American Airlines, told delegates at the APPNATION Cross Platform Summit, held in New York in mid-2013. "We're all in to mobile."

Should further demonstration be required of the potential that connected devices like smartphones and tablets hold for the company, Easter revealed that almost eight million people have downloaded its apps from an iPhone,...

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