AA iPhone app drives users to Route Planner site

The AA has updated its route planning site to support the iPhone, as part of a series of enhancements to its online mapping service.

The AA has updated its route planning site to support the iPhone, as part of a series of enhancements to its online mapping service.

AA Router Planner is one of the most popular services on the AA's website. It generates advertising revenue for the AA, and allows the company to cross-sell its insurance products.

Router Planner also has a strong search engine rating, which helps to drive people to the more commercial parts of the AA's website.

18 months ago, the company began a straightforward development project to replace its legacy Arc Map server software with Google Maps. According to Steve Wing, manager of mapping services at the AA, since the project went live a year ago, usage of the AA Route Planner has increased by 12%.

The iPhone app is the latest development on the Router Planner site. Wing said the AA was also developing a route optimisation package for commercial lorry drivers. The AA outsourced development of the iPhone app.

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