Ryanair embraces mobile with new app and digital boarding passes
Ryanair’s courting of public affection is continuing apace with the introduction of a new mobile app which allows passengers to download a digital boarding pass straight to their phone – leaving the faff of printing out sheets of paper a distant memory.
In typical Ryanair fashion however anyone unfortunate enough to run out of juice on their phone ahead of check-in will be liable for a hefty £15 fee to have their boarding pass printed. Some customers may find themselves unable to avail themselves of the new technology as well – currently 10 per cent of Ryanair destinations are not set-up to handle mobile check-in.
Passengers can also use the new-fangled app to purchase flights, manage baggage allowance, book seats and check-in remotely.
The customer service push is part of a play to win back custom from rivals amidst concern that the airline is haemorrhaging passengers and profit amidst widespread perceptions that it has been resting on its low-cost laurels.
The mobile innovation follows Ryanair’s reveal of a £10m digital acquisition fund, and plans to launch a pan-European campaign this September.