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Iberia mobile strategy: 5 single-function apps replace one all-purpose download

Dennis Schaal

Photo Credit: Iberia has launched single-function apps for booking, flight schedules, parking, check-in and Iberia Plus magazine in a contrarian mobile strategy.  Iberia

Skift Take

Is Iberia's formula of five single-function mobile apps crazy enough to be workable? It seems very cumbersome, to say the least, especially if you occasionally fly another airline or use apps from a different supplier. Ultra fragmentation.

With the proliferation of airline, hotel, rental car, online travel agency and metasearch mobile apps, most travel companies are trying to figure out how their app can stick out amidst all the competition and fragmentation. Not Iberia, which has launched five single-function iPhone/iPad apps for phone bookings, flight schedules, parking, check-in, and Iberia Plus magazine to replace the airline's all-purpose app. Given travelers' app fatigue, as people often juggle and labor

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