Easyjet is testing Apple’s iBeacon technology across European airports,letting users receive in-app interactions using nearby signals “to enhance the in airport experience”.
Powered by Estimote the airline says the new iBeacon-backed features in its iPhone app will be supported at select airlines across its network as it rolls out the feature this summer.
While various retailers, museums, sports arenas,and others have began testing iBeacon support, easyJet is one of the first airlines we’ve seen adopt the new technology. The latest version of easyJet’s iPhone app is available today on the App Store
Meanwhile, rival Virgin Atlantic has started its trial of iBeacon technology in the Upper Class Wing at London Heathrow Airport, which will allow premium passengers to receive personalised notifications and offers via their iPhone.
Passengers with an iPhone with Apple Passbook downloaded can make use of the service, which uses Bluetooth Low Energy and geofencing technologies to connect with passengers throughout the airport journey.
For example, an Upper Class passenger approaching a private security lane can receive a notification for their phone to automatically open their mobile boarding pass, so that it is ready to be scanned at the entrance to the security area. Passengers can also receive tailored retail offers, and during the trial anyone using the service will receive a notification informing them that they can take advantage of a 0% commission offer when they walk past the MoneyCorp currency exchange booth.
Peter Gough, design partner and founder at ORM, commented on the move: “The news that Easyjet is trialling iBeacon technology to help passengers navigate through airports is an interesting development presenting a number of opportunities. Noticeably there are some overlaps with the hospitality industry which can be taken into the airport. Automatic location check-in is obvious, together with the ability to see which high value, and therefore loyal, customers are in iBeacon vicinity. It’s like concierge for added personal service.
“Two clear opportunities for airports are offer pushes which can boost sales, such as encouraging passengers to have a coffee while they wait, or push notifications of pertinent information at check in. However, it’s worth noting that iBeacons shouldn’t be just about push notifications and offers – they can be used in the background to detect where the app user currently is. This provides data analytics of popular footfall, what areas are working and where and when actions are triggered.”
