Malaysia Goes Mobile

ON DECEMBER 8, Malaysia Airlines launched MHmobile – flymas.mobi – what the carrier describes as: “the most comprehensive menu of mobile phone functionality available to airline passengers anywhere in the world.”
The product allow the airline’s 14 million passengers to book, pay, and check-in and board their flight simply using their mobile phones but, in what is believed to be a world first, it also harnesses the capabilities of smart phones to offer passengers context-aware services using geolocation.
The flymas.mobi product is also said to be the first mobile airline application which connects bookings to Facebook, TripIt and Dopplr enabling friends and colleagues to be informed about each other’s travel plans.
It also allows passengers to check the status of a delayed bag using flymas.mobi because the application can link to WorldTracer, a fully-automated system for tracing lost and mishandled passenger baggage used by more than 440 airlines and ground-handling companies worldwide.
Malaysia Airlines CEO, Tengku Dato’ Azmil Zahruddin, said: “Malaysia Airlines took a strategic decision to partner with SITA Lab to develop an application which would go beyond anything that exists on the market today.  We did not want to simply miniaturise our web site for use on mobile phones but to create an offering based on one web application, one link and one click with no download required.  Our mobile services had to work well on web-enabled mobile phones.
“We are very satisfied with the result; flymas.mobi is comprehensive and the complexity of what has been achieved is hidden behind an interface that is friendly and very easy to use.  Passengers can book and hold their flights.  Pay for them.  Receive a 2D boarding pass after check-in.  Check flight status and timetables.  If a bag is delayed that can also be followed up using flymas.mobi.  We can also directly offer travellers special mobile deals based on their actual location.”