In some of my last blog posts I already shared thoughts about the importance of airline KPIs and especially the relevance real-time KPIs. However, so far I left out the topic of how KPIs are provided to your audience.

How’s the stauts quo at many airlines?

When discussing this aspect with colleagues from airlines, I’m sometimes surprised that mobile solutions to present KPIs on the recipients mobile phone are very uncommon.

Quite contrary, many airlines still rely one on of the following two things:

  • PDF Reports: Created on a regular basis (monthly, weekly, daily) and send out via mail to all recipients.
  • Desktop solutions: Specific tools that allows users to access KPIs with their laptop or office PC. Sometimes these desktop solutions allow a mobile access — however, most often this is very suboptimal.

Personally, I think that this situation does no longer meet the requirements of employees and — even more important — it massively limits the potential of KPI monitoring and the related impact.

Mobile-friendly, mobile-first, mobile-only

When talking about the ability to present content or use solutions on mobiles, we can differentiate between four stages:

  • Not mobile: Solutions or content was developed for desktop devices. Usage on mobile is either not possible or very uncomfortable.
  • Mobile-friendly: The solution or the content was developed for desktop clients and afterwards tried to be optimised for the usage on mobile devices.
  • Mobile-first: The solution or the content was developed for mobile usage first. Afterwards it can be optimised for desktop usage — but not necessarily.
  • Mobile-only: The solution or content can only be used on mobile devices.

Already 6 years ago, Eric Schmidt, former CEO of Google, announced Google’s mobile-only strategy. Actually, you don’t have to be very far-sighted to know that he was pointing into the right direction.

However, enterprises and enterprise solutions are slightly different. Moreover, bearing in mind the status-quo of many airlines in terms of KPIs and IT solutions, it is my strong conviction, that in this case mobile-only would be slightly over the top — and mobile-first should be the envisioned state.

But why do I think that mobile-first is the right approach to provide KPIs to your internal stakeholders?

Actually, there are three main reasons why you should go for a mobile-first strategy (unsurprisingly, most of them also accounts for a mobile-only approach).

Meet your audience where they are

Gone are the days, when employees were sitting in front of the desktop PC’s from 9-5. Today’s business world is different. We spend a lot of time in meetings, work from different places, work from at home and — especially in the aviation industry — travel a lot.

And for many employees it is hard or even impossible to access the required information — due to so many reasons all of us have encountered. You don’t have your laptop at hand, VPN connection cannot be established, no WiFi available….this list is endless.

Therefore, if you want to meet your audience, you have to provide the information on a device which is always at hand — their mobile.

Your audience is getting more demanding

People are more and more used to access everything via apps on their mobile.

News apps, banking apps, taxi apps, you name it — everything can be used on mobiles.

And that’s exactly why employees no longer understand why this shouldn’t be possible with enterprise solutions. If you don’t meet that demand, very quickly your IT will have the label of a department providing outdated solutions, which are hard to use.

Driving a KPI culture

If you want to drive a KPI culture. If you want your employees to take decision based on KPIs — based on facts — you have to make it as easy as possible for them to access these information.

This again, can only be achieved with mobile solutions. If employees don’t have the possibility to access these information or if they consider the way of accessing the information as too complex, they will rapidly stop to consume the information.

Accordingly, this would have a huge negative impact on business decisions and on a — from my point of view — vivid KPI culture which is inevitable.

What do you think? How does your mobile KPI strategy look? Are you already focusing on mobile-first?


Benjamin Walther, CEO, Information Design
Get in touch with Benjamin directly: benjamin.office@id1.de or connect with him on LinkedIn