StreamThru offers airline passengers personalised journey information
“Most travellers are not interested in others at airports, they only want information that’s relevant to them.” So declared Mantic Point’s managing director Mike Atherton as his company launched a mobile web version of its passenger information text messaging service at the Travel Technology Show in London.
Using Mantic Point’s StreamThru, airlines can provide their customers with personalised information from the moment they complete the booking until they take their last leg of the journey home, Atherton noted. “We deliver the service and the airline can put its own brand on it, as is the case with easyJet’s easyText service. If the passenger signs up for the service they receive SMS messages from us regarding their booking, traffic alerts when heading for the airport, updates on weather effects on their flights, which gate to go to and when, plus destination information – in fact the complete end-to-end journey.
“SMS messages are limited to 160 characters though, but with mobile web the service can be richer, with more detailed information. We can fit a lot more into it and it’s personalised to you. That’s why we’ve launched this new delivery channel,” Atherton added. “We won’t be stopping the SMS service, just broadening our delivery. In the UK, for example 25% of the population aged 15 or over has used mobile web services, and that number is increasing rapidly.”
As mentioned, airlines wishing to use the StreamThru service for their passengers can put their own brand on the service. They can also choose how it is delivered and paid for. “The entry level service at easyJet is currently free,” Atherton noted, “but there are some premium elements which can be added for a fee, such as emergency assistance, immediate access to an interpreter and so on.”
Airlines can make the service totally free if they choose to let Mantic Point sell advertising. “These could be third-party advertisements or a way of extending the ancillary upsale of the airline,” Atherton explained.
Ancillary purchases can also affect the service a passenger receives. If, for example, a traveller has booked a hotel through the airline’s website, Mantic Point is automatically notified as part of the booking information. “The system can then provide helpful information such as restaurants, events and ground transportation ideas about your destination. And on the last day of your stay it can prompt you to think about how you are getting back to the airport for your return flight. So it presents relevant information to each day of the trip,” Atherton commented.
Bernie Baldwin, editor, Low-Fare & Regional Airlines/LARAnews.net