how nfc can improve passenger experience at the airport: lena erneling albers, manager mobile...

How NFC canimprove passengerexperience at the airport

1

Copyright © SAS 2012. All material is proprietary to SAS and may not be reproduced without written consent. All rights reserved.

11/4/2014

Lena Erneling Albers, Manager Mobile Services, Scandinavian AirlinesLena Erneling Albers, Manager Mobile Services, Scandinavian AirlinesShapingShaping the Future the Future TogetherTogether, 29, 29--30 30 OctoberOctober , Amsterdam, Amsterdam

My presentation will focus on the following…

• Background - Why NFC ?

• SAS NFC solution

• Experience so far


2 11/4/2014

• What’s next

• Future ?

Background - Why NFC ?


3 11/4/2014

?

SAS Brand Promise

MAKES YOUR

TRAVEL EASIER

MAKES YOUR

TRAVEL EASIER

11/4/20144Copyright © SAS 2012. All material is proprietary to SAS and may not be reproduced without written consent. All rights reserved.

How can we make travel easier at the airport ?

• Save time

• Give the customer control

• Value for money

• Hassle-free and easy

• Information

11/4/20145


Our strategy ... provide innovative and time saving solutions with focus on two areas

SelfServices

Gives the customercontrol !

Target 100 % in all key touch points


Mobile Services

6 11/4/2014

Main travel”tool” !

SAS NFC solution


7 11/4/2014

Mobile phones equipped with NFC was low in Scandinavia 2010

SAS Smart Pass is a NFC sticker that the customer can easily attach on the mobile phone

SAS Smart Pass

It is offered to our most loyal frequent travelers –EuroBonusGold & EuroBonusDiamond members

8


11/4/2014

How does it work ?

• SAS Smart Pass replaces the Euro Bonus Card as “ identification” at the

airport


9

• Resembles the EuroBonus card with a clear SAS branding

• Programmed with the EuroBonus number and expiry date which is also printed on the NFC sticker

• The NFC reader “behaves” as a card reader and existing routines are used to

communicate with the backend systems

11/4/2014

SAS Smart Pass - Traveller’s Experience

3. Identification

for check-in and

luggage

1. EuroBonus

travellers get a

mobile sticker

1. EuroBonus

travellers get a

mobile sticker

2. Travellers

check-in on web

or mobile

6. Boarding the

aircraft

10


11/4/2014

aircraft

4. Identification

at Security &

Fast Track

5. Access SAS

Lounge

SAS was the first airlines to offer a NFC solution on international air travel

• Smart Pass was introduced October 2011

• It can be used for travel on SAS and Widerøe

− within Scandinavia and

− from Scandinavia to countries within

Schengen

Approx 1000 Smart Pass readers are installed

11Copyright © SAS 2012. All material is proprietary to SAS and may not be reproduced without written consent. All rights reserved.

11/4/2014

• Approx 1000 Smart Pass readers are installed at all airports in Scandinavia

• The same graphical symbol on both the Smart

Pass and the Smart Pass readers makes it easy for the customer to quickly find the reader

Experience so far


12 11/4/2014

Customer usage

87%have applied the SAS Smart Pass to their mobile phone


13 11/4/2014

50%average usage just a fewmonths after launch

Smart Pass has a very high satisfaction among our customers

Easy to apply on the mobile phone

The readers are easy to find

Smart Pass is easy to use!

Smart Pass meets my

needs!

14

Smart!!!

It´s an easy and user friendly way to ”store” a boarding pass, much easier than paper or

credit card

Yes, I will use Smart Pass

again!

Install it all terminals, I think it´s really

convenient!

Copyright © SAS 2012. All material is proprietary to SAS and may not be reproduced without written consent. All rights reserved

11/4/2014

I think it´s much esaier than using cards, you don´t have to open your wallet

SAS Smart Pass makes you travel easier !Benefits for the travellers

• Time saving - reading is fast and requires no interaction with the mobile

(can be switched off!)

• Easy to use - just tap and go !

• Always at hand- no need to take out the EuroBonus card from the wallet

or print a boarding card !

Benefits for SAS

11/4/201415


Benefits for SAS

• Support SAS commercial goal 100% self service

• Innovative

• Increase SAS brand value and generate revenue as a differentiator

against other airlines

• Mobile centric development – keep up the competition, most airlines

will make significant IT investments in mobile services over the next years

Experience so far - Summary

Makes travel easier and improves thetravel experience for passenger��

Create hype around SAS Smart Pass and NFC technology��


16

Get passengers used to NFC technology in an easy manner��

and NFC technology��

11/4/2014

What’s next


17 11/4/2014

Transferring from Smart Pass sticker to Smart Pass App

Many benefits of Smart Pass App

• Reduce cost for SAS by replacing the sticker with an app

• Increase number of users since offered to all Euro Bonus members


• Attracts frequent travelers that are early adopters of new technique

• Customer request to use an app instead of a sticker

• No cost for new infrastructure -1000 NFC readers installed can be used

• Happy customers ! Customer satisfaction is high for mobile services

It is easy to use SAS Smart Pass App…

• The app is developed based on HCE (Hosted Card Emulation)

• NFC mobile with Android version 4.4

Kit Kat

1. Download SAS Core App

2. Activate ”Smart Pass” (onlydone once) NFC must be done once) NFC must be switched on

• After SAS Smart Pass App has beenactivated it is shown on the EuroBonus

page

• EuroBonus number must be in the

booking

2014-11-04

STONM-G Lena Erneling Albers


Reading at the airport

Mobile must be switched on and the screen active ( you don’t need to start

the

app and the mobile can be locked).

Place the back of the mobile

close to the reader.

2014-11-04STONM-G Lena Erneling Albers

The launch of SAS Smart Pass App is planned end of this year !

Future ?


21 11/4/2014

Many potential future uses of NFC at the airport

• Storage and reading of NFC boarding pass on mobile device

(replace QR code)

• NFC tags embedded in luggage tags to quickly access baggage information (permanent bag tag)

• Marketing & communication

• NFC payment application for purchases in the airport or

onboard

access


• To provide access for staff to secured areas via their mobile device

Enablers – What’s needed?

Industry standards for NFC ( ref IATA)

Increased penetration of NFC enabled phones (including iPhone). 44% of SAS Customers and 80% of EB members use iPhone without NFC

Support from airports and suppliers for necessary infrastructure

Customer acceptance - will customer like Smart Pass App as much as

Smart Pass sticker ? Sticker vs app solution to be evaluated in a Smart Pass sticker ? Sticker vs app solution to be evaluated in a customer survey

NFC- app reading must be fast and reliable


23 11/4/2014

THANK YOU!THANK YOU!THANK YOU!THANK YOU!

24Copyright © SAS 2012. All material is proprietary to SAS and may not be reproduced without written consent. All rights reserved.

11/4/2014

Lena Erneling Albers

[email protected]