SilverJet builds full mobile service

Business class airline Silverjet is claiming a UK airline first with its launch of a mobile service for travellers.

The airline has joined forces with Mobile Travel Technologies to develop Silverjet Mobile, a service enabling travellers to booking flights, check flight status and schedules, choose seats and meals from their mobile phone or other handheld device.

Customers can access the site by entering the Silverjet website address,, into their mobile browser.

In the UK, they can also text “Silverjet” to 60767 to receive a link via SMS.

The MTT technology will recognize the mobile device being used and optimize the display and functionality accordingly.

The development is in line with current demand for mobile internet services. Forrester Research shows more than a third of business travellers regularly use mobile internet services for work. The research also shows travellers want access to airline services via their mobile devices.

SilverJet IT director George Henderson said: “We have partnered with MTT because its technology does it all for you and the application is proven.”

Henderson envisaged the service would be used more as an information tool than for bookings.

“The whole proposition is about introducing convenience back into long-haul travel and this is the same. It’s a growing channel and we want to be at the forefront. When the time comes and consumer confidence grows and they do want to book flights over mobile we will be there tried and tested.”

The mobile push comes amid news this week of a 23% increase in passenger numbers on the fledgling service but confirmation that the airline has not hit its previously stated profitability target of March 2008.

MTT executive director Gerry Samuels predicted frequent travellers who have already built up a profile with the airline would be most likely to make bookings.

“Where people will go the full way on the booking is where they are stuck in a situation and don’t, for example, fancy Heathrow Terminal 5. It can also be a very good response mechanism for promotions.”

Silverjet plans to enhance the mobile service further by enabling customers to book chauffeur and valet parking.

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