Customer Innovation Venues

Revenue Generation and Service Evolution

The Evolving Model

Work Hard.Fly Right. SM

SEP 21, 2010

CUSTOMER ENGAGEMENT PREMISE

SHOPPING

TICKET PURCHASE

TRAVEL

INFLIGHTPOST PURCHASE

PRE-TRAVEL

2

POST TRAVEL

Airline.comTravel Agents

TMCsCall

Centers

Mobile OLAs

Social Networks

OTS

Airline.comTravel

Agents

Call

CentersMobile

AvatarsSocial

Networks

IFEs Airline.com

Call Centers

Mobile

Kiosks GIDs/LIDs

Social Networks

Airline.comCall

Centers

MobileTravel

Agency

OLAsSocial

Networks

Future Customer Interaction Venues

EVENT/TRAVEL LIFE CYCLE–REVENUE GENERATION

4

Shopping PurchasePost-

Purchase

Pre-

Travel

Day of

Travel

Post

Travel

DealsFare/Service

CombosUp-sells and Cross-sells

Prepaid Options

On Demand Options

Incentives

Economic Economic Experiential Experiential Emotional Experiential

EVENT

MOTIVATION

SATISFACTION

APPROACH

ENGAGING THE CUSTOMER

CUSTOMER DRIVEN OR SELF SERVICE

M

O

B

I

L

E

S

P

E

E

C

H

W

E

B

A

V

A

T

A

R

K

I

O

S

K

Wired Environment

• Self Driven

• Minimal human interaction

• Shopping to In-flight Mgmt

Integrated Systems

• Data Intensive

• Intelligent Models

• Integrated Operational and

Revenue Decision Making

New Skill Base

• Improved Productivity

• Dedicated headcount

• Proactive Workforce

ENGAGING THE CUSTOMER

MEDIUM TO HIGH TOUCH ENGAGEMENT

C

A

L

L

C

E

N

T

E

R

A

I

R

P

O

R

T

W

E

B

A

V

A

T

A

R

Wired Environment

• Choice Driven Service

• Assisted human/Avatar interaction

• Shop to In-flight Mgmt

• Service Delivery Systems

Integrated Systems

• Data Intensive

• Intelligent Models

• Integrated Operational and Revenue Decision Making tools

Capable Frontlines

• Productivity gains

• Service Delivery Tools

• Proactive Workforce

7

MOBILE VENUE

A Proven Track Record of InnovationA Proven Track Record of Innovation

Why Mobile Boarding Passes?Why Mobile Boarding Passes?

Online Check-in - 2003

40% usage - 2007

Return trip usage low

Smartphone usage growing rapidly

LaunchLaunch NetworkNetwork IndustryIndustry Green!Green! UsageUsage

From Concept to RealityFrom Concept to Reality

1st in the USIAH – Nov ‘07

3e6

LaunchLaunch NetworkNetwork IndustryIndustry Green!Green! UsageUsage

From Concept to RealityFrom Concept to Reality

3e6

LaunchLaunch NetworkNetwork IndustryIndustry Green!Green! UsageUsage

From Concept to RealityFrom Concept to Reality

CO led industry-wide collaboration to create standards to

enable wide-spread adoption.

3e6

LaunchLaunch NetworkNetwork IndustryIndustry Green!Green! UsageUsage

From Concept to RealityFrom Concept to Reality

>3,000,000 Mobile Boarding Passes

8,333 Sheets of Paper per Tree

>360 Trees Saved!

3e6

LaunchLaunch NetworkNetwork IndustryIndustry Green!Green! UsageUsage

From Concept to RealityFrom Concept to Reality

Continental Airlines Mobile Boarding Pass Monthly Usage

More than 3,000,000

uses since launch!

3e6

Thank YouThank You

Customer Communication | Mobile Channel

Enhanced Flight Information

Flight Status

Upgrade Standby List

Flight Standby List

Seat Map

Inflight Amenities

pda.continental.com/info

or

www.continental.com/info

�

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Customer Communication | Mobile Channel

MOBILE SERVICE VENUE

IROP Management Apps

Exclusive Service Apps

Airport Experience Apps

Onboard Experience Apps

19

AVATAR VENUE

ALEX OUR VIRTUAL EXPERT

No need for lingoShe understands your intent, not just key words

Meet Alex, The Continental.com Virtual Expert

Always thereAlex is easy to launch from any

page on continental.com

Navigates for youInstead of serving up search results,

she’ll take you to the page that best

answers your question

A great shortcutAlex can get your policy questions

answered, or even kick-start a

transaction

Not just for rookiesWhether you’re a novice or an everyday

user, Alex is the fastest way to get

around continental.com

Quick LearnerAlex doesn’t know everything, but we

have a dedicated team to make sure

she gets smarter every day

ALEX OUR VIRTUAL EXPERT

AVATAR VENUE

Shopping Management Apps

Onboard Management Apps

Pre-travel management Apps

Post-travel management Apps

AVATAR FUTURE

Customer Driven Shopping • Destination Triggers • Travel Date Triggers• Target Fare Triggers• Deal Finders

Cus

tom

er In

tera

ctio

n V

enue

s

AVATAR FUTURE

Personalized Virtual Adventurer • Explore New Destinations• Simulate Airport Arrival

Experience• Simulate New Products• Simulate Service Experience

Cus

tom

er In

tera

ctio

n V

enue

s

AVATAR FUTURE

Personalized Assistant • Personal Shopper based on

preferences• Up-sell and Cross-sell facilitator• UGC purveyor• Service resolution provider• Service assistant and advocate• Relationship champion

Cus

tom

er In

tera

ctio

n V

enue

s

26

NEW MEDIA VENUES

ENGAGING THE CUSTOMER

GIDs/LIDs

SECURITY

MOBILE

BAGS

IFEs

IROPs

SEATS CHECK-IN