Vueling's Mobile Strategy Takes Flight
Vueling Airlines announced in 2014 that a larger percentage of its IT budget would be spent on mobile applications than on the website. However, the revenue from mobile remained relatively small compared with that from the Web. In designing Vueling's future mobile strategy, the IT and online marketing managers face the dilemma of whether to prioritize sales or customer experience.
Collection: IESE (España)
Ref: SI-193-E
Format: PDF
Number of pages: 27
Publication Date: Sep 16, 2015
What material is included in this case:
Description
Vueling Airlines announced in 2014 that a larger percentage of its IT budget would be spent on mobile applications than on the website. However, the revenue from mobile remained relatively small compared with that from the Web. In designing Vueling's future mobile strategy, the IT and online marketing managers face the dilemma of whether to prioritize sales or customer experience.
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Year: 2014
Geographic Setting: Spain
Industry Setting: Transports and Postal services
Learning Objective
Two dimensions are addressed in this case. First, understanding the customer journey before, during and after a flight, with the mobile platform being the main digital touch point between the customer and the organization. Second, mobile development has an impact on the internal organization and on whether it can be agile when providing new solutions to customers, as the organization shifts from independent functions to become a transversal organization.
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