Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
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In line with the above theme, a good proportion of people (around 10%) have stated that
they don’t ‘yet’ have a concept behind a Mobile strategy at all but, indicate that there
are intentions for the future. A lot of discussion around this either relates again to the
need for knowledge to take this forward, or particularly in this case, some companies are o
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finding that they are only just finding their feet on the PC internet and are a little daunted.
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It is fascinating to reveal that the vast majority of respondents relate something positive
to their meaning behind a Mobile strategy though, following recent years of cynicism
about the potential of Mobile within the travel industry.
‘Communication’ is another key theme to emerge. We have established that many
companies are intrigued about the concept of enhanced presence and a footloose
connection via mobile phones. In addition to this, almost 10% of respondents concentrated
on concepts around the communication theme. Visions of improved communication in
comparison to current opportunities via the PC, an ability to communicate even more
directly with consumers and a new level of customisation made possible are the
most common responses within this category. These companies are striving towards
communicating the right information, in the right place, at the right time and now in
addition, with the new added benefit of customisation at its greatest potential, thus it can
be at the consumers convenience.
Some respondents consider Mobile to be ‘another channel’. It is viewed as a channel
through which information can be delivered and transactions may take place, such as the
PC Internet allows or a travel agent enables. A Mobile strategy to these companies means
a large focus on the multi-channel angle and channel integration. It is the ability to
maximise the benefits of each particular channel available which can reach the consumer
and to manage these channels effectively.
Whilst it is clear that many respondents perceive Mobile to be a potentially effective
channel to connect and communicate with travel consumers, deliver content and
generate sales, some respondents concentrate on ‘operational’ benefits such as ticketing
and delivering relevant information alerts. This theme was focused on by about 5% of
respondents.
Other frequent themes that have surfaced include ‘reach’ which incorporates more
attention towards customer acquisition following the growth of mobile use geographically
rather than customer service orientated. ‘Personalisation’ has been focussed upon as
well, including opportunities for better targeted marketing, including the use of GPS data.
Plus the meaning for some companies is currently ‘learning’. This includes developing an
understanding towards consumers, the use of mobile phones and potential new touch
points, and building an understanding of the technology, identifying the opportunities
and figuring out which strategies work also featured heavily in this category.
Above we have looked at the most frequent categories but there are other themes raised
quite a few times that should be mentioned. Companies are quite understandably looking
for a return on investment should they put a Mobile strategy into place. Understanding
what the potential and actual ROI is very important, this will of course need to be devised
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