British Airways begins customer trials of digital bag tags, where customers download British Airways app which automatically updates digital bag tag with flight details, bag's destination; tag has battery life of up to five years

Kendall Sinclair

India , October 22, 2013 (TendersInfo) – British Airways (BA) has started customer trials of the personalized digital bag tag developed by the airline, at Heathrow Airport s Terminal 5.

Employees from Microsoft are observing the month-long trial by utilized a specially adapted version of the British Airways app for all essential feedback to assist in the design of the final product. The tag has previously been tested comprehensively to make sure that it works in a live airport environment and can withstand the meticulous airport baggage systems and daily travel.

Glenn Morgan, British Airways head of service transformation, said: The customer trials take us another step closer to making the personalised digital bag tag a reality for our customers. We re grateful for Microsoft s support during the trial, which will help us shape the future of checking in for flights.

British Airways has a long history of innovation. The digital bag tag is a tangible demonstration of our commitment to developing new technology and holds the promise of making checking in for flights even quicker and smoother.

Anand Krishnan, general manager, developer and platform group, Microsoft Ltd, said: Working with British Airways to help shape the future of one of the company s key customer experiences is something we re very proud to be involved in.

Customers concerned in the trial will utilize their Nokia Lumia Windows Phone to check in, select their seat and obtain their mobile boarding pass. Each will be equipped with the British Airways app, which automatically updates the digital bag tag with a unique barcode that contains the new flight details and the bag s destination, just by holding the mobile phone over it.

The digital bag tag, which will ultimately do away with the necessity for a new paper tag each time one flies, has a battery life of up to five years and will be well-matched with all smartphones. It has been particularly developed by British Airways, in partnership with Densitron Displays, and Designworks Windsor.

The growth of the personalized tag is part of a wider strategy by British Airways to develop the customer experience through the airport, making it faster, smoother and easier. British Airways is capitalizing above GBP5bn in new aircraft, smarter cabins, elegant lounges, and new technologies that are planned to make air travel more relaxed for passengers.

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