Airlines, apps, and business travel: a critical examination

The rapid development, diffusion, and increasing utilisation of mobile technologies have transformed the ways in which airlines interact with their customers. In an effort to improve brand awareness, engender increased customer loyalty, lower costs, and make the process of flying more streamlined and efficient, increasing numbers of airlines worldwide are harnessing mobile technologies and developing mobile software applications (apps) that offer a range of services including mobile reservations and check-in and frequent flyer status updates. These technologies, which were first introduced in 2008, are typically aimed at economically active and technologically savvy frequent flyers, many of whom are flying for business purposes. Through an in-depth survey of the world's 25 largest passenger airlines' apps, the paper proposes that the development of mobile technology is precipitating a shift away from eCommerce towards an enhanced system of anytime and anywhere mobile customer relationship management (mCRM) in which the emphasis is on individual customisation, flexibility and efficiency over face-to-face interaction. However, while mobile apps undoubtedly represent a technological innovation, we question the extent to which they effect innovations in passenger service and reflect on the challenges and utility the continued refinement of mobile apps may have for future practices of international business travel.