100,000 opt for SMS alert with Ryanair

Ryanair announced today that 100,000 passengers had opted to avail of it's new SMS booking reference alert in the month of operation of the new service. The biggest users of the service which costs £1/€1 were Italy (16%), UK(15%), Spain (12%) and Ireland (5%). Ryanair launched the service in conjunction with 15Below to allow intending passengers receive their booking reference number by text so as to avoid having to print the email confirmation prior to airport check in.

It will be interesting to see if the idea is dropped when the airline migrates to a fully web based check in !