Eyefortravel - Mobile Technology In Travel Report - The Detail

School of Mobile Platinum Partner:

The School of Mobile:

Report

Vol. 2: The Detail

Table of Contents

Table of Contents

Table of Contents 1. Introduc�on 1.1. 1.2

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How has the travel industry embraced mobile technology to date? Who is the mobile traveller?

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2. Mobilising the Travel Buying Cycle

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3. Mobile Technology and Solu�ons

27

3.1

27

3.2

3.3

Introduc�on Ar�cle by Ambiesense: “How can mobile enhance the travel experience?” Mobile Internet & Mobile Analy�cs Ar�cle by Netbiscuits: “Internet goes Mobile: 10 Golden Rules for Big Success on Small Screens” SIXT Case Study Lu�hansa Case Study ORTG Case Study

30 32 35 42 45 48

Mobile Applica�ons Ar�cle by MobiEXPLORE: “Mobile Travel Guides: Travel Mobilisa�on - How mobile can bring benefits during the downturn” Rearden Commerce Case Study Kayak Case Study Lonely Planet Case Study

57 63 65 70

3.4

Mobile Search

75

3.5

Mobile Marke�ng and Adver�sing JAL Hotels Case Study lastminute.com Case Study

81 106 107

3.6

Mobile Customer Service, CRM & Ancillary Revenue Genera�on Ar�cle by The Sound of Data: “Mobile Travel Solu�ons” Bri�sh Airways Case Study Hilton Case Study Egencia Case Study

113 113 124 127 129

Mobile and Loca�on WAYN & Rummble Case Study Visit Britain Case Study TUI Case Study

138 149 153 154

3.7

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3.8

Mobile Ticke�ng and 2D Barcodes SAS Case Study

155 160

3.9

mTransac�ons Jet Airways Case Study

162 169

4. Preparing to invest in Mobile

172

4.1 4.2 4.3

172 175 179

The EyeforTravel Pearls of Wisdom Addressing the arguments against mobile The future of mobile in travel

List of Figures Figure 1: Figure 2: Figure 3: Figure 4: Figure 5: Figure 6: Figure 7: Figure 8: Figure 9:

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Age breakdown by type of browser access and age Age breakdown by type of applica�on access and country Age breakdown by type of SMS access and country Gender breakdown by type of browser access and country Gender breakdown by type of applica�on access and country Gender breakdown by type of SMS access and country Income breakdown of mobile browser access by access type and country Income breakdown by type of Applica�on access and country Income breakdown by type of SMS access and country

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Table of Contents

The School of Mobile Vol. 2 - The Detail

Welcome Back!

- The Travel Buying Cycleof Mobile WelcomeChapter back to1Part Two of The School

Welcome back to Part Two of

The School of Mobile ‘The mobile phone has become a human appendage’ – BJ Fogg Even if one’s mobile phone is not yet a body part, technology itself has certainly become a domes�cated part of daily life and a core part of many cultures. Mobile expands our reach, our power and our awareness. As you learnt in Part One, Mobile has arrived. In 2008, global mobile subscriber penetra�on broke through the 50% mark (Source: ITU). By the end of 2009, the number of mobile users globally is expected to reach 3.9 billion (Source: Por�o Research). Smartphone penetra�on con�nues to increase in various regions but is not yet at the inflec�on point (i.e. the point at which penetra�on leads to drama�c change), however it is s�ll very significant and growth in penetra�on con�nues, even in 2009. According to the latest research by The Kelsey Group, penetra�on is at 18.9%. 3G network penetra�on did in fact reach the all-important inflec�on point (30% in western markets), while in Korea and Japan the story is really how far away is 4G and finding new and innova�ve ways to use the installed 3G networks. Furthermore, convergence is more than just a buzz-word. It is happening apace and it is a crucial enabler of advanced mobile offerings. Convergence looks towards the bundling and integra�on of services and this is the force which will shape the mobile ecosystem of the future. The dynamics of the mobile ecology are changing. Tradi�onally this ecology has been dominated and indeed controlled by operators who acted like the gatekeepers. The evolving ecology is more focused on symbiosis, mutual advantage and compe�ng centres of power/influence. It is a model characterised by collabora�on and alliances. It is a new world that at first glance can be daun�ng and indeed a li�le overwhelming. This paradigm shi� involves the opening up of access to the tradi�onally closed ecosystem and along with it many new and exci�ng opportuni�es for value crea�on. PART TWO: This part of The School of Mobile is about cu�ng through the hubris, the misconcep�on, the mythology and the unfulfilled promises of mobile and to give you guidelines and a wealth of useful informa�on to help you to embrace mobile. It is focused on prac�cal guidelines, advice and case studies from some of the industry’s leading mobile innovators and insight from mobile solu�ons providers to help you make intelligent mobile decisions. All companies involved know the importance of educa�on and knowledge acquisi�on that will allow you to move forward with confidence in developing or advancing your mobile strategy. Mobile is: Interac�ve, engaging, personalised, powerful, empowering, relevant and always on Mobile is not: A replacement for other marke�ng/customer service channels, a gimmick, a silver bullet or just a small version of your website

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