Everyone hates them…and BA says it might get rid of them
British Airways has begun a month-long trial of a personalised digital bag tag that could replace paper tags.
Employees from Microsoft have been chosen to take part in the trial at Heathrow’s Terminal 5.
They have been issued with a specially adapted version of the British Airways app, to provide feedback that will help shape the final product.
As the digital bag tag contains all a customer’s baggage details it promises to make check-in for flights faster and smoother, said the airline.
Comprehensive testing of the tag has already taken place to make sure it works in a live airport environment and can stand up to the rigours of airport baggage systems and everyday travel.
Glenn Morgan, British Airways’ head of service transformation, said: "Thecustomer trials take us another step closer to making the personalized digital bag tag a reality for our customers."
Anand Krishnan, Microsoft general manager, developer and platform group, said: "With Windows Phone at the heart of the project we look forward to learning
more about how our mobile devices and services can be part of this innovative trial to enhance the airport check in experience".
Customers on the trial will use their Nokia Lumia Windows Phone to check in, chose their seat and obtain their mobile boarding pass. Each will be equipped with a specially adapted version of the British Airways app, which automatically updates the digital bag tag with a unique barcode, containing new flight details and an easy-to-see view of their bag’s destination by holding the mobile over it.
The digital bag tag has been designed for repeated use, with a battery life of up to five years, and will be compatible with all smartphones, said BA.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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