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American Airlines undertakes industry’s biggest deployment of iBeacons at DFW Airport

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iBeacons - SITA Lab

FTE Editor Ryan Ghee was shown the benefits of iBeacons by Kevin O’Sullivan, Lead Engineer at SITA Lab, at the SITA Air Transport IT Summit in Brussels.

American Airlines has announced the industry’s largest deployment of iBeacons, launching a six-month pilot at Dallas/Fort Worth International Airport, as a precursor to a permanent implementation. American Airlines also becomes the first airline to use the new SITA Common-use Beacon Registry, which was launched this week.

The installation of the devices, which use Bluetooth Low Energy (BLE) and geofencing to trigger the display of location-relevant information on passengers’ devices, is primarily being undertaken to improve wayfinding in the terminal. iBeacons can also be used to show walking times to gates, provide lounge access and inform passengers in real-time of boarding updates.

Selected users of the American Airlines app will trial an updated version of the app, which will be synchronised with the iBeacons, therefore enabling them to automatically receive information and directions to their gate via their iPhone or iPad when they are in the terminal. If passengers don’t already have the app installed, they will receive an automatic prompt to download it when they arrive at DFW Airport Terminal D.

Phillip Easter, Director Mobile Apps and Wearables at American Airlines, explained that the iBeacons will make it easier for passengers to find their way around what can sometimes be a confusing terminal. “65% of our passengers at DFW arrive at the gate early” because they are often “nervous” about whether they are at the right gate. “They’re sitting their early, so with iBeacon technology I can tell them what’s around them. This will make it easier, it will be less hassle, less stress and allow customers to explore,” he continued. “With beacon technology, I can tell you you’re at the right gate or the wrong gate, and how much time it’ll take you to get to the right gate.”

Beacon common use registry

Beacon common use registry

SITA has launched the Common-use Beacon Registry in an aim to simplify the widespread deployment of beacons in airport terminals, and to ensure consistency across the industry.

Easter also explained the relevance of the decision to use SITA’s new common use registry. “Using SITA’s registry will enable us to provide the same great user experience to our passengers using our app in airports not just in North America, but across our global route network. Beacons provide a fantastic opportunity to improve the passenger experience, but to do so they must be consistently deployed at all airports.”

Referring to the launch of the Common-use Beacon Registry, Jim Peters, Chief Technology Officer, SITA, explained that experience of working with American Airlines at DFW and San Francisco International Airport, as well as Virgin Atlantic at London Heathrow and other airlines at Shanghai Hongqiao and Copenhagen Airport, highlighted the need for a common industry approach.

“We have launched the SITA Common-use Beacon Registry to give the industry a single point of contact for common use beacons deployed at any airport around the world,” he said. “With it, airports can control and share the meta-data – the exact location including information on gates, terminals, etc – with airlines and other partners, and allow passengers to receive accurate and relevant information.”

Future Travel Experience Europe 2015

Interested in learning more about improving your passenger experience? At FTE Europe 2015, which will take place in London from 2-4 February 2015, senior speakers from the likes of Heathrow Airport, Ryanair, Swedavia, Norwegian Air Shuttle, Munich Airport, Virgin Atlantic, Expedia, London City Airport, IATA, Air France-KLM, London Stansted Airport, Lufthansa, Bechtel, Gatwick Airport and United Airlines will share their latest passenger-focused plans and visions in the 'On the Ground' conference.

The event will also include a dedicated 'Up in the Air' conference stream, IATA workshop, an extensive exhibition, tours of Heathrow T2, London Stansted and London City Airport, and a 'Best of British' Gala Evening at Altitude 360 @ Altitude London, London's premier sky venue which offers jetliner views of the city.

» View the full FTE Europe 2015 'On the Ground' agenda

» Register to attend FTE Europe 2015


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