Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction

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As with marketing there are some existing initiatives in this area which reflect a higher
proportion of respondents considering this highly viable; several mentioned pilot
programs of airline and rail ticketing with barcodes on a mobile phone. The relatively
large success of mobile ticketing has already been communicated from some parts of the o
b
i
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e

&
world, such as Japan and India, and possibly as a result, responses are weighted towards
M
the positive end of the spectrum. For some companies, mobile ticketing may be less
relevant altogether.
CRM?
Figure 2.17: How do you view the viability of mobile devices in the travel &
tourism industry for CRM?
Global US UK Rest of Western Europe Asia
25%
2
0
.
0
%
1
%
20% % 1
9
.
1
%
1
9
.
1
7
.
6
%
1
7
.
8
%
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9
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5
% 1
7
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1
1
6
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2
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1
5
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1
5
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6
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6
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15%
1
4
.
6
%
1
4
1
4
.
4
%
1
4
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2
1
4
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9
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1
4
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1
3
.
8
%
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1
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1
3
.
5
%
0
% 1
3
.
5
%
1
3
.
5
%
1
3
.
6
%
1
2
1
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.
% 1
2
.
0
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4
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1
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10%
1
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1
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4
8
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1
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8
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6
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6
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5
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4
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5%
.
3
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%
4
.
1
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4
.
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%
4
.
3
%
4
.
2
4
4
.
0
%
3
.
2
%
4
.
2
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2
.
9
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2
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.
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1
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0%
1 2 3 4 5 6 7 8 9 10
Low High
Source: EyeforTravel Research 2009
As with marketing the use of mobile devices for CRM has the potential to be both positive
and negative, reflected in a wide spread of respondents from the middle upwards.
Many respondents are waiting to see a clear demonstration of the value added from the
customer’s point of view by mobile technology; that is, what they would gain from the
interaction that was absent using more traditional channels.
There is a lot of discussion around personalisation and customisation. Some regard
mobile as an opportunity for consumers to pull information on demand from suppliers
and intermediaries, thus information is requested and relevant. Some contemplate
understanding the individual consumer from the company standpoint through data
management and offer highly personalised content - a beneficial CRM tool. It is however
considered by the majority that Mobile will drive opportunities for developing CRM,
almost take it to the next level by use of location based data and more detailed and
individual analytics, ultimately sharpening competitive edge.
60 61
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