Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
S
u
r
v
e
y
a
v
e
l
T
r
2.4 Will Mobile change the style of communication with consumers?
&
Figure 2.10: Do you believe that “mobile” will change the way you communicate
i
l
e
with your customers? o
b
M
9.2%
No
73.0%
17.8%
Not sure
Yes
Source: EyeforTravel Research 2009
A significant 73% of respondent’s state that Mobile will change the way they will
communicate with their customers. It is argued that consumers are “increasingly
impatient” and now demand information “sooner rather than later”. As a consequence
of increasing experience in using the internet for travel in recent years, consumers have
become accustomed to a “continuous flow of information” and it is argued that “any
lax in the information will cause consumers to switch to a company who provides this
capability”.
What is also pointed out is that Mobile is not a replacement to existing forms of
communication, but that “mixed mobile and non-mobile strategies are always needed”.
Some argue that it will not actually change the way we communicate, rather it will “just be
another medium of communication” and “enhance the media mix”. What is underlined is
that as “consumers will be looking for this service … we have to keep the pace”.
New Travel companies enter the industry all the time. As companies will seek the most
efficient form of communication it is also pointed out that relatively new businesses
“don’t have much of an ‘old’ way”. This suggests that if new companies are going to be
pioneering the Mobile space then they will be competing heavily with existing companies
who are also low in experience in this area. So to some this is not a change it is just
following the communication channels demanded by the consumer.
Potential pitfalls of communicating with consumers via mobile devices are also
highlighted and it is emphasised that “if spam moves from emails to mobile phones the
mobile strategy will fall apart”. On the other hand it is realised that because of the unique
characteristics of Mobile it has the potential to become “a very strong medium which
will be extremely personalised and intelligent for communication”. Location-relevant
information is likely to change what is actually communicated, offering opportunities for
“detailed and appropriate information on the spot” and this can also be translated into
better levels of customer service.
54 55
© EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80