Connecting to Audiences via Mobile Apps

Malaysia Airlines System (MAS) is the national airline of Malaysia. MAS began in 1947 as Malayan Airways and then being renamed as Malaysian Airways after Malaysia achieved independence. After that, it changed the name again to Malaysia-Singapore Airlines. It was then divided into Malaysia Airlines and Singapore Airlines. Then, Malaysia Airlines (MAS) operates flights from Kuala Lumpur International Airport (KLIA) and later with a secondary hub at Kota Kinabalu and Kuching. Malaysia Airlines operates flights in Southeast Asia, East Asia, South Asia, Middle East and on the Kangaroo Route between Europe and Australasia. Malaysia Airlines achieved a significant milestone in 2012 when it received its first Airbus A380-800 followed by a historic Malaysian record on 1 July 2012 with the launch of its A380 scheduled service between KL International Airport and London Heathrow. On 1 February 2013, Malaysia Airlines became a full-fledged member of Oneworld alliance and is now connected to some 850 destinations in 150 countries across the Oneworld alliance network. MAS hold a lengthy record of service and best practices excellence, having received more than 100 awards in the last 10 years.

The objective of creating this mobile apps is to provide the most convenient way for customer, MAS come out MHmobile that allow people to book, check-in, share passenger travel plans and fly on the go when you want it, where you want it. It is currently available in English and Bahasa Malaysia and can be downloading by iPhone and iPod Touch, iPad, Andoid, Nokia Symbian Phone and also Windows Phone 8. With this mobile application, public can conveniently pay for flights booked through their mobile phone by using Visa, MasterCard and American Express credit cards, or PayPal account. Besides that, customer can share their itinerary on Facebook and Tripit. MHmobile also able passenger check-in and choose their preferred seat 48 hours before flight. With MHmobile, passenger can check the latest flight arrival and departure times and choose a flight straight away with the booking details pre-filled, check the status of the lost baggage. People can get in touch with MAS offices worldwide and find their way with Google Maps. Malaysia Airlines does not charge a fee to customers accessing MHmobile.

However, MHmobile check-in is currently only available for all Malaysian domestic flights, fights from Singapore to Langkawi, Penang, Kuala Lumpur, Kuching and Kota Kinabalu (vice-versa, flights from Kuala Lumpur to Bandar Seri Begawan, Phnom Penh, Siem Reap, Yangon, Hanoi, Ho Chi Minh, Bangkok, Phuket, Manila, Jakarta, Medan, Denpasar-Bali, flights from Kuala Lumpur to Paris (vice versa) and flights from Kuala Lumpur to Frankfurt (vice versa).

The target audience of MAS to create this mobile application is those who like to travel around the country or the world. MAS were awarded as the World’s Best Cabin Crew for 7 years (2001-2004, 2004, 2007, and 2009) by Skytrax UK. With this application, people can plan their holiday anytime and anywhere.

            The linkage of this mobile application is to increase the business of MAS. MHmobile able to download immediately, fast loading and easy, it help public save a lot of time by just clicking in to the application.

            Last but not least, the measuring result of this mobile application can be done by calculate the number of people download the apps. MAS can also record the number of passengers who use MHmobile to book their flight so that they can get the exact measurement result. Besides that, focus group can be conducted to know the different of the users before and after use the mobile apps.