NETHERLANDS/USA. M2mobi has published a white paper on an Orlando International Airport app, which has been set up part of the airport’s digital strategy.

It describes how smart contextual messages can help the airport interact with its passengers through information on flights, restaurants, shops and parking.

The white paper says: “The possibilities of smart contextual messages are endless. From stimulating all the airport facilities to making positive effect on controlling the passenger flows.

“As an airport you could create incentives that stimulate the passengers to go shopping or having dinner at a restaurant.

“Based on a passenger’s flight information, his personal interests and the shops and restaurants that are located close to him, the airport can provide the passenger with relevant discount coupons. For a coffee at his favourite restaurant for example.’’

The app is designed to help passengers strategise the use of their time in the airport.

The airport could also use third party data to provide passengers with personalised information.

The smart contextual messages are based on a decision tree and the location of a user. This location is based on either GPS or beacon technology. At Orlando International Airport there are hundreds of beacons placed to detect a user then the app uses GPS technology in order to determine where they are.

“When these factors are combined well, the airport is able to increase the passenger experience,’’ says the white paper.

It adds: “The messages do not only increase the passenger experience, but can contribute in a positive way to the passenger revenue as well. Especially when you realise that the ‘Enjoy all the wonderful things at the airport’ message generates a CTR [click through rate] of over 44%.

“That means that almost half of the people who’re seeing the message are engaged and triggered to discover all the shops and restaurants the airport has to offer.’’

M2mobi, which employs more than 40 staff, was founded in Amsterdam at the start of the smartphone era in 2006.